A Step-by-Step Guide to Creating Display Ads on Google Ads

Are you ready to take your marketing efforts to the next level? Look no further than Google Ads! In this step-by-step guide, we will walk you through the process of creating captivating display ads that will grab your audience’s attention. Whether you’re a seasoned marketer or just starting out, our easy-to-follow instructions will have you creating eye-catching ads in no time. So, grab your creative hat and get ready to dive into the world of Google Ads display ads!

Setting up a Google Ads Account

Sign up for a Google Ads account

To get started with creating display ads on Google Ads, the first step is to sign up for a Google Ads account. Go to the Google Ads website and click on the “Start Now” button. You will be guided through the sign-up process, which includes providing your business information and setting up your billing preferences. Once you have completed the sign-up process, you will have access to the Google Ads Dashboard, where you can create and manage your display campaigns.

Choose the right campaign type

Once you have set up your Google Ads account, it’s time to choose the right campaign type for your display ads. Google Ads offers various campaign types, but for creating display ads, you will select the “Display Campaign” option. This campaign type is specifically designed for businesses that want to promote their products or services through visually appealing and engaging display ads across Google’s display network.

Select your target audience

To effectively reach your target audience with your display ads, it’s important to define and select your target audience. Google Ads provides several targeting options, including demographic targeting, remarketing, contextual targeting, and audience targeting. Consider your business objectives and the characteristics of your ideal customers when selecting your target audience. This will help ensure that your display ads are shown to the most relevant and interested users.

Set your budget

Before launching your display campaign, you need to set your budget. Google Ads allows you to set a daily budget, which is the maximum amount you are willing to spend on your campaign per day. Determine your advertising budget based on your overall marketing goals, the expected return on investment, and the competitiveness of your industry. It’s important to note that Google Ads operates on a pay-per-click (PPC) model, so you will only pay when someone clicks on your ads.

Choose your bid strategy

In addition to setting a budget, you need to choose a bid strategy for your display campaign. The bid strategy determines how you want Google Ads to optimize your bids to maximize your campaign’s performance. Google Ads offers various bid strategies, such as manual bidding, automated bidding, and target return on ad spend (ROAS) bidding. Each bid strategy has its own advantages and considerations, so choose the one that aligns with your campaign goals and budget.

Creating a New Display Campaign

Navigate to the Google Ads Dashboard

To create a new display campaign, navigate to the Google Ads Dashboard. This is where you can access all the tools and features necessary to manage your Google Ads account and campaigns. Once you are logged in to your Google Ads account, you will find the Dashboard in the main navigation menu.

Click on ‘Campaigns’

In the Google Ads Dashboard, click on the “Campaigns” tab. This will take you to the Campaigns section, where you can view and manage all your existing campaigns.

Click on ‘New Campaign’

To create a new display campaign, click on the “New Campaign” button. This will open a pop-up window with options for different campaign types.

Select ‘Display Campaign’

In the pop-up window, choose the campaign type “Display Campaign” to create a display campaign. This will ensure that your ads are specifically designed for placement on websites, mobile apps, and other locations within Google’s display network.

Choose your campaign goal

When creating a new display campaign, Google Ads allows you to select a campaign goal. Whether you want to drive website traffic, increase brand awareness, or generate leads, choosing the right campaign goal will help Google Ads optimize your campaign and target the right audience. Select the campaign goal that aligns with your overall marketing objectives.

Selecting Campaign Settings

Choose your campaign name

Once you have selected your campaign goal, it’s time to choose a name for your campaign. The campaign name should be descriptive and representative of the specific purpose or theme of the campaign. This will make it easier for you to manage and identify your campaigns in the future.

Set the campaign start and end dates

Specify the start and end dates for your campaign. This allows you to run your display ads for a specific duration, whether it’s a short-term promotion or a long-term branding campaign. Set the dates according to your marketing strategy and budget.

Choose your campaign networks

Google Ads provides options to choose where your display ads will be shown. You can select whether you want your ads to be displayed on Google’s search network, display network, or both. Choosing the right network will depend on your target audience and campaign goals.

Specify locations and languages

To narrow down your target audience further, specify the locations and languages for your campaign. This ensures that your display ads are shown to users who are in specific geographic regions and speak specific languages. Consider your target market and customize your campaign settings accordingly.

Defining Ad Group Details

Create a new ad group

Within your display campaign, it’s essential to create ad groups. Ad groups help you organize and manage your display ads. To create a new ad group, go to the ad group section within your campaign settings and click on the “New Ad Group” button.

Choose a relevant ad group name

When creating an ad group, choose a relevant and descriptive name. The ad group name should reflect the theme or focus of the ads within that group. This will make it easier for you to track and analyze the performance of each ad group.

Set your bid

Set the bid for your ad group. The bid represents the maximum amount you are willing to pay for a click on your display ads. Determine your bid based on your campaign budget, competitiveness of the keywords or targets you are bidding on, and your desired return on investment.

Select your targeting methods

Within your ad group, you have the option to select different targeting methods to refine your audience. Choose between keyword targeting, where your ads will be shown based on relevant keywords; topic targeting, where your ads will be shown on websites related to specific topics; placement targeting, where you choose specific websites or placements for your ads; and audience targeting, where your ads will be shown to specific groups of people based on demographics, interests, or behaviors.

Creating Ad Formats

Choose the ad format for your display ads

When creating display ads on Google Ads, you have several ad formats to choose from. These include responsive display ads, image ads, video ads, and interactive ads. Each ad format has its own advantages and considerations. Consider your campaign goals, target audience, and available creative assets when choosing the ad format that best suits your campaign.

Upload your images or videos

For image or video ads, you will need to upload the creative assets you want to use. Make sure your images or videos meet the specified format and size requirements. High-quality and visually appealing creatives are more likely to capture the attention of your target audience and generate engagement.

Write engaging ad headlines and descriptions

In addition to visual elements, the text of your display ads plays a crucial role in attracting the attention of users. Write engaging and compelling ad headlines and descriptions that clearly communicate the value proposition of your product or service. Use persuasive language, highlight key benefits, and include a strong call-to-action to encourage users to take action.

Designing Effective Display Ads

Use eye-catching visuals

When designing display ads, it’s important to use eye-catching visuals that grab the attention of users. Use high-resolution images or videos that are relevant to your product or service. Consider using bold colors, interesting compositions, and clear branding elements to make your ads stand out.

Ensure ad text is clear and concise

In addition to visual appeal, the text in your display ads should be clear and concise. Keep your messaging simple and focused. Avoid jargon or complicated language that might confuse or alienate your audience. Use bullet points or short paragraphs to make the text scannable and easy to read.

Include strong call-to-action

A strong call-to-action (CTA) is essential in driving user engagement and conversions. Make sure your display ads include a clear and compelling CTA that tells users what action to take next. Use action verbs and create a sense of urgency to prompt users to click on your ads or visit your website.

Optimize for mobile devices

Given the increasing usage of mobile devices, it’s crucial to optimize your display ads for mobile. Make sure your visuals and text are legible on smaller screens and that your ads load quickly. Consider creating mobile-specific ads or responsive ads that adapt to different screen sizes.

Targeting Options for Display Ads

Choose between contextual or audience targeting

When running display ads, you have the option to choose between contextual targeting or audience targeting. Contextual targeting ensures that your ads are shown on websites that are contextually relevant to your products or services. Audience targeting, on the other hand, allows you to reach specific groups of people based on their demographics, interests, or behaviors. Consider your campaign goals and target audience when choosing the targeting option that best aligns with your objectives.

Select relevant keywords or topics

If you opt for contextual targeting, you can choose relevant keywords or topics that are relevant to your ads. These keywords or topics will help Google Ads determine where your display ads should be placed. Conduct keyword research to identify relevant keywords or topics that are widely searched in the context of your business.

Utilize demographic targeting

Demographic targeting allows you to narrow down your audience based on demographic factors such as age, gender, household income, and parental status. This targeting option is useful if you have specific customer demographics in mind and want to ensure your display ads are shown to the right audience.

Refine your audience with remarketing

Remarketing is a powerful targeting option that allows you to show your display ads to people who have previously visited your website or interacted with your brand. By targeting these warm leads, you can increase your chances of conversion. Set up remarketing lists and customize your display ads to re-engage potential customers who have shown interest in your products or services.

Setting Budgets and Bids

Set your daily budget

When it comes to budgeting for your display campaign, it’s important to set a daily budget that aligns with your overall marketing objectives and budget. The daily budget represents the maximum amount you are willing to spend on your campaign per day. Google Ads allows you to adjust your daily budget at any time, giving you control over your spending.

Choose bidding options

Google Ads offers various bidding options, including manual bidding and automated bidding. Manual bidding allows you to set and adjust your bids manually, giving you full control over your ad spend. Automated bidding, on the other hand, uses machine learning algorithms to automatically adjust your bids based on your campaign goals. Consider your comfort level with bidding and your campaign objectives when choosing between manual and automated bidding.

Understand the different bidding strategies

It’s important to understand the different bidding strategies available in Google Ads. Some common bidding strategies for display campaigns include cost-per-click (CPC) bidding, cost-per-thousand-impressions (CPM) bidding, and target cost-per-action (CPA) bidding. Each bidding strategy has its own advantages and considerations. Choose the bidding strategy that aligns with your campaign goals and budget.

Make adjustments based on performance

Once your display campaign is live, it’s essential to monitor its performance and make adjustments as needed. Analyze the metrics provided by Google Ads, such as click-through-rate (CTR), conversion rate, and cost-per-acquisition (CPA). If specific ads or targeting methods are underperforming, make adjustments to improve their performance. Continuously testing and optimizing your campaigns will help you achieve better results over time.

Optimizing Display Ad Performance

Monitor campaign metrics

To optimize the performance of your display ads, it’s important to regularly monitor the campaign metrics provided by Google Ads. Keep an eye on metrics like impressions, clicks, click-through-rate (CTR), conversion rate, and cost-per-acquisition (CPA). These metrics will help you identify areas of improvement and make data-driven decisions.

Perform A/B testing

A/B testing is an effective technique to optimize display ad performance. Create multiple ad variations and test them against each other to see which one performs better. Test different elements such as headlines, visuals, call-to-action, and ad placements. By analyzing the data from A/B testing, you can identify the best-performing ads and refine your campaign accordingly.

Make data-driven adjustments

Use the data and insights gathered from campaign metrics and A/B testing to make data-driven adjustments to your display ads. If certain ad variations are generating higher engagement or conversions, allocate more budget towards those ads. Similarly, if certain targeting methods are not delivering the desired results, consider adjusting or eliminating them from your campaign.

Optimize landing pages

Remember that the performance of your display ads is closely tied to the effectiveness of your landing pages. Ensure that your landing pages are relevant to the ad content and provide a seamless user experience. Optimize your landing pages for conversion by including clear calls-to-action, intuitive navigation, and relevant information. Conduct regular tests and experiments to optimize your landing pages and improve overall campaign performance.


Reviewing and optimizing your display ads regularly is crucial to ensure the success of your Google Ads campaigns. Continuously monitor the performance metrics, adjust your targeting methods and bidding strategies based on performance, and make data-driven optimizations to your ads and landing pages. Stay up-to-date with Google Ads best practices and industry trends to make the most of your display ad campaigns. By following these steps and implementing best practices, you can create effective and engaging display ads to reach and engage your target audience on Google Ads.

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