RDAs generally outperform static banners significantly, as in 2x CTRs. And as such the other metrics tend to fall into line, i.e. much lower average CPCs and CPAs. Or put another way more traction at the same ad spend. However, branding is important too and some folks just don't like the look of RDAs. In these cases sometimes you're forced to accept lower performance so you can have control over the look and feel of your creatives. You might consider using a banner development tool that can automate a lot of the work, i.e. crank out all the different banners from one design. Even something like Canva and speed up turnaround. Lastly, you might consider HTML5 (interactives), which gives you the benefit of control over look and feel, plus generally higher performance than static banners. But that can mean much more work. More on reddit.com

I've had the best luck with custom intent targeting. You load in keywords (custom intent audiences) that people have searched for recently on Google, and it shows them ads on websites they are browsing. Highly targeted, and always gets me the best return

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To run display ads on Google Ads, I'd suggest turning the display campaign to paused and then running a search campaign.

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There are a few things that I think people here are missing: 150KB is the restriction on the "initial load". This is actually not that restrictive - I think the IAB guidelines say 200KB is recommended. Most often, HTML5 ads that feature video or tons of heavy media load those from a remote source - e.g. AWS or DoubleClick Rich Media storage - since they are remote files and not in the zip you upload, they count against a "subsequent load*"* file size limit, but not the initial You can have a very simple HTML5 video ad that has only 20KB of initial load, but loads a remote 20MB video file once rendered. Even DBM / DoubleClick has a similar restriction - they have a max 200KB initial load. The above being said, AdWords is still extremely restrictive on HTML5 ads... they have for some time and that is why most of the advanced ads you see are trafficked through DCM or something along those lines For example, based on the AdWords specs here , they unfortunately don't support loading remote assets, which is the #1 main way to cut down on the initial load (as mentioned above) However, they do support IFrames, so I don't see why you couldn't through in a video embed that way Some of the ads you are seeing are probably trafficked through platforms geared towards higher volume users that have more professional requirements, like DCM. Or, they were using a pre-built AdWords template that doesn't have the same restrictions applied - for example, the responsive display ad template, or one of the old deprecated templates. More on reddit.com