Google Display ads grow results by reaching people as they browse websites, apps, YouTube and Gmail, using audience and content targeting plus Smart Bidding. Google says its Display Network reaches over 90% of internet users worldwide.
How Display finds the right people
- Audience targeting: from people with shown interests to people close to buying.
- Content targeting: placing ads next to relevant topics or sites.
- Optimised targeting: uses signals such as keywords on your landing page to find new, relevant audiences.
- Smart Bidding: sets bids for conversions or conversion value in each auction.
Display is moving to Demand Gen
Google is moving Display campaigns into Demand Gen as the Google Display Network. From June 2026, eligible advertisers can migrate existing campaigns with a tool in their account. Later, new campaigns can only be created in Demand Gen and remaining eligible campaigns will move automatically.
In practice
App campaigns already serve on the Display Network, including other apps and mobile websites, so many app advertisers reach it without a separate Display campaign. Use Demand Gen when you want more control over visual creative and placements, and judge it on in-app conversions, not clicks.
See how we run Google for apps and games on our Google Ads agency page.
Sources checked 4 October 2026
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