What Is Display Ads?
Also written as Google Display Network, GDN, banner ads, Display campaign.
Definition
Display ads are image ads that show on websites and apps across the Google Display Network, not on the search results page. For an ecommerce store, they reach people while they browse, not while they shop. Google says Display campaigns are moving into Demand Gen, so do not treat them as a safe long-term pick.
Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Written by the ZenoX team from the accounts we run. Definitions are general; the numbers in examples are maths, not client results.
Display Ads, Explained
A Search ad answers a question. A display ad breaks into what someone is reading. Someone is reading a recipe site, and an image ad for your kitchen knives appears next to the text. They were not looking for knives.
That makes display cheap to reach people with, and weak at catching buyers. Clicks can come from pages and apps that have nothing to do with your product. You can pay per click, or per 1,000 viewable views (vCPM).
Google's notice says "Google Display Ads campaigns are moving to Demand Gen" (checked 5 November 2026). Since June 2026, eligible advertisers can move by choice. Google also says that later, new campaigns can only be created within Demand Gen. It gives no date for that part. So if you are learning today, learn Demand Gen too.
Display often gets in by accident. A Search campaign with the Display Network box ticked can spread your budget onto websites you never picked. Performance Max can also land on Display. Check where your money went, not just the campaign average.
Start with people who are already searching. Add display style reach only when your core campaigns make money and you have strong images.
How We Use It at ZenoX
We do not start ecom stores on Display campaigns. Our first build is feed-only Performance Max, Standard Shopping and brand Search. Our daily QA also flags any Search or Shopping campaign serving on the Display Network. When a store is ready for that kind of reach, we use Demand Gen.
Questions People Ask About Display Ads
Are Google Display Campaigns Going Away?
Google says Display campaigns are moving to Demand Gen (checked 5 November 2026). Since June 2026, eligible advertisers can move by choice. Later, new campaigns can only be created within Demand Gen. Google gives no date for that step, so keep an eye on your account notices.
What Is the Difference Between Display Ads and Search Ads?
Search ads show when someone types a search, so the person has already said what they want. Display ads show while someone browses websites and apps, so they may not be thinking about your product at all. Search catches demand. Display tries to create it.
Related terms
- Demand GenDemand Gen is a Google Ads campaign type for image and video ads.
- CPMCPM means cost per thousand impressions.
- Search CampaignA Search campaign is a Google Ads campaign that shows text ads on search results when someone types a search that matches your keywords.
- RemarketingRemarketing means showing ads to people who already dealt with your business, such as past visitors or buyers.
Go deeper
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