> Quick answer: To create a sale Google ad, pick your campaign type, set up a promotion asset with your discount details, write specific offer-focused copy, upload creatives, and launch 2-3 weeks before your sale date.
Sale ads on Google work across Search, Display, Shopping, and Performance Max. The setup is straightforward once you know which campaign type fits your offer.
What You'll Need to Create a Sale Google Ad
Google Ads account with active campaign
You need an active Google Ads account. If you're starting from scratch, create a campaign before adding sale-specific assets.
Promotional offer or discount details
Have your discount amount, start and end dates, and applicable terms ready. Per Google's Ads Help Center, promotion assets must clearly state the discount type and scope.
Product images or creative assets
Display and Performance Max campaigns require images. Prepare .jpg or .png files under 5MB. Shopping ads pull images automatically from your Merchant Center feed.
Step 1: Choose Your Campaign Type
Four campaign types work well for sale ads.
Search campaigns. Attach promotion assets to Responsive Search Ads. Google AI tests headline and description combinations to find top performers.
Performance Max. One campaign runs across Search, Display, YouTube, Gmail, and Shopping. Best for broad reach during major sale events.
Display campaigns. Responsive display ads auto-adjust size and format. Good for visual retargeting during a limited-time sale.
Shopping campaigns. Your product feed drives the ad. Update the `sale_price` attribute in Merchant Center and Shopping ads show the discount automatically.
Step 2: Set Up Promotion Assets
Promotion assets are the primary Google Ads feature for highlighting discounts. Per Google's Ads Help Center, they show alongside Search, Shorts, and In-stream video ads and support 30+ occasions, including Black Friday, Cyber Monday, Winter Sale, and Back-to-school.
Navigate to Asset library. In Google Ads, go to Tools > Shared library > Asset library. Click the plus button and select Promotion.
Select discount type. Choose monetary (e.g., "$20 off") or percent (e.g., "30% off").
Choose an occasion or custom dates. Pick from 30+ preset events. Select "None" if your promotion does not match a listed occasion. Set your exact display window.
Write a specific offer line. "30% off all winter coats" outperforms "30% off." Specificity wins.
Step 3: Craft Sale-Focused Ad Copy
Specific copy drives clicks. Generic copy does not.
Include the offer in your headline
"30% Off All Winter Coats" tells shoppers exactly what they get. Google Ads documentation states that including prices, promotions, or exclusives in your headline improves ad relevance.
Add urgency in descriptions
"Sale ends Sunday" or "Limited stock available" gives shoppers a reason to act now. Brief and direct works best.
Skip all caps and excessive punctuation
"HUGE SALE!!!" reads like spam. Calm, direct copy converts better. Google Ads policy flags aggressive formatting, and per Google's display ad guidance, it can turn off users.
Name what makes the offer exclusive
Free shipping, extended returns, and bundle deals stand out. Say them plainly in the copy.
Step 4: Upload or Generate Creative Assets
For Display and Performance Max campaigns
Upload at least 3 landscape (1.91:1), 3 square (1:1), and 1 portrait (4:5) image. Per Google Ads documentation, Performance Max performs best with at least 20 text assets (15 headlines, 5 descriptions) and 7 image assets. More inputs give the AI more combinations to test.
For Shopping ads
Verify the `sale_price` attribute in Merchant Center before launch. The feed controls what price displays. Wrong data means wrong ads.
Test multiple creative variations
Fresh visuals during a sale period keep engagement up. Rotate new assets regularly rather than running the same images from day one.
Step 5: Launch and Optimize
Start 2-3 weeks early
Per Google's Ads Help Center, launching seasonal campaigns 2-3 weeks before a major event gives the algorithm time to ramp up and gather data before peak days.
Review ad previews
Check how your ads render across Search, Display, and YouTube placements before going live. Catch formatting issues before they go public.
Monitor and refresh creatives
Watch ad strength scores on Responsive Search Ads. Add new image assets for underperforming asset groups. Fresh creative mid-sale often improves CTR.
Pro Tips for High-Performing Sale Ads
- Launch seasonal campaigns 2-3 weeks before the event date.
- Refresh creative assets often. Stale visuals lose clicks fast.
- Performance Max needs at least 20 text and 7 image assets to optimize well.
- A/B test your messaging. "30% off" vs. "Save $50 today" frequently performs differently depending on the audience.
- Pair sale ads with audience targeting. Past visitors and cart abandoners convert at higher rates than cold traffic.
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Frequently Asked Questions
Can I add a promotion asset to an existing Google Ads campaign?
Yes. Go to your Google Ads account, navigate to Tools > Shared library > Asset library, and create a new promotion asset. You can attach it to an existing Search campaign without rebuilding the campaign from scratch.
What is the difference between a promotion asset and a sale headline in a Responsive Search Ad?
A promotion asset appears as a separate line below your main ad with a special price-tag icon. A sale headline sits inside your main ad text. Using both together gives your offer more visual space on the results page.
Do Performance Max campaigns support promotion assets?
Performance Max uses asset groups rather than standard promotion assets. Include sale-focused text directly in your headlines and descriptions, and update your Merchant Center product feed with accurate sale pricing so the campaign reflects your offer across all placements.
How many image assets does a Performance Max sale campaign need?
Per Google Ads documentation, Performance Max performs best with at least 7 image assets: 3 landscape (1.91:1), 3 square (1:1), and 1 portrait (4:5). Pair those with at least 20 text assets (15 headlines, 5 descriptions) for optimal AI optimization.