If you searched “GSP campaign,” you’re probably trying to run ads inside Gmail—those inbox-style ads that look like an email, sit in the Promotions tab, and open into a bigger “expanded” view when someone clicks.

That’s a real thing. It just has a twist in 2025.

Historically, GSP stood for Gmail Sponsored Promotions (often called “Gmail Ads”). However, Google made dedicated Gmail ad campaigns read-only and recommended moving to Discovery campaigns to keep serving on Gmail. Later, Google continued shifting Discovery toward newer formats, and many advertisers now use Demand Gen to access Gmail inventory (depending on account availability and settings).

So in this blog, we’ll do two things:

1. explain what a GSP campaign is (in plain English), and
2. show you how to run the “modern version” of it today—plus real case studies, best practices, mistakes to avoid, and how Growth Mentor Media builds trust with accurate, on-time performance credits.

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What Is a GSP Campaign (Gmail Sponsored Promotions) and Why It Worked So Well?

A GSP campaign was Google’s way of letting advertisers place ads inside Gmail—often in the Promotions tab—so the ad looked like an email preview. Click it once, and it “expands” like an email. Click again, and the user can go to your website, landing page, or offer.

What made GSP special wasn’t just the placement. It was the mindset. People in Gmail are already in a “reading and scanning” mood. That environment can be perfect for:

• special offers (“limited-time bundle,” “free trial,” “book a demo”)
• lead magnets (“download the checklist,” “get a quote”)
• remarketing (“still thinking about it? here’s proof + a reason to act”)

One important detail many marketers missed: Gmail/GSP performance can look “better” than it is if you don’t separate clicks-to-expand vs clicks-to-website. Some platforms counted “expands” as clicks, which can inflate CTR if you’re not careful.

In other words, Gmail ads can be powerful… but only if you measure them correctly.

Related: Google Ads Agency USA: How to Choose a Partner That Actually Drives Profitable Growth in 2025.

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The 2025 Reality: Are GSP Campaigns Still Available?

Here’s the straight answer: the original standalone Gmail/GSP campaigns are not what they used to be.

Google’s own policy documentation states that Gmail ads campaigns became read-only, and Google recommended creating a Discovery campaign to continue serving ads on Gmail (and other Google-owned surfaces).

Then the ecosystem moved again. Discovery campaigns began transitioning toward Demand Gen, which is positioned as the upgraded format for reaching people across Google’s feeds/surfaces.

What this means for you in practical terms:

• If you’re trying to “start a GSP campaign,” you’re usually going to build a Demand Gen (or comparable) campaign and choose Gmail placement/inventory options where available.
• If you still have legacy Gmail/Discovery artifacts in the account, they may be limited or not editable in the old way.

So yes—you can still advertise in Gmail. You just do it through the modern campaign types.

Want to test Gmail ads the right way without wasting budget?

Book a short call and we’ll map out a clear, low-risk starting plan.

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Where Gmail Ads Show Up and What Users Actually See

Gmail ads don’t behave like normal banner ads.
They behave more like paid emails.

That difference is important, because people use Gmail very differently than websites or social media. When someone opens Gmail, they’re already in “reading mode.” They’re scanning subject lines, deciding what looks useful, and ignoring anything that feels like obvious advertising.

That’s exactly where Gmail ads appear.

Where Gmail Ads Appear Inside the Inbox

Gmail ads usually show up in a few specific places:

• Promotions tab
  This is the most common spot, especially for ecommerce and consumer offers. Users expect deals, updates, and promotions here, which makes it a natural fit.
• Inbox list (collapsed view)
  At first, the ad looks like a normal email. It has a sender name, a subject line, and a short preview. Most users don’t realize it’s an ad until they look closely.
• Expanded view (after the first click)
  When someone clicks the ad once, it opens up like an email. This is where you get more space for images, text, and a clear call to action.

This “email-like” placement is why Gmail ads feel less interruptive than display ads—when they’re done right.

Related: Google Display Ads Agency: How the Right Partner Turns Impressions Into Profitable Growth.

How Users Experience a Gmail Ad

When a person opens Gmail, they usually start by scanning their inbox, especially the Promotions tab, looking at subject lines to decide what’s worth opening. A Gmail ad appears right there in the inbox list and looks very similar to a normal email, with a sender name, a headline, and a short preview line. At this stage, the user doesn’t feel interrupted; they’re simply deciding whether the message sounds useful. If the headline catches their interest, they click it once.

That first click does not take them to a website. Instead, the ad opens inside Gmail like an email, showing more details such as images, short text, and a clear message about the offer. The user then quickly decides whether the offer makes sense or not. If it feels relevant and easy to understand, they click again on a button or link inside the ad.

Only after this second click does the user leave Gmail and land on the advertiser’s website or landing page, where they can take a real action like buying a product, filling out a form, or booking a call. If the message stays consistent from inbox to ad to landing page, the experience feels smooth and trustworthy, which makes the user far more likely to convert.

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The Growth Mentor Media GSP Framework (Simple, Detailed, and User-Friendly)

We run Gmail-style campaigns using a framework that keeps things clean, measurable, and easy to scale.

Running Gmail style ads ins’t about doing more.

Its about doing the right few things well.

At Growth Mentor Media, we follow a framework that keeps Gmail campaigns clean, measurable, and easy to scale—without confusing reports or misleading metrics. Here’s how each part works.

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1) Start With the “Inbox Offer” (Clarity Comes First)

Everything starts with the offer.

When someone is checking their Gmail, they are not looking to read a long sales pitch. They’re scanning messages quickly. That’s why your Gmail ad must focus on one clear offer—not multiple ideas at once.

For example, in lead generation, simple offers work best, like a free audit, a quote, a checklist, or a short consultation. These feel helpful and low risk. In ecommerce, Gmail ads perform better with clear incentives, such as a bundle deal, a seasonal discount, or a new product drop. For B2B, educational offers usually win, like a case study, a webinar invite, a product demo, or a comparison guide.

If someone needs ten minutes to understand what you’re offering, Gmail is not the right place. The best inbox offers can be understood in five seconds or less. When the offer is clear, people feel confident clicking. When it’s confusing, they simply ignore it—just like they ignore unclear emails.

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2) Build Audience Logic That Makes Sense (Right People, Not Everyone)

Gmail ads work best when they are shown to people who already have some level of interest.

Instead of targeting random interests, we focus on audiences that make logical sense for your business. One strong option is remarketing, which includes people who visited your website, viewed products, watched your videos, or added items to their cart but didn’t convert. These users already know your brand, so Gmail acts as a reminder.

Another powerful option is customer match, where ads are shown to people from your email list (when compliant and available). This works well for re-engaging past customers or warm leads. We also use in-market and custom segments, which target people actively researching a specific product or service category. For example, someone searching for “best CRM software” is much more valuable than someone with a general business interest.

In some cases, we carefully test competitor intent themes, targeting people who show signals related to competitor brands. This is done thoughtfully and ethically, focusing on comparison or alternatives—not aggressive messaging.

The goal is simple: show inbox ads to people who are already likely to care.

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3) Creative That Looks Like an Email (Not a Banner)

Gmail ads fail when they look like ads.

They succeed when they look like emails that belong in the inbox.

We design Gmail creatives the same way we would write a good email. It starts with a strong “subject line” style hook. This could highlight a pain point (“Still paying too much for ads?”) or a promise (“Cut your ad costs in 30 days”). That hook decides whether the ad gets opened.

Once the ad expands, we keep the message short and focused. We usually include two or three proof points, such as customer reviews, simple numbers (“Trusted by 500+ brands”), or a clear guarantee. Finally, we include one clear call to action, like “Book a call,” “Claim the offer,” or “Download the guide.”

We also refresh creatives more often than most brands expect. Inbox fatigue is real. Just like email newsletters, Gmail ads lose impact if people see the same message too many times.

Scale what works with a refresh plan that prevents inbox fatigue.

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4) Measurement That Doesn’t Lie (Where Trust Is Built)

This is the most important part of the framework.

Gmail ads have different types of interactions, and if you don’t separate them properly, performance can look better than it really is. Some clicks simply open the ad inside Gmail. Others send users to your website. These are not the same thing.

At Growth Mentor Media, we focus on what actually matters. We track real website clicks, not just ad opens. We measure conversions that matter, such as purchases, booked calls, or qualified leads—not low-quality actions. We also look at assisted impact, where Gmail helps influence conversions that happen later through search or remarketing.

This is how we earn trust. We deliver accurate, on-time performance credits, so you’re never making decisions based on inflated engagement numbers. You always know what worked, what helped, and what needs improvement.

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Why This Framework Works

This framework works because it respects how people actually use Gmail.

It keeps offers simple, audiences relevant, creatives human, and reporting honest. Instead of guessing, you get clarity. Instead of vanity metrics, you get real performance. And instead of one-off wins, you get a system that can scale.

Related: Google PPC Management Services: The 2025 Playbook for Profitable, Predictable Google Ads.

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Real Case Studies: What a GSP Campaign Can Achieve

Case Study 1: AVX Digital — Device Behavior and Creative Variety Improved Results

AVX Digital shared a GSP case study where they found audience targeting plus creative variety mattered, and notably reported mobile devices outperformed desktops and tablets by 138%, which led them to adjust bidding to capture more converting traffic.
What’s practical here is the lesson: Gmail users behave differently by device, and you can’t assume desktop will carry the campaign. Testing device performance and optimizing accordingly can unlock efficiency quickly.

Case Study 2: Leveling Up — Creative Refresh Prevented Fatigue and Kept ROI Moving

Leveling Up published a Gmail Sponsored Promotions case study highlighting how performance can slow when the same ad runs too long, and how creative refresh + demographic experimentation helped maintain momentum.
Even though the case study is older, the behavior pattern is timeless: inbox placements fatigue faster than many display placements. A planned refresh cycle can be the difference between “it worked once” and “it works consistently.”

Case Study 3: PPC Hero — Audience Targeting Tests Show Keyword Targeting Can Drive Volume

PPC Hero analyzed Gmail campaign audience-type performance and noted that keyword targeting can be effective when you need volume (while still recommending testing for your specific context).
The real takeaway: Gmail success isn’t magic. It’s testing audiences methodically and choosing the ones that align with your buying cycle.

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Benchmarks and KPIs: What “Good” Looks Like (and What to Ignore)

Primary KPIs (These Matter the Most)

These KPIs tell you whether your Gmail campaign is helping the business grow.

Cost per Qualified Lead / Cost per Conversion
This shows how much you’re paying for a real outcome, such as a booked call, a qualified form submission, or a purchase. For example, if you spend $500 and generate 10 qualified leads, your cost per lead is $50. This is far more meaningful than tracking cheap clicks that never convert.

Conversion Rate (From Website Clicks, Not Ad Opens)
Gmail ads involve two clicks: one to open the ad and another to visit your site. The conversion rate should always be calculated from actual website visits, not from ad expands. This tells you whether your message and landing page are aligned.

Assisted Conversions
Gmail ads often influence users who convert later through search or remarketing. Even if Gmail isn’t the final click, it may still play a key role. Tracking assisted conversions helps you understand Gmail’s true value in the funnel instead of underestimating it.

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Supporting KPIs (Helpful for Optimization)

These KPIs don’t define success on their own, but they help you improve performance.

Engagement Rate (Ad Expands)
This measures how many people clicked to open your Gmail ad. A strong engagement rate usually means your subject-line-style headline is working. However, high engagement without conversions can signal curiosity without intent.

Frequency
Frequency shows how often the same person sees your ad. If frequency gets too high, people stop paying attention. For Gmail campaigns, rising frequency with falling engagement is a sign that creative needs refreshing.

Device Performance (Mobile vs Desktop)
Most Gmail usage happens on mobile. If mobile engagement is strong but conversions are weak, your landing page may not be mobile-friendly. Device data helps you spot this quickly.

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Warning KPIs (Early Signs Something Is Wrong)

These metrics help you catch problems before money is wasted.

High Engagement, Low Website Clicks
This usually means the expanded ad is interesting, but the CTA isn’t strong enough. People are opening the ad but don’t see a reason to click through.

Strong Clicks, Poor Conversions
This often points to a landing page issue. The message users saw in Gmail doesn’t match what they see after clicking.

Rising Costs Without Better Results
If cost per conversion keeps rising while engagement stays flat, the audience may be too broad or fatigued.

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How Growth Mentor Media Handles KPI Reporting Differently

Many advertisers lose trust in Gmail ads because reports focus on “engagement” instead of outcomes.

We do it differently.

At Growth Mentor Media:

• We clearly separate ad opens from real website clicks
• We optimize only for conversions that matter
• We report accurate, on-time performance credits
• We explain what each KPI means in plain language

This way, you never have to guess whether a campaign is actually working.

If your Gmail ads have clicks but no real results, it’s probably not the platform—it’s the setup.

Let’s fix that together with a simple, clean campaign that actually converts.

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Competitor Comparison: Who Should Run Your GSP-Style Campaigns?

Not every agency treats Gmail inventory with the respect it needs.

Here’s what to look for when comparing providers:

What You Need	What Good Looks Like	Red Flags
Tracking discipline	Separates engagements vs site clicks and optimizes to real conversions	“CTR is amazing!” with no sales discussion
Creative process	Refresh plan + inbox-style copywriting	One creative for 3 months
Audience strategy	Remarketing + custom segments + controlled testing	Random interests, no structure
Reporting clarity	Explains what changed + why	Dashboards with no insights

If you’re comparing agencies, review their Gmail/GSP knowledge. Some agencies have detailed playbooks and tactical guidance in this area (for example, discussions of Gmail click types and setup approach).

You’re not hiring for “ads.” You’re hiring for decision quality.

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How Growth Mentor Media Runs GSP Campaigns With Trustworthy, On-Time Credits

Gmail-style campaigns can look great on paper. That’s exactly why we run them with extra transparency.

Here’s how we build trust:

• We define what a “real result” is before launching (qualified lead, booked call, purchase)
• We report performance using metrics you can act on (not vanity engagement)
• We deliver trustworthy, on-time performance credits so your team isn’t debating what happened last month

Most importantly, we don’t treat Gmail as a random add-on. We connect it to your funnel:

• Gmail for mid-funnel education or offer introduction
• Search for bottom-funnel capture
• Remarketing to close the loop

That’s how you turn a “GSP campaign” into consistent growth instead of a one-off experiment.

Related: Google PPC Management Agency: A Practical 2025 Guide to Turning Ad Spend Into Predictable Growth.

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FAQs: GSP Campaigns

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Wrap-Up: The Smart Way to Think About a GSP Campaign in 2025

If you came here looking for a “GSP campaign setup,” you’re not behind—you’re just using a legacy name for a placement that still matters.

Gmail inbox ads can be a strong growth lever when:

• the offer is clear
• the audience is intentional
• the creative is built for inbox behavior
• tracking separates engagement from real results

Want Growth Mentor Media to help you launch a Gmail-style campaign the right way?

• Get a quick audit: we’ll tell you if Gmail inventory fits your funnel.