The Google Ads Display Network shows your ads to people while they browse websites, apps and Google-owned properties such as YouTube and Gmail, rather than while they search. Google says Display campaigns can reach people across 35 million websites and apps, and you buy that reach through a single Display campaign type.
Here's what's changed. Google has folded Smart Display campaigns into the standard Display campaign, so there's now one Display campaign where you choose how much AI to use for bidding, creatives and targeting. Any Smart Display campaigns you had were migrated automatically, and Google says that shouldn't cause any change in performance. If you're hunting for the old Smart option and can't find it, this merged Display campaign is its successor.
The AI defaults, and how to switch them off
Every Display campaign starts with AI switched on in three places. You can override each one, as of October 2026.
| Area | Default | What you can choose instead |
|---|---|---|
| Bidding | Smart Bidding strategies are suggested based on your goal | Target CPA, Maximize clicks, Maximize conversions or Viewable CPM, or Manual CPC if you don't want Smart Bidding |
| Creatives | Ads are responsive, with Google combining your assets | Uploaded image ads, in different sizes or HTML5 |
| Targeting | Optimized targeting, using signals such as keywords on your landing page | A different form of targeting, including Manual to pick segments yourself |
| Paying | You pay for clicks | Pay for conversions, on Display campaigns using Target CPA |
Pay for conversions is the one people don't expect. When you set up the campaign, go to the Bidding section, find the Pay for header and select Conversions. You then pay for conversions instead of clicks.
How to create a Display campaign
- In Google Ads, click the Campaigns icon, open the Campaigns drop-down and click the plus button, then New campaign.
- Choose Sales, Leads, Website traffic or Brand awareness and reach, or Create a campaign without a goal's guidance.
- Select Display as the campaign type, then enter your website URL and a campaign name.
- Enter a daily budget and choose a bid strategy.
- Pick your locations, plus any exclusions, and the languages your ads are written in.
- Choose Automated targeting for the widest reach, or Manual to pick specific segments.
- Create your responsive display ads.
- Review the campaign, click Fix it on any alert, then publish.
On budgets, the most you'll pay in a month is your daily budget times 30.4, though some days you'll spend more or less. Campaigns you build but don't publish are saved as drafts, and you can pick them up again with Resume campaign draft.
Responsive display ads: the assets you need
Responsive display ads adjust their size, appearance and format to fit almost any ad space, and they show as native ads that blend into the publisher's site. You upload images, headlines, logos, videos and descriptions, and Google builds the combinations. You can also use Google's own image library at no cost. Here are the sizes Google lists.
| Asset | Recommended size | Minimum size |
|---|---|---|
| Wide image (1.91:1) | 1200 x 628 pixels | 600 x 314 pixels |
| Square image | 1200 x 1200 pixels | 300 x 300 pixels |
| Wide logo (4:1) | 1200 x 300 pixels | 512 x 128 pixels |
| Square logo | Not stated | 128 x 128 pixels |
The maximum file size is 5120 KB. For text, you add 1 to 5 short headlines of 30 characters or fewer, one long headline of 90 characters or fewer, 1 to 5 descriptions, your business name and a final URL. Spell the business name exactly as you want it shown, because the ad uses exactly what you type.
Promotion text is optional and only for dynamic ads. Google's advice is to be specific, skip capitals and heavy punctuation, never repeat your brand name, and don't keep it running for more than 6 months. If you want a line to show all the time, such as a slogan, use a short headline instead. Also be ready for ads that show without images; Google says it sometimes does that to widen reach.
Reaching past visitors with your data
Google has renamed a few things. Remarketing is now called your data, and audience types such as custom, in-market and affinity are now audience segments. A Display campaign that uses your data shows ads to people who've visited your site or used your app, and the first time you set one up you'll create your tag and data segments at the same time.
Two rules apply. Your tag shouldn't be associated with any personally identifiable or sensitive information, and sensitive categories of websites and apps can't use your data at all. You can go a step further with dynamic remarketing, which shows people the products they viewed, using a feed of your products with IDs, images and prices.
Timing: why your changes don't show straight away
This is the bit that trips up most small advertisers. Changes to bids, budget or targeting on the Display Network can take 12 to 24 hours to apply, so Google suggests building a campaign a few days before launch with a future start date. New campaigns, and campaigns with big changes, go through a learning phase that typically lasts 5 to 7 days.
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Google advises against frequent changes during that phase because they can reset it, and recommends allowing at least 7 to 14 days after a change before judging performance. Pausing a campaign for a long time restarts learning when you switch it back on. And if you make several changes within 24 hours, they may be applied out of order.
Reading the results
The Display campaign asset report shows example ads in the sizes they've run, plus performance data for each asset, including how Google has graded it on producing conversions. Once your assets have built up enough data, swap out the weak images and text and keep the ones that work.
My verdict on the Display Network
Display is where you catch people earlier, before they start searching, and remind past visitors you exist. I'd start with your data rather than cold audiences, keep the default responsive ads, and leave the campaign alone for two weeks before deciding anything. If you want reach across every channel from one campaign, compare it with Performance Max, and check where small budgets tend to leak before you scale.
Display works best when you know which audiences and messages are pulling their weight. I run AI training and workshops for teams, and help businesses with AI enablement, AI automation and GEO, which is about getting your business seen and cited in AI answers. Most of that work is with SaaS marketing teams and small businesses. Here's how we can work together.
Frequently asked questions
What happened to Smart Display campaigns?
Google integrated them into the standard Display campaign. Existing Smart Display campaigns migrated automatically, and the updated Display campaign is the successor.
How many sites does the Google Display Network reach?
Google says Display campaigns can reach people across 35 million websites and apps, plus Google-owned properties such as YouTube and Gmail.
How long is the Display campaign learning phase?
It typically lasts 5 to 7 days. Google recommends allowing at least 7 to 14 days after changes before evaluating performance.
Can I pay for conversions on the Display Network?
Yes, on Display campaigns that use Target CPA bidding. In the Bidding section, find Pay for and select Conversions.
What is the maximum image file size for responsive display ads?
Google lists a maximum file size of 5120 KB for images and logos in responsive display ads.
