About Mobile Ads

  • Reach your customers while they're on the move, through ads on mobile devices
  • Understand the different types of ads that can display on mobile devices
  • Find out how to display your ads on different mobile devices, such as smartphones and feature phones
  • See how to opt out of displaying your ads on mobile devices

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


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

Ads on mobile devices

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

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

To make sure that your ad looks great on the small screen, you can create a mobile-optimised ad with a message, Display URL and landing page specifically for mobile devices. To do so, select the "Mobile" tick box next to the "Device preference" setting. If your ad groups contain ads that are eligible to appear on all devices and mobile-optimised ads, only your mobile preferred ads will appear on mobile devices.

Bear in mind

On mobile devices, there is less space for ads. To help your ads to 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, then you can set a negative bid adjustment for mobile.

Mobile text ads

Mobile text ads look like standard 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. Bear in mind that text ads can appear differently on the Display Network.

Dynamically optimising your ads for performance

For mobile text ads, AdWords may sometimes replace your second line of description text with the most relevant ad extensions that you've enabled — such as sitelink extensions, location extensions, or callout extensions. This helps us to provide the most relevant information possible to your potential customers and can increase your ads' clickthrough rates.

The following examples show how AdWords can dynamically fine-tune your ads to deliver more relevant and high-performing information. Bear in mind that the examples below will not always occur, and that this feature will not be available for accounts advertising pharmaceutical products or services.


Ad auction scenario What shows in the ad How your ad might look
A specific ad extension that you have enabled will perform better than your ad's description line 2 text. Your top performing ad extension for this audience will appear in place of your description line 2 text.
Description line 1
Sitelink 1 -Sitelink 2
Your ad's description line 2 text will perform better than an ad extension. Your description line 2 will appear in your ad.
Headline - Description line 1
Description line 2
Neither the description line 2 text nor an ad extension would perform best in the ad auction. The ad will be collapsed to make more space for additional relevant ads in the auction.
Description line 1

You don't have to do anything to take advantage of this feature, but there are a few ways to further optimise your mobile ad text:

  • Start by creating ad extensions, if you haven't already. If they perform better than your description text, your ad extensions will appear when your ads show on mobile devices.
  • Keep your description lines short and sweet. It's still smart to create a second line of description text — if your text performs better than your ad extensions or if your ads appear on desktops or tablets, AdWords will show it instead. Keep these lines under 35 characters to make them easy to read on smaller screens.
  • Consider mobile-preferred ads. To get your message across in less space, try writing description text that is short, direct and highly relevant to people on the go. Check the "Mobile" box when creating your new mobile-optimised ad to let AdWords know it should show on mobile devices.

Did you know...

Ad extensions are factored into how Ad Rank is calculated, so showing more relevant, better performing extensions can help improve your ad position. If two competing ads have the same bid and quality, then the ad with the more relevant extensions will most likely appear in a higher position than the other.


If you'd prefer to only show your description text, and disallow the potential substitution of higher-performing ad extensions for your description line 2, you can opt out of mobile text ad optimisation by filling in this form.

Note: Opting out may negatively impact your ads' click-through rates because higher performing ad extensions will not replace description line 2.

Your text ads will automatically run on mobile devices unless you’ve set a -100% bid adjustment for mobile devices in your campaigns settings under “Devices”.

Mobile image ads

Image ads on mobile devices are similar to normal image ads that you'd see on a desktop computer, but they can link to your mobile website or to your app. To have your image ads run on mobile devices, just make sure that your campaign is opted in to the Display Network. Every image size that is accepted for ads on running desktop computers is also accepted for ads on mobile devices. However, to run ads on mobile apps and websites that are designed for mobile devices, your image ad size should be 320 x 50. Image ads can show as banner ads or interstitials in mobile apps – you can find the recommended sizes for each, below.

Interstitial image ads

These are full-screen ads that tend to have higher click-through rates than banner ads, but may have a higher CPC. These appear as someone moves between screens or pages in an app.

  • Sizes for mobile phones: 300 x 250, 320 x 480 and 480 x 320.
  • Sizes for tablets: 1024 x 768 and 768 x 1024.

Banner image ads

Banner ads appear as a small strip or “banner” across the top of an app page or screen. They’re the most commonly used ad format for mobile. You can upload double-sized images (for example, a 640 x 100 image for a 320 x 50 ad slot) for high-resolution display devices. We’ll auto-adjust the image based on the device’s pixel density.

  • Sizes for mobile phones and tablets: 320 x 50, 468 x 60, 728 x 90 and 300 x 250.


By default, your ads will show both as banners and interstitials. If you only want to run interstitials, go to the Display Network tab in AdWords and click on + Exclusion under “Campaign exclusions”. Select “GMob mobile app non-interstitial” to exclude banner ads from your mobile app campaign.

App promotion ads

App promotion ads come in a variety of types and formats. The most common type the app install ad, (formerly click-to-download ads) which are the easiest and most effective way to drive downloads: much of the customising is done for you. You can run these ads across search and display using the App/digital content ad format.

App install ads are designed to show on the devices on which they’ll have the most impact. When you create a new campaign to promote your mobile app, your ads show only on phones and tablets (not on desktop computers).

Before creating an app promotion ad, review the advertising policies for these ads.

Ads in Universal app campaigns

"Universal app" campaigns run ads across Google Search and Display Networks including the Google Play Store and within other apps. These campaigns generate your ads based on your app listing in the Google Play Store, a few independent lines of text, and an optional YouTube video link. AdWords can mix and match these separate assets to build ads for your app, and optimise the ad format for app installs.

The most important thing to note about these campaigns is that each line of text you enter must be able to be appear in any order with your other text, alone or not at all. Here's an example:

Yes checkmark Independent text order Dependent text order
  • Line 1: Start playing today
  • Line 2: Sign up for our app


  • Line 1: Sign up for our app
  • Line 2: Start playing today
  • Line 1: Get the newest version
  • Line 2: of the best game around


  • Line 1: Of the best game around
  • Line 2: Get the newest version

Bear in mind that your ads will not be translated. Make sure that your language targeting matches the language used in your ads.

App promotion on the Search and Display Networks

You can create campaigns to drive app downloads or increase app engagement on both the Search and Display Networks. These types of campaigns provide much more control over your targeting, bids, ads and budget. To decide which type of campaign is right for your app, find out about the feature differences between app promotion campaigns.

Where app promotion ads can appear

App promotion ads can be shown on Google.com, Google Play, YouTube and Display Network mobile websites and within other apps. However, these ads can only show in countries where paid app content is available . To find out more about where each type of campaign can run, see the overview of promoting your mobile app with AdWords.

Ad format details

For standard and video app promotions ads, we can use your app ID and package name to help customise how the ad appears. For image ads, they’ll only show the image that you upload to AdWords.



  • Ad can include: App icon and description text. Ads on the Display Network include the app store rating
  • Where it shows: Search and Display Networks
  • What it does: Link to an app store (app installs), or deep link to an app (app engagement


More details
  • App name, which may appear as the ad Headline for app install ads on the Search Network
  • Description lines
  • App icon that links to the app store
  • App price in the appropriate currency or language, based on the price listed in app stores
  • Download button (with text in the local language) that initiates downloads
  • Star rating and number of reviews
  • Screenshots in a scrollable gallery. Tapping on the screenshots will expand them to full-screen on phones
  • X-button to close the full-screen mode



  • Ads can include: Only your custom uploaded images and text
  • Where it shows: Display Network mobile sites and within other apps
  • What it does: Link to an app store (app installs), or deep link to an app (app engagement)


In-stream video


  • Ads can include: Video from a YouTube link, or generated from app imagery and text
  • Where it shows: Display Network and YouTube
  • What it does: Link to an app store (app installs)


TrueView for app promotion


  • Ads can include: Video from a YouTube link
  • Where it shows: YouTube apps on iOS and Android devices.
  • What it does: Direct users to the appropriate app store (app installs)


More details
  • If your app has a YouTube video uploaded to the app store, then we’ll automatically add it to your ad. You can change or add a video if you haven’t uploaded one to the store.
  • The video will automatically play on devices with WiFi connections. People using 3G/4G/LTE connections will need to click on the video for it to play.
  • To pause the video, people can click on the pause button or on the video itself.
  • These ads will play at the volume of the user's phone and won’t change the device's overall settings. If the phone is muted, then the ad will also be muted.
  • Ads will include a download button (with text in the local language) that begins downloads and cannot be customised.
Call-only ads

Mobile ads to drive calls to your business

Call-only ads only appear on devices that can make phone calls, and the ads are designed to encourage people to call. All clicks on these ads send potential customers to call you from their smartphones.

When you create your ads, you'll be asked to enter the following information:

  • Your business name
  • Your phone number
  • Two lines of descriptive text
  • A Display URL
  • An optional verification URL. This is the URL of a web page that includes your business phone number.

All of these fields are eligible to be hidden when your ad appears on mobile phones, in order to make the most of the smaller screen space on these devices.

Call: (0118) 123 4567
Ad www.example.com
Description line 1
Description line 2

These ads don't send customers to your website landing page – clicks on the ads should usually initiate a call to your business. When you enter your verification URL, which can be the landing page address for your business, that's only for AdWords to verify your ad and phone number. To create ads that allow both clicks to call and clicks to your website, try using call extensions.

Note: Call-only campaigns are available for campaigns targeting the Search Network.

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 that 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 that have historically been equipped with full browsers:

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

If you're not 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 https://adwords.google.co.uk
  2. Go to your Campaigns page and select the campaign that you'd like to show only on desktop computers.
  3. Click on the Settings tab.
  4. In the "Devices" section, find "Mobile devices with full browsers" in the table.
  5. In the Bid adj. column, click on 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 menu and enter "100%".
  7. Click on Save.
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