Google Display Ads vs. Search Ads: When to Use Each

Search Ads vs Display Ads - Why This Confusion Exists

If you’ve ever run Google Ads, you’ve probably asked this question:

Should I use search ads or display ads?

Both are paid ads.
Both run on Google Ads.
But they work very differently.

Choosing the wrong ad type can:

• Waste budget
• Reduce conversions
• Attract the wrong audience

Choosing the right one can:

• Capture high-intent users
• Build brand visibility
• Support long-term advertising strategies

Understanding different Google Ads campaign types is key to making the right choice.

Let’s break down search ads vs display ads, how each ad type works, and when to use search advertising or display advertising.

What Are Search Ads?

A search ad is a text-based ad that appears on search engine result pages when users search for specific keywords.

Where Search Ads Appear

• Google Search Network
• Above or below organic search results
• Only when users search with intent

Example

User searches: “best dentist near me”
Your Google Search Ad appears at the top.

That’s why search ads are powerful users search first, then ads appear.

What Are Display Ads?

A display ad is a visual ad (image, banner, responsive) shown across websites, apps, YouTube, and Gmail using the Google Display Network.

Where Display Ads Appear

• Blogs
• News websites
• Apps
• YouTube
• Gmail

Display ads don’t rely on search intent. Instead, they reach users while browsing online.

Main Difference Between Search Ads and Display Ads

Let’s simplify the main difference:

This difference is why search ads vs display ads should never be treated the same.

Search Advertising vs Display Advertising: How Ads Work

How Search Ads Work

• Ads appear based on keywords
• Triggered by user searches
• Best for immediate action
• Ideal for users ready to make a purchase

Search ads only appear when users actively look for a product or service.

How Display Ads Work

• Ads appear based on audience targeting
• Shown across websites and apps
• Great for visibility and recall
• Ideal for upper-funnel marketing

This is why display ads work best when users aren’t ready to buy yet.

Read more: SEO Vs. Google Ads: Find The Better Marketing Strategy, SEO or Google Ads?

Search Ads vs Display Ads: Which One Converts Better?

If your goal is search conversion, search ads usually perform better.

Why?

• Users search with intent
• Ads appear at decision time
• Higher click-through rate
• Better cost per conversion

Display ads, on the other hand, help:

• Introduce your brand
• Stay visible
• Support remarketing campaigns

When to Use Search Ads

You should use search ads when:

1. You Want Immediate Leads or Sales

Search ads are ideal when users are ready to act.

2. You Sell a Specific Product or Service

If users search for what you offer, search advertising campaigns work best.

3. You Have High-Intent Keywords

Keywords with buying intent perform well in paid search.

4. You Want Measurable ROI

Search ads are easier to track and optimize.

When to Use Display Ads

You should use display ads when:

1. You Want Brand Awareness

Display advertising helps your brand appear everywhere.

2. You Want Remarketing

Display campaigns are excellent for retargeting past visitors.

3. You Have a Visual Offer

Display ads are visual, making them great for promotions.

4. You Want Cost-Effective Reach

Display ads often have lower cost per impression.

Display Ads vs Search Ads: Advertising Strategies That Work

Smart advertisers don’t choose one.

They use search and display ads together.

Full-Funnel Advertising Strategy

• Display ads → Awareness
• Search ads → Conversions
• Display remarketing → Follow-ups

This is how display and search ads complement each other.

Google Search Ads vs Google Display Ads: Platform Differences

Both ad types run inside Google Ads, but on different networks.

Google Search Ads

• Run on search engine result pages
• Appear when users search
• Compete with organic search results

Google Display Ads

• Run across millions of websites
• Appear visually
• Focus on reach and visibility

Understanding this helps avoid wasted ad spend.

Advantages of Search Ads

• High intent traffic
• Faster conversions
• Strong ROI
• Clear keyword targeting
• Appear when users search

Search ads are best when ads only appear at the right moment.

Advantages of Display Ads

• Massive reach
• Visual branding
• Cost-effective impressions
• Strong remarketing
• Multiple ad formats

This is why advantages of display ads shine in brand-building campaigns.

Differences Between Display Ads vs Search Ads (Quick Summary)

Search Ads

• Text-based ads
• Appear on search engine result pages
• Triggered by keywords
• Focus on conversions

Display Ads

• Visual ads
• Appear across websites
• Triggered by audiences
• Focus on awareness

Understanding the differences between display ads vs search ads helps you choose wisely.

Paid Ads: Which Ad Type Is Better for Your Business?

There’s no universal answer.

Choose based on:

• Business goal
• Funnel stage
• Budget
• Audience intent

For most businesses:

• Search ads = bottom of funnel
• Display ads = top and middle funnel

Read more: Google Ads vs Meta Ads: Which Is Best for Your Business Growth in 2025?

Search Ads and Display Ads Together: Best Practice

Running search ads and display ads together improves performance.

Why?

• Display ads warm up users
• Search ads capture intent
• Remarketing increases conversions

This integrated approach strengthens advertising strategies.

Common Mistakes Businesses Make

1. Using Display Ads for Direct Sales Only

Display ads are not always conversion-focused.

2. Ignoring Display Remarketing

Display remarketing is one of the highest ROI tactics.

3. Not Matching Ad Type to Goal

Each ad type serves a different purpose.

Cost Per Click: Search Ads vs Display Ads

• Search ads usually have higher cost per click
• Display ads usually have lower CPC
• Conversion quality matters more than CPC

Cheap clicks don’t always mean better results.

How to Decide: Search Advertising vs Display Advertising

Ask yourself:

• Are users searching for my service?
• Do I need awareness or conversions?
• Where is my audience in the buying journey?

Your answers determine the right ad type.

Final Verdict: Search Ads vs Display Ads

When it comes to search ads vs display ads:

• Use search ads when users search and want action
• Use display ads when you want visibility and recall
• Use both when building scalable growth

The best advertisers don’t choose sides they build systems.

Need Help Choosing the Right Ad Type?

At FavFly, we don’t push ads blindly.

We:

• Analyze intent
• Choose the right ad type
• Build smart search and display ad strategies
• Optimize for real business growth

As a trusted Google ads service in Kolkata, our focus is not clicks but conversions and revenue.

Book a free Google Ads strategy call
Or WhatsApp us today