Google Discovery ads are native-style ad units that show up in three main Google properties: the Discover feed (mobile Google homepage and app), YouTube's Home and Watch Next feeds, and Gmail's Promotions/Social tabs. Unlike search ads that respond to active queries, Discovery ads are served algorithmically based on Google's understanding of user interests, browsing history, and engagement patterns. They're prospecting tools, not response mechanisms. The format is inherently visual. You need high-quality images (1.91:1 landscape or 1:1 square, minimum 600×314px), a headline under 40 characters, and description text under 90 characters. Google's machine learning automatically tests combinations and serves the best-performing variants to different audience segments. You can include up to 15 images and 5 headlines per ad group, so creative diversity matters. Discovery campaigns run on a cost-per-click model with automated bidding strategies like Target CPA or Maximize Conversions. Minimum budgets aren't officially published, but expect to need at least CAD $30–50/day to give the algorithm enough data to optimize. The learning phase typically takes 2–4 weeks and 50+ conversions before performance stabilizes. Key differences from other formats: - No keyword targeting; you define audiences through demographics, affinity segments, custom intent, or remarketing lists - No placement control beyond the three feed types - Average CTRs run 0.6–1.2%, lower than search but higher than standard display - CPCs in Canada typically range CAD $0.40–2.50 depending on vertical At Ottawa SEO, we use Discovery for clients with strong visual assets and sufficient conversion data for Google's algorithm to learn from. It's particularly effective for e-commerce, travel, and lifestyle brands where browsing behavior indicates purchase intent. You need conversion tracking properly configured and realistic expectations about the prospecting nature of the traffic. Discovery works best when layered with search and shopping campaigns, not as a standalone channel for immediate conversions. One naming note: Google has folded Discovery campaigns into what it now calls Demand Gen campaigns, which keep the same feed placements (Discover, YouTube, Gmail) and add YouTube Shorts and in-stream inventory plus lookalike audience options. If your Google Ads account shows Demand Gen instead of Discovery, it's the same core product with more surface area. Everything about the audience-driven, visually led approach still applies. Measurement is where most Discovery campaigns get misjudged. Because this is prospecting inventory, last-click attribution makes it look worse than it is. Someone scrolls Discover, sees your ad, doesn't click, then searches your brand two days later and converts through a branded search ad. Judge Discovery on view-through and assisted conversions in your attribution reports, on branded search lift while campaigns run, and on new-user share of conversions, not just on the direct CPA in the campaign column. Common mistakes we see in audits: - Launching with fewer than 50 monthly conversions of account history, which starves the bidding algorithm - Reusing square display banners with heavy text overlays instead of clean lifestyle imagery, which tanks engagement - Targeting audiences so narrow the system can't exit the learning phase - Turning campaigns off after two weeks, right before performance typically stabilizes Skip Discovery entirely if you sell an emergency or urgent-need service (furnace repair, legal emergencies), because nobody browses a feed for those; put that budget into search and Local Services Ads instead. Discovery earns its place when you have a considered purchase, strong creative, and patience for a 60 to 90 day evaluation window.