Best 10 Google Display Ads Examples for SaaS & Tech

We continue to review the best advertising cases within PPC companies. Today, we will analyze 10 strong Google Display advertising examples for SaaS and Tech companies. We will demonstrate which techniques, messages, and formats are practical for different products.

Key Takeaways: Practical Lessons from Best Google Display Ad Examples for SaaS & Tech

• Effective display ads in SaaS don't make direct sales, but rather explain the product's value and prepare users for the next step
• The most effective banners focus on one clear message, such as a specific pain point, benefit, or metric rather than a set of features
• Demonstrating the product through its interface, visual metaphors, or real-life scenarios builds trust and accelerates understanding of the offer
• A minimalist design with a single visual focus and clear CTA is more effective than an overloaded creative
• Display ads deliver the best results for remarketing and working with a warm audience, especially as part of a structured Google remarketing campaign within a broader PPC setup. They reinforce other types of ads as part of an overall PPC strategy

1. Semrush

Since our blog focuses on marketing, we chose Semrush as our first example of successful PPC advertising. This popular platform offers more than 50 services to help create and manage marketing campaigns. The company knows exactly which creatives to use and which channels to use for them.

The latest Display banner ad references the style of the company's video. In it, the company advertised new AI tools. We discussed it in detail in another article. Even if you don't know the context, the banner remains a strong example of Google Display ad that clearly communicates value without relying on brand familiarity.

Why it works:

• The banner is a GIF with pleasant, smooth animation. Moving images attract more attention than static images
• The ad does not contain complex or bright images. Instead, it uses a beautiful gradient background and a pleasant yellow font to describe the product. There is also room for a joke in the form of a shiny sticker referencing store price tags on the sofa. It's worth remembering again that the banner is part of a campaign that began with a video ad in the style of colorful, flashy advertising
• The banner's specific message is as follows: In addition to the direct slogan about the problems Semrush can solve, the second frame shows graphs with metrics that the product can influence. Everything is so simple and clear that you just want to click the CTA button offering a free trial of the product

2. Slack (from Salesforce)

Slack needs no introduction, but it's worth mentioning that it's currently one of the most popular corporate messaging apps. The software allows you to set up communication and exchange files, as well as integrate with other team services.

Why the Slack banner works:

• In its latest ad, the company features reviews of its services from business representatives
• The design is simple and visually appealing. First, we see a coupon banner with a customer review. The review describes the service's specific benefits, and the customer's signature increases trust. The CTA at the end offers a 50% discount on services, which works well in display ads and is a common approach in Display ads examples designed specifically for SaaS remarketing
• This appeals more to the individual. The second review is more detailed, and the customer's photo enhances its credibility. Both banners are designed in a minimalist style with a light background and a prominent Slack logo. This minimalism emphasizes that the service is useful and easy to use with nothing superfluous

3. Adobe

Adobe primarily produces software for various design areas. In the same way that canvas, brushes, and paints are associated with fine art, their software is associated with digital design. It would be strange if Adobe's advertising were dull and boring. 

Depending on the goals of the advertising campaign, the company uses a wide variety of approaches in its banners. which is typical for strong Google Display ads creative examples focused on brand recognition and visual impact.  

‍

Why it works:

• Banners are often bright and contain unique details. Even if the ad is minimalistic in style, it always features a bright color palette, unique geometric patterns, or gradients. All of this greatly attracts users' attention
• Highly detailed images. Company banners often make you want to look at them because of the large amount of detail. In this way, the company makes it clear what its tools are capable of
• Loud and inspiring headlines. The company uses call-to-action headlines in its advertising, but they don't feel coercive

4. Atlassian (Jira)

Atlassian develops project management software to improve productivity and teamwork efficiency. Its most popular product is Jira, though the company also offers Trello, Bitbucket, and others. Each tool is designed for different tasks and has different types of users. Jira is aimed at development teams and IT specialists, as well as at organizing processes in complex businesses. This is also reflected in contextual advertising.

Here's how Atlassian display ads work and why they are often referenced as B2B Display ads examples for complex SaaS products:

• Regardless of the product being advertised, each ad features a recognizable logo. This increases the company's visibility across all channels, including advertising videos and banner ads
• The modern design features clear and precise individual images. Whether it's an illustration, icon, or photo, the focus is always on a single image
• Atlassian ads often contain little text. The company assumes the target audience is already familiar with the product, so the banners often focus on its advantages or features

5. Webflow

Webflow is a no-code platform for creating websites. In addition to a website editor and CMS, it offers several marketing tools and integration with other popular services.

Here's why the Webflow banner works and why it fits well among modern Google Display banner ads examples targeting emerging SaaS trends:

• It works with trends. The development of AI is changing the way search results are approached, leading to the increased popularity of Answer Engine Optimization (AEO). In their banner, Webflow confirms this and offers to help users with the CTA. The catchy slogan and suggestion that users may be missing out generate enormous interest in the product
• The design is minimalist and clean. The image contains nothing superfluous, as the text plays the main role here. The background with outlines of a laptop and a magnifying glass emphasizes the idea of changes in search results and sparks curiosity. The company logo is featured, of course

6. HubSpot

HubSpot is a giant in the field of marketing tools and a frequent benchmark for Display advertising examples focused on product education and lead qualification. It is one of the world's leading CRM systems and creates banners that are worth paying attention to.

Here's why HubSpot banners work:

• The ad clearly explains its functionality.
• It has a simple, catchy slogan. Even if you've never heard of the company, you'll immediately understand the services it offers
• The visual design reinforces the message. The slogan acts as a thesis, and the demonstration of the interface and screenshots of metrics make the ad visually appealing and product-oriented
• The CTA block emphasizes the opportunity to try the product for free, which positively affects conversions

7. Asana

Asana is a project management application. It is quite popular because it can address the needs of businesses of all sizes and types.

Here's why the Asana banner is effective and often included in sample Google Display ads for productivity and project management software:

• The company uses a social proof ad based on internal statistics. Time is one of the most valuable resources for any project, so the promise to save two days of the workweek is very tempting
• The banner features clear visuals that emphasize the flexibility and functionality of the service. Along with the company logo, there is a smartphone and part of the application interface, making it clear that there is a mobile app
• There is an explanatory CTA block. Even users who knew nothing about the service beforehand will find all the necessary information about the product in the CTA block

8. Canva

Canva is an online platform for creating visual content. Its convenient, simple interface has made it popular among a wide range of users. Canva has demonstrated that a wide range of skills isn't necessary to create vibrant content. The end product is popular with professional designers and ordinary users alike.

‍

Canva's advertising banners are simple, clear, and memorable, making them strong Google banner ads examples for visual-first SaaS platforms. The key idea is often to demonstrate the service's convenience. To illustrate this, Canva's ads feature interface elements and collages.

Why it works:

• The highlighting tool shown in the ad is familiar to many people. The company is saying that you don't have to be a pro to use Canva to create unique content
• The images in the banner not only grab attention, but also have extra meaning. In the examples we provided, the company advertised the Canva Africa Design Challenge. This social event supports small and medium-sized businesses in African countries. To this end, the company attracts interested parties from across the continent
• The collage technique is impressive and emphasizes once again that anyone can participate in the event
  

9. Splunk

Splunk is a platform that collects, stores, processes, and analyzes machine data (logs). It is an extremely popular service in the United States, Europe, and other markets. One of its main features is its ability to work with data from virtually any source, making the list of possible applications for the system very broad.

The Splunk banner is aimed at a very specific audience: information security managers and boards of directors, which makes it a solid reference point for Display ads examples in enterprise SaaS. These are undoubtedly the people who can make the decision to purchase the product. Additionally, the ad refers to statistics showing that one in five CISOs is under pressure due to noncompliance with regulatory requirements.

Why the ad works:

• It raises a relevant issue and encourages viewers to learn more about it. Rather than urging the reader to buy something, the banner hints that the company has something to offer
• The main thesis is written concisely. A bright color is chosen for the bold statement, and a calmer font is used for the explanation. Readers from the target audience will definitely read the CTA block
• The accompanying image has several meanings. After reading the statistics, one might think that the people in the image are arguing with each other. However, after reading the CTA, it becomes clear that they are solving a common problem together. This establishes an emotional and trusting connection with the user

10. Zapier

With Zapier, you can create integrations between different systems to automate processes and transfer data. This integration platform provides an easy-to-use interface for setting up custom integrations between systems. You can connect web applications in a few simple steps, eliminating the need for IT specialists. This concept is clearly reflected in the company's advertising banners and positions Zapier among effective Google Display ads examples focused on automation and integrations.

Here's why Zapier's display ad works:

• The company often creates ads that explain functionality
• The specific visual design is clear and understandable. This banner features a clear, understandable slogan, as well as icons representing services that can be connected on Zapier. The slogan and icons are both framed to emphasize the creation of a unified, functional space
• The ad references other major brands. In the above banner, the company promotes AI automation as part of its integration with major brands, such as Salesforce and OpenAI. This builds trust in the company and sparks interest in exploring its capabilities
• There are several CTA buttons, one of which is embedded in the visual. This increases the likelihood of users clicking on the banner

Would you like to improve your advertising strategy?

At Aimers, a Google Ads management agency, we help SaaS companies develop PPC strategies grounded in real data, Google Ads optimization tips, and a clear Google Ads strategy for SaaS. Each format addresses a particular stage of the sales funnel. If you are not getting the expected results from Display, Search, or Video ads, we can analyze your current model, assess Google Ads cost efficiency, review your setup using a Google Ads checklist, and suggest a more effective structure, including guidance on how to optimize performance max campaigns when relevant. Get in touch to discuss your specific case.