Can Search Ads Include Images? Understanding Visual Elements in Search Advertising

Introduction

Search Ads have long been known for their text-based format, appearing on search engine results pages (SERPs) when users look for specific keywords. However, as digital advertising evolves, businesses wonder whether Search Ads can include images to make them more engaging and visually appealing. The short answer? Yes, in certain formats. While traditional text-based search ads do not feature images, Google and other platforms offer ad formats that allow for visual elements.

This article explores how images can be integrated into Search Ads, the different ad formats that support them, and how businesses can leverage visuals for better engagement.

Do Search Ads Support Images?

Search Ads on platforms like Google Ads are typically text-based. However, some ad formats allow images to enhance visibility and engagement. These include:

✅ Google Shopping Ads – Product-based ads that display images in shopping searches.
✅ Image Extensions – A feature that allows advertisers to attach relevant images to text ads.
✅ Discovery Ads – Appear across Google’s Discover feed, YouTube, and Gmail, using images.
✅ Performance Max Campaigns – Use multiple assets, including images and videos, for cross-platform advertising.

Types of Search Ads That Include Images

1. Google Shopping Ads (Product Listing Ads - PLAs)

📌 Best for eCommerce businesses
Google Shopping Ads display product images along with the title, price, and store name. These ads appear at the top of search results when users look for products.

💡 Example: A search for “running shoes” may show images of different sneakers from multiple brands.

2. Image Extensions in Search Ads

📌 Enhances traditional text ads
Google introduced image extensions to help advertisers make their text ads more engaging. These attach relevant images next to the ad text, improving click-through rates (CTR).

💡 Example: A real estate ad can display a property image alongside the ad text.

3. Discovery Ads

📌 Appear on Google Discover, YouTube, and Gmail
Discovery Ads are visually rich ads that combine text with high-quality images. While they are not standard search ads, they target users based on interests and browsing behavior.

💡 Example: A beauty brand may show a product image in Google Discover to users interested in skincare.

4. Performance Max Campaigns

📌 AI-powered ads with multiple assets
Performance Max campaigns allow advertisers to use images, videos, and text in a single campaign. Google’s AI automatically adjusts ad placement across different platforms, including search.

💡 Example: A fashion brand’s Performance Max ad could appear on Google Search, YouTube, and Gmail with both images and text.

Why Images in Search Ads Matter

✅ Higher Engagement – Visual elements attract more attention than plain text ads.
✅ Better Click-Through Rates (CTR) – Ads with images often see higher CTR than text-only ads.
✅ Improved Conversion Rates – Seeing a product image can increase trust and encourage purchases.
✅ Enhanced Brand Awareness – Strong visuals help brands stand out in competitive searches.

Best Practices for Using Images in Search Ads

📌 Use High-Quality Images – Blurry or low-resolution images reduce credibility.
📌 Ensure Relevance – Images should match the ad’s message and intent.
📌 Follow Google’s Guidelines – Ad platforms have specific requirements for image formats and sizes.
📌 Test Different Visuals – A/B testing helps identify which images drive the best results.
📌 Combine with Strong Ad Copy – Images should complement, not replace, compelling text ads.

Conclusion

While traditional Search Ads remain text-based, platforms like Google Ads now offer ways to integrate images through Shopping Ads, Image Extensions, Discovery Ads, and Performance Max Campaigns. These visual elements help improve engagement, increase CTR, and drive better conversions. For advertisers looking to maximize impact, combining strong visuals with well-optimized ad copy is the key to success.