28 Best Display Ads

Originally published on May 05, 2024, updated on 22/05/2025

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Want to launch display ads that actually work? Or maybe you're just looking for some fresh inspiration for your next google display ad campaign?

The best display ads blend text, visuals, and call-to-action elements in a way that grabs attention without annoying users. Creating effective display ads isn't easy, but with the right approach, you can dramatically improve your results.

At Abyssale, we've seen thousands of banner ads, and we know what makes great display ads work. That's why we've gathered these 25 best display ads to inspire your ad creation process and help you understand why they're so effective.

But before diving into examples, let's cover the basics of what makes contextual display ads work on the Google Display Network and other platforms.

What Makes Some Display Ads Better Than Others?

Great ads share five key elements. Understanding these will help you generate creative display ads that engages your audience and drives action:

1. Visual Components

The visuals in your display ads are like the curb appeal of a house - they create the first impression. To make your banner ads visually effective, focus on:

Colors

The colors you choose for ads can trigger different emotional responses. Red creates urgency, while blue builds trust. Bright colors grab attention, while muted tones create a calming effect.

Choose colors that match your brand personality and message. A children's toy company might use bright primary colors in their display ads, while a luxury brand might stick to black, gold, and muted tones.

Need help creating visually balanced ads? Check out our guide on 7 tips for visually balanced banner ads.

Images/Graphics

High-quality images make your display ads stand out. They should be:

• Clear and crisp
• Relevant to your product or service
• Aligned with your brand

While stock photos are convenient, custom photography can make your banner ads more authentic and memorable. People connect better with real, relatable images than generic stock photos.

Logo

Always include your logo in your display advertising. This:

• Maintains brand consistency
• Improves brand recognition
• Builds trust through familiarity

Your logo should be prominent but not overwhelming - usually positioned at the top or bottom of the ad.

2. Text Elements

The text in your display ads should be clear and concise. Here's what to focus on for effective display ads:

Headline

When creating Google ads for the display network, you'll need:

• A short headline (25 characters)
• A long headline (90 characters)
• Your business name
• A description (90 characters)

Remember that Google might not always show your description, so your headline needs to communicate your value proposition clearly on its own.

Body Copy

The main text of your banner ads should be:

• Well-formatted and organized
• Easy to read
• Focused on benefits, not features

Keep it simple and highlight what makes your product unique. Address the customer's problem and explain how you solve it.

Call To Action

A strong call to action (CTA) is crucial for display ad examples that convert. It should:

• Be short and direct
• Include an action verb
• Create a sense of urgency

For example, a bakery might use "Click for Yum" or "Order Fresh Pastries Now." If you're unsure which CTA works best for your display advertising, run A/B tests with different versions.

Want to create effective CTAs? Learn how to create banner ads that convert with our step-by-step guide.

3. Layout

The arrangement of elements in your display ad greatly impacts how people respond to it:

Hierarchy

Create a clear visual hierarchy that guides the viewer's eye. Use different font sizes, colors, or weights to emphasize important information in your display advertising.

If viewers can't quickly understand your message, they won't click - no matter how beautiful your banner ads look.

Whitespace

Don't crowd your display ads. Whitespace (the empty area between elements) makes your ad more readable and helps key elements stand out.

Think of whitespace in two ways:

• Micro: The small spaces between text, icons, and borders
• Macro: Larger empty areas that create focus on your main message or CTA

Balance

All elements in your display ad examples should work together harmoniously. When text and images compete for attention instead of complementing each other, the display advertising becomes confusing and ineffective.

For more on creating balanced ads, see our article on creating visual balance in display ads.

4. Ad Sizes and Formats

The size of your display ad affects where it appears and how users interact with it. According to best practices for the Google Display Network, these five ad sizes perform best:

• Medium Rectangle (300 x 250)
• Large Rectangle (336 x 280)
• Half Page (300 x 600)
• Leaderboard (728 x 90)
• Large Mobile Banner (320 x 100)

For file formats, Google ads accept images as GIF, PNG, and JPG. Make sure your banner ads don't exceed 150KB, regardless of dimensions.

Looking for the best places to run your display advertising? Check out our guide to the top 7 ad networks for your banner ads.

5. Animation and Interactive Elements

Animated display ads use motion to capture attention. They're typically created as HTML5 or GIF files and can tell more complex stories through multiple frames.

These display ad examples tend to perform better than static ads for building awareness, and they work well across browsers and devices throughout the Google Display Network.

For more information about HTML5 ads, see our guides on what are HTML5 ads and best HTML5 banner ads examples.

28 Best Display Ads to Inspire Your Next Campaign

Now let's look at real-world display ad examples to inspire your next campaign.

Why study these best display ad examples? Because they show specific techniques that make display ads stand out and drive action. Learning from successful display advertising can help you avoid common mistakes and create more effective campaigns.

Here's our list of the top 28 display ads from leading brands:

1. Semrush
2. Amazon
3. Perigold
4. LinkedIn
5. Nike
6. Preply
7. HP
8. Disney+
9. Zelle
10. Honey
11. Pepsi
12. New York Times
13. Adobe
14. Santander Bank
15. Instapage
16. Geico
17. Dell
18. Elementor
19. Ridge
20. Wix
21. PayPal
22. Ralph Lauren
23. Merrell
24. Chanel
25. Lexus
26. Macquarie
27. Nerva
28. Optimum

Let's examine each of these great display ads to understand what makes them effective:

1. Semrush

Why it works: This display ad uses social proof with specific numbers to build trust. They ask "Want to grow revenue 1800%?" then follow with "the Cycleverse did & you could too."

The specific percentage (1800%) makes the claim more credible, and the consistent brand colors make the ad creative instantly recognizable.

2. Amazon

Why it works: Amazon's display ad addresses a major pain point for workers - money. The ad promises wages above the national average, making it instantly appealing to job seekers.

The call to action subtly invites people to join the team, suggesting a positive work environment despite Amazon's reputation for demanding conditions.

3. Perigold

Why it works: This ad creative speaks directly to a specific audience: luxury interior designers and their clients.

The ad text clearly communicates Perigold's value proposition, and the simple but powerful CTA drives action. This makes it one of the best display ads for niche targeting.

4. LinkedIn

Why it works: LinkedIn uses pain point marketing in their display ad to address a common challenge for employers - finding quality candidates cost-effectively.

The ad text "find the people you want to interview faster" directly addresses this frustration. By promising to solve a specific problem, LinkedIn creates an immediate connection with its target audience.

5. Nike

Why it works: Nike's animated ad showcases the product with minimal text. The image clearly displays the shoe's physical qualities, and the ad succinctly highlights its unique features.

This straightforward approach works because Nike's target audience is primarily interested in the product's appearance and benefits.

6. Preply

Why it works: Preply leverages social proof in their display ad by featuring a user review. This builds trust more effectively than company claims.

Testimonials from real users are powerful persuasion tools, especially for services where quality can be subjective.

7. HP

Why it works: HP's ad creative targets small and medium businesses struggling during tax season - a contextual approach that makes the ad timely and relevant.

The color contrast draws attention to the call to action, increasing the likelihood of clicks. This type of targeted relevance makes it one of the effective display ads in our list.

8. Disney+

Why it works: Disney uses beloved characters and recognizable brand logos in their display ad to immediately communicate what Disney+ offers.

The "Start Free Trial" CTA at the bottom is simple but effective, creating a clear path to conversion. This makes it one of the best display ad examples for entertainment services.

9. Zelle

Why it works: Zelle's color scheme in their static ad grabs attention, and the headline creates curiosity. By partnering with Vox to provide useful information about avoiding scams, Zelle positions itself as helpful and trustworthy.

When users click to learn about scammers, Zelle shows additional banner ads promoting its services - a smart retargeting strategy.

10. Honey

Why it works: Honey clearly communicates its core benefit in their display ad - saving money - with a straightforward headline. The ad raises awareness about the plugin's capabilities and explains its money-saving features concisely.

The message is simple: use Honey to automatically find coupon codes and save money when shopping online.

11. Pepsi

Why it works: Featuring Michael Jackson in their static banner adds star power and creates an association between Pepsi and popular culture.

The slogan suggests Pepsi is for everyone, regardless of age, which broadens its appeal to a wide audience. This approach makes it one of the great display ads for brand building.

12. New York Times

Why it works: The New York Times positions itself as a reliable source of information in an era of fake news. The "See my options" CTA personalizes the experience and encourages users to explore subscription options.

This approach helps the Times stay relevant in the changing media landscape.

13. Adobe

Why it works: Adobe addresses the perception that its products are expensive by clearly displaying affordable pricing for both businesses and individuals in their display ads.

The design of the ad itself demonstrates Adobe's capabilities, making it more compelling. It's a perfect example of showing, not just telling.

14. Santander Bank

Why it works: Santander uses every space in the display ad efficiently without making it feel crowded. The text at the beginning appeals to younger audiences, and the $50 bonus offer creates a concrete incentive to act.

The clear explanation of the Student Value Checking account benefits makes the offer easy to understand, making this one of the effective display ads in the financial sector.

15. Instapage

Why it works: Sometimes simplicity is best in online ad. Instapage clearly states they are "the most powerful landing page builder," directly communicating their value proposition.

The CTA encourages users to find out what makes them the best, creating curiosity that drives clicks.

Creating effective landing pages is crucial for converting ad clicks into customers. At Abyssale, we offer templates that can help you create landing pages that convert.

16. Geico

Why it works: Geico uses strong color contrast in their display ad to highlight their new offer. The ad leverages Geico's brand awareness as a car insurance provider to promote their home insurance services.

The visual elements show how Geico combines two worlds - home and auto insurance - making the connection clear even with minimal text.

17. Dell

Why it works: Dell creates curiosity in their animated ad by cutting the image in half, encouraging users to slide or click for more. The limited-time offer creates FOMO (Fear Of Missing Out), pushing buyers to make quick decisions.

This combination of visual intrigue and urgency is particularly effective for technology products. This marketing strategy makes it one of the best display ad examples for limited-time offers.

18. Elementor

Why it works: Elementor uses a bright, high-contrast color scheme (turquoise and navy) in their display ad that stands out in social media feeds. The clear ad copy communicates benefits quickly, and the strong CTA drives action.

The element of mystery encourages viewers to click through to learn more, making this one of the effective display ads for software products.

19. Ridge

Why it works: Ridge effectively contrasts old-fashioned bulky wallets with their slim, modern alternative in their interactive ad. The visual comparison clearly shows why users need a new wallet.

The ad addresses practical concerns (chip card vulnerability) and aesthetic preferences (sleek design), appealing to multiple motivations.

20. Wix

Why it works: Wix uses complementary colors (navy blue with orange) to create a visually appealing display ad. The abstract-style infographic communicates their message artfully and cleanly.

The design reflects Wix's brand identity as a creative website builder, attracting their target audience of designers and creative professionals. This design-forward approach makes it one of the great display ads in our collection.

21. PayPal

Why it works: PayPal targets businesses with a compelling promise in their display ad: increasing repeat buyers by 30%. This addresses a common business challenge, as selling to existing customers is usually easier than acquiring new ones.

The powerful text positions PayPal as a loyal partner that helps businesses grow sustainably.

22. Ralph Lauren

Why it works: Ralph Lauren creates a unique scene by showing models dressed in their fashion collection walking on a beach - an unusual context that makes the interstitial ad stand out.

This unexpected setting grabs attention better than a typical fashion shoot, demonstrating the power of breaking conventional patterns in advertising.

23. Merrell

Why it works: Merrell showcases their shoes in a natural forest setting instead of against a blank background in their display ad. This contextual placement connects the product to its intended use environment.

The ad evokes the urge to explore outdoors, appealing directly to hiking and outdoor enthusiasts - Merrell's target audience.

24. Chanel

Why it works: Chanel's display advertising is simple, elegant, and minimal - perfectly reflecting the brand's timeless image. The design and color palette communicate luxury without saying it explicitly.

The visual elements instantly signal brand recognition and luxury positioning, showing how well Chanel understands its customers.

25. Lexus

Why it works: Instead of focusing on the car itself, Lexus highlights an innovative feature in their display ad - their speaker system. This approach positions Lexus as a technology leader, strengthening their premium brand image.

By emphasizing cutting-edge technology, Lexus creates a lasting impression of advanced luxury and superior experience. This makes it one of the best display ad examples for luxury products.

Ready to Create Your Own Effective Display Ads?

Now that you've seen these inspiring display ad examples, it's time to create your own banner ads that convert.

Remember the key principles for the best display ads:

• Use strong visuals that align with your brand
• Write clear, benefit-focused copy
• Include a compelling call to action
• Design with a clean, balanced layout
• Choose the right ad sizes for your target platforms like Google Display Network

Creating effective display ads at scale can be challenging. That's where Abyssale comes in - our platform helps you design, automate, and scale your display advertising production without sacrificing quality.

With Abyssale's template library and ad design studio, you can create professional display ads quickly, even if you're not a designer. Learn more about display ads on our blog.

Ready to run some search ads alongside your display advertising? Check out our tips for creating effective search ads that complement your display ad strategy.

Good luck with your next display ad campaign!

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