When to Use Display Ads vs. Search Ads for Your Business
If you're running ads online, knowing when to use Google Display Ads and when to use Search Ads can make a big difference in your campaign’s success. Both types of ads serve different purposes and are most effective at different stages of the customer journey.
Search Ads are best when someone is actively looking for something. These ads appear on the Google search results page and are triggered by specific keywords. This makes them perfect for capturing intent. If someone searches “emergency AC repair near me,” a Search Ad that shows your HVAC company with a phone number and call-to-action is likely to perform well. As Google Ads explains, “Search campaigns let you show your ads to people who are actively searching online for your products and services” (Google Ads Help).
Display Ads, on the other hand, pop up across websites, apps, and YouTube. They rely more on visuals, images, or graphics, and are excellent for building awareness. Since they’re not tied to an active search, they’re great for reaching people who don’t yet know about your brand. For example, if you’re launching a new product or trying to keep your business top-of-mind, display ads may be a smart choice. Google notes, “Display campaigns are designed to reach people earlier in the buying cycle to capture their interest” (Google Ads Support).
The real key is aligning your ad type with your goal. If you want immediate conversions from people who are searching with intent, go with Search Ads. If you’re trying to raise awareness or retarget past website visitors, Display Ads are a better option.
Some of the best campaigns use both. You might start with Display Ads to build awareness and follow up with Search Ads when someone is ready to make a decision. When used together strategically, they can cover the full customer journey from curiosity to conversion.
