If you’re running a Google Ads campaign, one of the first decisions you’ll face is choosing between Search Ads and Display Ads. Both can deliver excellent results but they work in very different ways.
Understanding the difference between Search Ads and Display Ads helps you choose the right strategy for your goals, budget, and audience.
In this guide, we’ll break down how each ad type works, where they appear, and when to use display ads versus search campaigns for the best results.
What Are Search Ads?
Search Ads appear on Google’s search engine results page (SERP) when users actively search for specific keywords or phrases. These are text-based ads designed to match search intent.
For example:
If someone searches for “buy running shoes online,” they’ll likely see text ads from Nike, Adidas, or other online stores at the top of Google’s results page.
These ads are part of Google Search Campaigns, where advertisers bid on keywords to ensure their ads appear when potential customers are looking for related products or services.
Key Features of Google Search Campaigns
- Format: Text-based ads with headlines, descriptions, and links.
- Placement: Shown on Google Search and partner search sites.
- Audience Intent: Targets users who are actively searching for a solution.
- Cost Model: Pay-per-click (PPC) — you pay only when someone clicks your ad.
- Goal: Drive conversions — such as purchases, form submissions, or calls.
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What Are Display Ads?
Display Ads are visual advertisements that appear on websites, apps, and YouTube videos within the Google Display Network (GDN) — a vast collection of over 2 million sites reaching more than 90% of internet users globally.
Instead of targeting active searchers, display ads reach people as they browse online content. They’re ideal for building brand awareness, retargeting visitors, or introducing new audiences to your business.
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Key Features of Google Display Network
- Format: Visual — includes images, videos, banners, or interactive media.
- Placement: Shown across websites, YouTube, Gmail, and mobile apps.
- Audience Intent: Reaches users passively (not actively searching).
- Cost Model: Pay-per-click (PPC) or cost-per-thousand impressions (CPM).
- Goal: Build awareness, re-engage visitors, and support upper-funnel marketing.
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The Core Difference Between Search Ads and Display Ads
Here’s a simple way to understand the difference between Search Ads and Display Ads:
- Search Ads = “Intent-based advertising” (capture demand).
- Display Ads = “Awareness-based advertising” (create demand).
Let’s break down the major differences:
| Feature | Search Ads | Display Ads |
| Where They Appear | Google Search results | Websites, apps, YouTube, Gmail |
| Ad Format | Text-only | Image, banner, or video |
| Audience Type | Active intent (searching for something specific) | Passive browsing (not actively searching) |
| Goal | Drive conversions or sales | Build brand awareness or retarget users |
| Best For | High-intent leads | Broader visibility |
| Payment Model | Pay-per-click (PPC) | PPC or CPM |
| Example | “Buy laptops online” ad on Google Search | Laptop banner ad on a tech blog |
Simply put, Search Ads target demand, while Display Ads create it.
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When to Use Search Ads
Google Search Campaigns are perfect when your goal is to capture potential customers who are actively looking for your product or service.
Use Search Ads When:
- You want immediate leads or conversions.
Example: A plumbing company using ads for “emergency plumber near me.” - Your audience knows what they want.
Search ads target people with high intent — those ready to buy or inquire. - You have a limited budget.
Since Search Ads target users close to making a decision, you’ll likely see a higher ROI even with smaller budgets. - You want measurable performance.
Google Search Campaigns provide precise data on keywords, clicks, and conversions.
Example:
A law firm running ads for “divorce lawyer in Toronto” directly reaches potential clients ready to take action.
When to Use Display Ads
Many advertisers wonder when to use Display Ads, since they don’t target direct intent. The key is understanding that Display Ads are about visibility and brand reinforcement.
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Use Display Ads When:
- You want to build brand awareness.
Display Ads are great for introducing your brand to new audiences across millions of sites in the Google Display Network. - You’re retargeting past visitors.
Retargeting ads remind users of products they viewed but didn’t purchase helping increase conversions over time. - You’re launching new products or promotions.
Display campaigns let you visually showcase your offer to a broad audience. - You want to reach specific demographics.
You can target based on age, interest, location, or behavior — even without keyword searches.
Example:
An eCommerce store showing banner ads of a new perfume collection on lifestyle blogs and YouTube videos.
Pros and Cons of Search Ads vs. Display Ads
| Type | Pros | Cons |
| Search Ads | High intent, measurable ROI, better for conversions | Higher competition, more expensive keywords |
| Display Ads | Great for brand awareness, visual appeal, and remarketing | Lower intent, may require larger budgets |
The best campaigns often combine both — Search Ads for conversions and Display Ads for awareness and remarketing.
Combining Search and Display for Maximum Impact
Using both ad types strategically can create a full-funnel marketing strategy.
Example Strategy:
- Run Search Ads to capture high-intent users actively looking for your product.
- Use Display Ads to retarget those who visited your site but didn’t convert.
- Continue showing ads across the Google Display Network to build familiarity and encourage conversions later.
This approach ensures you’re reaching both ready-to-buy and potential future customers efficiently.
Pro Tips for Success
- Use responsive display ads to automatically adjust image size and format.
- Add ad extensions (like site links and callouts) in search ads for better CTR.
- Test multiple creatives and messaging to see what performs best.
- Track conversions to measure ROI accurately.
- Always align visuals, copy, and landing page experience across both ad types.
Conclusion
Understanding the difference between Search Ads and Display Ads is crucial for every advertiser.
- Search Ads deliver high-intent traffic ready to convert.
- Display Ads build brand recognition and nurture audiences across millions of sites on the Google Display Network.
Knowing when to use display ads versus Google search campaigns depends on your goals — conversions or awareness.
For best results, blend both strategies. Capture interest through Search, build visibility with Display, and retarget to maximize ROI across your marketing funnel.
