If you’ve ever set up a campaign in Google Ads, you’ve probably come across two major options: Search Ads and Display Ads. At first glance, they might seem like they do the same thing, get your business in front of people. But in reality, they work very differently, and knowing how each one operates can make or break your ad strategy.
Let’s break it down in simple terms.
Google Search Ads: Intent-Based Marketing
Search Ads are the text ads you see at the very top (and sometimes bottom) of Google’s search results. These show up when someone actively searches for something specific, like “best running shoes for flat feet” or “emergency plumber near me.”
That means your ad is only showing to people who are already looking for what you offer. Pretty powerful, right? You’re meeting them at the exact moment they have a need.
Why Search Ads work well:
- High intent: People are actively searching, so they’re often closer to making a decision or purchase.
- Targeted: You choose specific keywords that trigger your ad.
- Great for conversions: Since users are motivated, Search Ads usually bring in strong leads and sales.
The flip side? Competition can be fierce, especially for popular keywords, which often means higher costs per click.
Google Display Ads: Awareness & Visibility
Now, Display Ads are a different game. These are the image or banner ads you see while browsing websites, watching YouTube, or even using apps. Instead of waiting for someone to search, you’re putting your brand in front of people while they’re going about their online day.
Think of Display Ads as digital billboards. Someone reading a recipe blog might see an ad for cooking tools, or someone scrolling through the news might spot an ad for your new product. They may not be actively searching for what you sell, but they’re becoming aware of you.
Why Display Ads work well:
- Brand awareness: Great for introducing your business to new audiences.
- Visual storytelling: Eye-catching graphics, images, and videos help showcase your brand personality.
- Broad reach: Your ads can appear across millions of sites in Google’s network.
But since Display Ads are less intent-driven, clicks don’t always equal conversions right away. They’re more about planting seeds and keeping your brand top of mind.
Which Should You Use?
The truth is, both have their place.
- Use Search Ads when you want to capture high-intent leads who are ready to take action.
- Use Display Ads when you want to build awareness, stay visible, and nurture interest over time.
The most effective Google Ads strategies usually combine the two. You catch people when they’re actively searching and stay in front of them as they move through their buying journey.
At the end of the day, the difference comes down to intent versus awareness. Search Ads capture people already looking for you, while Display Ads help more people discover you. And when you use both wisely, they work together to bring in not just clicks, but real business results.