How to Optimise Google Display Campaigns for Better Results in 2025
Jan 06, 2025If you’re running Google Ads, you’ve likely heard the debate: Are Google Display campaigns worth the effort? The answer is a resounding yes—but only if you know how to optimise them. In this post, I’ll break down the key strategies to maximize your Google Display campaigns, boost your conversions, and lower your cost per click (CPC) in 2025.
Why Google Display Campaigns Are a Hidden Gem
Google Display campaigns help you reach a broad audience by placing your ads across millions of websites and apps. But here’s the catch: many conversions from display ads aren’t fully tracked in your Google Ads dashboard.
That’s why it’s vital to take a high-level view of your account. Look beyond in-dashboard metrics and focus on your overall business performance, like profit and loss. If your display campaigns are indirectly driving revenue, they’re delivering value—even if the reporting doesn’t reflect it.
Top 2 Optimisations for Google Display Campaigns
To get the most out of your display campaigns, follow these two essential steps:
1. Audit and Improve Content Placements
Google Display campaigns rely on precise placements. Here’s how to make sure your ads show up in the right places:
- Step 1: Go to Insights and Reports in Google Ads.
- Step 2: Review Where Ads Are Shown to see all placements.
- Step 3: Identify and exclude low-value placements like kids’ apps or irrelevant websites.
Pro tip: Use filters to spot trends. For instance, type “app” in the placement filter. If you find apps generating high impressions but no conversions, exclude them to focus your budget on higher-quality placements.
2. Optimise Ad Performance
Your ads’ performance directly affects your success. Here’s how to refine your creative for better engagement:
- Test multiple ads: Always run at least two ad variations to see which performs better.
- Leverage Google’s ad score: Use the "Good," "Best," and "Low" scores as a guide for improvement.
- Update underperforming elements: Adjust headlines, visuals, or calls-to-action based on performance data.
By testing and optimising, you’ll ensure your display ads are capturing attention and driving conversions.
👉 Mastering Performance Max Campaigns: Step-by-Step Optimisation for Better Results
Real-Life Results: Lowering CPC with Display Ads
Still unsure about the value of display campaigns? Let me share a case study from one of our accounts.
In July, we launched a display campaign alongside an existing search campaign. Over four months, the display campaign spent $440 and reported six direct conversions. On the surface, those numbers might not seem impressive.
However, when analyzing the entire account, the display campaign significantly reduced the overall cost per conversion. Before running the display campaign, our cost per conversion ranged from $76 to $105. After launching the display campaign, costs dropped consistently, averaging as low as $51 per conversion.
The lesson? Display campaigns can complement your existing efforts and improve your account’s efficiency when optimised properly.
