Types of mobile ads

  • Reach your customers while they're on the go with ads on mobile devices
  • Understand the different types of ads that can show on mobile devices
  • Learn how to show your ads on different mobile devices, like smartphones and feature phones
  • See how to opt out of showing your ads on mobile devices
Where mobile ads can appear Ad types
On mobile devices with full browsers,
such as smartphones or tablets
  • Text ads
  • Image ads
  • App promotion ads
On feature phones
  • WAP mobile text ads
  • WAP mobile image ads


To create image ads, your campaign must be opted into the Display Network, either as “Display Network only” or “Search Network with Display Select”.


To make sure your ad looks great on the small screen, you can create a mobile-optimized ad with a message, display URL, and destination URL tailored for mobile devices. To do so, select the "Mobile" checkbox next to the "Device preference" setting. If your ad groups contain ads that are eligible to appear on all devices and mobile-optimized ads, only your mobile preferred ads will appear on mobile devices.

High-end mobile ad Example of an image ad on a mobile phone
Text ad
on a smartphone
WAP mobile ad
on a feature phone

Ads on mobile devices

Many mobile devices, such as smartphones, have full Internet browsers and can display websites similar to the ones you'd see on a desktop computer. These devices can also host apps, which people can download from the app store in their device, or from a website. Different types of ads can help you drive customers to your website or to download your mobile app.


All new campaigns are automatically eligible to run on most mobile devices. If you’d like, you can opt out of showing your ads on mobile devices at any time.
Mobile text ads

These ads look like normal text ads that you'd see on a desktop computer. The main difference is that we can show more ads per page when someone's searching on a desktop computer, and fewer ads per page when someone's searching on a mobile device. Your text ads will automatically run on mobile devices, including smartphones and tablets, unless you’ve opted out of showing on mobile devices in your campaigns settings under “Devices”.

Mobile image ads

These ads are similar to normal image ads that you'd see on a desktop computer. However, the most common size for ads on mobile devices is the 320 x 50 banner.

To have your image ads run on mobile devices, just make sure your campaign is opted in to the Display Network. To run on mobile apps and sites that are designed for mobile devices, your image ad size should be 320 x 50.

App promotion ads

App promotion ads (formerly "click-to-download" ads) are the easiest and most effective way to drive downloads: much of the customization is done for you. You can run these ads across search and display using the App/Digital Content Ad template.

These ads are designed to show on devices where they’ll have the most impact. When you set up a new campaign with only app promotion ads, your ads show only on phones and tablets (not on desktop computers). You can also choose to display your ads on mobile phones only.

WAP mobile ads

WAP-enabled devices let people browse mobile websites that are specifically designed for small mobile devices. These websites are typically much simpler than the full-fledged websites you'd normally see on a desktop computer.

WAP mobile ads come in two varieties: text ads and image ads.

  • WAP mobile text ads: These ads have two lines of text, with as many as 12 or 18 characters per line, depending on the language you use. Your website URL appears on the third line, if you want to enter one. You can also add a "Call" link that allows customers to call you directly from your ad.
  • WAP mobile image ads: These ads look like whatever image file you've uploaded.

    Example of an image ad on a mobile phone

Create a WAP ad

To create WAP mobile ads, just select the "WAP mobile ad" option when creating a new ad. If you've created an image ad, your campaign will also need to be opted in to the Display Network. Learn how to create a WAP ad.


You don't need to have a mobile website to run mobile ads. Instead, let customers call you straight from your ad. When creating your WAP mobile ad, just select "Connect customers to my business telephone number so that people can click to call" and a "Call" link will appear in your ad.

But even if you don’t have a mobile website, it is a good idea to have a website optimized for mobile. Learn how to optimize your website.

Mobile devices with full browsers

We define full browsers as those that can show standard HTML web pages and can support a customer making a purchase from start to finish, including supporting any tracking or Google Analytics functionality on e-commerce pages.

Examples of mobile devices with full browsers

So many mobile devices are being released, we unfortunately don't have a comprehensive list of all of them, or a definitive list of devices which currently have full browsers. However, a number of common mobile devices have historically been equipped with full browsers:

  • iOS devices (Safari and Chrome)
  • Android devices (Chrome)

If you aren't sure whether a particular model of phone or mobile device offers a full browser, you can check with the manufacturer or a reseller to see if the device can support HTML pages and e-commerce transactions.

Only show ads on desktop computers

Here's how to update the settings in your account to opt out of showing ads on mobile devices:

  1. Sign in to your AdWords account at https://adwords.google.com
  2. Go to your Campaigns page and select the campaign where you want to have mobile ads.
  3. Click the Settings tab.
  4. In the Networks and devices section, click Edit next to Devices.
  5. Select Let me choose...
  6. Deselect the Mobile devices with full browsers checkbox.
  7. Click Save if you've made any changes.
Try it now