Tips for creating effective display ads

If you're new to creating display ads, or you'd like to improve your display ad performance, we have some tips to help you get the job done:

  • Use text, images, and color schemes effectively
  • Experiment with different display ad types and content designs
  • Create your own custom images
  • Generate display ads based on your existing text ads


Create the ideal display ad

Display ads offer many options, so take the time to experiment with different templates, colors, and content to get the best results and make your ad stand out.

What makes a great display ad? Below you'll find our top tips for creating effective display ads. Let's explore each of these tips, and look at some examples. Learn more about Display creative best practices

Follow image guidelines

Note: Responsive display ads let you upload up to 15 images in 3 aspect ratios: landscape, square, and portrait. All images have a maximum file size of 5120 KB.
Landscape image (1.91:1)
  • Recommended size: 1200 x 628
  • Minimum size: 600 x 314
Square (1:1)
  • Recommended size: 1200 x 1200
  • Minimum size: 300 x 300
Portrait (9:16)
  • Recommended size: 900 x 1600
  • Minimum size: 600 x 1067

Use responsive display ads

Using responsive display ads will save you time creating different versions of your ads for different devices. Responsive display ads will automatically adjust the size of your ad for different types of devices, such as mobile, tablet and desktops, and can fit in almost any available ad space. Learn more about responsive display ads

Get ideas for ads

Need ad ideas? Consult our rich media ads gallery. Filter by ad format, feature, type, size, vertical, or country.

Optimize images and your brand logo

Responsive display ads should include a clear and simple brand logo (with a 1:1 or 4:1 aspect ratio) and a clear and simple brand name. Your main image should be clear and high-quality. Avoid overlaid text, collages, and excessive blank space.

The main image should include a physical setting, with a real background, and organic shadows and lighting. Acceptable aspect ratios are 1.91:1, 1:1, and 9:16 (optional). It's recommended to have more 1.91:1 images than 1:1 and 9:16 images.

Use clear and compelling headlines and text

For your headline, use a clear and simple text to describe your product, service, or brand. Make your description text easy to read and understand (80-character limit) and use sentence case. Avoid generic messaging, all caps, or click-bait.

Good examples Bad examples

Headline: “Our new wool socks are warm and cozy”

Text: “All of our orders are custom-made and delivered to your door!”

Headline: “Our New Wool Socks”

Text: “Click here to learn more.”

Headline: “Sinbad's Big Adventure in theaters Nov. 22”

Text: “Don’t miss the most adventurous film of the summer.”



Include prices, promotions, and exclusives

If you have something special to offer, make sure that your customers know it. People are usually searching to make a decision about something. Give them what they need to help make their decision.

Using terms like special offers, coupons, discounts, promo codes, and bargains is a great way to let people know you’ve got some deals.

Provide a relevant landing page

Review the page on your website that you're linking to, which is called the landing page. Make sure to include a clear call-to-action in your ad that takes viewers straight to that landing page. For example, if your ad text includes the phrase “Call us”, be sure to include your business phone number on the landing page. If your ad text includes the phrase “Limited time offer”, be sure to point people to that promotion on the landing page. In your final URL, provide the complete URL.

Create 3 to 4 ads per ad group

You can create 3 to 4 ads per ad group to try out different messages with different images. This will help you determine which ad performs the best with your customers. Google Ads can automatically show the better-performing ads within an ad group more often. This removes the guesswork and lets you build on what you've learned from your experiments.


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