Launching a new skincare line or beauty product? You’ve probably nailed your packaging and perfected the formula—but if no one sees your product, sales won't follow. Google Display Ads offer one of the most effective ways to increase brand awareness and get your new beauty products in front of the right audience.
In this guide, we’ll walk you through how to use Google Display Ads to build visibility, generate buzz, and support your product launches.
Why Use Google Display Ads for Beauty Product Launches?
Google Display Ads allow you to reach users across over 2 million websites, apps, and YouTube, using eye-catching visuals and precise targeting.
For beauty brands, this is a game-changer. Unlike text-based ads, display ads can highlight product texture, colors, and packaging—key elements in beauty marketing.
Benefits of Google Display Ads for Beauty Brands:
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Showcase visuals that match your brand aesthetic
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Reach skincare and cosmetics shoppers during discovery
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Reinforce your launch across multiple digital touchpoints
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Retarget interested users who didn’t convert the first time
Step 1: Define Your Campaign Goals
Before setting up your ads, be clear about what you want to achieve. For new beauty products, your top goal is usually brand awareness or product consideration.
Choose one of these campaign goals in Google Ads:
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Brand awareness and reach: Maximize impressions among your target demographic.
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Product and brand consideration: Encourage more engagement, clicks, and product views.
Step 2: Build an Audience That Matches Your Ideal Buyer
To get results from your display campaigns, you need to target the right people. Google Ads offers several targeting options that are especially useful for beauty ecommerce:
Recommended Targeting Options:
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Affinity audiences: Reach users interested in beauty, skincare, or luxury lifestyles.
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In-market audiences: Target users actively researching skincare or cosmetics.
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Custom segments: Create audiences based on keywords (e.g., “best vitamin C serum”).
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Demographics: Narrow by age, gender, or household income to match your brand.
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Remarketing: Retarget site visitors or users who viewed related products.
Pro tip: Combine multiple layers (e.g., in-market + custom segment) to improve relevance.
Step 3: Design Eye-Catching Ad Creatives
The beauty of beauty marketing? You get to play with stunning visuals. But even the most beautiful image won’t perform without strategy.
Tips for Creating Effective Visual Ads for Beauty Ecommerce:
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Use high-resolution images of the product and packaging
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Highlight hero ingredients, “before and after” results, or lifestyle shots
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Keep text minimal but impactful—use taglines like “New Glow Serum Now Available”
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Include a clear call-to-action: “Shop Now,” “Learn More,” “Try It Today”
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Use colors and fonts that are consistent with your brand identity
Don't forget to create multiple asset sizes to ensure your ads render well across placements.
Step 4: Choose the Right Display Campaign Type
Google offers two main types of display campaigns:
1. Standard Display Campaigns
You control the targeting, placements, and bidding strategies. Ideal if you want to test specific creatives or targeting combos.
2. Smart Display Campaigns
Google automates targeting, bidding, and creatives. You just upload assets. Great for new advertisers or if you want fast setup and wide reach.
For new product launches, Smart Display Campaigns can be a good starting point—especially when paired with retargeting.
Step 5: Set Your Budget and Bidding Strategy
For awareness-focused campaigns, consider using a CPM (cost-per-thousand impressions) bidding model to maximize visibility.
If you’re looking for engagement (like site clicks), opt for CPC (cost-per-click) or maximize conversions.
Suggested daily budget: Start with at least $20–$50/day for meaningful data and reach.
Step 6: Monitor Performance and Optimize
Keep an eye on these key metrics:
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Impressions: Are you reaching enough people?
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Click-through rate (CTR): Are your visuals and messaging working?
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View-through conversions: Did someone convert after seeing (but not clicking) your ad?
If CTR is low, test different images or headlines. If conversions are low, consider adding remarketing layers or improving your landing page experience.
Bonus Tips for Skincare Product Launch Ads
Launching a new skincare product? Try these specific approaches:
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Use ingredient-based targeting (e.g., retinol, hyaluronic acid) in custom segments.
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Promote “before and after” visuals with Display Responsive Ads.
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Combine display with YouTube video ads for deeper storytelling and education.
Final Thoughts
Google Display Ads are a powerful tool for introducing new beauty products to a wide audience—especially when paired with strong creatives and smart targeting.
By following these steps, your skincare or cosmetics brand can boost awareness, attract potential customers, and support sales growth from day one.
Start small, test often, and use Google’s rich targeting options to reach beauty-obsessed shoppers at just the right moment.