Display URL

What is a display URL?

The display URL is the web address shown in a Google Ads ad. The domain comes from the final URL and you can add two optional path fields to it, of up to 15 characters each. The URL shown does not have to be exactly the page where the click lands.

Why is a display URL important?

• Trust: a recognizable address shows where the click leads.
• Extra relevance: the path fields repeat the keyword or the offer.
• Free space: the path fields complete the ad without using headlines.

Examples of a display URL

• heatingcompany.com/boiler/quote for an ad about a boiler quote.
• sportshop.com/running/women for an ad about women’s running shoes.
• Leaving both path fields empty, so only heatingcompany.com is visible.

How do you use a display URL?

Fill in both path fields with short words that describe the page and the keyword, within 15 characters per field. The domain follows from the final URL, so showing a different domain is not possible. Read more about building ads under Google Ads.