In this article · 10 sections
- Search ads vs display ads
- When display ads are worth it
- When to avoid them
- Settings that prevent waste
- Responsive display ads
- Landing pages
- Measuring display results
- A sensible starting setup
- Frequently Asked Questions
- Why are my display ad clicks so cheap but useless?
- What budget do display ads need?
- Should I use Performance Max instead?
- Do display ads help SEO?
- Want display ads that don't waste money?
Google Display ads appear as banners and image ads on millions of websites, apps and YouTube placements across the Google Display Network. They're inexpensive per click compared with search ads, which makes them tempting. But many small businesses that try display ads see lots of clicks and almost no enquiries. The difference between waste and results lies in when you use them and how you set them up.
Search ads vs display ads
| Search ads | Display ads | |
|---|---|---|
| User intent | Actively searching for a solution | Browsing other content |
| Typical cost per click | Higher | Lower |
| Conversion rate | Higher | Lower, especially for cold audiences |
| Best for | Capturing demand | Awareness and reminding past visitors |
For most local businesses, search ads come first. Display ads are a supporting channel.
When display ads are worth it
- Remarketing: showing ads to people who already visited your website. This is the most reliable use for small businesses. See remarketing guide.
- Long decision cycles: real estate, education, wedding venues, solar — people visit several times before deciding.
- Visual products: furniture, fashion, travel destinations.
- Launches and events: a new branch, sale or event in your city.
- Specific placements: relevant local news sites or industry websites you choose.
When to avoid them
- Very small budgets that should go to search first.
- Emergency services where people search, not browse.
- When you don't have conversion tracking set up — you won't know what works.
Settings that prevent waste
- Exclude mobile apps and games if you see lots of accidental clicks from them — check the placement reports and exclude poor categories.
- Review placements weekly and exclude low-quality websites and apps.
- Use content exclusions for sensitive or irrelevant content categories.
- Location: "Presence" for local services.
- Frequency capping where available, so the same person doesn't see your ad dozens of times.
- Separate campaigns for remarketing and cold audiences, with separate budgets.
- Bid for conversions, not clicks, once you have enough conversion data.
Responsive display ads
Most display campaigns use responsive display ads: you upload images, logos, headlines and descriptions, and Google combines them to fit different spaces. Provide:
- Several high-quality landscape and square images — real photos work better than heavy text graphics.
- Your logo in square and landscape formats.
- Short headlines (benefit, offer, brand).
- A long headline and descriptions that explain the offer.
- A clear call-to-action option.
Keep text on images minimal; Google may crop or resize.
Landing pages
Display visitors are less ready to buy than search visitors. Send them to a page that explains the offer clearly, shows proof, and makes it easy to start a conversation — for example via WhatsApp. See landing page tips.
Measuring display results
Look beyond last-click conversions. Display often influences people who later search your brand name and convert through search. Compare branded search volume and total leads during campaigns. Use view-through conversions cautiously — they show people who saw but didn't click an ad and later converted, which is helpful context but not proof of impact.
A sensible starting setup
For most small businesses: one remarketing display campaign targeting website visitors from the last 30–90 days, a small daily budget, mobile app placements reviewed weekly, and responsive display ads using real photos. Add prospecting campaigns only after search ads and remarketing are working well.
Frequently Asked Questions
Why are my display ad clicks so cheap but useless?
Often due to placements in mobile apps or low-quality sites with accidental clicks. Check placement reports and exclude them.
What budget do display ads need?
Remarketing can work with small budgets. Prospecting campaigns need more to reach enough people.
Should I use Performance Max instead?
Performance Max includes display inventory along with other channels. It can work, but gives less control. See Performance Max guide.
Do display ads help SEO?
No direct effect, though increased brand awareness can lead to more branded searches.
Want display ads that don't waste money?
Joboo Web sets up remarketing and display campaigns with tight controls. See Google Ads management or contact us.