Google Display Ads Mastery: From Awareness to Conversion in 5 Steps

In today’s rapidly evolving digital landscape, brands are challenged with the dual task of capturing consumer attention and fostering meaningful engagement. In April 2025, Google announced groundbreaking updates to Performance Max (PMax), introducing channel-level reporting and enhanced asset analytics—features long requested by over one million advertisers leveraging this AI-powered tool. This development underscores a pivotal shift in digital advertising: the fusion of automation, cross-channel integration, and data transparency. With Google Display Ads reaching over 90% of global internet users, advertisers have an unprecedented opportunity to connect with audiences at every stage of their journey. Recent successes, such as Vertbaudet’s 277% surge in conversions through Performance Max (PMax) campaigns and Carrefour’s digital transformation leveraging first-party data, underscore the power of aligning ad strategies with consumer intent. As AI revolutionizes creative production and targeting precision, marketers must adapt to stay competitive. This article explores how to harness Google Display Network (GDN)’s full potential—from awareness to conversion—while integrating cutting-edge tools like AI-driven automation and Marketing Mix Modeling (MMM) for measurable growth.

I. Understanding the Customer Journey and Google Display Ads

The customer journey evolves across three key stages: awareness, consideration, and conversion. During the awareness phase, consumers discover brands through broad-reaching channels like YouTube and Display Ads. Vertbaudet’s PMax campaigns excelled here, using emotional storytelling to engage moms-to-be with maternity wear and parenting content. In the consideration stage, targeted ads and Discovery campaigns nurture interest by highlighting product benefits, as seen in Carrefour’s personalized promotions for household goods. Finally, conversion-focused tactics like Search Ads and retargeting drive purchases. Aligning ads with intent is paramount; for instance, Suntory Wellness boosted ROAS by 20% using YouTube’s long adstock effect to sustain interest. By mapping Google Display Network (GDN) placements to each stage—such as Google Display Ads for top-of-funnel awareness and PMax for cross-channel conversions—brands create cohesive journeys that maximize impact.

II. Case Study: Vertbaudet’s Strategy for New Customer Acquisition

Vertbaudet’s challenge was twofold: attracting moms-to-be early in their parenting journey and mitigating seasonal demand fluctuations. Traditional methods struggled to address these dynamics, prompting a shift to PMax. By unifying Search, YouTube, and Display Ads under a single AI-optimized campaign, Vertbaudet achieved remarkable outcomes. PMax automated asset placement across channels, ensuring visibility even with limited budgets—YouTube views soared by 400%, while the back-to-school campaign drove a 277% conversion lift. Key to success was blending performance and branding; emotional YouTube spots complemented practical Shopping Ads, fostering trust. The campaign also exceeded newsletter sign-up goals by 8.3%, with new customers demonstrating high lifetime value. Vertbaudet’s experience highlights PMax’s dual advantage: AI-driven efficiency and the ability to test creative variations at scale, freeing marketers to focus on strategic growth.

III. Utilizing AI and Automation in Google Display Ads

AI is transforming Google Display Ads from static placements to dynamic, intent-driven experiences. PMax epitomizes this shift, using machine learning to optimize ad delivery across Google’s network in real time. For example, it automatically allocates budget to high-performing channels like Discover or Gmail, boosting Vertbaudet’s YouTube visibility without manual intervention. AI also streamlines creative production; tools like Google’s Product Studio generate tailored assets, while Gemini Advanced crafts audience-specific ad copy. These innovations yield tangible efficiencies—Carrefour reduced costs by replacing printed flyers with AI-generated digital ads, achieving 200% higher click-through rates. Moreover, AI’s predictive capabilities enhance targeting; by analyzing first-party data, PMax identifies high-intent users, as seen in Suntory Wellness’s 10% conversion uplift. For marketers, this means less time on repetitive tasks and more on strategic experimentation, ensuring campaigns stay agile in competitive markets.

IV. Data-Driven Marketing: Carrefour’s Digital Transformation

Carrefour’s pivot from traditional DM to data-driven campaigns illustrates the power of first-party insights. Struggling to track the effectiveness of paper flyers, the retailer collaborated with Google Ads to integrate online and offline data. By segmenting members based on purchase behavior—such as grouping outdoor enthusiasts for spring promotions—Carrefour delivered hyper-personalized ads. YouTube and Display Ads reinforced messaging, driving a 200% increase in new-customer impressions. Crucially, API integrations allowed for accurate attribution; sales data showed that omni-channel shoppers spent 30% more than single-channel buyers. This approach also aligned with sustainability goals, eliminating wasteful print costs. The results? Enhanced trust through privacy-compliant targeting and a 20% rise in CLV. Carrefour’s journey underscores that digital transformation isn’t just about tools—it’s about leveraging data to build enduring consumer relationships.

V. Integrating Brand Awareness and Performance Campaigns

The distinction between brand-building and performance marketing is decreasing. Top brands today integrate emotional storytelling with conversion-oriented strategies. Vertbaudet’s YouTube ads, featuring heartwarming family moments, increased brand recall, while concurrent Search Ads captured demand for specific products like school uniforms. This synergy is measurable: campaigns combining YouTube and Display Ads see 15% higher CTRs than siloed efforts, per Google’s MMM insights. Carrefour’s holiday promotions further proved the value of integration; video ads on YouTube drove a 400% view increase, which retargeting converted into sales. Key to success is message alignment; for example, Suntory Wellness used consistent wellness themes across channels, reinforcing trust. Marketers should adopt a “full-funnel” mindset, using Google Display Ads for broad awareness and PMax to automate cross-channel optimization, ensuring cohesive consumer experiences.

Topkee uses the Weber landing page builder to maintain creative-brand consistency, combining automation with human supervision. Success will hinge on leveraging AI not just for operational efficiency, but to craft context-aware, emotionally resonant ad experiences. For creative development, Topkee combines AI-generated text and visual proposals with human expertise, ensuring ads align with brand identity and market demands. The TM tracking system provides real-time insights into creative performance, enabling rapid adjustments to themes, media sources, or ad copies.

VI. Future Trends: AI-Powered Creative and Customer Experiences

The next frontier for Google Display Ads lies in AI-generated hyper-personalization. Emerging tools like Victoria’s Secret’s AI chatbot demonstrate how dynamic creatives—tailored to individual queries—can deepen engagement. Burger King’s “Million Dollar Whopper” contest, where users designed burgers via generative AI, showcases interactive ad potential. For scalability, PMax’s upcoming features will auto-generate assets in multiple languages, while Gemini Advanced crafts localized copy. Predictive AI will also refine targeting; imagine ads adapting to real-time weather or trending searches. However, ethical considerations remain paramount. As Vodafone’s Sabrina Godden notes, brands must audit AI outputs for bias and copyright risks. Forward-thinking teams, like Ogilvy India’s AI song generator, balance innovation with responsibility. The future belongs to brands that harness AI not just for efficiency, but to create memorable, context-aware ad experiences.

Topkee’s offering multimedia advertising solutions that reach over 90% of global internet users. By leveraging Weber for landing page creation, Topkee ensures message consistency between ads and post-click experiences, a critical factor in reinforcing brand trust and driving conversions. Topkee’s audience targeting, powered by TAG, analyzes user behavior to segment audiences and deliver personalized ad experiences, minimizing costs while maximizing impact. Topkee’s TTO platform further streamlines cross-channel execution, automating account management, conversion tracking, and creative collaboration.

VII. Key Takeaways for Marketers

To thrive in the AI era, marketers must adopt a test-and-learn approach with Google Display Ads. Vertbaudet and Carrefour’s successes underscore the importance of aligning ads with consumer intent across the journey, while PMax’s automation unlocks cross-channel efficiency. Key lessons include: leverage MMM to identify high-ROI placements like YouTube; blend emotional and rational messaging for full-funnel impact; and prioritize first-party data for personalization. Continuous optimization is critical—Carrefour’s real-time adjustments during holiday peaks drove a 200% click boost. As AI tools evolve, staying ahead requires experimentation; try Gemini for persona-based creatives or Meridian for scenario planning. Ultimately, Google Display Ads’ power lies in their versatility, from broad awareness to precision retargeting. By embracing these strategies, brands can turn impressions into lasting growth.

Conclusion

Google Display Ads offer unparalleled reach, but their true potential is unlocked through strategic integration with AI, data, and full-funnel thinking. From Vertbaudet’s PMax-driven conversions to Carrefour’s data-powered personalization, the brands winning today are those treating Google Display Ads as part of a cohesive ecosystem. As you refine your approach, remember that tools like MMM and AI creatives are enablers—not replacements—for human insight. Ready to elevate your campaigns? Partner with experts to navigate this dynamic landscape and turn insights into action.

Appendix

• Vertbaudet’s PMax Case Study
  
• Google’s AI Creative Tools
• MMM Insights from Suntory & Nexon