Why You Should Create a Gmail Ad for Your Business
If you want to engage users directly and cost-effectively, it’s time to create a Gmail ad. Gmail ads offer a unique advantage by placing your brand inside your audience’s inbox. This digital space is already active, which means your message gets seen where people are naturally paying attention.
Gmail ads resemble personal emails but act as interactive advertisements. Once clicked, they expand into a format that looks like a full email, allowing users to read, save, or forward the content. Because these ads are powered by Google Ads, you benefit from advanced targeting, measurable performance, and a highly engaged audience.
Why Businesses Prefer Gmail Ads Over Traditional Channels
Gmail ads are an excellent option for companies with limited budgets or those focusing on lead nurturing and brand awareness. They typically cost less per click than display ads and often produce stronger engagement. In addition, Gmail ad campaigns offer detailed targeting based on browsing behaviour, demographics, and recent searches. This gives marketers precise control over who sees their ads and when.
Steps to Create a Gmail Ad in Google Ads
To create a Gmail ad, you must first log in to your Google Ads account. From there, start a new campaign and choose the Discovery campaign type. Gmail ads are now part of Discovery campaigns, giving them access to a wider network that includes YouTube and Google Discover.
Choose the Right Campaign Objective and Budget
Begin by selecting the campaign goal that matches your business needs. For example, choose “Website traffic” if your goal is to drive visits or “Leads” if you’re aiming to collect user information. Your selected objective helps Google optimise your ad delivery for better results.
Next, set a daily or total campaign budget. Gmail ads operate on a cost-per-click (CPC) model, which means you only pay when someone interacts with your ad. Consider using the “Maximise conversions” bidding strategy to allow Google’s algorithm to get the best value from your budget.
Define Your Audience Targeting
Effective audience targeting is essential when setting up Gmail ads. You can narrow your audience by location, age, gender, interests, and online behaviour. Google also lets you target users who recently searched for specific keywords.
If you want even better results, create layered targeting by combining multiple criteria. For instance, you can reach users aged 25 to 40 who are interested in marketing tools and recently searched for “email marketing platforms.”
Designing a Gmail Ad That Engages
A well-designed Gmail ad can significantly improve your campaign’s performance. These ads mimic the format of an email but allow for more creative design and interaction than a standard message.
Key Components of a High-Converting Gmail Ad
Your Gmail ad consists of two main sections. The collapsed ad shows a subject line and brief text, while the expanded ad provides the full experience once clicked.
Collapsed Ad: This is the part users first see in their inbox. Write a subject line that highlights a clear benefit. Keep it short and attention-grabbing. The preview text should build interest and encourage users to click for more details.
Expanded Ad: Once opened, the ad should feature engaging visuals, concise copy, and a strong call-to-action (CTA). Use a layout that mirrors a promotional email. Every element from images to links should guide users toward taking the desired action.
Keep Messaging and Design Consistent
Consistency between your Gmail ad and the landing page is essential. If your ad promises a discount or solution, the landing page must reflect that offer clearly. This alignment builds trust, improves user experience, and increases your chances of conversion.
Optimise Your Gmail Ad Campaign for Better Results
Launching a Gmail ad is only the beginning. To achieve long-term success, you need to monitor performance and make continuous improvements.
Track Performance Using Key Metrics
Focus on metrics that reflect how well your ad is performing. These include:
Open Rate: The percentage of users who click to expand your ad.
Click-Through Rate (CTR): The number of users who click a link inside the expanded ad.
Conversion Rate: How many users complete the desired action, such as signing up or making a purchase.
If your open rate is low, revisit your subject line. A low CTR may mean your CTA needs improvement. Poor conversion rates often suggest the landing page needs better alignment with your ad message.
Test and Refine With A/B Experiments
Gmail ads allow for A/B testing, which helps you compare different versions of your ad. Test one element at a time, such as headlines, images, or CTAs, to identify what drives better engagement. Also, try different audience segments to uncover which group responds best to your offer.
Using Gmail Ads as a Long-Term Marketing Strategy
Gmail advertising is not just a one-time promotional tactic. It can be integrated into your long-term strategy to support lead nurturing, retention, and repeat sales.
Nurture and Retain Customers With Ongoing Campaigns
You can use Gmail ads to send exclusive content, limited-time offers, or event invitations. Running consistent monthly campaigns helps keep your brand top of mind. This is especially effective when combined with remarketing efforts, allowing you to re-engage users who already know your business.
Consider using Gmail ads to promote lead magnets such as free guides, webinars, or consultations. These campaigns help grow your email list while also positioning your brand as a helpful resource.
What’s New in Gmail Ads for 2025
As of this year, Gmail ads are officially part of Google’s Discovery network. This shift improves reach and simplifies campaign setup by combining multiple ad placements under one format.
Latest Tools to Improve Gmail Ad Campaigns
Google now uses advanced machine learning to optimise which headlines, images, and descriptions perform best. You can upload several versions, and the system will automatically serve the top-performing combinations. This feature saves time and helps improve return on ad spend (ROAS).
The new audience signals feature also improves targeting. By analysing real-time user behaviour, Google predicts which users are most likely to convert. This allows advertisers to focus their efforts and budget more effectively without constant manual adjustments.
Final Thoughts: Why You Should Create a Gmail Ad Today
If you’re looking for a simple, affordable way to reach potential customers, create a Gmail ad. These ads appear in a high-attention space, deliver measurable results, and work well for businesses of all sizes. Because Gmail ads are integrated with Google Ads, you can take full advantage of targeting tools, performance tracking, and smart bidding strategies.
From campaign setup to design and optimisation, Gmail ads offer a flexible platform that grows with your business. Start small, test consistently, and use insights to refine your approach. When done right, Gmail advertising can become a valuable and consistent revenue source.
