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About mobile ads

Reach your customers while they're on the go with ads on mobile devices. This article will help you understand how to show your ads on different mobile devices, like smartphones and tablets.

Before you begin

To learn the basics of text ads creation, read how to create a text ad.

Where mobile ads can appear

On mobile devices with full browsers such as smartphones or tablets

Within apps on smartphones or tablets

  • Text ads
  • Image ads
  • App promotion ads
  • Image app promotion ads
  • Video app promotion ads
  • TrueView for app promotion ads

Only on devices that can make calls

  • Call-only ads

Ads on mobile devices

Many mobile devices, such as smartphones, have full Internet browsers. These browsers can display websites similar to the ones you'd see on a desktop computer, as well as mobile optimized sites. High-end mobile devices can also host apps, which people can download from the app store in their device, or from a website.

The wide variety of media available on mobile devices means you can show ads in many different formats. Testing your message using multiple ad formats can help you understand what drives customers to your website or to download your mobile app. However, in general, starting by tailoring your message to be compelling to customers on mobile devices can help your ads look and perform much better in any format.

To make sure your ad looks great on the small screen, you can create a mobile-optimized ad with a message, display URL, and landing page specifically 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.

Keep in mind

On mobile devices, there is less space for ads. To help your ads appear in this limited space, check and understand Quality Score and estimated first page bids. These aspects work together towards building your Ad Rank, which helps determine where your ads will appear on the screen.


All new campaigns are automatically eligible to run on most mobile devices. If you’d like to avoid showing ads on mobile, you can set a negative bid adjustment for mobile.

Types of mobile ads

Mobile image ads requirements

To create image ads, your campaign must be opted into the Display Network, either as “Display Network only” or “Search Network with Display Select”. If you're using 3rd party ad serving to create ads, make sure to use the accepted sizes for images and follow the requirements:

  • Smart phone: 320x50, 300x250, 336x280 Interstitial
  • Tablet: 300x250, 728x90, 468x60, 336x280 Interstitial

Best practices: Check mark icon Best practices

Read the Google Best Practices guide about growing your business with mobile ads. Topics include:

  • Mobile ad creatives and extensions in AdWords
  • Measuring the value of mobile ads
  • Mobile advertising without mobile-optimized sites

Create Effective Mobile Ads: Google Best Practices

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 change your campaign settings to avoid showing ads on mobile devices:

  1. Sign in to your AdWords account at
  2. Go to your Campaigns page and select the campaign you'd like to show only on desktop computers.
  3. Click the Settings tab.
  4. In the "Devices" section, find "Mobile devices with full browsers" in the table.
  5. In the Bid adj. column, click the pencil icon to enter or edit a bid adjustment.
  6. To reduce your bids on mobile devices by 100%, select Decrease by from the drop-down, and enter "100%".
  7. Click Save.
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