Google Ads offers two main advertising formats: Search ads and Display ads. Each format has unique strengths and serves different purposes in a digital marketing strategy. Knowing when and how to use them can significantly improve performance and return on investment (ROI). This article explains the key differences, advantages, and use cases of Search vs Display ads.
What Are Search Ads?
Search ads appear on Google Search Engine Results Pages (SERPs) when users actively search for something. They are text-based and triggered by specific keywords. For example, if someone types “best laptop for students,” a search ad for a laptop store may appear.
Key Features:
- Text-only format (headline + description + URL)
- Triggered by user intent (keyword-based)
- Appear at the top or bottom of Google search results (Google, n.d.-a)
Best For:
- Capturing high-intent leads
- Driving conversions (sales, signups)
- Competitive search terms
Example Tool: Google Keyword Planner – to find relevant keywords for your campaigns.
What Are Display Ads?
Display ads are visual banners or rich media ads shown across the Google Display Network (GDN), which includes over 2 million websites, YouTube, Gmail, and mobile apps. These ads are shown to users based on interests, browsing behaviour, or demographics — not keyword searches.
Key Features:
- Visual ads (images, animation, or video)
- Shown on third-party websites and apps
- Target based on audience rather than search intent (Google, n.d.-b)
Best For:
- Increasing brand awareness
- Re-engaging past website visitors (remarketing)
- Supporting visual products/services
Example Tool: Google Ads Display Planner – to plan Display campaigns.
Search vs Display: Key Differences
| Feature | Search Ads | Display Ads |
| Format | Text only | Image, video, or animation |
| Placement | Google Search results | Google Display Network websites/apps |
| Targeting | Keywords and intent | Interests, behavior, demographics |
| User Intent | High (user is actively searching) | Low to medium (user is browsing) |
| CTR (Click-Through Rate) | Typically higher | Typically lower |
| CPC (Cost Per Click) | Often more expensive | Generally lower |
When to Use Search Ads
- You want fast conversions
If users are searching for what you sell, search ads will help drive quick results. - You’re targeting bottom-of-funnel audiences
These users are ready to take action (buy, register, book). - You have limited budget and need ROI
Every click counts, and high-intent traffic is more valuable. - Your product is not visually driven
For services like insurance, legal, or finance, text ads work better.
When to Use Display Ads
- You want to increase brand awareness
Display ads help get your name in front of new audiences. - You are retargeting visitors
Display ads are excellent for reminding people who visited your site but didn’t convert. - You have strong visuals
Fashion, travel, real estate, or eCommerce products often perform better with images or video. - You’re running a broad campaign
When you’re not targeting specific search terms but want to reach new audiences.
Can You Use Both Together?
Yes — and you should. Many successful campaigns combine both to guide users along the funnel.
Example:
- Start with Display ads to build brand awareness.
- Then use Search ads to capture users when they search for your product.
- Retarget them with Display ads if they don’t convert.
According to Google, combined Search + Display strategies can lead to a 22% increase in conversions compared to using Search alone (Google, 2023).
Tips for Success
- Match ad format to your goal: Use Search for direct conversions and Display for reach.
- Use clear call-to-action (CTA): Encourage clicks with phrases like “Buy Now,” “Learn More,” or “Book Today.”
- Segment your audience: Don’t show the same Display ad to new and returning users.
- A/B test creatives: Test different headlines, images, and layouts.
Note
Both Search and Display ads play important roles in digital marketing. Search ads target high-intent users who are ready to convert. Display ads help build awareness and re-engage users throughout the buying journey.
Using them together — with clear goals and proper tracking — can help you reach more people, improve engagement, and boost ROI.
More Read
References
Google. (2023). Drive results with smarter ad strategies. Think with Google. https://www.thinkwithgoogle.com/marketing-strategies/search/benefits-of-integrated-search-and-display-campaigns/
Google. (n.d.-a). About Search campaigns. Google Ads Help. https://support.google.com/google-ads/answer/6346724?hl=en
Google. (n.d.-b). About Display campaigns. Google Ads Help. https://support.google.com/google-ads/answer/2404191?hl=en
Google. (n.d.-c). Keyword Planner. https://ads.google.com/home/tools/keyword-planner/
Google. (n.d.-d). Customer Match and Audience Targeting. Google Ads Help. https://support.google.com/google-ads/answer/2580383?hl=en
