Ever feel like your ads are getting lost in the noise?
Between search fatigue and ad blindness, traditional PPC strategies aren’t always enough to reach today’s scrolling, skimming, and swiping consumers. That’s where Google Discovery Ads come in—designed to engage users before they even know what to search for.
In this guide, we’ll break down what Discovery Ads are, how they work, and why they’re one of the most powerful (yet underrated) tools in your paid media toolkit.
At Let’s Go Media, we help businesses turn awareness into action—Discovery Ads are one of our secret weapons. Here’s why they matter now more than ever.
Google Discovery Ads are visual, scroll-stopping display ads that appear across three high-traffic Google properties:
Unlike traditional Search Ads that rely on keywords, Discovery Ads are intent-based—powered by Google’s machine learning to serve content aligned with user interests, behaviour, and past engagement.
They meet users where they are, not just when they’re searching, making them ideal for brand discovery, product launches, and top-of-funnel engagement.
Let’s break down why Discovery Ads are catching marketers’ attention:
With over 3 billion users across Gmail, YouTube, and Discover, Discovery Ads unlock broad visibility—without needing multiple ad formats or platforms.
Discovery Ads use high-quality images and carousel formats that blend seamlessly with organic content. It’s advertising that doesn’t feel like advertising.
Instead of choosing keywords, Discovery Ads use audience signals, including:
This enables more personalised ad delivery without micromanaging campaigns.
Discovery Ads are designed for mobile scrolling, making them a great fit for users engaging on the go.
While both ad types use visuals and Google’s ad network, there are key differences:
| Feature | Discovery Ads | Display Ads |
|---|---|---|
| Platforms | Discover, Gmail, YouTube | Over 2M websites & apps |
| Targeting | Audience signals & machine learning | Manual targeting & placement |
| Ad Format | Single image or carousel | Banner, responsive, rich media |
| Intent | Mid to high intent | Broader awareness targeting |
Discovery Ads focus on conversion-ready users, while Display Ads cast a wider awareness net.
Discovery Ads are best for businesses looking to:
They shine in mid-funnel and retargeting strategies, especially when paired with high-quality creative and clear CTAs.
Want your Discovery Ads to convert? Follow these expert tips:
Avoid stock-looking graphics. Authentic, crisp visuals perform best.
Use short, punchy headlines that spark curiosity or offer value.
If you’re showcasing a product line or process, carousel formats allow for swipe-able, step-by-step engagement.
Avoid over-segmenting your audience. Google’s AI optimises better with larger data sets.
Use A/B testing for creatives and headlines. Watch engagement rates, CTR, and conversion metrics closely.
Discovery Ads operate on a cost-per-click (CPC) or cost-per-thousand impressions (CPM) model, depending on your campaign objective.
While exact costs vary, they tend to be:
Like all paid media, performance depends on creative quality, audience selection, and landing page experience.
Short answer: Absolutely.
If you’re looking to reach users earlier in the buying journey, build brand familiarity, and leverage Google’s smart targeting you’ll want Discovery Ads in your strategy.
They’re not meant to replace Search or Performance Max campaigns, but to complement them with visually rich, intent-driven engagement.
Discovery Ads aren’t just about getting clicks—they’re about creating connection.
At Let’s Go Media, we help brands craft compelling ad experiences that feel personal, not pushy. From creative strategy to campaign execution, we build Discovery campaigns that convert.
📣 Want to explore if Discovery Ads are right for your business?
👉 Let’s talk – we’ll show you how to reach the right audience before they even start searching. Let’s get your brand discovered.