Slapping together a digital ad and hoping for the best? That’s not a strategy—that’s a gamble. And in today’s digital advertising world, you can’t afford to waste time (or money) on graphics that just sit there doing nothing.
The truth is most digital ads fail for one of two reasons: they’re overdesigned or under-thought. Either way, they’re ignored.
As a team of digital advertising experts, we’ve helped businesses avoid those mistakes by building ads that look sharp and actually drive results. So, we’re calling out the biggest digital ad design don’ts—the things we never do in our own campaigns and won’t let our clients do either.
1. Don’t Overcrowd Your Digital Advertising Design
Most display ads are relatively small, meaning every pixel counts. Busy layouts with too many elements—buttons, icons, copy, or visuals—distract from your message and confuse your audience. People don’t want to squint or guess what your ad is about.
Great digital advertising graphics are clean, focused, and intentional. This isn’t just about aesthetics—it’s about performance. Cleaner ads often result in higher engagement and click-through rates because users instantly get the point.
Pro Tip
Think hierarchy: What should viewers notice first? Where should their eye go next? Simplicity helps guide that path.
2. Don’t Depend on Your Logo for Branding
Here’s a hard truth: your logo isn’t magic. Just because it’s on your ad doesn’t mean it’s adding value. In fact, in many digital display ad design placements—especially on Google—your logo often appears outside the graphic itself, like next to the headline. So, duplicating it inside the graphic doesn’t just make it busier, it’s repetitive.
Instead, lean on your brand elements—typography, color, layout, and tone—to create a cohesive, recognizable feel. This type of visual branding is more memorable and far more effective than tossing your logo into a corner just because you can.
Pro Tip
The strongest brand presence often shows up in the details, not just the logo. Meaning, if your ad still feels like your brand without the logo, you’re on the right track.
3. Don’t Overload Your Online Ad Design with Text
Think your audience has time to read a paragraph on a 300×250 ad? They don’t and they wouldn’t want to. You’ve got a split second to capture attention—and bulky text isn’t helping.
This is one of the most common digital ad design errors we see: If the point isn’t immediately clear, it’s not going to convert.
Your graphic should highlight the message or call-to-action in as few words as possible. Save the rest for your headline or caption, letting your visuals lead and your copy support.
Pro Tip
You shouldn’t be trying to squeeze the whole message into one space. Your ad’s job is to spark interest, not deliver the whole pitch.
4. Don’t Use a White Background
We get the appeal: white backgrounds feel modern, clean, and safe. But on the web, they’re a camouflage cloak. The majority of websites use white as their background color—so if your ad is also white, it disappears.
Contrast matters. What makes a good online ad design is its ability to grab attention, not blend in. After all, effective display ads that get noticed across varied placements.
Pro Tip
Use your brand colors to build contrast without being loud. Choose tones that pop but still feel intentional and on-brand.
5. Don’t Create Just One Ad Size
Designing one ad size and calling it done? That’s a fast way to limit your reach. Different platforms and placements require different dimensions—and if your ad doesn’t fit, it won’t show.
To follow Google Ads best practices at minimum, always build out the three recommended display ad dimensions:
- Horizontal (1.91:1) – 1200 x 628 pixels
- Square (1:1) – 1200 x 1200 pixels
- Vertical (9:16) – 900 x 1600 pixels
There are other sizes Google allows and placement offered so, to give you the best shot at being seen, it’s best to create at least several (if not all) of the sizes available. One of the most overlooked best practices for digital ads is simply being prepared for more than one screen shape.
Pro Tip
Go a step further and make multiple ad graphics for each size. This allows you to test creative performance and find out which visuals resonate best with your audience.
Smart Design is Strategic Design
Designing digital ads isn’t about following trends or filling space—it’s about understanding what works. These digital ad design don’ts exist for a reason, and they apply whether you’re launching a full campaign or just dipping your toes into digital advertising.
If you need a team that brings clarity, creativity, and proven strategy to the table, we’re here. When you’re ready, just reach out—we’ll make sure your ads do more than just show up. They’ll stand out.
