Search ads and display ads work on different principles and usually serve different purposes, so choosing between them should start with what you are trying to achieve.
Search ads capture existing intent
Search ads appear when someone actively types a relevant query into Google, meaning they already have some level of intent, such as searching for 'emergency plumber Mysore'. This makes search generally better suited to driving direct enquiries.
Display ads build awareness
Display ads appear as banners across a network of websites and apps, reaching people who were not actively searching for your service at that moment. This suits brand awareness or remarketing more than immediate conversions.
Cost and measurement differ
Search ads typically cost more per click but tend to convert at a higher rate due to existing intent. Display ads are usually cheaper per click or impression but often need to be measured on brand metrics rather than direct conversions alone.
A sensible way to combine both
Many small businesses do well starting with search ads to capture direct demand, then adding display remarketing to stay visible to people who visited the site but did not convert the first time.
Matching the format to the business stage
A new business with low awareness might lean more on display and social to build initial recognition, while an established business with decent organic traffic may get more direct value from search ads alone.
Key takeaways
- Search ads suit capturing people who are already actively looking
- Display ads suit building awareness and staying visible after a visit
- Expect different costs and measurement approaches for each format
- Consider combining search for demand capture with display for remarketing
- Match the format choice to your business's current awareness level