Display campaigns are standalone image-led ads that can be placed on websites related to your brand that have Google-specific ad space. Unlike search ads, they are not triggered by keywords and instead target users based on their demographics and the type of content they consume.
This and their visual nature make them an ideal choice for brand awareness, particularly for brands that are better suited to showing their products than writing about them.
Instead of appearing on the search results pages, Display campaigns are shown across millions of websites that have dedicated ad space within the Google Display Network. In addition to appearing on news and blog sites, these ads can also be served within mobile apps and across selected placements on YouTube. While the Display Network can be enabled within Search campaigns, it also supports standalone, image-led campaigns built specifically for reach and visibility.
The most common format is Responsive Display Ads, where advertisers provide a combination of images and copy that Google automatically adapts to fit a wide range of placements and screen sizes. For greater creative control, static image ads can be uploaded to appear exactly as designed within specific placements. More advanced formats are also available, including rich media ads with interactive elements such as carousels, as well as video-based Display ads.
As a trusted Google Partner, we meet Google’s highest standards for performance, expertise, and client care. It means your campaigns are managed by trained specialists who know how to get the most from your budget, efficiently, ethically, and with results that count.
Chris Mayhew
Head of Paid Media
Rather than targeting keywords, Display campaigns focus on reaching defined audiences based on who they are and how they behave online. Advertisers can target users by specifying signals such as age, location, interests and browsing behaviour, helping to place ads in front of people most likely to engage with the brand.
This can be refined further through placement targeting, where specific websites or apps are selected, or expanded using broader topic targeting to increase reach. This audience-first approach allows campaigns to scale while maintaining relevance.
Once targeting is in place, creative assets and copy are uploaded for Google to distribute across the Display Network. Budgets and bidding strategies are then set, allowing ads to appear across a wide range of sites and platforms, passively reaching users as they browse and reinforcing brand visibility over time.
As with Search campaigns, you can choose a bidding strategy that aligns with your objectives. If your goal is to drive traffic, a CPC (cost per click) model may be appropriate. For brand awareness, a CPM (cost per thousand impressions) approach allows you to maximise visibility. Conversion-focused strategies are also available, enabling you to optimise spend based on actions taken on your site.
Because Display campaigns typically generate lower engagement rates than Search, they are often more cost-effective to run. This makes them a strong option for building awareness and reaching a wider audience without requiring the same level of budget.
Talk to us about Google Search AdsOne of the biggest advantages of Google Display campaigns is the ability to remarket to users who have already interacted with your business. Whether someone has visited a specific page, abandoned a basket, or purchased in the past but not returned, you can re-engage them by showing tailored ads as they continue browsing other websites.
This is one of the most effective uses of Display advertising. By creating multiple touchpoints, you can keep your brand, products and services front of mind, while capturing potential revenue that might otherwise be lost.
Ace Resin earned 500+ primary leads with the help of Google Search Ads.
Optimising Display campaigns requires a different approach to Search, with a greater focus on audiences, placements and creative performance. Rather than analysing keywords, we assess how different audience segments and placements contribute to results, reallocating budget away from underperforming areas and towards those driving meaningful engagement and conversions.
Alongside this, we continuously test creative variations to identify what resonates most, while managing ad frequency to prevent fatigue and maintain performance over time. Each decision is guided by data and designed to improve efficiency while maximising the impact of your campaigns.
Yes, if they fit the goals of your campaign. If you’re looking to reach large numbers of people with a specific interest, re-engage users you have shown interest in the past, or cost-effectively build brand awareness, they’re perfect.
Display campaigns usually generate a lower CTR than Search because they target users who are not actively searching for your product or service. Instead, these campaigns create demand by increasing brand awareness and reaching potential customers earlier in their journey. While engagement per impression is lower, this is often offset by lower costs per click and the ability to reach a much wider audience.
Yes, but we can take care of this for you. Display campaigns are image-led, so design assets are a must, but our in-house design team can produce these for you. We’ll work with you to get these looking the way you like before the ads are launched.
Success is measured in relation to your business goals. While it can be difficult to establish ROI from Display campaigns, their performance is based on the Reach the ads achieve, the traffic they drive to your website, and the revenue earned from bringing basket abandoners or previous customers back to your site.
The budget for ad spend can be set as high or low as you would like. However, Google recommends that your average 30-day spend is the same as 30x your Cost Per Conversion. This ensures there are enough conversions taking place to optimise the campaign. Display campaigns will typically need a smaller budget than Search, and the required spend is often dictated by the size of the audience.
If you’re looking to stay visible, build awareness, and re-engage your audience at scale, get in touch with our expert team today. We can create Google Display campaigns built around your business goals.
Get in touch with our expert team to see how we can manage Google Ads for your business. We can even provide a free audit of any current set-up you have.
Talk to us about Google Search Ads
Appear above your competitors at the exact moment someone is searching for what you offer. Perfect for capturing high-intent traffic ready to convert.
Discover Search Ads
Showcase your products directly in Google’s search results with images, pricing, and reviews. Ideal for ecommerce businesses looking to drive immediate purchases.
Discover Shopping Ads
Let Google’s AI find your most valuable customers across all channels (Search, Display, YouTube, Gmail, Maps). A powerful option for businesses ready to scale with smart automation.
Events Under Canvas
Excellent Web design agency. The SEO and Adwords management has greatly helped EUC increase leads over the last 8 years.
Yoga Inclusive
NFL Legal
Reach have helped us with a few website designs and installations as well as other jobs and they have all been carried out to a very high standard with excellent results. Thank you for you help!
Marketing Force Ltd
We have used the services of Reach Digital on several occasions for website design, general design services, SEO and video production work. Their service in every respect is first class and the end result always has exceeded my expectations.
ClearView Communications
It's rare to find a team full of highly experienced experts in each field. Reach help us with our brand presence, website and SEO. We look forward to continuing our partnership and achieving even greater success together.
Brand Consultant
If you are looking for an agile and patient agency that can turn their hand to almost any design or creative marketing challenge you have, then Reach is for you.
R & S Photography
Reach recently redesigned our website, and we couldn’t be happier with the results! Their team was professional, attentive, and incredibly skilled. They took our vision and turned it into a reality, creating a user-friendly, visually stunning site that perfectly represents our brand.
Kingswood Group
I knew I needed some help big time when trying to design a website for my new company. Reach helped me cut to the chase through all of the technical jargon and helped create a fantastic website but also helped me develop an ongoing plan that supported my social media branding needs.
Mid & North East Essex Mind
We worked with Reach Digital recently on our new website project which was a pleasure. They understood our requirements and worked with us to ensure the project was delivered on time and on budget. I would highly recommend this business for your digital marketing needs..
Ace Resin
The team's collaborative approach ensured that our project was completed on time and exceeded all expectations. If you're looking for a reliable and talented digital partner, look no further than the team at Reach Digital.
Discover how social media marketing can help your small business reach new audiences, build stronger...