Device Targeting

Do your ideal customers search on a desktop, mobile device, or both? Are you more interested in reaching shoppers when they’re out and about, or people who want to make an immediate online purchase? As you set up your Google Ads account, consider which types of customers you want to connect with (and more importantly, the types of devices those customers use), so you can reach them. For instance, if you run a car repair shop and want to attract customers when they’re nearby and needing help, consider showing your ads only on mobile devices.

About mobile ads

Reach your customers while they're on the go with ads on mobile devices. This article explains how to show your ads on different mobile devices, like mobile phones and tablets.

Where mobile ads can appear

On mobile phones or tablets

Text ads

Image ads

App promotion ads

HTML 5 ads built with Google Web Designer

Within apps on mobile phones or tablets

Text ads

Image ads

App promotion ads

Image app promotion ads

Video app promotion ads

TrueView for app promotion ads

Responsive display ads

Call-only ads show only on devices that can make calls


All new campaigns and text ads are automatically eligible to run on most mobile devices. If you’d like to avoid showing ads on certain devices, you can set a negative device bid adjustment.

Types of mobile ads

Text ads

Image ads

Mobile app promotion ads

Call-only ads

Mobile image ads requirements

To create image ads, your campaign must be opted into the Display Network, either as “Display Network only” or “Search Network with Display Select”. If you're using 3rd party ad serving to create ads, make sure to use the accepted sizes for images and follow the requirements:

Mobile phone: 320 x 50, 300 x 250, 336 x 280 Interstitial

Tablet: 300 x 250, 728 x 90, 468 x 60, 336 x 280 Interstitial

Best practices: Check mark icon Best practices

Read the Google Best Practices guide about growing your business with mobile ads. Topics include:

Mobile ad creatives and extensions in Google Ads

Measuring the value of mobile ads

Mobile advertising without mobile-optimized sites

Create Effective Mobile Ads: Google Best Practices

Mobile devices

Mobile devices are products people use while they’re on the go. New mobile devices are constantly being released, so we don’t have a comprehensive list of all of them. However, here are a few common types:

Mobile phones

“Mobile phones” usually refers to smartphones that have a screen smaller than 7 inches. Keep in mind that in Google Ads, mobile phones are sometimes to as “mobile devices” or “mobile devices with full browsers.”


Tablets resemble both mobile phones and computer in many ways. But unlike mobile phones, tablets typically have a screen that’s 7 inches or larger. And unlike computers, tablets have touch screens. Keep in mind that in Google Ads, “Mobile devices” is sometimes used to refer to mobile phones and tablets.


Wearables—like smartwatches—are devices that people can use to connect to the internet on the go but are typically smaller than mobile phones. At this time, Google Ads doesn’t show ads on devices that don’t have a screen.

Only show ads on desktop computers

Here's how to change your campaign settings to show ads only on desktop computers:

Sign in to your Google Ads account.

Click Devices in the page menu along the left side.

In the "Device" column, find rows that say "Mobile phones." 

Click the “Bid adj.” cell for your desired campaign or ad group.

Choose Decrease from the drop-down menu.

Enter 100 in the % field, and click Save.

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