What Are Display Ads in Google?

If you’ve ever seen a banner ad while reading the news or browsing a blog, you’ve experienced Google display advertising in action. These ads, known as display ads, are visual formats like images, animations, videos, or interactive banners that appear across millions of websites, apps, and platforms such as YouTube, Gmail, and the Google Display Network.

Whether you’re a startup or a seasoned business, understanding how display ads work can help you reach the right people at the right time, especially when building brand awareness.

Display ads are designed to visually capture attention and drive users to learn more about your product or service. Unlike search ads (which rely on keywords), display ads are typically used to reach potential customers earlier in their buying journey, often before they even realise they need your product.

They appear across the Google Display Network, which includes over 2 million websites and apps, reaching 90% of internet users worldwide.

Rather than targeting keywords like in Search campaigns, Google Display Ads use audience-based targeting. You can reach users based on:

• Demographics (e.g. age, gender, industry)

• Interests and behaviours

• Remarketing (e.g. previous website visitors)

Google then uses automated auctions to serve your ads in placements where your audience is likely to be browsing, helping your brand appear on the websites they already visit and trust.

Here’s a quick overview of the main display ad formats and what a user might see:

Static Banners (Image Ads)

What they are: Fixed-size ads using a single image.
Example: You’re reading an article on TechCrunch about cybersecurity. A side-banner appears:

“Protect Your Business from Ransomware – Get a Free Audit”
Best for: Quick brand visibility when you already have strong visual assets. Read more for a full guide on Display Ad sizes.

Responsive Display Ads

What they are: Google automatically creates ads from your uploaded images, headlines, descriptions, and logos—then adjusts the layout to fit any screen.
Example: On a finance blog, you see an ad promoting an eBook:

“The CFO’s Guide to Forecasting – Download Now”
Best for: Scalable reach with minimal design time.

Video Display Ads

What they are: Short, non-skippable or skippable videos that appear across YouTube and other placements.
Example: Watching a YouTube video about automation, a 30-second clip appears showing a robot arm packing boxes.

“Boost Production by 40% – Book a Demo”
Best for: Demonstrating complex products or telling your brand story.

Interactive / HTML5 Ads

What they are: Dynamic, engaging ads with features like sliders, hover effects, or product galleries.
Example: On a logistics blog, an ad appears:

“How many vehicles in your fleet?” [Slider: 10–200]
Result: “You could save £12,400/year on fuel.”
Best for: Driving engagement or showcasing product variations.

Gmail Sponsored Promotions

What they are: Ads that look like emails in the Gmail Promotions tab.
Example:
Subject: “Onboard Global Teams Faster”
Opens into a full ad with video and CTA:

“See how RemoteHR automates compliance.”
Best for: Storytelling and reaching professionals directly in their inbox.

If you are looking to get stuck in with Display Ads but you don’t know where to start. We’ve created an easy to use guide with a video explaining the best way to set up your Display campaign.

Build Brand Awareness
Show your product to new audiences who aren’t yet searching for your brand.

Cost-Effective Reach
Typically lower CPCs or CPMs than search ads.

Visual Storytelling
Convey value through images, animations, and video—far more engaging than plain text.

Retargeting Power
Re-engage website visitors who didn’t convert with tailored messaging and offers.

Consider display ads when:

• Launching a new product or service

• Reaching audiences outside of search

• Supporting an early-stage awareness campaign

• Retargeting users who visited your website but didn’t convert

They’re also a great way to complement your search campaigns by keeping your brand top of mind with a visual reminder.

Targeting Too Broadly
Without keywords, it’s easy to overreach. Use detailed audience targeting and exclusions.

Using Low-Quality Images
Poor visuals get rejected—or worse, ignored. Stick to Google’s specs and invest in quality creative.

Ignoring Mobile Formats
Over 60–70% of display ad impressions happen on mobile. If your ads don’t look great on smaller screens, you’re missing out on most of your audience.

1. Set Clear Goals
   Are you trying to build awareness, generate leads, or retarget?

2. Create Attention-Grabbing Visuals
   Good visuals = higher click-through rates.

3. Refine Your Targeting & Budget
   Build audiences based on interests, demographics, or remarketing lists. Start with a test budget.

4. Launch and Monitor
   Give Smart Bidding time to learn. Monitor performance and optimise placements and creatives as data comes in.

Display ads are one of the most powerful ways to scale your brand awareness online. By using Google Display Advertising strategically—whether through responsive, video, or interactive formats—you can reach the right audience with the right message, at the right time.

Focus on clear visuals, mobile optimisation, and a solid targeting plan to get the best results. When done right, Google Display Network ads can become a low-cost, high-reach engine for your digital marketing success.

Do you want to learn more about Display Ads or expand your PPC knowledge? Explore our blog for more tips and guides to help you take your business to the next level.