Almost all internet users encounter online ads on a daily basis. Given that the life of modern man is for the most part digitized, it is not surprising that the leading modes of advertising are precisely digital. Considering how important and developed online is today, there is a desire to prove the impact of the visual in advertising. Within a very short time frame, it is necessary to gain the attention of the individual. It uses graphic elements such as text, images, colors, shapes, etc. that are adjusted according to the goal. Each of these elements has a role to play in attracting and retaining a potential customer. Assuming that it is the visual elements and the way of formatting that make the difference in the performance of the ad, a survey was created that would confirm this thesis. By comparing different image examples, the audience decided which ad they were more inclined to and which they would click on first. With such a method, results were obtained that indicate that the assumptions were correct: the visuals and their design have a great influence on the responsiveness and engagement of the audience.