Online advertising functions as a pivotal tool in fostering brand recognition among the desired audience, facilitating the progression of potential customers through the company's marketing funnel. At the initial stages, it aims to instil brand awareness, often prompting individuals to explore the company's website. Moving further along the funnel, advertisements may offer valuable resources, such as white papers, in exchange for contact information, catering to mid-funnel prospects. Towards the bottom of the funnel, targeted promotions, like discounts on specific products, may be presented to encourage direct purchases. The inherent measurability and traceability of online advertising significantly outshine traditional methods, enabling precise tracking of conversions. While all forms of advertising contribute to brand enhancement, online advertising excels in this realm. Well-crafted digital campaigns possess the potential to propagate brand recognition virally across expansive audiences. Hence this research study underscores the effectiveness of banner and pop-up ads in capturing attention, with creativity playing a pivotal role in persuasion. Regression analysis utilizing SPSS software further validates the substantial impact of online advertising on consumer purchasing behaviour within the cosmetic products domain.