About Discovery campaigns

You can use Discovery campaigns to help reach up to 2.9 billion customers across Google feeds to achieve your performance goals in Google Ads.

Thanks to Google's audience and customer intent signals, this campaign type helps you deliver highly visual, inspiring personalised ad experiences to people who are ready to discover and engage with your brand – all through a single Google Ads campaign.

This article gives you an overview of Discovery campaigns. To get started, go to Create and manage Discovery campaigns.


Reach your ideal customer at scale with a single campaign. You enter the building blocks for your ads – like headlines, high-quality inspirational images and logos – and we'll show your ads to highly interested customers using the cost-per-action (CPA) bid and budget that you set.

Discovery campaigns include the following features:

  • Reach more of Google with a single ad campaign. With the ability to reach up to 2.9 billion people monthly on the YouTube Home and Watch Next feeds, the Gmail Promotions and Social tabs and Discover*, you can now reach more potential customers as they browse for everything from the latest fashion trends to new cooking recipe videos on popular Google properties.
  • Drive engagement with richer, more relevant ads. Thanks to Google's unique understanding of customer intent, you'll be able to show more relevant, meaningful ads to people when they're most interested and ready to learn more about your products and services.
  • Visually rich ads rendered natively across Google properties at scale. Designed for discovery as consumers browse their favourite content and feed-based experiences, our ad formats rely on machine learning to build and showcase your assets seamlessly across devices — helping you spark customer interest and action with less effort and time.
  • Automated bidding options to meet your media performance goals. You can use Maximise conversions bidding or Target CPA to optimise your campaign bids to meet your media marketing objectives.

Google Ads Tutorials: Creating a Discovery campaign

*Discover is currently unavailable for consumers in Australia, France, and Germany.

When to use

Discovery campaigns may be a good choice for you if:

  • You want to drive conversions with your media at scale (through a supported marketing objective): For example, you can use Discovery ads to drive sales, newsletter signups or more website visits.
  • You want to reach new customers with your media: By sharing visually rich, inspiring brand creative across feeds on Google properties, Discovery campaigns can help you drive interest from potential customers when they're open to trying new brands.
  • You want to reconnect with your most valuable customers: As consumers return over time to find content on the Google feeds that they enjoy, Discovery campaigns give you more opportunities to drive action from people who know your brand best and are most likely to engage with it again – whether they've previously visited your website or previously made a purchase.

To be eligible to set up a Discovery campaign, you'll need to meet the following requirements:

Are you a digital agency? Visit Create with Google to learn more about how Discovery ads can help you drive engagement through rich, visual experiences on Google's feeds.

Campaign settings

Several campaign settings, like bidding and targeting, are automated for Discovery campaigns to save you time and help your campaign deliver optimal performance based on the marketing objective, bid and budget that you choose. In addition, there are some features that aren't supported by this campaign type. When using Discovery campaigns, you won't be able to adjust the following settings:

  • Manual bid strategies
  • Delivery method
  • Device targeting
  • Placement targeting (including exclusions)
  • Frequency capping
  • Ad rotation
  • Contextual targeting

Content Exclusion

Google takes brand safety very seriously. The placement of Discovery ads is determined by the topics that a user is actively interested in, based on signals such as videos that the user watches on YouTube or content that the user follows on Discover.

Discovery campaigns automatically apply exclusions to help ensure that your ads appear next to advertiser-friendly content. For example, Discovery ads won’t show next to content with repeated strong profanity, strong sexual content or graphic violence.

Since Discovery ads appear in connection with feed-based content on YouTube Home and Watch Next feeds, Gmail and Discover, they don't use account-level content exclusion settings that are only applicable to websites, pages, videos and apps. To ensure that your ads appear with content you believe is suitable for your brand, we instead apply account-level placement exclusions to the main video on the YouTube Watch Next feed.

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