Search vs. Display Ads: Which Google Ad Type Is Right for Your Business?

When it comes to advertising online, one of the biggest questions business owners face is whether to invest in search ads or display ads. Both options offer unique advantages, and choosing the right one depends on your business goals, budget, and the customer journey you want to influence. In this article, we’ll break down the differences between search and display ads in simple, human terms, and help you decide which type might work best for your business.

Understanding the Basics

Search Ads are the text-based ads that appear on search engine results pages. Imagine a potential customer typing a specific query—like “best running shoes near me”—into Google. Because they are actively searching for information, they show high intent and are more likely to click on an ad that directly answers their need.

Display Ads, on the other hand, are the visual banners, images, or videos you see while browsing your favorite websites, checking your email, or watching videos on YouTube. These ads are often designed to grab your attention and help build brand awareness, even when you aren’t actively looking for a product or service.

When to Use Search Ads

Search ads work best when you need to capture potential customers at the moment of intent. Here are a few scenarios where search ads can be a powerful tool:

• High-Intent Searches: When someone is actively looking for something—like “emergency plumber in [your city]” or “affordable laptop deals”—search ads can meet that need immediately. Because these users are ready to take action, the conversion rates tend to be higher.
• Direct Response Campaigns: If your goal is to drive immediate sales, sign-ups, or phone calls, search ads can help you reach people at the point of decision. Their targeted nature allows you to tailor your ad copy to answer the query precisely.
• Local Business Focus: For businesses that serve a local market, search ads can be especially effective. You can target specific regions or neighborhoods, ensuring that your ad shows only to people nearby who are in need of your service.

Example: A local bakery might bid on keywords like “fresh birthday cakes” or “best bakery in [town name].” These searches indicate that the user is ready to order, making it a prime opportunity for conversion.

When to Use Display Ads

Display ads excel at building brand awareness and reaching a broader audience—even if they aren’t actively searching for your product at that very moment. Consider display ads if you:

• Want to Build Awareness: If your business is new or you’re launching a new product, display ads can help get your name in front of potential customers as they browse related content online. They work well for sparking interest and keeping your brand top of mind.
• Need a Visual Impact: Businesses with visually appealing products—like fashion, home decor, or travel—can use display ads to showcase high-quality images or videos. A captivating ad can make a lasting impression, even on a casual browser.
• Plan to Retarget: Display ads are excellent for retargeting campaigns. If a visitor has already checked out your website but left without making a purchase, you can follow up with display ads that remind them of what they’re missing.
• Have a Larger Funnel: While display ads might not convert as immediately as search ads, they play a vital role in moving people through the marketing funnel. They can help nurture leads by gradually building trust and interest.

Example: An online clothing retailer might use display ads on fashion blogs and lifestyle websites to introduce new collections. Later, retargeting ads can invite visitors back to the site with special offers.

Balancing Both for Maximum Impact

In many cases, the best approach is not to choose one over the other but to use both in a complementary strategy.

• Top-of-Funnel Awareness: Use display ads to introduce your brand and create a memorable impression. They help you reach a larger audience, including those who might not know they need your product yet.
• Bottom-of-Funnel Conversions: Once your audience is aware of your brand, search ads can capture the interest of users who are ready to convert. By targeting specific keywords related to your offerings, you can drive higher-intent traffic that leads to sales or other valuable actions.
• Remarketing: Combining both types allows you to retarget visitors who saw your display ads but didn’t convert. When these potential customers later search for related terms, your search ads can serve as a timely reminder.

This balanced strategy ensures that you’re not missing out on potential customers at any stage of their journey—from initial awareness to the final purchase decision.

Key Considerations for Your Business

Before diving into your Google Ads campaign, think about these questions:

1. What Are Your Objectives? Are you looking to drive immediate conversions, or is building long-term brand awareness more important? Search ads are great for the former, while display ads excel in the latter.
2. Who Is Your Audience? Consider whether your potential customers are likely to be actively searching for your product or if they might encounter your ad while browsing. If your market is highly specialized, search ads can pinpoint the exact intent.
3. What’s Your Budget? Search ads often require a higher cost per click (CPC) because they target high-intent queries. Display ads typically have lower CPCs but might require a broader reach and additional creative work to be effective.
4. How Will You Measure Success? Define clear metrics for success, whether that’s conversions, click-through rates, or brand recall. This will help you adjust your strategy as you gather performance data.

Final Thoughts

There isn’t a one-size-fits-all answer to the search vs. display debate. Instead, consider your business goals, target audience, and available resources to determine the best mix. For many businesses, a combination of both—using display ads to build awareness and search ads to drive conversions—offers a balanced and effective digital marketing strategy.

By understanding the strengths of each ad type and tailoring your approach to match your customer’s journey, you can maximize your ad spend and drive real business results. Remember, digital advertising is a journey of continuous testing and learning, so don’t be afraid to experiment and refine your strategy over time.