Google Display Campaigns

Build Display campaigns with responsive ads, image assets, and placement targeting.

Display campaigns serve image-based ads across millions of websites in the Google Display Network — news sites, blogs, apps, and YouTube. They're most effective for remarketing (re-engaging visitors who've already seen your brand) and awareness (reaching new audiences at scale).

When to use Display instead of Search:

You want to reach people before they search — while they're reading relevant content
You're running remarketing to past visitors or similar audiences
You have strong visual creative and want brand recall
CPM pricing fits your budget model better than CPC

Basic structure

campaigns/display-remarketing.ts

import {
  google,
  daily,
  targeting,
  geo,
  languages,
  responsiveDisplay,
  landscape,
  square,
} from '@upspawn/ads'

export default google.display('Display - Remarketing', {
  budget: daily(15),
  bidding: 'maximize-conversions',
  targeting: targeting(geo('US', 'DE'), languages('en', 'de')),
})
  .group('remarketing', {
    ad: responsiveDisplay({
      headlines: ['Rename Files Fast', 'AI-Powered Renaming'],
      longHeadline: 'Rename All Your Files in Seconds with AI',
      descriptions: ['Try renamed.to free', 'No credit card required'],
      businessName: 'renamed.to',
      finalUrl: 'https://renamed.to',
      marketingImages: [landscape('./assets/hero.png')],
      squareMarketingImages: [square('./assets/hero-square.png')],
    }),
  })

The `google.display()` builder

google.display(name, input) accepts the same base options as Search — budget, bidding, targeting, status, start/end dates — plus networkSettings to control delivery.

The builder exposes a single .group(key, input) method. Display ad groups contain one or more ResponsiveDisplayAd objects (type 'responsive-display') and optional per-group targeting overrides.

Responsive Display Ads

responsiveDisplay() is the only Display ad format. Google assembles assets into the best combination for each placement automatically.

import { responsiveDisplay, landscape, square, portrait, logo, logoLandscape } from '@upspawn/ads'

responsiveDisplay({
  // Required text assets
  headlines: ['Rename Files Fast', 'AI-Powered', 'Batch Rename Tool'],  // 1-5, max 30 chars each
  longHeadline: 'Rename All Your Files in Seconds with AI',              // max 90 chars
  descriptions: ['Try renamed.to free', 'No credit card required'],      // 1-5, max 90 chars each
  businessName: 'renamed.to',                                            // max 25 chars

  // Destination
  finalUrl: 'https://renamed.to',

  // Required images
  marketingImages: [landscape('./assets/hero.png')],              // 1.91:1 ratio
  squareMarketingImages: [square('./assets/hero-square.png')],    // 1:1 ratio

  // Optional images
  logoImages: [logo('./assets/logo.png')],                        // 1:1 logo
  squareLogoImages: [logo('./assets/logo-square.png')],

  // Optional style
  callToAction: 'Sign Up',
  mainColor: '#1a73e8',
  accentColor: '#ffffff',
})

Image asset helpers

Use the image helpers to declare aspect ratios. The SDK uploads the images during apply and associates them with the correct asset type in Google Ads.

import { landscape, square, portrait, logo, logoLandscape } from '@upspawn/ads'

landscape('./assets/hero.png')        // 1.91:1 — main marketing image
square('./assets/hero-sq.png')        // 1:1 — marketing image, square variant
portrait('./assets/hero-port.png')    // 4:5 — portrait variant for vertical placements
logo('./assets/logo.png')             // 1:1 — brand logo
logoLandscape('./assets/logo-wide.png') // 4:1 — wide brand logo

Provide multiple images of each type to give Google more options:

marketingImages: [
  landscape('./assets/hero-v1.png'),
  landscape('./assets/hero-v2.png'),
],
squareMarketingImages: [
  square('./assets/square-v1.png'),
  square('./assets/square-v2.png'),
],

Display targeting

Display targeting uses the same targeting() composition as Search, but adds Display-specific options: placements, topics, and content keywords.

Placements — specific sites

Restrict delivery to websites you choose:

import { targeting, geo, placements } from '@upspawn/ads'

targeting(
  geo('US'),
  placements('techcrunch.com', 'news.ycombinator.com', 'youtube.com'),
)

Topics — content categories

Target pages whose content matches a topic from Google's taxonomy:

import { targeting, geo, topics } from '@upspawn/ads'

targeting(
  geo('US', 'DE'),
  topics('Computers & Electronics/Software', 'Business/Productivity'),
)

Content keywords — keyword-contextual

Target pages that contain specific keywords in their content:

import { targeting, geo, contentKeywords } from '@upspawn/ads'

targeting(
  geo('US'),
  contentKeywords('file renaming', 'batch rename', 'file organization'),
)

Audience targeting — remarketing

Combine geo with remarketing audiences for high-intent retargeting:

import { targeting, geo, languages, remarketing } from '@upspawn/ads'

targeting(
  geo('US', 'CA'),
  languages('en'),
  remarketing('website-visitors-30d'),
)

See the targeting reference for all available rules.

Bidding strategies for Display

Display campaigns support the following bidding strategies. CPM-based strategies are more common here than on Search.

import { google, daily } from '@upspawn/ads'

// Automated — most common for remarketing
google.display('Display Campaign', {
  budget: daily(15),
  bidding: 'maximize-conversions',
})

// Automated — maximize click volume
google.display('Display Campaign', {
  budget: daily(15),
  bidding: 'maximize-clicks',
})

// Manual CPM — you set the bid per 1,000 impressions
google.display('Display Campaign', {
  budget: daily(15),
  bidding: 'manual-cpm',
})

// Target CPM — automated CPM targeting
google.display('Display Campaign', {
  budget: daily(15),
  bidding: 'target-cpm',
})

// Target CPA — automated, optimize for conversions at a target cost
google.display('Display Campaign', {
  budget: daily(15),
  bidding: { type: 'target-cpa', targetCpa: 5 },
})

Complete example

campaigns/display-full.ts

import {
  google,
  daily,
  targeting,
  geo,
  languages,
  topics,
  placements,
  device,
  responsiveDisplay,
  landscape,
  square,
  logo,
} from '@upspawn/ads'

export default google.display('Display - Product Awareness', {
  budget: daily(25),
  bidding: { type: 'target-cpa', targetCpa: 8 },
  targeting: targeting(
    geo('US', 'CA', 'GB'),
    languages('en'),
    device('mobile', 0.2),    // +20% on mobile
    device('tablet', -0.3),   // -30% on tablet
  ),
  status: 'enabled',
  networkSettings: {
    searchNetwork: false,
    searchPartners: false,
    displayNetwork: true,
  },
})
  .group('tech-topics', {
    targeting: targeting(
      geo('US'),
      topics('Computers & Electronics/Software'),
    ),
    ad: responsiveDisplay({
      headlines: ['Rename Files Fast', 'AI-Powered', 'Try Free Today'],
      longHeadline: 'Stop Renaming Files by Hand — Let AI Do It in Seconds',
      descriptions: [
        'Batch rename photos, docs, and videos with smart rules.',
        'No credit card required. Works on Mac, Windows, and Linux.',
      ],
      businessName: 'renamed.to',
      finalUrl: 'https://renamed.to',
      marketingImages: [landscape('./assets/display-hero.png')],
      squareMarketingImages: [square('./assets/display-square.png')],
      logoImages: [logo('./assets/logo.png')],
      callToAction: 'Try Free',
    }),
  })
  .group('specific-sites', {
    targeting: targeting(
      geo('US'),
      placements('producthunt.com', 'techcrunch.com'),
    ),
    ad: responsiveDisplay({
      headlines: ['Rename Files Automatically', 'AI File Renamer', 'Batch Rename Tool'],
      longHeadline: 'Rename Thousands of Files in Seconds — No More Manual Work',
      descriptions: [
        'Create rules once, rename forever. Powered by AI.',
        'Start free, no credit card needed.',
      ],
      businessName: 'renamed.to',
      finalUrl: 'https://renamed.to/product',
      marketingImages: [landscape('./assets/product-hero.png')],
      squareMarketingImages: [square('./assets/product-square.png')],
    }),
  })