Google Display Network Ads: Strategies, Examples, and Best Practices

Google's Display Network (GDN) continues to be a cornerstone of effective digital advertising strategies. With its reach spanning over 3 million websites and apps worldwide and the ability to connect with more than 90% of internet users globally, the Display Network offers unparalleled opportunities for visual brand storytelling and audience engagement.

The Display Network's evolution in recent years has transformed it from a simple banner ad platform into a sophisticated ecosystem leveraging advanced machine learning, audience insights, and creative optimization. This article will walk you through leveraging GDN's full potential with concrete examples, proven strategies, and actionable best practices for 2025.

Understanding the Google Display Network Ecosystem

Before diving into strategies and examples, it's essential to understand the components that make up the Display Network ecosystem:

Placement Types

The Display Network offers diverse placement opportunities:

1. Standard Display Ads - Banner ads appearing on websites within Google's network
2. Gmail Ads - Expandable ads within Gmail inboxes
3. In-App Ads - Advertisements within mobile applications
4. Video Ads - Video content across the Display Network (not to be confused with YouTube ads)
5. Discovery Ads - Native ads appearing in Google feeds (Discover, YouTube, Gmail)
6. Responsive Display Ads - Automatically adjusted ads that fit available ad spaces

Ad Format Evolution

Display ad formats have evolved significantly, now including:

• Dynamic Product Ads - Automatically showcase products from your catalog based on user behavior
• Interactive Canvas Ads - Rich media experiences with interactive elements
• Shoppable Display Ads - Direct purchasing capability within the ad unit
• Augmented Reality Ads - Allow users to visualize products in their environment (limited availability)
• Immersive Experience Ads - Full-screen, rich media experiences triggered by user interaction

Targeting Capabilities

The Display Network's targeting options have become increasingly sophisticated:

• Audience Segments - Predefined groups based on interests, behaviors, and demographics
• Custom Intent - Target users actively researching specific products or services
• Retargeting - Re-engage previous website visitors or app users
• Similar Audiences - Reach new users with characteristics similar to your existing customers
• Contextual Targeting - Place ads on content related to your business
• Demographic Targeting - Focus on specific age groups, genders, parental status, etc.
• Smart Bidding - Automated bidding strategies optimizing for specific goals

Now that we've established the foundation, let's explore real-world applications and strategies.

Case Study: E-commerce Display Campaign Success

Let's examine how an e-commerce furniture retailer, "ModernHome," leveraged the Display Network to achieve impressive results:

Campaign Overview:

Objective: Increase sales of mid-century modern furniture collection Target Audience: Homeowners 28-45, interested in interior design Campaign Duration: 8 weeks Budget: $25,000 Strategy: Multi-layered approach combining awareness and retargeting

Campaign Structure:

ModernHome created a sophisticated campaign structure:

1. Awareness Campaign
   • Targeting: Custom intent audiences (users searching for "mid-century furniture," "modern home decor," etc.)
   • Placements: Home design websites, lifestyle publications, relevant apps
   • Creative: Lifestyle imagery showcasing furniture in beautiful home settings
2. Consideration Campaign
   • Targeting: Similar audiences based on past purchasers, interest-based targeting
   • Placements: Broad lifestyle websites, contextually relevant content
   • Creative: Product-focused creative highlighting key features and benefits
3. Retargeting Campaign
   • Targeting: Website visitors who viewed products but didn't purchase
   • Segmentation: By product category viewed and cart abandoners
   • Creative: Dynamic product ads showing specific items viewed with special offers

Creative Examples:

Awareness Ad Example:

Consideration Ad Example:

Retargeting Ad Example (Dynamic):

Results:

This structured approach delivered impressive results:

• 3.2x return on ad spend (ROAS)
• 42% decrease in cost per acquisition compared to previous campaigns
• 28% increase in average order value from display-attributed sales
• 1,200+ new customers acquired

"By creating this multi-layered approach rather than running a single broad campaign, we were able to customize messaging based on where customers were in their journey," explains Sarah Chen, ModernHome's Digital Marketing Manager. "The awareness ads built interest, the consideration ads showcased our value proposition, and the retargeting ads sealed the deal with timely offers."

Advanced Targeting Strategies with Real Examples

Let's explore specific targeting strategies with examples of how they've been successfully implemented:

Custom Intent Audiences

Strategy: Target users actively researching specific products or solutions.

Example: A luxury watch brand created custom intent audiences targeting users searching for:

• Specific competitor watch models
• "Best luxury watches under $10,000"
• "Watch investment guide"
• "Swiss automatic watches"

Their ads specifically addressed common comparison points between their watches and competitors, highlighting unique craftsmanship features.

Implementation:

1. Created a seed keyword list of 50+ relevant search terms
2. Used Google's suggestion tool to expand to 200+ keywords
3. Segmented keywords into price-sensitive vs. craftsmanship-focused groups
4. Developed distinct creative approaches for each segment

Results: 41% higher CTR than standard interest targeting and 23% lower cost per acquisition.

In-Market Audience Refinement

Strategy: Layer multiple targeting criteria to reach users most likely to convert.

Example: A B2B software company selling project management solutions combined:

• In-market for business software
• Company size (50-250 employees)
• Industry vertical (marketing agencies, construction, IT services)
• Site visitors who viewed specific solution pages

Their ads emphasized industry-specific benefits with tailored messaging for each vertical.

Ad Example for Marketing Agencies:

Results: This refined approach yielded a 68% higher conversion rate compared to broad in-market targeting alone.

Contextual Targeting Renaissance

Strategy: While many advertisers focus solely on audience targeting, contextual placement can still deliver strong performance.

Example: A specialty cooking ingredient company targeted:

• Recipe websites
• Cooking blogs
• Food video content
• Culinary education sites

Their ads were specifically designed to match the content they appeared alongside, featuring recipes using their products.

Implementation:

1. Created a detailed placement category list
2. Used topic targeting for broader reach
3. Applied keyword contextual targeting
4. Regularly reviewed automatic placements and refined exclusions

Results: Contextual placements delivered 36% higher engagement rates than audience-only targeting and stronger brand recall in post-campaign studies.

Remarketing Segmentation Excellence

Strategy: Create highly specific remarketing segments based on behavior to deliver personalized messaging.

Example: An online education platform created sophisticated remarketing segments:

• Course category browsers (segmented by subject)
• Video viewers who watched >50% of intro lessons
• Course cart abandoners (with timing segments: 1-3 days, 4-7 days, 8-14 days)
• Past purchasers (cross-sell opportunities)

Each segment received tailored creative addressing specific objections or incentives.

Ad Example for 4-7 Day Cart Abandoners:

Results: This segmented approach increased remarketing conversion rates by 52% compared to their previous generic remarketing campaign.

Creative Best Practices: Examples That Convert

The creative execution of display ads has evolved significantly. Here are key best practices with examples:

Responsive Display Ads Excellence

Best Practice: Provide multiple assets to maximize performance across placements.

Example: A travel agency created responsive display ads with:

• 5 headlines varying from destination focus to price-driven offers
• 5 descriptions highlighting different benefits (luxury, adventure, family)
• 15 images showing destinations, travelers, and accommodations
• 5 logo variations (different sizes/backgrounds)

Example Asset Mix:

Headlines:

• "Escape to Bali - Paradise Awaits"
• "European Getaways from $1,299"
• "Create Unforgettable Family Memories"
• "Adventure Travel Made Effortless"
• "Luxury Experiences, Surprisingly Affordable"

Descriptions:

• "Handcrafted itineraries with exclusive local experiences"
• "All-inclusive packages with 5-star accommodations and flights"
• "Join thousands of satisfied travelers. 4.8/5 average rating"
• "Flexible booking, free cancellation, and 24/7 travel support"
• "Save up to 40% with our limited-time seasonal specials"

Results: By providing this diversity of assets, Google's machine learning optimized combinations that delivered 47% better performance than their previous fixed-asset campaigns.

Visual Storytelling Impact

Best Practice: Use cohesive visual narratives rather than disconnected product shots.

Example: A fitness app company created a visual journey across their display ads:

Ad 1: Problem Recognition

Ad 2: Solution Introduction

Ad 3: Outcome Visualization

Results: This narrative approach delivered 38% higher engagement compared to their previous product-focused creative.

Animation and Motion Graphics

Best Practice: Use subtle animation to capture attention without becoming distracting.

Example: A home security company employed HTML5 animation effectively:

• Initial state showed a home exterior
• Simple animation showed security features activating
• Final frame emphasized peace of mind with family inside
• Total animation duration: 12 seconds with smooth transitions

Results: The animated creative achieved 64% higher CTR compared to static versions while maintaining comparable conversion rates.

Message Clarity Through Contrast

Best Practice: Ensure text is immediately readable through proper contrast and hierarchy.

Example: A financial services company improved their display creative:

Before:

• Low contrast text over busy background imagery
• Multiple font styles and sizes
• No clear visual hierarchy

After:

• Dark overlay added to images to improve text contrast
• Consistent font family with size variation for hierarchy
• Color highlighting for key terms and numbers
• Clear visual pathway from headline to CTA

Results: The redesigned ads saw a 53% improvement in engagement rate and 28% higher conversion rate with no other campaign changes.

Advanced Display Network Strategies

Beyond the basics, these advanced strategies have proven effective:

Programmatic Guaranteed Deals

Strategy: Secure premium inventory through programmatic guaranteed arrangements.

Example: A luxury automotive brand wanted consistent presence on top-tier financial and lifestyle publications. Rather than competing in the open auction, they:

1. Identified 25 premium publishers with ideal audience alignment
2. Negotiated guaranteed placement deals with fixed CPMs
3. Secured premium positions (homepage, section takeovers)
4. Implemented first-party data overlays for additional targeting

Results: While CPMs were 30% higher than open auction, conversion rates improved by 58%, and brand perception metrics showed significant improvement.

Sequential Messaging Campaigns

Strategy: Deliver a series of ads in a specific order to tell a cohesive story.

Example: A home renovation company implemented a sequential campaign:

Sequence Stage 1: Brand introduction and inspiration

• Targeting: Broad interest-based audience
• Creative: Beautiful home transformation imagery
• Goal: Brand awareness and interest generation

Sequence Stage 2: Service differentiation

• Targeting: Users who engaged with first-stage ads
• Creative: Comparison highlighting their unique process
• Goal: Position against competitors

Sequence Stage 3: Offer and conversion

• Targeting: Users who engaged with second-stage ads
• Creative: Specific offer with testimonials
• Goal: Drive consultation bookings

Results: This sequential approach delivered a 47% lower cost per lead than their previous non-sequential campaigns.

Offline Conversion Integration

Strategy: Connect display advertising to offline sales for true ROAS measurement.

Example: A multi-location retailer with significant in-store sales:

1. Implemented store visit tracking through Google Ads
2. Connected CRM data for closed-loop reporting
3. Used customer match lists to measure offline purchases from online ad exposure
4. Applied value-based bidding optimizing for total revenue (online + offline)

Results: Discovered that display campaigns were delivering a 4.2x ROAS when accounting for in-store purchases, compared to 1.8x when measuring online conversions only.

Cross-Channel Audience Activation

Strategy: Use display network data to inform other channel strategies.

Example: A subscription box service leveraged display engagement data:

1. Created audience segments based on display ad creative engagement
2. Used these segments to customize search ad copy and bidding
3. Applied similar audience insights to social media targeting
4. Developed email nurture streams aligned with display creative preferences

Results: This cross-channel approach led to 32% higher search conversion rates and 28% improved email open rates.

Display Network Campaign Structure Blueprint

Based on successful campaign structures in 2025, here's a blueprint for organizing your display campaigns effectively:

Tier 1: Prospecting Campaigns

Campaign 1: Custom Intent Targeting

• Ad Groups: Segmented by search intent categories
• Bidding: Target CPA or Maximize Conversions
• Creative: Problem-solution focused messaging

Campaign 2: Affinity/In-Market Audience

• Ad Groups: Divided by audience interest segments
• Bidding: Maximize Clicks transitioning to Target CPA
• Creative: Brand introduction and value proposition

Campaign 3: Similar Audiences

• Ad Groups: Based on source audience (purchasers, high-value customers)
• Bidding: Target ROAS
• Creative: Testimonial and social proof emphasis

Tier 2: Consideration Campaigns

Campaign 4: Topic and Placement Targeting

• Ad Groups: Organized by content themes/placement categories
• Bidding: Target CPA
• Creative: Product/service detail and differentiation

Campaign 5: Video Engagement Retargeting

• Ad Groups: Based on video completion rates and engagement depth
• Bidding: Target CPA
• Creative: Expanded messaging building on video content

Tier 3: Conversion Campaigns

Campaign 6: Website Visitor Retargeting

• Ad Groups: Segmented by site behavior (pages visited, time on site)
• Bidding: Target ROAS
• Creative: Direct response with offers

Campaign 7: Cart Abandonment Retargeting

• Ad Groups: Product category and time-since-abandonment segments
• Bidding: Target ROAS
• Creative: Urgency and incentives to complete purchase

Campaign 8: Customer Cross-Sell/Upsell

• Ad Groups: Based on purchase history and product affinity
• Bidding: Target ROAS
• Creative: Complementary products and loyalty messaging

Budget Allocation Framework

For optimal results, consider this allocation framework:

• Prospecting (Tier 1): 40-50% of budget
• Consideration (Tier 2): 20-30% of budget
• Conversion (Tier 3): 25-35% of budget

This tiered approach ensures you're continuously filling your funnel while efficiently converting your warmest prospects.

Performance Optimization: Turning Data Into Action

The difference between average and exceptional display campaigns often comes down to optimization practices. Here are proven approaches:

Creative Performance Analysis

Strategy: Analyze performance data at the asset level to refine creative approach.

Example: An outdoor gear retailer analyzed their responsive display ad performance and discovered:

• Images featuring people using products outperformed product-only images by 73%
• Headlines asking questions generated 32% higher CTR than statement headlines
• Background color variations showed blue backgrounds converting 28% better than other colors
• Lifestyle imagery outperformed studio photography by 45%

Based on these insights, they:

1. Created new assets emphasizing successful elements
2. Gradually phased out underperforming assets
3. Conducted A/B tests on new creative variations
4. Developed creative testing calendar for ongoing optimization

Results: This data-driven creative refinement led to a 52% improvement in overall campaign performance over three months.

Placement Optimization Protocol

Strategy: Develop a systematic approach to placement evaluation and refinement.

Example: A B2B software company implemented this protocol:

1. Weekly Review: Analyzed placement performance by:
   • Conversion rate
   • Cost per conversion
   • Click-through rate
   • Engagement metrics
2. Tiered Action System:
   • Tier A Placements (top performers): Increased bids by 15-20%
   • Tier B Placements (average performers): Maintained current approach
   • Tier C Placements (below average): Reduced bids by 20-30%
   • Tier D Placements (poor performers): Added to exclusion list
3. Exclusion Management:
   • Created categorized exclusion lists (non-relevant content, poor quality sites)
   • Regularly updated category-based exclusions
   • Maintained allowlist of critical placements regardless of short-term performance

Results: This systematic approach reduced cost per acquisition by 34% while maintaining conversion volume.

Frequency Capping Experiments

Strategy: Test different impression frequency caps to optimize exposure without creating ad fatigue.

Example: A subscription software service conducted frequency cap testing:

1. Created four test groups with identical targeting but different frequency caps:
   • Group A: 2 impressions per day, 10 per week
   • Group B: 3 impressions per day, 15 per week
   • Group C: 5 impressions per day, 25 per week
   • Group D: 10 impressions per day, 50 per week
2. Measured not only conversion rates but also:
   • View-through conversions
   • Brand search lift
   • Negative feedback/ad complaints
   • Post-conversion customer quality

Results: Group B (3 impressions per day, 15 per week) delivered the optimal balance, with 22% higher overall ROAS and minimal negative feedback. Groups C and D showed diminishing returns and increased negative sentiment.

Automated Bidding Strategy Testing

Strategy: Systematically test automated bidding strategies against campaign objectives.

Example: A home services company tested multiple automated bidding strategies:

1. Split their display campaigns into four groups with identical targeting and creative, but different bidding strategies:
   • Group A: Maximize Conversions
   • Group B: Target CPA
   • Group C: Target ROAS
   • Group D: Maximize Conversion Value
2. Ran the test for 30 days with equal budget allocation
3. Evaluated performance across multiple metrics:
   • Cost per acquisition
   • Total conversion volume
   • Revenue per conversion
   • Return on ad spend

Results: For their specific business model, Target CPA delivered the best balance of volume and efficiency, with 28% lower CPA than the next best strategy.

Measurement Beyond Conversions: The Full Display Impact

Sophisticated advertisers understand that display's impact extends beyond direct conversions. Here's how to measure the full impact:

View-Through Attribution Modeling

Strategy: Properly account for view-through conversions with appropriate attribution modeling.

Example: A luxury jewelry retailer implemented advanced attribution for display:

1. Analyzed typical path to purchase using Google Analytics 360:
   • Display ads often initiated consideration but rarely received last-click credit
   • Average path involved 8+ touchpoints across channels
   • Display viewership increased likelihood of search engagement by 3.4x
2. Implemented data-driven attribution model with:
   • Custom lookback windows (30 days for view-through)
   • Channel-specific attribution adjustments
   • Cross-device conversion tracking
3. Created a blended conversion reporting dashboard showing:
   • Last-click conversions
   • View-through conversions (with appropriate weighting)
   • Assisted conversions
   • Attributed value based on position in path

Results: This comprehensive view revealed display campaigns were influencing 42% more revenue than previously recognized, justifying a 30% budget increase.

Brand Lift Measurement

Strategy: Measure display's impact on brand metrics beyond direct response.

Example: A financial services company implemented brand lift studies:

1. Conducted controlled experiments with:
   • Test group exposed to display ads
   • Control group not exposed to campaign
2. Measured changes in:
   • Brand awareness (26% lift)
   • Brand consideration (31% lift)
   • Key message association (42% lift)
   • Search behavior for brand terms (38% increase)
3. Calculated the monetary value of these brand impacts based on:
   • Customer lifetime value increases from improved perception
   • Reduced cost per acquisition in other channels due to awareness
   • Long-term market share implications

Results: When factoring these brand metrics into overall campaign assessment, the calculated ROAS increased from 3.2x to 5.7x.

Incrementality Testing

Strategy: Measure the true incremental impact of display advertising through controlled experiments.

Example: An e-commerce clothing retailer conducted incrementality testing:

1. Created geo-based test and control groups:
   • Test markets: Full display campaign exposure
   • Control markets: No display advertising
2. Ensured all other marketing activities remained consistent across markets
3. Measured not only conversion differences but also:
   • Overall site traffic variations
   • Search volume changes for brand and product terms
   • Average order value differences
   • New customer acquisition rates

Results: Display campaigns were driving 27% incremental revenue, higher than the 18% calculated through standard attribution, justifying increased investment.

Privacy-First Display Advertising in 2025

With the continued evolution of privacy regulations and the deprecation of third-party cookies, successful display advertising in 2025 requires privacy-centric approaches:

First-Party Data Activation

Strategy: Leverage owned customer data for targeting while respecting privacy.

Example: A travel booking platform implemented first-party data strategy:

1. Created customer segments based on:
   • Past booking behavior (destinations, accommodation types)
   • Site interaction patterns
   • App usage data
   • Opted-in email engagement
2. Uploaded these segments to Google using hashed identifiers
3. Created similar audiences based on these first-party segments
4. Developed contextual targeting approach to complement audience strategy

Results: First-party data-driven campaigns delivered 48% higher conversion rates than traditional third-party audience targeting.

Contextual Intelligence Evolution

Strategy: Use advanced contextual targeting as a privacy-friendly alternative.

Example: A gourmet food brand implemented sophisticated contextual targeting:

1. Moved beyond basic keyword contextual targeting to:
   • Topic-based targeting with semantic analysis
   • Sentiment-matched placement
   • Content quality filtering
   • Visual content matching (appearing alongside visually similar content)
2. Created contextual segments aligned with customer journey:
   • Recipe research contexts
   • Cooking technique content
   • Food photography and inspiration content
   • Shopping and comparison contexts

Results: Their enhanced contextual approach performed within 10% of their previous audience-based targeting while eliminating privacy concerns.

Consent-Based Personalization

Strategy: Create transparent value exchange for user data.

Example: A fitness equipment company implemented consent-based personalization:

1. Created clear consent framework explaining:
   • What data would be collected
   • How it would be used
   • Benefits to the user
2. Offered incentives for consent:
   • Personalized workout recommendations
   • Equipment guides matched to fitness goals
   • Exclusive content access
3. Designed different creative approaches for:
   • Users with full consent (personalized messaging)
   • Users with limited consent (category-level personalization)
   • Users without consent (contextual targeting only)

Results: 68% of users provided consent for personalization, and these users converted at a 73% higher rate than non-consenting users.

Building Your Display Network Strategy

The Google Display Network remains a powerful tool for advertisers in 2025, offering unparalleled reach, sophisticated targeting, and creative possibilities. As we've seen through numerous examples, success comes from thoughtful strategy, structured campaigns, continuous optimization, and comprehensive measurement.

To build your GDN strategy:

1. Define Clear Objectives - Whether brand awareness, consideration, or direct response, align your campaign structure with specific goals
2. Implement Multi-Layered Targeting - Combine audience, contextual, and first-party data approaches for optimal reach and relevance
3. Develop Compelling Creative - Invest in high-quality assets with clear messages and strong visual appeal
4. Structure for Success - Use the tiered campaign approach to address different stages of the customer journey
5. Optimize Relentlessly - Implement systematic review and refinement processes
6. Measure Comprehensively - Look beyond direct conversions to understand display's full impact
7. Embrace Privacy-First Approaches - Build sustainable strategies that respect user privacy while delivering results

By following these principles and learning from the examples provided, you'll be well-positioned to leverage the Google Display Network effectively in 2025 and beyond.