Generally, we find that less is more when it comes to display ads. Eye-catching images with limited text and a clear call to action (like 'Shop Now', or 'Learn More') are typically the most successful. Display ads should reflect the product or service. A dynamic ad might increase curiosity and entice people to click, but if they visit your website and it isn’t what they were looking for, you will end up paying for clicks that don’t bring you business.