Display Ads vs Search Ads – Which One Should You Choose?
Digital advertising offers multiple options to promote your business online, but two of the most popular Google Ads types are search ads and display ads. Choosing the right type can significantly impact your ROI, visibility, and lead generation.
What Are Search Ads?
Search ads appear on Google Search Results Pages (SERPs) when users type specific keywords related to your business. They are intent-based ads, targeting users who are actively searching for products or services.
Example: A user searches for “digital marketing services near me,” and your ad appears at the top of the results.
Benefits of Search Ads
Targets high-intent users
Increases qualified leads
Pay-per-click (PPC) ensures you pay only for clicks
Easy to track ROI and conversions
What Are Display Ads?
Display ads are visual banner ads that appear across websites, apps, and YouTube through the Google Display Network (GDN). They are awareness-based ads, often used to build brand recognition or retarget potential customers.
Example: A user browsing a news website sees a banner ad for your digital marketing agency.
Benefits of Display Ads
Reaches a wider audience
Builds brand awareness and trust
Supports remarketing campaigns
Offers creative freedom with images, videos, and animations
Key Differences Between Display Ads and Search Ads
| Feature | Search Ads | Display Ads |
|---|---|---|
| User Intent | High – actively searching | Low – browsing or passive |
| Placement | Google SERPs | Google Display Network, YouTube, apps |
| Ad Format | Text-based | Images, videos, banners, GIFs |
| Targeting | Keywords | Interests, demographics, placements, remarketing |
| Goal | Lead generation, sales | Brand awareness, remarketing |
| Cost | Higher CPC (high-intent clicks) | Lower CPC (wide reach) |
| Tracking | Clicks, conversions | Impressions, clicks, conversions |
When to Use Search Ads
Search ads are ideal if your goal is to:
Capture high-intent traffic
Generate immediate leads or sales
Promote specific products or services
Increase website conversions
Example: A plumbing service running a search ad campaign targeting “emergency plumber near me”
When to Use Display Ads
Display ads are ideal if your goal is to:
Build brand awareness
Retarget users who visited your site but didn’t convert
Reach a larger audience across multiple platforms
Showcase visual creatives like banners or video ads
Example: A clothing brand showing banners on lifestyle blogs or YouTube
Combining Search Ads and Display Ads
For maximum impact, businesses often use both search and display campaigns together:
Search ads capture intent-driven leads
Display ads increase visibility and remarket users
Remarketing: Display ads target users who clicked on search ads but didn’t convert
Strategy Table:
| Campaign Type | Goal | Best Practice |
|---|---|---|
| Search Ads | Lead generation & sales | Use targeted keywords & ad extensions |
| Display Ads | Brand awareness & remarketing | Use visually engaging creatives & audience targeting |
| Combined | Full-funnel marketing | Retarget search visitors with display ads |
Conclusion
Choosing between display ads vs search ads depends on your business goals:
Search ads = high-intent users, conversions, direct sales
Display ads = awareness, remarketing, broad reach
For maximum ROI, a combined strategy often works best: capture intent with search ads and reinforce your brand with display ads.