When most people think of Google Ads, they immediately think of search campaigns — those text ads that show up at the top of Google results. But there’s another side of the platform that’s often overlooked: Google Display Ads.
The Display Network reaches over 90% of internet users worldwide, showing ads across millions of websites, YouTube, Gmail, and even apps. And the truth is — Display Ads still matter, especially for cheap clicks, awareness, and remarketing.
Let’s break down why you shouldn’t ignore them.
Cheap Clicks That Build Awareness
Search clicks are expensive in many industries. But on the Display Network, you can often reach people for a fraction of the cost.
Average display clicks are much cheaper than search.
Perfect for brand awareness, especially for new businesses that need visibility but can’t afford $5–$20 per search click.
You can reach thousands of impressions and clicks for the same budget that would only buy a handful of search clicks.
If you’re building a new brand, Display is one of the best ways to get your name out there.
Manual Placements Give You Control
One of the most underrated features of Display campaigns is manual placement targeting.
This allows you to hand-pick exactly where your ads appear:
- Specific websites
- YouTube channels
- Individual web pages
For example: If you sell gym equipment, you can place your ads on fitness blogs, workout forums, and YouTube fitness influencers’ channels. This level of control can dramatically increase relevance and cut wasted spend.
Remarketing: Display’s Superpower
Remarketing is where the Display Network truly shines.
With remarketing, you can show ads to people who already:
- Visited your website
- Added items to their cart but didn’t check out
Watched your YouTube videos
These audiences are warmer and more likely to convert. Remarketing Display campaigns are usually cheap and deliver some of the highest ROI in PPC.
Blocking Games and Mobile Apps (Why It’s Important)
One common beginner mistake is letting Display ads run everywhere — including mobile games and random apps.
Kids tapping on mobile game ads create wasted clicks.
Low-quality placements drain budgets without driving conversions.
Always exclude categories like “Games & Apps” if they aren’t relevant to your audience. Instead, focus on websites, news outlets, or YouTube placements that align with your product or service.
Brand Awareness for New Businesses
For new companies, Display Ads are often more valuable than Search Ads at first. Why?
People don’t know your brand name yet — so they aren’t searching for you.
Display helps you build top-of-funnel awareness so that when people are ready to buy, they remember your brand.
Combined with remarketing, you create a full funnel: awareness → consideration → conversion.
Final Thoughts
Google Display Ads may not always drive conversions immediately, but they’re essential for:
- Cheap clicks and affordable awareness
- Manual placements that give you control
- Remarketing that re-engages warm audiences
- Brand building for new companies
Avoiding wasted spend by blocking games and irrelevant apps
When used strategically, Display is not just filler traffic — it’s the foundation of a smart brand growth strategy.