How to Use Google Discovery & Display Ads for More Conversions

Ever scroll through YouTube, check your Gmail, or browse a news site, and see an ad that actually catches your eye?

That’s not by accident. It’s likely a Discovery or Display Ad from Google.

Unlike search ads, which appear only when someone types in a keyword, these ads show up while people are browsing the internet. No searching required.

That means you can reach potential customers before they even start looking, while they’re watching videos, reading articles, or checking emails. It’s a powerful way to build interest and drive conversions without waiting for someone to find you first.

In this blog, we’ll break down what Discovery and Display Ads are, when to use them, and how to create campaigns that get real results without needing to be a Google Ads expert.

What Google Discovery and Display Ads Actually Are

Discovery Ads are swipeable, image-based ads that appear in personal spaces where people browse content, rather than search for it.

These include:

• YouTube Home Feed: Your ad appears as a card in the main feed where people scroll to find videos. It shows up like a regular video suggestion but is marked as an ad.
• Gmail Promotions Tab: These ads appear in the Promotions section of your inbox, similar to a regular email from a brand, with a subject line, image, and short message.
• Google Discover Feed: This is the personalized news and content feed on Android devices and in the Google app. Your ad shows up like any other article or video recommendation, based on what the user likes to read or watch.

Display Ads are the visual banners you’ve likely seen while reading blogs, using mobile apps, or watching videos. These ads appear on websites and apps through Google’s Display Network, which covers millions of online placements.

• On blogs and news websites: Your ad might appear in a sidebar or within an article as a rectangular image with a headline and a call to action.
• On YouTube: These can show up next to videos or briefly pop up over a video while someone is watching.
• In mobile apps: Your ad could be shown in places like a weather app, a mobile game, or a recipe app, anywhere your audience might spend time on their phone.

What is the key difference between these ads and search ads? Discovery and Display Ads reach people before they go looking for something specific. Instead of waiting for someone to type in a search, you’re showing up early, while they’re scrolling, reading, or watching something else. It’s a way to plant the seed and build recognition before your competitors even enter the picture.

How to Create Ads That Actually Convert

Getting your ad in front of the right people is important, but getting them to click, sign up, or make a purchase? That’s where great creativity comes in.

Here’s how to make sure your Google Discovery or Display Ads actually drive results.

Use Scroll-Stopping Visuals

With the rise of visual search, your image is the first thing someone sees, and it’s what makes them pause or keep scrolling. Choose high-quality photos that clearly show what you’re offering and feel like a natural part of the platform, not something overly staged or “salesy.”

Example:
A clean image of a person using your skincare product, smiling and mid-routine, is more eye-catching and believable than a generic product bottle on a white background.

How to do it:
Use real, relatable images that feel authentic to your brand. Avoid stock photos that feel overused or unrelated to your audience’s lifestyle.

Write Headlines That Focus on Benefits

Your headline should clearly explain what the user will get from your offer, not just what it is. People are more likely to click when they instantly understand how your product or service helps them solve a problem or get a result.

Example:
Instead of “Try Our New Meal Kit,” say “Make Dinner in 15 Minutes — Fresh Ingredients Delivered to Your Door.”

How to do it:
Think about what your customer wants (less hassle, more savings, better results) and use that as the heart of your message. Keep it short, clear, and focused on the outcome.

Include a Clear Call to Action (CTA)

Every ad should tell people exactly what to do next, whether that’s buying, signing up, or just learning more. If your CTA isn’t apparent, people are far less likely to follow through.

Example:
“Book a Free Demo,” “Get 10% Off Today,” or “Shop the Sale” are all short and action-driven phrases that tell the viewer what’s in it for them.

How to do it:
Place a compelling CTA in a button or somewhere highly visible within the ad, such as the image or text. Use action words like “Get,” “Start,” or “Claim” to create a sense of momentum.

Target the Right Audience with the Right Message

Not every visitor is at the same stage; someone who’s never heard of you needs a different ad than someone who left items in their cart. Matching the message to the person’s behavior makes your ad feel more personal and relevant.

Example:
Someone who has already visited your pricing page might see a message like “Still thinking it over? Let’s answer your questions.” Someone new could see a more introductory message like “See why 5,000 small businesses trust us.”

How to do it:
Use your ad platform’s tools (like Google’s audience lists) to separate viewers based on what they’ve done on your site. Then write your ad copy to match where they are in the decision process.

Make Sure It Looks Great on Mobile

Most people will see your ad while browsing on their phone, so it needs to load fast, look good, and be easy to interact with. A cluttered layout, tiny text, or hard-to-tap buttons can kill your results, no matter how good the message is.

Example:
If your image crops awkwardly on mobile or your text is hard to read without zooming, users won’t stick around long enough to engage.

How to do it:
Before launching, preview every ad on mobile to check layout, image quality, and text size. Make buttons large enough to tap with a thumb and keep the design clean and straightforward.

What to Avoid When Running Discovery and Display Campaigns

Even with the best tools and good intentions, simple mistakes can hold your ads back. If your Discovery or Display campaigns aren’t performing the way you expected, one of these common issues could be the reason.

Here’s what to watch for and fix fast.

1. Combining Search and Display Campaigns: Merging Search and Display campaigns can dilute the effectiveness of both. Search ads target users who are actively seeking information, while Display ads reach users who are passively browsing content. Combining them can lead to mismatched messaging and inefficient budget allocation.
   What to do instead: Keep Search and Display campaigns separate to tailor messaging and bidding strategies appropriately for each audience type. This allows for more precise targeting and better performance tracking.
2. Neglecting Placement Exclusions: Allowing ads to appear on all placements without exclusions can result in ads showing on irrelevant or low-quality sites, wasting budget and potentially harming brand reputation.
   What to do instead: Regularly review placement reports and exclude sites or categories that don’t align with your brand or performance goals. Utilize Google’s placement exclusion features to prevent your ads from appearing on unsuitable platforms.
3. Overlooking Frequency Capping: Without frequency capping, the same users might see your ads excessively, leading to ad fatigue and decreased effectiveness. This can annoy potential customers and diminish the impact of your advertising efforts.
   What to do instead: Implement frequency caps to limit the number of times an individual sees your ad within a specific timeframe, maintaining user engagement without overexposure. Adjust these settings based on campaign performance and audience behavior.
4. Ignoring Audience Segmentation: Targeting broad audiences without segmentation can result in generic messaging that fails to resonate with specific user groups. This approach often results in lower engagement and conversion rates.
   What to do instead: Segment your audience based on behaviors, interests, or demographics, and tailor your ad creatives to address the unique needs of each segment. This personalized approach enhances relevance and effectiveness.
5. Relying Solely on Automated Targeting: While Google’s automated targeting can expand reach, it may also display ads to less relevant audiences, which can reduce campaign efficiency. Over-reliance on automation can lead to missed opportunities for precise targeting.
   What to do instead: Monitor the performance of automated targeting closely and consider combining it with manual targeting methods to ensure ads reach the most relevant users. This hybrid approach allows for greater control and optimization.

Turn Browsers into Buyers with the Right Strategy

If you already have traffic coming in, Discovery and Display Ads can help you get more out of it. With the right creative and targeting, these formats turn casual views into clicks, and clicks into customers.

At The Ad Firm, we specialize in performance-driven PPC services that help you attract, engage, and convert the right audience. From campaign setup to conversion rate optimization, we make sure your ads are seen and that they work.

Let’s build a campaign that brings better results. Talk to us today.