What are Google Display Ads? How to Set up Display Ads?
When I first explored Google Ads, I focused only on Search Ads, like most beginners do. But soon I realized something powerful - Display Ads can reach people even before they start searching.
In simple terms, Google Display Ads are visual ads (banners, images, or videos) that appear on millions of websites, YouTube, and apps. They are designed to grab attention, build brand awareness, and keep your product in people’s minds.
Think of it this way: a student reading a blog on “career options after graduation” might suddenly see an ad for a digital marketing course. That’s a display ad at work. It targets the right audience based on interests and behavior.
In this blog, I will break down:
What are Google Display Ads and how do they work?
Types of display ads you can run.
How to set up a display ad campaign step-by-step
Best practices to maximize ROI and avoid common mistakes
What are Display Ads?
Display Ads are visually engaging advertisements that appear across Google’s Display Network, a massive collection of over 2 million websites, apps, and YouTube channels. Unlike Search Ads, which appear when someone types a query on Google, Display Ads reach people while they browse online, read blogs, watch videos, or use apps.
In simpler words, Display Advertising helps your brand stay visible even when users are not actively looking for your product or service.
For example, imagine someone checking travel blogs or watching videos about “best beaches in Goa.” If you run a hotel business in Goa, your display ad can appear right there, showing an attractive banner like “Stay 2 Nights, Get 1 Free - Book Your Beach View Room Today.”
That’s the beauty of Google Display Advertising. It lets you target people based on interests, demographics, online behavior, and even remarket to users who have already visited your site.
Here’s a quick overview to make it crystal clear:
Purpose: Build brand awareness and re-engage audiences
Format: Banners, responsive images, rich media, or short videos
Reach: Across Google’s Display Network (GDN)
Examples: Ads on news websites, mobile apps, or YouTube sidebars.
Types of Display Ads
When it comes to Google Display Advertising, there is no ‘one-size-fits-all’ format. Each ad type serves a different purpose. Here’s a simple breakdown of the main types of display ads you will use in your campaigns.
Responsive Display Ads
Best For: Beginners, small businesses, or freelancers managing multiple clients.
These are the most popular types of Google Display Ads today. You upload a few images, headlines, and descriptions. And Google automatically tests different combinations to show the best-performing versions.
Benefits: Saves time, adapts to any screen size or website layout.
Uploaded (Custom) Image Ads
Best For: Brands focusing on visual storytelling or seasonal campaigns.
If you prefer more design control, you can create your own banners using tools like Canva or Photoshop and upload them directly. These are static or animated visuals that perfectly match your brand identity.
Benefits: Full creative control, professional looks.
Gmail Sponsored Ads (Discovery Ads)
Best For: Promotions, course sign-ups, and lead generation.
These appear inside Gmail inboxes, usually at the top of the “Promotions” tab. When users click, they expand like an email with visuals, offers, and CTAs.
Benefits: Feels personal and drives higher engagement.
Retargeting (Remarketing) Ads
Best For: E-commerce stores, institutes, or freelancers selling services.
Ever noticed an ad following you after visiting a website? That’s a retargeting ad. Google Display Network allows you to re-engage with users who have already shown interest in your site, app, or service.
Benefits: Converts warm leads into customers.
Video Display Ads
Best For: Storytelling, brand awareness, and product demos.
These ads appear on YouTube and partner sites as short video clips, often before or during content playback.
Benefits: High engagement and strong emotional impact.
How to Set Up Google Display Ads? Step-by-Step
Setting up Google Display Ads might seem overwhelming at first, but once you understand the process, it becomes surprisingly simple. Here’s a step-by-step guide to creating effective, conversion-friendly campaigns:
Step 1: Log in to Google Ads
Go to ads.google.com and sign in using your Gmail account. If you are a beginner, start with a new account to keep things organized.
Step 2: Choose Your Campaign Goal
Once inside the dashboard, click on “+ New Campaign.” Google will ask you to pick a goal. Choose one based on your objective:
Sales: If you are promoting a product or service
Leads: If you want inquiries or sign-ups
Website Traffic: If you want visitors
Brand Awareness & Reach: If your goal is visibility
Then, select “Display” as your campaign type.
Step 3: Define Your Target Audience
This is where the magic of display advertising really happens. You can target users based on:
Demographics: Age, gender, location, language
Interests & Habits: For example, students interested in digital marketing.
Keywords: Show your ad on pages with specific keywords.
Placements: Choose exact websites, YouTube channels, or apps.
Remarketing: Reconnect with people who visited your website earlier
For the Indian region, start with specific cities or regions instead of pan-India targeting. It improves relevancy and lowers cost-per-click (CPC).
Step 4: Set Budget & Bidding Strategy
Decide how much you want to spend daily. Even ₹300 - ₹500/ day can give you good results initially. For bidding, choose:
Maximize Clicks (for beginners)
Target CPA or Target ROAS (for experienced advertisers who want control over conversions or returns)
Keep your campaign running for at least 7-10 days before analyzing performance.
Step 5: Create Ad Groups & Upload Your Ads
Now you’ll create Ad Groups, each focused on a specific audience or product. Then, design your ads using either:
Responsive Display Ads: Upload multiple images, headlines, and descriptions (Google auto-optimizes them).
Uploaded Ads: Upload banners you have designed in Canva or Photoshop.
Use high-quality images, clear text, and strong call-to-actions like “Enroll Now,” “Book Free Demo,” or “Learn More.”
Step 6: Review and Publish
Double-check all campaign settings like location, budget, targeting, and creatives. Once you are satisfied, click Publish.
Your ads will go under review (usually approved within a few hours), and once live, they will start appearing across websites, YouTube, and apps within your target audience network.
Best Practices to Optimize Your Display Ads
Running Google Display Ads is one thing; optimizing them for real results is another. Most beginners launch a campaign, spend money, then complain that “Display Ads don’t work.” But in reality, they just skip the optimization process. Here are some best practices that can make a huge difference:
Keep Your Creatives Clean and Attention-Grabbing
People don’t read ads; they notice them. Your visuals should be simple, branded, and emotionally appealing.
Use bright colors, real faces, or aspirational imagery.
Add minimal text and focus on your CTA.
Test both static and animated banners
Visuals showing people relatable, everyday faces perform better than plain graphics.
Focus on Audiences, Not Just Placements
Display Ads allow you to target by interests, behaviors, and intent, not just by websites.
Combine custom audiences (like students interested in marketing) with remarketing.
Exclude irrelevant placements (like gaming apps) to avoid wasted clicks
For local businesses or training institutes, use geo-targeting to show ads only within your service area.
Leverage Responsive Display Ads for Automation
If you don’t have a designer, let Google do the heavy lifting.
Upload multiple headlines, descriptions, and images.
Google automatically finds the best-performing combinations.
Keep testing new variations every 15-20 days.
Ad fatigue is a real threat. Make sure to refresh your creatives monthly.
Use Remarketing to Re-engage Warm Audiences
People rarely convert on their first visit. Remarketing helps you reappear to users who have interacted with your website, app, or videos.
Create a “Remarketing List” inside Google Ads
Offer something new, like a discount or free session
Keep the remarketing campaign always ON
Remarketing is often 50%-70% cheaper than new audience targeting and drives better ROI.
Track and Optimize Regularly
Don’t set it and forget it. Monitor metrics like CTR (Click-through Rate), Conversions, and CPC (Cost-per-click). Pause underperforming ads and double down on the ones that perform best. Link your Google Ads with Google Analytics to track user behavior after they click.
Build Trust with Consistent Branding
Display Ads are not just about conversions; they build brand recall.
Use the same colors, fonts, and logo style across all creatives.
Keep your landing page consistent with the ad design and message
Ensure fast-loading pages. Every second of delay increases the bounce rate
Examples of Google Display Ads
Sometimes the best way to understand Display Advertising is to see it in action. Let’s take a look at a few real-world examples of Google Display Ads and what makes them effective.
1. Swiggy’s “Craving Something?” Campaign
Swiggy’s banner shows mouth-watering food with the line “Order in 30 Minutes or Less.”
It is visually tempting, emotionally triggering, and uses scarcity (30 minutes or less).
Takeaway: Pair emotional visuals (like food, travel, or comfort) with action-oriented text.
2. BYJU’s “Join Live Classes Today” Ad
BYJU’s uses dynamic visuals showing teachers in live sessions with CTAs like “Start Free Trial.”
It works because it offers personalization and a strong incentive to try without commitment.
Takeaway: Use free trials, demos, or sample access to drive engagement, especially effective for education and training niches.
3. Zomato’s “Lunch? Dinner? Snacks?” Carousel Ads
Zomato runs responsive display ads that adjust automatically across devices, showing different cuisines. It is dynamic, device-friendly, and interactive.
Takeaway: Use Responsive Display Ads if you want Google’s AI to optimize for performance and placement automatically.
Final Words
Google Display Ads are not just for big brands with huge budgets; they are one of the most affordable and effective ways for freelancers, students, and small businesses to build awareness and leads. The real power of display advertising lies in its ability to keep your brand visible everywhere, even when people are not actively searching. That visibility builds trust, and trust drives conversion.
If you are learning digital marketing, start experimenting with small-budget campaigns. Create 2-3 variations, test different visuals, and monitor what works best. The goal isn’t to get everything perfect on day one; it’s to learn how users interact with your brand online.
Frequently Asked Questions (FAQs)
Q1. What is Display Advertising in simple terms?
Ans. Display Advertising is a form of online advertising that uses images, videos, or banners to promote your brand across websites, apps, and YouTube.
Q2. What is the difference between Search Ads and Display Ads?
Ans. Search Ads appear when users actively search for something on Google, while Display Ads appear passively across the internet based on user behavior, interests, or demographics.
Q3. How much does it cost to run Google Ads in India?
Ans. The total cost depends on your targeting and competition. On average, Indian advertisers spend between ₹3 to ₹10 per click on Display Ads, making it more affordable than Search Ads.
Q4. Are Google Display Ads good for beginners?
Ans. Yes, they are beginner-friendly, help build brand visibility, and are perfect for learning audience targeting, remarketing, and design.
Q5. Can freelancers use Display Ads to promote their services?
Ans. Yes. Freelancers can use Display Ads to attract clients by promoting their portfolio, service offers, or free consultations on websites their potential clients visit.
