When setting up a Google Ads campaign, one of the first decisions you'll face is whether to use search ads or display ads. Both can be highly effective, but they serve different purposes and work best in different contexts. Understanding the difference between them is key to choosing the right approach for your business goals.

What Are Search Ads?

Search ads are text-based adverts that appear on Google’s search results pages when someone types in a relevant query. For example, if a user searches for “best running shoes”, they may see ads from sportswear brands at the top or bottom of the page.

These ads target people who are actively looking for something specific. They’re based on keywords, meaning they show in response to particular search terms. This makes search ads ideal for capturing intent and attracting customers who are closer to making a purchase or decision.

Key Benefits of Search Ads:

• Appear at the exact moment someone is searching for what you offer
  
  
• Typically deliver higher conversion rates due to strong user intent
  
  
• Ideal for products or services with clear demand
  
  

What Are Display Ads?

Display ads are visual adverts that appear across Google’s Display Network, which includes millions of websites, apps and videos. These ads can include images, animations or videos, and they’re shown to users based on factors like interests, browsing behaviour or demographics.

Display ads are more about raising awareness and keeping your brand top of mind, rather than responding to direct searches. They’re great for building recognition, promoting new offerings or retargeting people who’ve already visited your site.

Key Benefits of Display Ads:

• Reach a broader audience across websites and apps
  
  
• Ideal for brand awareness and early-stage engagement
  
  
• Useful for visually showcasing products or offers
  
  

When to Use Search Ads

If your goal is to capture demand and reach users who are already looking for your product or service, search ads are usually the better option. They work particularly well for time-sensitive promotions, competitive services or high-intent transactions like booking a service or making a purchase.

When to Use Display Ads

Display ads are perfect for getting your brand in front of potential customers before they’ve started actively searching. They’re especially useful for new product launches, remarketing campaigns and industries with longer decision-making processes, such as travel or finance.

Can You Use Both?

Absolutely. Many successful campaigns combine search and display advertising to reach customers at different points in the buying journey. For example, you might use display ads to build awareness and then follow up with search ads to capture interest once users start looking for more information.

In Summary

Search ads and display ads serve different but complementary purposes. Search is best for capturing intent and driving direct response, while display is great for building awareness and reaching users earlier in the funnel. By understanding how each one works and what it’s best suited for, you can design a smarter, more effective digital advertising strategy.