Display ads might look simple, but behind every click-worthy banner is a mix of strategy, design, and smart execution. If you’re a small business owner, startup founder, or marketing manager trying to get your first display ad off the ground, this guide is for you. We’ll walk through the basics of ad formats, help you choose between static and animated designs, and share free tools that make getting started surprisingly doable—even if you’re not a designer.

FIRST THINGS FIRST – WHAT IS A DISPLAY AD?

Display ads are visual advertisements that appear across websites, mobile apps, and platforms like YouTube and Gmail. They’re designed to build awareness, drive traffic, and keep your brand top-of-mind—especially when your audience isn’t actively searching for you.

Unlike search ads, which rely on keywords, display ads rely on visuals and targeting. They can show up as banners, sidebars, or pop-ups, and they’re often used for retargeting people who’ve already interacted with your brand. Think of them as digital billboards—but smarter, more targeted, and way more measurable.

STATIC VS. ANIMATED DISPLAY ADS

The first step in learning how to start making display ads, before designing, is to choose your format. Both static and animated ads have their place, and the right choice depends on your goals, audience, and resources.

Static display ads like the example below are single-frame images—simple, clean, and easy to produce.

Animated display ads use motion (like GIFs or HTML5 animations) to tell a story or highlight multiple messages.

HERE’S HOW THEY STACK UP

You’ll want to choose static ads if you:

• Want to launch quickly with minimal design effort
• Have a clear, singular message or CTA
• Are working with limited tools or budget

Meanwhile, animated ads are right if you:

• Want to showcase multiple products or benefits
• Need to stand out in a crowded visual space
• Have access to tools that support animation (more on that below)

Animated ads tend to perform better in terms of engagement, but they also require more time and technical know-how. If you’re just starting out, static ads are a great entry point—and you can always level up later.

WHAT YOU’LL NEED TO GET STARTED

Before you open any design tool, gather your assets. This will save you time and help your ad look polished from the start.

• Ad dimensions: Common sizes include 300×250 (medium rectangle), 728×90 (leaderboard), and 160×600 (wide skyscraper). Start with 1–2 sizes to keep things manageable.
• File types: JPG, PNG, or GIF for static; HTML5 for animated.
• Brand assets: Logo, brand colors, fonts, and any imagery that reflects your product or service.
• Messaging: A short, punchy headline and a clear call to action (e.g., “Get Started,” “Learn More,” “Try It Free”).
• Landing page: Make sure the page your ad links to matches the message and intent of the ad. Consistency builds trust—and conversions.

WHY AD DIMENSIONS MATTER

Different websites and platforms support different ad sizes, and using the right dimensions increases your chances of getting placed in high-visibility spots. Some formats are better for mobile, while others work best on desktop. Starting with standard sizes like the ones above ensures your ads are eligible for more placements and look good wherever they appear.

HOW TO PLACE YOUR ADS

Once your ad is designed, you’ll need to decide where and how to run it. For beginners, the easiest route is using platforms like Google Ads, which lets you upload your creative and target audiences across the Google Display Network. You can also explore social platforms like Facebook or Instagram for display-style placements, or use programmatic platforms like StackAdapt or AdRoll if you’re ready to get more advanced. Most tools offer step-by-step guidance, but if you’re unsure, start with Google Ads—it’s beginner-friendly and widely supported.

FREE TOOLS TO MAKE YOUR FIRST DISPLAY AD

You don’t need a design degree or a Creative Cloud subscription to make a solid display ad. These free tools are beginner-friendly and powerful enough to get you started:

• Canva
• Google Web Designer
• Adobe Express
• VistaCreate

Pro tip: Start with a template, but customize it to reflect your brand. Swap in your colors, fonts, and messaging to avoid looking like every other ad out there.

TIPS FOR MAKING ADS THAT ACTUALLY PERFORM

Once you’ve got your tools and assets in place, focus on execution. A few small tweaks can make a big difference in performance.

• Keep it simple
• Use contrast
• Guide the eye
• Test and learn
• Match your landing page

READY TO GO BIGGER?

DIY tools are a great way to get started when you’re just figuring out how to start making display ads—but they can only take you so far. If you’re ready to scale your campaigns, test more advanced formats, or build a full-funnel strategy, it might be time to bring in the pros.

At Birch & Flame, we help brands turn display ads into real results—with creative that cuts through the noise and strategy that drives ROI. Let’s talk about how we can help you go from DIY to done right.