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Google Ads Creative Best Practices

Drive better results for your performance campaigns using text, image, and video. Choose a section to get started:


For Search, Shopping, Discovery, Apps, Display, Local and Video action campaigns in Google Ads. Before you get started, be sure to check out our guide for setting your campaigns up for success.


Consumers report helpfulness as their top request of brands, with 78% saying ads should show how brands can be helpful in everyday life.1

Each ad experience offers an opportunity to be both helpful and engaging when connecting with your audience. This makes creative quality one of, if not the most important driver of your campaign's success.

Well-structured and compelling assets—a clear call to action (CTA), engaging copy and immersive image or video assets—ensure your campaign can drive optimal results.

To help you get there, we've collected the most useful creative best practices for Google Ads in one cohesive guide. We go in depth on each creative ingredient so you can combine the best assets to drive even better performance for your campaigns. We also sourced insights from our in-house team at Creative Works, who work with some of the world’s leading brands to better understand the DNA of effective creative.

Whether you’re looking to optimize your existing creative strategies or build impactful assets for your next campaign, this guide has you covered.

We can't wait to see what you build next.

Well-structured and compelling assets ensure your campaign can drive optimal results.

Suzanne Pellican, VP
Google Ads User Experience