Google just dropped a bunch of updates to boost the reach and performance of Display ads. They’ve added more inventory on Connected TV platforms like TelevisaUnivision, MLB, and FOX News, which means your ads can show up in even more places. They also upgraded creative tools with Imagen 3 AI for better visuals and added new features like a preview gallery and creative templates to make ad management smoother.

Via Google Ads & Commerce Blog

Why It Matters:

• Bigger Reach: More inventory on CTV platforms means more chances to get your ads in front of the right people.
• Better Creatives: The new Imagen 3 model helps generate higher-quality images, which can boost engagement and conversions.
• Simpler Ad Management: The new templates and preview tools save time and reduce headaches when setting up Display campaigns.

Let’s be real, Google Display ads haven’t been delivering for a while. Performance has been deteriorating for years, and we’ve seen it firsthand across multiple accounts. Banner blindness is a huge issue, users have learned to ignore display ads completely, leading to terrible click-through rates and wasted budgets. For most brands, the ROI just isn’t there compared to what you can get from search, social, or even video ads.

As an agency, we’ve pretty much stopped recommending standalone Display campaigns unless there’s a very specific reason to run them. The traffic is often low-quality, conversions are scarce, and the costs don’t justify the results. It’s not that Display can’t work, it’s just that other channels typically offer way better performance for the same budget. If Google’s new updates can fix these issues, great—but until we see solid results, we’re not convinced.

How This Impacts You

These updates are all about helping brands reach more people with better-looking ads—without needing a massive creative team. Here’s how it could play out:

• More Conversions for Less: Early tests show these updates can boost conversions by 16%, which is huge for brands trying to maximize ROI.
• Cross-Channel Targeting: The added CTV placements mean you can reach people across web, mobile, and TV without having to launch separate campaigns.
• Streamlined Workflows: The new tools make it easier to create, preview, and launch ads quickly—great news for teams that are stretched thin.

The real kicker is that these updates help you run more advanced campaigns without a ton of extra work or budget.

What You Should Do Next

If you’re running Display ads—or even if you’ve avoided them because of low ROI or clunky setups—now’s the time to revisit your strategy.

1. Start Testing CTV Inventory:
   • Add Connected TV placements to your Display campaigns and track performance closely to see if they drive higher engagement.
2. Leverage AI-Powered Creatives:
   • Use the new Imagen 3 AI model to generate high-quality visuals without a big design budget. Better images mean better performance.
3. Simplify Your Workflows:
   • Test out the new preview gallery and creative templates to save time when setting up and managing campaigns.
4. Monitor Conversion Lift:
   • With early tests showing a 16% boost in conversions, keep a close eye on your CPCs, CTRs, and ROAS to see if the updates are actually delivering.

These updates are all about making Display ads more effective and easier to manage. With better reach, higher-quality creatives, and streamlined tools, brands can hit bigger goals without bigger budgets.

Want to make sure you’re getting the most out of these new features? Let’s talk. We’ll help you optimize your Display strategy to take advantage of everything Google just rolled out.