Running a discount? Google Ads gives you purpose-built tools to show it. Here is how to set up a discount ad, step by step.
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Quick answer: Use Google Ads promotion assets to display your discount type, dates, and promo code across Search, Display, and Performance Max. Match your landing page to the offer or the ad fails policy review.
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How Google Ads Handles Discount Promotions
Google has dedicated tools for discount ads. They are called promotion assets, and they work differently from standard ad copy.
Promotion assets vs. standard ad copy
Standard ad copy places your discount inside headlines and descriptions. Promotion assets get their own visual treatment. Google surfaces them with a special tag that highlights the offer. Shoppers see the deal before they click.
Where discount ads appear
Per Google's Ads Help Center, promotion assets work across Search, Display, Responsive Display, and Performance Max campaigns. That covers text ads, image ads, and Google's automated full-reach format.
Why promotion assets matter for discount offers
They signal to Google's systems that your ad is a promotional offer. Google can then match it to high-intent, deal-seeking searches more effectively.
Step 1: Set Up Your Campaign and Choose the Right Format
Pick the right campaign before you build anything else.
Select your campaign type
Performance Max is the recommended starting point for visual promotions. It runs across Search, Display, YouTube, Gmail, Shopping, and Maps from one campaign. More placements for one discount campaign.
Choose Responsive Display or Search ads with promotion assets
Responsive Display Ads automatically format your images and text across placements. Per Google Ads documentation, they scale assets to fit any available slot. Add promotion assets on top and your discount shows up everywhere your creatives run.
Step 2: Create Your Promotion Asset
This is where you define the actual discount Google shows users.
Access promotion asset settings in your ad group
In Google Ads, open your campaign or ad group. Click Assets in the left menu. Hit the blue + button. Select Promotion from the asset type list.
Choose discount type (percentage vs. fixed amount)
You can offer a percentage discount (e.g., 20% off) or a fixed monetary amount (e.g., $10 off). Enter the product or service name and the discount value. Per Google's Ads Help Center, both options are supported across campaign types.
Set promotion dates and occasion (if applicable)
Set start and end dates for your promotion. You can also tag it to an occasion like Black Friday, Valentine's Day, or Back to School. Google may use this context to serve the ad at peak moments.
Add promo code or spending threshold (if needed)
Optional but useful. Add a promo code customers must enter at checkout. Or set a minimum spend requirement. Google's promotion asset fields communicate deal conditions directly in the asset, before the user clicks.
Step 3: Design Your Discount Creative (Image and Text)
Your creative has to sell the discount at a glance.
Recommended image sizes and specifications
Per Google Ads documentation, upload images as .jpg or .png. Maximum file size is 5MB. For Performance Max, include at least 7 image assets. One must be 1200 x 1200 pixels. More variety means better ad strength scores.
Best practices for highlighting discount visually
Put the discount front and center. Large, bold numbers. High-contrast colors. The percentage or dollar amount should dominate the frame. Do not bury it in fine print.
Copywriting tips: use urgency and scarcity language
Words like "limited time," "today only," and "last chance" drive action. Per Google's best practices guide for responsive display ads, terms like "special offers," "coupons," and "promo codes" signal to users that a deal is available. Pair them with active CTAs: "Shop now," "Grab the deal," "Claim your offer."
Step 4: Write Compelling Ad Copy with Discount Messaging
Google's Responsive Search Ads give you up to 15 headline slots. Use them for the discount.
Headlines: emphasize the offer
Lead every strong headline with the deal. "50% Off Today Only" beats "Great Deals Available." Be specific. Specific numbers outperform vague claims.
Descriptions: explain the deal and call to action
Two description fields. Use one to describe the offer clearly. Use the second for a direct CTA. Keep it short. "Free shipping on orders over $50. Shop before midnight."
Use urgency words: limited time, ends soon, only X left
Time-sensitive phrases are among the highest-performing copy triggers in promotional campaigns. Rotate them across headline slots so Google can test combinations automatically.
Step 5: Match Landing Page and Review Policy
A great ad fails if the landing page does not deliver the same offer.
Ensure landing page features the same promotion
If your ad says 30% off, that discount must be live on the landing page. A mismatch confuses users and triggers policy flags in Google's review system.
Follow Google Ads promotion asset policy requirements
Per Google's Ads Help Center, all promotional information must be accurate. Products must be easy to find at the advertised price. Ad fields must represent the same advertiser and stay relevant to the promoted product. Failing this check means disapproval before your campaign even runs.
Accelerate Your Discount Ad Creation with Coinis
Google Ads handles the mechanics. Coinis handles the creative volume.
Generate multiple discount creative variations at once
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Use AI to write urgency-driven copy instantly
Coinis AI Copywriting writes urgency-led headlines, descriptions, and CTAs on-brand. Your Brand Profile keeps the voice consistent across every variation you generate.
Store and organize all assets in Creative Library
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Frequently Asked Questions
What is a promotion asset in Google Ads?
A promotion asset is a dedicated ad extension that highlights a specific discount or offer. You set the discount type (percentage or fixed amount), dates, an optional occasion, and an optional promo code. Google displays it with a special visual tag, separate from your standard headlines and descriptions.
What image size does Google recommend for Performance Max discount campaigns?
Per Google's Ads Help Center, Performance Max campaigns should include at least 7 image assets. One of those images must be 1200 x 1200 pixels. All images must be uploaded as .jpg or .png with a maximum file size of 5MB.
Does my landing page need to show the same discount as my ad?
Yes. Google's promotion asset policy requires that the discount featured in your ad is live and accurate on the destination landing page. If the offer is missing or expired on the page, your ad can be disapproved.
Can I add a promo code to a Google discount ad?
Yes. When setting up a promotion asset, you can enter a promo code that customers must use at checkout. You can also set a minimum spending threshold as a condition for the discount.