How to Optimise Google Display Campaigns for Better Results in 2025
Jan 06, 2025
Google Display ads can be a powerful way to increase brand awareness and drive low-cost traffic—if they’re optimised properly. In 2025, display campaign optimisation is more important than ever as advertisers face rising CPCs and growing competition across the Google Ads network.
In this guide, you’ll learn how to optimise Google Display campaigns step-by-step. From improving placements to refining creatives and tracking true performance, we’ll show you how to get better results from your display ad strategy.
Key Takeaways
- Google Display ads work—if placements, targeting, and creatives are optimised
- Exclude low-quality placements like kids’ apps to reduce wasted spend
- Always test at least two ad variations to improve performance
- Display campaigns often lower overall CPC, even with few direct conversions
- Use Google’s ad strength ratings to guide creative improvements
- Track blended performance, not just what shows in your Ads dashboard
- Regular testing and audits are important as automation increases in 2025
What Is Google Display Ad Optimisation?
Google Display ad optimisation means improving your campaign settings, creatives, placements, and targeting to boost conversions and reduce wasted spend. Display campaigns show across millions of websites and apps—so success depends on careful control and ongoing adjustments.
Optimising your display campaigns helps ensure your ads reach the right people, on the right platforms, with the right message.
Display Campaign Optimiser: How It Works
Google's Display Campaign Optimiser uses machine learning to adjust bids and placements automatically based on campaign goals. While it can improve efficiency over time, it still relies on good creative, proper targeting, and a strong account structure.
Think of it as a tool—not a replacement for smart campaign management.
Why Google Display Campaigns Are Still Worth It
Despite the focus on Search and Performance Max, Google Display campaigns still offer major value. They can drive affordable, top-of-funnel traffic that helps lower your overall cost per conversion. But many advertisers give up too early because they don't see direct results in the dashboard.
That’s a mistake. Display ads often influence conversions that are completed later through other campaigns, like Search or Shopping. For accurate assessment, look at your entire account performance—not just last-click conversions.
Top 2 Ways to Optimise Google Display Campaigns
1. Audit and Improve Content Placements
Knowing where your ads show is crucial. Poor placements—like mobile games or unrelated apps—can burn through your budget with zero conversions.
Here’s how to fix that:
- In Google Ads, go to "Insights and Reports"
- Click on "Where Ads Showed"
- Filter for terms like "app" or "game"
- Exclude placements with lots of impressions but no conversions
This is one of the fastest ways to reduce wasted spend and improve ROI from display ad campaigns.
2. Optimise Display Ad Performance
Even strong placements won’t help if your ad creative isn’t compelling. Regularly testing and improving ads is essential for display ad optimisation.
Best practices:
- Always run at least two ad versions
- Use Google’s ad strength scores ("Best," "Good," "Low") as a guide
- Replace low-performing headlines, visuals, or calls to action
Even small tweaks can lead to better engagement and more conversions.
π Mastering Performance Max Campaigns: Step-by-Step Optimisation for Better Results
Real-Life Results: Lower CPC with Display Ads
Here’s a real-world example: One account added a Display campaign alongside existing Search campaigns. It spent $440 over four months and recorded just six direct conversions. Not impressive on the surface.
But when looking at the full account, cost per conversion dropped from $76–$105 to as low as $51. That’s the hidden value of Display ads—indirect contribution that improves your overall efficiency.
FAQ
How do I optimise Google Display campaigns?
Start by auditing your ad placements and excluding irrelevant apps or websites. Then test multiple ad variations and use Google’s ad strength scores to guide improvements. Regularly monitor performance and update creatives based on what’s working.
Are Google Display ads worth it in 2025?
Yes, if optimised correctly. Display campaigns can lower your overall cost per conversion, increase brand visibility, and support your other campaigns—even if conversions aren’t always tracked directly in the dashboard.
What placements should I exclude in Display campaigns?
Look for placements with high impressions but no conversions—especially kids' apps, games, or unrelated websites. Use filters like “app” or “game” in the placement report to quickly find low-value traffic sources.
How many ads should I run in a Display campaign?
Always run at least two ad versions per ad group. Testing different headlines, visuals, and calls to action helps identify top performers and keeps performance improving over time.
Why is my Display campaign getting clicks but no conversions?
Common reasons include poor ad placements, weak creatives, or irrelevant audience targeting. Review your placement report, refresh your ad copy, and test new targeting segments to improve results.
Do Display ads contribute to conversions not shown in Google Ads?
Yes. Display ads often assist in conversions that are later completed through Search, Shopping, or direct visits. That’s why it’s important to track overall account performance—not just direct last-click conversions.
What’s the best bidding strategy for Google Display ads?
For most advertisers, “Maximise Conversions” or “Target CPA” works better than “Maximise Clicks.” These options help Google focus on users most likely to convert, improving your return on ad spend over time.