What is the Difference Between Search Ads and Display Ads in Google Ads?

Discover the differences between Google Search Ads and Display Ads, including targeting, costs, benefits, examples, and campaign optimization tips.

What is the Difference Between Search Ads and Display Ads?

Search Ads and Display Ads are two popular advertising formats available through Google Ads. Both help businesses promote their products and services, but they reach audiences in different ways.

Search Ads: Text-based ads that can appear on Google search results when people search for relevant products, services, or information.
Display Ads: Visual advertisements, including images and responsive ad formats, that can appear across websites, apps, and other placements in the Google Display Network.

The main difference is user intent. Search Ads can reach people actively looking for something, while Display Ads can help businesses build awareness and reach relevant audiences as they browse supported content.

Learn more through the official Google Ads website.

What are Search Ads in Google Ads?

Search Ads are advertisements that can appear on Google search results pages when a user's search is relevant to an advertiser's targeting and the ad is eligible to enter the auction.

These ads commonly use headlines, descriptions, and destination URLs to communicate an offer and encourage users to take action.

Key Features of Search Ads

Keyword-based targeting: Advertisers can select keywords and match types to help connect ads with relevant search queries.
High purchase intent: Search campaigns can reach users actively researching products or looking for services.
Text-based format: Search ads generally use headlines and descriptions to communicate the advertiser's message.
Flexible bidding: Advertisers can choose bidding strategies based on traffic, conversions, or conversion value.
Measurable results: Campaigns can track clicks, conversions, cost per acquisition, and other performance metrics.
Relevant landing pages: Advertisers can direct users to pages that match their searches and advertising messages.

Example of Search Ads

Suppose a user searches for "best digital marketing agency."

A digital marketing company can run a Search campaign targeting relevant searches and display an ad promoting its marketing services.

If the user clicks the ad, they can visit the company's website to learn more or request a consultation.

Benefits of Search Ads

Reach users who are actively searching for relevant products or services.
Generate leads from people with a specific need.
Drive qualified traffic to relevant landing pages.
Measure campaign performance using clicks and conversion data.
Focus advertising on relevant search themes.
Support sales, bookings, enquiries, and other conversion goals.

Best for: Lead generation, service-based businesses, online sales, and campaigns targeting people with active search intent.

Explore Google Search campaign advertising.

What are Display Ads in Google Ads?

Display Ads are visual advertisements that can appear across eligible websites, apps, and other placements within the Google Display Network.

Depending on the campaign setup, advertisers can use images, headlines, descriptions, logos, and responsive creative assets to promote their brands and products.

Key Features of Display Ads

Visual advertising: Uses images and other creative assets to communicate brand messages.
Broad reach: Can reach audiences across a wide range of participating websites and apps.
Audience targeting: Supports eligible audience segments and other targeting options.
Brand awareness: Helps businesses introduce products and maintain brand visibility.
Remarketing opportunities: Can reconnect with eligible previous website visitors or other supported audiences.
Flexible creative formats: Responsive display ads can adapt their layout to available advertising placements.

Example of Display Ads

Imagine an online clothing store launching a new collection.

The business can use Display Ads featuring product images, promotional messages, and a link to its online store. Eligible users may see these advertisements while browsing participating websites or apps.

Benefits of Display Ads

Increase brand awareness among relevant audiences.
Promote new products, services, and special offers.
Reach potential customers beyond Google search results.
Support remarketing campaigns.
Use visual storytelling to communicate product benefits.
Complement Search campaigns throughout the customer journey.

Best for: Brand awareness, product promotion, audience reach, and remarketing campaigns.

Learn more about the Google Display Network.

Major Differences Between Search Ads and Display Ads

1. Advertising Format

Search Ads: Primarily text-based advertisements that appear on Google search results.
Display Ads: Visual advertisements that can include images, text, logos, and responsive creative combinations.

2. Audience Intent

Search Ads: Reach users based on relevant search activity and campaign targeting.
Display Ads: Reach audiences while they browse supported websites and apps, including users who may not be actively searching for your product.

3. Targeting Methods

Search Ads: Commonly use keywords, match types, location settings, and other campaign targeting options.
Display Ads: Can use audience segments, contextual targeting, placements, and other available targeting options.

4. Main Advertising Objective

Search Ads: Often used to generate leads, enquiries, sales, and other actions from relevant searches.
Display Ads: Often used to build awareness, reach audiences, promote products, and support remarketing.

Both formats can support conversions when configured appropriately.

5. Customer Journey

Search Ads: Can connect with customers when they actively look for information, products, or services.
Display Ads: Can introduce a brand or reinforce interest before, during, or after a user's search activity.

6. Creative Requirements

Search Ads: Require relevant headlines, descriptions, and suitable destination pages.
Display Ads: Often require visual assets such as images, logos, and creative text, depending on the ad format.

7. Cost and Bidding

Search Ads: Commonly use cost-per-click bidding, although other bidding approaches may be available depending on the campaign.
Display Ads: May use CPC, viewable CPM, or other supported bidding options depending on campaign type and settings.

Neither format is automatically cheaper. Actual costs depend on competition, targeting, bidding, creative quality, and campaign objectives.

8. Performance Measurement

Search Ads: Advertisers commonly evaluate impressions, click-through rate, CPC, conversions, and cost per conversion.
Display Ads: Advertisers may evaluate reach, impressions, viewable impressions, clicks, conversions, and conversion value.

The most useful metrics depend on the campaign's primary objective.

Search Ads vs Display Ads: Which is Better for Your Business?

The best advertising format depends on your business goals, audience, budget, and customer journey.

Choose Search Ads When:

You want to reach people searching for your products or services.
Your business depends on enquiries, bookings, or qualified leads.
You want to target relevant search queries.
Customers are already aware of the solution they need.
You want to measure direct-response performance.

Example: A plumbing company can use Search Ads to reach people searching for an emergency plumber in their area.

Choose Display Ads When:

You want to increase brand awareness.
You are launching a new product or service.
You want to promote visual products.
You want to reconnect with eligible previous visitors.
You want to reach relevant audiences across participating websites and apps.

Example: A furniture retailer can use Display Ads featuring sofas and dining tables to promote its new collection.

Can You Use Both Advertising Formats?

Yes. Many businesses use Search Ads and Display Ads together because they serve complementary purposes.

Use Display Ads to introduce your brand and build awareness.
Use Search Ads to reach people searching for relevant products or services.
Use remarketing where appropriate to reconnect with eligible previous visitors.
Track conversions to understand how each campaign contributes to business goals.
Allocate your budget according to performance and campaign objectives.

How to Create a Search Ads Campaign in Google Ads

Follow these steps to set up a Search campaign:

Step 1: Sign in to your Google Ads account.
Step 2: Create a new campaign and select an appropriate objective.
Step 3: Choose Search as the campaign type.
Step 4: Configure your budget, location, language, and other campaign settings.
Step 5: Research relevant keywords and select suitable match types.
Step 6: Organize related keywords into relevant ad groups.
Step 7: Write compelling headlines and descriptions.
Step 8: Add relevant landing page URLs.
Step 9: Configure conversion tracking and choose a suitable bidding strategy.
Step 10: Review your settings, launch the campaign, and monitor performance.

Use the Google Ads Help Center for official setup guidance.

How to Create a Display Ads Campaign in Google Ads

Follow these steps to launch a Display campaign:

Step 1: Sign in to your Google Ads account.
Step 2: Create a campaign and select an appropriate advertising objective.
Step 3: Choose Display as the campaign type if it is available for your account and objective.
Step 4: Set your budget, location targeting, and other campaign settings.
Step 5: Select appropriate audience segments or other available targeting options.
Step 6: Prepare suitable images, logos, headlines, and descriptions.
Step 7: Add a relevant landing page for your advertisement.
Step 8: Configure your bidding strategy and conversion tracking.
Step 9: Review ad previews and campaign settings.
Step 10: Launch your campaign and monitor reach, engagement, conversions, and costs.

For more details, review Google's Display Network documentation.

Best Practices for Search Ads and Display Ads

Follow these recommendations to improve your advertising campaigns.

Search Ads Best Practices

Conduct keyword research: Choose relevant search terms that align with your products and services.
Use appropriate match types: Select broad, phrase, or exact match based on your goals.
Write relevant ad copy: Make your headlines and descriptions specific and useful.
Optimize landing pages: Ensure that pages match the ad's promise and load effectively on mobile devices.
Review search terms: Identify irrelevant queries and consider adding suitable negative keywords.
Track conversions: Measure leads, sales, and other valuable actions instead of focusing on clicks alone.

Display Ads Best Practices

Use high-quality creative assets: Choose clear, relevant images and readable text.
Keep messages simple: Communicate your offer and value proposition quickly.
Target relevant audiences: Use suitable audience segments and placements.
Test creative variations: Compare different images, headlines, and messages.
Manage ad frequency: Use available controls where appropriate to limit excessive repetition.
Measure meaningful outcomes: Review reach, conversions, conversion value, and other metrics aligned with your goals.

Common Mistakes to Avoid

Using the same strategy for every campaign: Search and Display campaigns often require different targeting and creative approaches.
Ignoring campaign objectives: Choose the campaign type and bidding strategy according to the desired outcome.
Sending traffic to irrelevant pages: Match landing pages to the advertisement and audience needs.
Focusing only on clicks: High traffic does not necessarily produce profitable results.
Neglecting conversion tracking: Inaccurate tracking makes it difficult to assess campaign effectiveness.
Ignoring mobile performance: Ensure your landing pages provide a good mobile experience.
Making changes without reviewing data: Evaluate performance over an appropriate period before making major decisions.

Frequently Asked Questions

1. What is the main difference between Search Ads and Display Ads?

Search Ads can appear when people search for relevant terms on Google. Display Ads use visual creative formats to reach audiences across participating websites, apps, and other supported placements.

2. Are Search Ads better than Display Ads?

Neither is universally better. Search Ads can be effective for capturing active search demand, while Display Ads can help build awareness and reach relevant audiences beyond search results.

3. Which ad format is better for lead generation?

Search Ads are often a strong option when customers actively search for a service. Display Ads can also generate leads when audience targeting, creative assets, and landing pages are well optimized.

4. Which ad format is better for brand awareness?

Display Ads are commonly used for visual brand awareness because they can reach audiences across participating websites and apps. Search Ads can also support brand visibility when people search for relevant terms.

5. Are Display Ads cheaper than Search Ads?

Not necessarily. Costs depend on competition, bidding strategy, audience, placement, and campaign goals. Compare costs using metrics that match your objectives.

6. Can I run Search Ads and Display Ads at the same time?

Yes. You can run separate Search and Display campaigns to support different marketing objectives and measure their performance independently.

Conclusion

Search Ads and Display Ads are important parts of Google Ads, but they serve different purposes. Search Ads can connect businesses with users actively searching for relevant products and services, while Display Ads can build awareness and reach audiences across participating websites and apps.

Choose your campaign format according to your business goals, audience behavior, and available budget. For many businesses, combining both formats can support customer acquisition and brand growth throughout the customer journey.