Term
Display Campaign
A Google Ads campaign type that serves image and video ads across the Google Display Network — millions of websites, apps, and Gmail.
Display campaign — in more detail
A Display campaign serves banner, image, and video ads across the Google Display Network (GDN), which Google reports covers roughly two million websites, mobile apps, and properties like Gmail. Targeting can be audience-based (in-market, affinity, custom, customer match, remarketing) or context-based (keywords, topics, placements). The dominant ad format today is the Responsive Display Ad, in which Google auto-assembles formats from images, headlines, and descriptions. Display campaigns are best suited for reach, branding, and upper-funnel goals.
Example / In practice
A SaaS brand launches a Display campaign targeting the remarketing audience “website visitors in the last 30 days who did not start a trial”. Ads are Responsive Display Ads with product imagery and a trial CTA; bidding runs on Maximize Conversions with a tCPA target.
Distinction from similar terms
Display campaigns serve the GDN; Video campaigns serve YouTube. Performance Max can include Display inventory but as part of a multi-inventory setup. Demand Gen (the successor to Discovery Ads) serves its own inventory (YouTube feeds, Discover, Gmail) with a more social-style look.
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Performance Max (PMax)
Fully automated Google Ads campaign type. A single campaign serves across all inventory — Search, Shopping, Display, YouTube, Discover, Gmail, Maps — driven by Google's AI toward a conversion goal.
LexikonUnderstanding Performance Max — strengths, black-box pain, alternatives
When PMax actually delivers, where the black box hurts, and which alternatives are realistic for shopping and lead accounts.
NewsPerformance Max 2026: New Controls, More Reporting — and 45% of all Google Ads Conversions
First-party audience exclusions, 50 search themes, granular reports. What Google actually changed in PMax 2026 — and what didn't.