Launched in 2013 as a Google Beta ad format, Gmail Sponsored Promotions (GSPs) introduced a new way for brands to connect with users directly in their Gmail inbox. These ads appeared as expandable teaser ads in the Promotions tab, offering a hybrid between email marketing and native advertising.
Over the years, GSPs have evolved from experimental to mainstream, and are now fully integrated into the Google Ads (formerly AdWords) platform. No longer requiring a separate interface or account permissions, advertisers can access GSPs within their existing campaign structures—once their account has been whitelisted.
What’s New with Gmail Sponsored Promotions?
The most visible change is the expansion of ad formats. Initially, GSPs only supported custom HTML uploads, allowing for either image creatives, embedded videos, or interactive forms.
With the format now native to the AdWords interface, GSPs are far more accessible. Businesses without in-house development resources can now leverage predefined templates and tools, reducing the barrier to entry for this high-impact ad space.
What About Targeting Capabilities?
Some of the original targeting options have been deprecated. These include:
Product Purchase targeting
Job targeting
Mailing lists
Audience size estimation tools
However, there are significant gains in functionality that more than offset these removals:
Targeting is now available at the ad group level (previously limited to campaign level)
Ad scheduling and rotation controls are now supported
Bidding strategies can be tailored to campaign goals
These upgrades make GSPs more adaptable to modern campaign architecture, allowing advertisers to fine-tune targeting and performance metrics with the same flexibility they expect from other Google Ads formats.
Performance in the Wild: TMI’s Insights
As an early adopter of GSPs during the beta phase, TMI has seen impressive performance in both the UK and South African markets.
Low CPCs
Average cost-per-clicks have remained well below industry norms, with:
< £1 in the UK
< R1 in South Africa
This cost is incurred when a user clicks the teaser and opens the expanded ad—meaning advertisers only pay for qualified engagement.
Exceptional CTRs
For a display-format ad, GSPs deliver unusually high click-through rates. TMI consistently reports:
15% – 25% CTRs on teaser-to-expanded ad views
This indicates strong user interest and engagement, positioning GSPs as a top-performing format within the Google Ads ecosystem.
Final Thoughts
Gmail Sponsored Promotions have matured into a robust, cost-effective display format that bridges the gap between inbox relevance and native engagement.
The shift to the AdWords interface has made GSPs:
More accessible
Smarter to target
More flexible to manage
Creatively versatile
With historically low CPCs and above-average CTRs, GSPs continue to be an underutilised gem for advertisers looking to maximise reach within Gmail. The hope is that this evolution not only preserves those advantages—but enhances them.
