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Best Practices for Designing Google Ads Display Ads

Updated: Aug 9, 2023

I. Introduction

  • Brief explanation of Google Ads Display Ads

  • Importance of effective design in display advertising

II. Understanding Display Ad Specifications

  • Ad sizes and formats

  • Image requirements

  • Text limitations

  • File size and loading speed

III. Creating Eye-Catching Designs

  • Utilizing visually appealing images

  • Incorporating strong typography

  • Balancing colors and contrast

  • Designing for mobile responsiveness

IV. Crafting Compelling Ad Copy

  • Writing concise and persuasive headlines

  • Using clear and compelling messaging

  • Incorporating relevant keywords

  • Including a strong call-to-action (CTA)

V. Optimizing for Performance

  • A/B testing different ad variations

  • Tracking and analyzing key metrics

  • Making data-driven optimizations

  • Continuous improvement through iteration

VI. Ad Placement Strategies

  • Choosing relevant placements and targeting options

  • Utilizing remarketing and audience targeting

  • Considering contextual targeting

  • Exploring responsive display ads

VII. Adherence to Google Ads Policies

  • Familiarizing with advertising policies

  • Avoiding prohibited content and practices

  • Ensuring compliance with privacy regulations

  • Ad disapproval and appeal process

VIII. Adapting to Changes in the Advertising Landscape

  • Staying updated with Google Ads updates

  • Embracing new ad formats and features

  • Exploring emerging trends and technologies

  • Adapting strategies to evolving user behavior

IX. Conclusion


  1. How do I choose the right ad format for my campaign?

  2. What are some common mistakes to avoid when designing display ads?

  3. Can I use animated or video ads in Google Ads Display campaigns?

  4. How long should my display ad copy be?

  5. Is it necessary to hire a professional designer for creating display ads?

Best Practices for Designing Google Ads Display Ads

Designing effective display ads for Google Ads is crucial for capturing users' attention, driving engagement, and achieving your advertising goals. In this article, we will explore the best practices that can help you create compelling and visually appealing display ads that deliver results.


Google Ads Display Ads are graphical advertisements that appear on websites, mobile apps, and other online platforms within the Google Display Network. These ads can feature eye-catching images, persuasive ad copy, and clickable elements to drive users to your website or landing page.

Design plays a crucial role in the success of display advertising campaigns. A well-designed ad can grab the attention of your target audience, communicate your message effectively, and entice users to take action. To help you achieve optimal results, we will discuss the key aspects of designing Google Ads Display Ads.

Understanding Display Ad Specifications

Before diving into the design process, it's essential to understand the specifications and limitations of Google Ads Display Ads. Familiarize yourself with the recommended ad sizes and formats, image requirements, text limitations, and file size restrictions. Adhering to these specifications ensures your ads are displayed correctly and consistently across various devices and platforms.

Creating Eye-Catching Designs

To make your display ads visually appealing and attention-grabbing, consider the following design principles:

  1. Utilizing visually appealing images: Choose high-quality and relevant images that align with your brand and message. Ensure that the images are visually striking and can capture users' attention within seconds.

  2. Incorporating strong typography: Use clear and legible fonts for headlines and body text. Experiment with font styles and sizes to create a visually appealing hierarchy that guides users' attention to key elements.

  3. Balancing colors and contrast: Select a color scheme that complements your brand and creates a harmonious visual experience. Use contrasting colors strategically to highlight important elements and make them stand out.

  4. Designing for mobile responsiveness: With the increasing use of mobile devices, it's crucial to ensure your display ads are mobile-friendly. Optimize your designs for smaller screens, and test the ad's appearance on various devices and orientations.

Crafting Compelling Ad Copy

While design plays a significant role, well-crafted ad copy is equally important in driving engagement and conversions. Consider the following tips when writing your display ad copy:

  1. Writing concise and persuasive headlines: Grab users' attention with a compelling headline that clearly communicates your message. Keep it concise and focused, highlighting the value proposition of your offering.

  2. Using clear and compelling messaging: Craft persuasive copy that effectively communicates the benefits and unique selling points of your product or service. Use clear language and avoid jargon to ensure easy understanding.

  3. Incorporating relevant keywords: Include relevant keywords in your ad copy to improve its relevance and visibility. Research and identify the keywords that resonate with your target audience and align with your campaign goals.

  4. Including a strong call-to-action (CTA): Prompt users to take action by including a clear and compelling call-to-action. Use action verbs and create a sense of urgency to encourage clicks and conversions.

Optimizing for Performance

To maximize the performance of your display ads, follow these optimization strategies:

  1. A/B testing different ad variations: Create multiple versions of your display ads and test them against each other. Analyze the performance metrics, such as click-through rates (CTRs) and conversion rates, to identify the most effective design and messaging.

  2. Tracking and analyzing key metrics: Regularly monitor the performance of your display ads using Google Ads' reporting and analytics tools. Track metrics like impressions, clicks, and conversions to gain insights into user behavior and campaign effectiveness.

  3. Making data-driven optimizations: Use the data gathered from tracking and analytics to make informed decisions. Adjust your ad designs, copy, targeting, and bidding strategies based on the insights gained from performance data.

  4. Continuous improvement through iteration: Display advertising is an iterative process. Continuously optimize your campaigns based on the performance data and user feedback to achieve better results over time.

Ad Placement Strategies

Choosing the right ad placements and targeting options can significantly impact the success of your display advertising campaigns. Consider the following strategies:

  1. Choosing relevant placements and targeting options: Identify websites, apps, and online platforms that are frequented by your target audience. Select relevant placements and utilize targeting options such as demographics, interests, and remarketing to reach your desired audience effectively.

  2. Utilizing remarketing and audience targeting: Retarget users who have previously visited your website or engaged with your brand. Tailor your ads to appeal to this audience segment and encourage them to revisit your website or complete a desired action.

  3. Considering contextual targeting: Contextual targeting allows you to display your ads on websites that are contextually relevant to your product or service. By aligning your ads with relevant content, you can increase the chances of attracting engaged users.

  4. Exploring responsive display ads: Responsive display ads automatically adjust their size, format, and appearance to fit different ad spaces. Utilize this feature to reach a wider audience and ensure your ads are displayed optimally across various devices and placements.

Adherence to Google Ads Policies

To ensure your display ads are compliant and adhere to Google's advertising policies, consider the following:

  1. Familiarizing with advertising policies: Familiarize yourself with Google's advertising policies to avoid violations that could result in ad disapproval or account suspension. Understand the restrictions regarding prohibited content, misleading claims, and prohibited practices.

  2. Avoiding prohibited content and practices: Ensure your display ads comply with Google's guidelines. Avoid using misleading or false information, prohibited substances or services, and practices that violate privacy regulations.

  3. Ensuring compliance with privacy regulations: Be mindful of privacy regulations, such as GDPR and CCPA, when collecting and using user data for ad targeting and personalization. Obtain necessary consents and provide transparent information about data collection and usage practices.

  4. Ad disapproval and appeal process: If your display ad is disapproved, review the reasons provided by Google and make the necessary changes to comply with their policies. If you believe your ad was mistakenly disapproved, you can submit an appeal for reconsideration.

Adapting to Changes in the Advertising Landscape

To stay ahead in the dynamic advertising landscape, adapt your strategies to embrace emerging trends and technologies:

  1. Staying updated with Google Ads updates: Regularly stay informed about the latest updates and features in Google Ads. Subscribe to industry newsletters, attend webinars, and participate in forums to stay up-to-date with the evolving advertising landscape.

  2. Embracing new ad formats and features: Experiment with new ad formats and features, such as interactive ads, video ads, and advanced targeting options. Stay innovative and leverage the latest advancements to make your display ads more engaging and effective.

  3. Exploring emerging trends and technologies: Keep an eye on emerging trends in digital advertising, such as augmented reality (AR), virtual reality (VR), and programmatic advertising. Assess their relevance to your business and consider incorporating them into your display ad strategies.

  4. Adapting strategies to evolving user behavior: Understand how user behavior and preferences evolve over time. Adapt your ad designs, messaging, and targeting strategies to align with the changing needs and expectations of your target audience.


Designing effective Google Ads Display Ads requires a combination of compelling visuals, persuasive copy, and strategic optimizations. By following the best practices outlined in this article, you can create display ads that capture attention, drive engagement, and deliver results for your advertising campaigns.


How do I choose the right ad format for my campaign?

  • Consider your campaign goals, target audience, and available assets. Experiment with different formats, such as static images, videos, or interactive ads, to see which resonates best with your audience.

What are some common mistakes to avoid when designing display ads?

  • Avoid cluttered designs, excessive text, irrelevant imagery, and misleading claims. Keep the focus on your value proposition and ensure your ads are visually appealing and easy to understand.

Can I use animated or video ads in Google Ads Display campaigns?

  • Yes, Google Ads supports animated GIFs and video ads. Ensure that the file sizes and durations adhere to the platform's specifications and guidelines.

How long should my display ad copy be?

  • Keep your ad copy concise and to the point. Aim for brevity while effectively conveying your message within the limited character limits.

Is it necessary to hire a professional designer for creating display ads?

  • While professional designers can bring expertise to your ad designs, it's not mandatory. With careful attention to design principles and leveraging available design tools, you can create visually appealing display ads yourself.

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