Drive sales with Gmail Ads

Optimize your Gmail ads for success

Gmail ads campaigns are now “read only”, which means that advertisers will not be able to create new Gmail campaigns or make changes to existing campaigns. This includes edits to any existing Gmail ads.

To continue serving ads on Gmail, we recommend that you create a Discovery campaign. Discovery ads allow you to expand your reach from Gmail to other Google-owned surfaces, which reach 3 billion people monthly and include YouTube and Discover. Learn more about creating and managing Discovery ads

Review Gmail-specific metrics to track campaign health

Competitive landscape data is a great place to identify opportunities to optimize your Gmail ad campaigns. Reviewing these reports on a regular basis will help you stay on top of any auction dynamics in your space. You can try these tools out in your Gmail ad campaigns:

  • Enable the ‘Gmail clicks to website’ metric to track your campaign health. This will show whether your expanded ad is driving people to your website.
  • Understand your external Gmail CTR. That’s “Gmail clicks to website” divided by “clicks.” If you see a high volume of clicks to your expanded ads but a low volume of “Gmail clicks to websites,” that means your expanded ad needs some creative touch-ups.
  • Review your display impression share. If your impression share is low but you’re driving strong performance, you may want to raise your bids to capture the full opportunity of those valuable impressions.
  • Use the reach estimates widget to understand your available impressions based on targeting. If your estimates are low, you may want to loosen your targeting methods.


Use automated bidding with Gmail ads to save time and drive better performance. Start off with enhanced cost-per-click (eCPC) and moving to target cost-per-action (CPA) when you have enough conversion volume. If you prefer manual bidding, make sure you layer on eCPC at the very minimum.


In this guide, we’ve shown you how to put together a Gmail ads strategy from start to finish. Try these best practices out in your account to drive sales and grow your business. Good luck!

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