When most people hear “Google Ads,” they picture the text ads that appear at the top of search results. But Google’s advertising network extends far beyond search – and understanding the difference between Google Display Ads and Search Ads is essential to making the right decision about where to invest your budget and what to expect from each.
In this guide: What Are Google Search Ads? | What Are Google Display Ads? | When to Use Search Ads | When to Use Display Ads | Key Differences at a Glance | The Smart Approach: Use Both, Strategically | Frequently Asked Questions | Final Thoughts
This guide explains how each format works, where they excel, where they fall short, and how to combine them effectively.
What Are Google Search Ads?
Search Ads appear in Google’s search results when someone types a query that matches your keywords. They’re intent-driven by nature: the person is actively searching for something, which means they’re already partway through the buying decision. This is what makes Search Ads powerful – you’re reaching people at the moment they’ve expressed interest.
Search Ads use keyword targeting. You choose the search terms you want your ads to appear for, write text-based ads (headlines + descriptions), and pay per click. They appear in the Google Search Network, which includes Google.com and search partner sites.
Key characteristics:
- Higher intent – the person is actively looking
- Higher CPCs – competitive bidding for high-value keywords can push costs up significantly
- Text-only format – no images in standard Search Ads
- Limited reach – only reaches people actively searching for your keywords
- Typically stronger short-term conversion rates
What Are Google Display Ads?
Display Ads appear across the Google Display Network (GDN) – a collection of over 35 million websites, apps, and Google-owned properties (including YouTube and Gmail) that have partnered with Google to show ads. These are the banner, image, and responsive ads you see while reading an article, watching a video, or browsing an app.
Display Ads use audience targeting rather than keyword targeting. You reach people based on who they are (demographics, interests, life events) or what they’ve done (visited your website, watched your videos). The person you’re reaching is not actively searching – they’re being interrupted by your ad while doing something else.
Key characteristics:
- Massive reach – over 90% of internet users are reachable via the GDN
- Lower CPCs – typically 5-10x cheaper per click than Search
- Visual formats – images, animations, responsive display ads
- Lower intent – you’re interrupting, not answering a query
- Better for awareness, remarketing, and top-of-funnel reach
Related reading: Google Ads Quality Score: What It Is and How to Improve It Google describes the network on its page About Display ads and the Google Display Network.
When to Use Search Ads
Search Ads are typically the right choice when:
- There’s clear search demand for your product or service: People are already searching for what you offer. If you’re a plumber, a Google search for “emergency plumber near me” is exactly the moment you want to be visible.
- You’re optimising for direct conversions: High-intent search traffic converts at higher rates, making Search Ads well-suited for lead generation and e-commerce where immediate action is the goal.
- Your sales cycle is short: Products or services that people buy quickly (same session or within a few days) are natural fits for Search.
- Your budget is limited: If you can only invest in one network, Search typically delivers more measurable conversion results for businesses where demand already exists.
When to Use Display Ads
Display Ads are typically the right choice when:
- You’re building brand awareness: You want to get your brand in front of a large relevant audience before they reach the search stage. Display is how you create the demand that Search then captures.
- You’re running retargeting campaigns: Display retargeting – showing ads to people who’ve already visited your website or viewed a product – is one of the highest-ROAS uses of Display. These audiences already know you; you just need to remind them.
- Your product needs visual demonstration: Some products benefit from seeing. Display Ads let you show the product in context – in a lifestyle image, an animation, or a video – which Search’s text format cannot do.
- Your CPCs on Search are prohibitively high: In ultra-competitive verticals, Display Ads can provide an affordable way to stay visible and build familiarity with audiences who aren’t yet ready to search.
Key Differences at a Glance
- Intent: Search = high (active query); Display = low (passive browsing)
- Format: Search = text; Display = image, responsive, HTML5
- Targeting: Search = keyword-based; Display = audience and contextual
- Average CPC: Search = £1-£10+ (varies by industry); Display = £0.10-£1.00
- Best use: Search = conversion; Display = awareness and retargeting
- CTR: Search = higher (1-5%); Display = lower (0.1-0.3%)
The Smart Approach: Use Both, Strategically
The best-performing Google Ads strategies typically use Search and Display together, not as either/or. A common framework:
- Display (awareness): Reach new audiences with brand or product awareness campaigns. Target by interest or demographic, measure by reach and brand lift.
- Search (capture): Capture the demand you’ve created with high-intent keywords. Target searchers ready to buy, measure by conversions and CPA.
- Display retargeting (recovery): Re-engage website visitors and cart abandoners who didn’t convert from Search. Use tailored creative and offers to bring them back.
This awareness-capture-recovery structure means you’re not just competing for searchers who are already looking – you’re also influencing which brand they think of when they’re ready to search.
Frequently Asked Questions
Should I start with Search or Display?
Most businesses start with Search, because it reaches people who are already looking for what they sell. Display suits awareness and remarketing once tracking is in place.
Can Display ads generate leads?
Yes, especially through remarketing to past visitors. The clicks come from people who were not searching, so expect lower intent and track conversions carefully.
Final Thoughts
The debate between Google Display Ads and Search Ads misses the point. They do different jobs. Search captures existing demand; Display creates it. Use Search when people are already searching for you, Display when you need to reach them before they get there – and use Display retargeting in both cases to recover the visitors who didn’t convert the first time.
If you’re only running Search Ads, you’re letting competitors fill the awareness gap. If you’re only running Display, you’re spending on visibility without capturing the high-intent moments. The combination is what builds a sustainable, scalable paid media strategy.
Marquee builds integrated Google Ads strategies that combine Search, Display, and remarketing into a coherent full-funnel approach. Get in touch to discuss what a full-funnel Google strategy looks like for your business.