Ever feel like you’re burning money faster than a tech bro in a startup phase when you run Google Ads? (Yeah, I’ve been there.) You launch a campaign, cross your fingers, and watch as your budget disappears—poof!—with nothing to show for it.
Well, my friend, it’s time to talk about Google Ads Display Campaigns. You know, the banners that follow you around the internet like an overenthusiastic salesperson? (Except these work when you know what you’re doing.)
Most marketers give up on display ads because they don’t convert as well as search ads. And it’s true—people searching on Google are actively looking for solutions, while display ads interrupt people who are busy watching cat videos or scrolling through celebrity gossip.
But here’s the secret: when done right, display ads can skyrocket your brand awareness and even drive conversions (yes, conversions!). So let’s get into how you can make Google Display Ads work—without throwing your ad budget into a black hole.
Know Your Audience (Seriously, Don’t Skip This)
The biggest mistake I see marketers make? They treat display ads like search ads. News flash: they’re not the same.
With search ads, your audience is already warm—they’re looking for something. With display ads, you have to make them care. That means targeting the right people before they even think about your product.
Google lets you do some ninja-level targeting. Here’s what you should focus on:
- In-Market Audiences – People actively researching a product or service like yours. (Think: someone looking at fitness gear before New Year’s resolutions hit.)
- Custom Intent Audiences – You create an audience based on search terms they’ve used. (Google stalks people so you don’t have to.)
- Retargeting (a.k.a. your secret weapon) – Ever notice how that pair of shoes you looked at once won’t stop haunting you? That’s retargeting. And it works because people rarely buy the first time they see your product.
Stop Using Lame Ads (Your Banner Blinds Are Showing)
We need to talk about creative.
If your display ads look like a PowerPoint slide from 2004, people are going to ignore them. Fast. That’s called banner blindness, and it’s a real problem.
Here’s how to fix it:
- Make it visual. Nobody wants to read a paragraph on a banner ad. Use high-quality images, bold colors, and contrast.
- Test multiple formats. Google allows multiple ad sizes—use them all so you don’t miss placement opportunities.
- Keep text minimal. A catchy headline + a CTA = all you need.
- Use faces. Humans are wired to recognize faces. A friendly smile can make your ad stand out in a sea of stock images.
Don’t Let Google Spend Your Money Like a Drunken Sailor
Google loves spending your money. (Shocker, right?) If you’re not careful, your display campaign will be plastered all over random websites that have zero relevance to your audience.
So how do you control your budget?
- Use managed placements – This lets you pick specific websites where your ads will appear. (Because a B2B SaaS ad on a gossip blog? Not a great look.)
- Exclude mobile apps – Unless your audience is playing Candy Crush all day, turn off mobile app placements. They eat up budgets fast with accidental clicks.
- Set frequency caps – If someone hasn’t clicked after seeing your ad 10 times, they probably never will. Don’t waste impressions.
The Secret Sauce: Landing Pages That Don’t Suck
This is where most advertisers lose money. They focus so much on their ads that they forget where those ads take people.
Your landing page needs to match the intent of your ad. That means:
- A clear, specific offer (don’t make people guess why they’re there)
- A killer headline that hooks visitors immediately
- A call to action that’s impossible to miss
- Minimal distractions (no 27 navigation links, please)
And for the love of conversions, make sure your page loads fast. Nothing kills a campaign like a landing page that takes five seconds to appear.
Track Everything (Or Risk Flying Blind)
If you’re not tracking your results, you might as well be throwing darts in the dark.
Make sure you’re using:
- UTM parameters – So you can track exactly which ads are performing.
- Google Analytics & Conversion Tracking – Otherwise, how will you know if your campaign is working?
- A/B testing – Run multiple versions of your ads and landing pages to see what’s converting.
The data will tell you what’s working—and more importantly, what’s not.
FAQs
Do Google Display Ads Work for Small Businesses?
Yes! But you need to be smart about it. Focus on retargeting and in-market audiences, and make sure your landing pages are optimized.
How Much Should I Spend on Google Display Ads?
Start small—$10 to $20 a day. Optimize first, then scale once you see what’s working.
Should I Use Google’s Automated Targeting?
Not at first. Google’s automation can be a money pit if you don’t monitor it. Start with manual targeting, then test automation once you have data.
Final Thoughts
Google Display Ads aren’t magic, but they can work if you stop treating them like search ads and start thinking strategically. Target the right people, design killer ads, optimize your landing pages, and track everything.
Follow this playbook, and you won’t just get clicks—you’ll get conversions. (You won’t feel like you just donated money to Google’s ad fund.)
Now go crush it!
