Google Discovery Ads: What They Are and How To Use Them

What if you can find customers interested in your product very quickly? Or What if someone gives you the chance to connect with the audiences already zealously searching for your product? Then, please don’t consider it fanciful. Yes, you can do all of it even more than this using Google Discovery Ads. This service was launched by Google in 2019, and since then, it has become a favoured choice of advertisers.

In this informative blog, you will find the answers to almost all the major questions related to Google Discovery Ads, such as: What are Google Discovery ads? Where do they show? What are the benefits of doing Google Discovery ad campaigns? And lastly, How to create a Discovery ad? So, now, without making a further delay, let’s start-

What are Google Discovery Ads?

Google Discovery ads are visually engaging and appealing, personalised ads you see in Google feeds on YouTube, Gmail and the Google Discover app. The purpose of these ads is to appear to the audiences at an appropriate time when they are open to discovering new products and services. The search engine uses users’ online signals, such as the videos watched on YouTube and its machine learning algorithm to show the relevant ads to drive conversions. According to Google, businesses use it to find new customers, to reach old customers, and to enhance conversions.


Where Do They Show? 

  • Gmail- Go to the Google Gmail app and tap on the social or promotion tab. When you open them, you will find them just like an ordinary email; you may also find their company details and compelling images. Take note there are currently more than 1.8 billion active users of Gmail. (source: Demandsage)
  • YouTube- In the YouTube home tab, you see this ad in the form of image thumbnails, with a yellow ad indicator, having concise headlines and descriptions. Amazingly, YouTube is the second largest search engine; one can see the immense advertising potential.
  • Discover- To access Discover feeds, you must have a Google app. Remember, the discovery feed is a personalised area based on user search history, saved items and interests. Also, ensure the “Discover” feature is turned on to see discovery ads.


Benefits of Discovery Ads

Discover Ads gives you immense benefits, it serves your multiple business purposes using a single campaign. Here are the benefits-

1. Machine learning algorithms

Google uses machine learning algorithms to find potential conversions based on consumer behaviours and interests. Thus, it helps users by displaying discovery ads at the right moment when the user is searching for a product earnestly.

2. Enhanced Reach

YouTube is the second largest search engine, having millions of active users. Whereas the popularity of Gmail is widely known, everybody uses email. The Google Discover app has garnered immense popularity; thus, what can be better to enhance the reach of your business by playing discovery ads on it?

3. Targeting by Google AI models

Using Google Discovery ad campaigns, you do not have to do much hard work. Just upload and mention the relevant material, such as images, headlines and descriptions. Here you go; Google will do the rest of the advertising work. Using customer intent signals and machine learning will determine when a customer is more likely to engage with your ad.


How To Make A Discovery Ad?

Before starting the making of a discovery ad, ensure you have all the relevant material you will need during the process, such as image assets, your brand photos and logos. Also, ensure you have enabled sitewide tagging and conversion tracking in your ad account. Your budget must be ready high enough to cover at least ten times your target CPA bid.

Hereafter, you have to follow three steps-

Step 1: Setting up your ad campaign

  1. Go to your Google ad account and click on the ‘Campaigns’ icon, located on the left of the page menu.
  2. Click the ‘+’ button and thereafter select ‘New Campaign.’
  3. Choose your marketing objective.
  4. Here, select the discovery campaign type and subtype.
  5. Standard Discovery Campaign.
  6. Product Feed Discovery Campaigns.
  1. Choose your conversion goal.
  2. Select your geographic language and language.

      9.. Set your bidding strategy and your daily budget.

           Google discovery campaigns can use three types of bidding strategies-

  1. Maximise Conversions- It tries to get as many conversions while spending your budget.
  2. Target CPAs- It follows target cost per conversion.
  3. Target ROAS- It specifies a target roast on ad spend.
  1. Select your audiences.

Step 2: Upload your Digital Data

Discovery ads are available in two formats: Single image ads and multi-image carousel ads. Here are the specifications for both of the formats.

Headlines- you should upload five to ten headlines up to 40 characters each.

Descriptions– you should provide one to five descriptions up to 90 characters.

 Provide one business name, one CTA and one Final URL.

Now, let’s upload all of this information.

  1. Login to your Google account.
  2. Click on Campaigns and choose your discovery campaign.
  3. Click on “Ads and Extensions.”
  4. Select your type of ad after clicking on the “+” button. 
  5. Upload

Step 3: Learning period

Hereafter, the learning period of Google starts, wherein it will optimise your bids. Remember the label learning will appear in your bid status; it clearly states that you don’t have to make changes.



Google Discovery ads can greatly amplify the growth and reach of your business. Using these ads, you can find a refined or targeted audience greatly interested in your products. Moreover, these ads are easy to apply, and you get the privilege of bidding here based on your budget. Hence, Discovery ads are budget friendly. But to get all of these benefits, you should know how to create Google Discovery ads effectively.

In case you do not understand fully or want someone to do it for you, Get in touch with Rankingeek, a rising pioneer in digital marketing, which has specialised teams to get your work done effectively. Give a spark to your business growth. Contact us today!

January 19, 2024