Search vs. Display Ads: Which Google Ad Campaign Type is Right for You?
Apr 23
3 min read
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If you’re running Google Ads and don’t know the difference between Search and Display campaigns, you might as well hand your budget to a toddler with an iPad. One is pull marketing—the other is push. One gets clicks from people who want you. The other shoves your ad into eyeballs hoping for the best.
Let’s break down both, so you stop torching your ad spend and start actually converting.
What Are Google Search Ads?
Google Search Ads are text-based ads that show up on the Search Engine Results Pages (SERPs) when someone searches for something specific—like “emergency plumber near me,” “best email marketing agency,” or “why does my website suck?”
These are pull ads. You’re targeting people who are actively looking for a solution. They’ve got intent. They’re ready to take action. You’re not selling—you’re answering a question.
Best for:
High-converting leads
Keywords with commercial intent
Local services or eCommerce
Offers people are searching right now
Why Search Ads Work:
Because you’re not interrupting people. You’re showing up when they want you. That’s why click-through rates (CTR) are higher—because you’re in the right place at the right time.
What Are Google Display Ads?
Google Display Ads are those image or banner ads you see while reading blog posts, watching YouTube, or scrolling sites that have nothing to do with what you were looking for.
They’re the billboards of the internet. They follow you around. Sometimes it’s creepy, sometimes it’s smart. These are push ads—Google is guessing you might be into it based on your behavior.
Best for:
Brand awareness
Retargeting visitors who ghosted your site
Low-cost visibility
Keeping your business top-of-mind
Why Display Ads Have Lower CTR:
Because you’re interrupting people while they’re doing something else. They weren’t looking for you—they were looking for a cookie recipe or a cat video. You’re the unexpected guest.
Push vs. Pull Marketing in Google Ads
Here’s the real difference:
Search = Pull - You pull people in with keywords they typed. They’re warm, they’re ready, they’ve already shown intent.
Display = Push - You push your ad in front of people who might be interested. But they weren’t searching. You’re rolling the dice.
When to Use Google Search Ads
Search Ads should be your go-to when:
You’ve got a clear offer and know what keywords your audience is typing into Google
You want conversions now—not next month
You’re solving immediate problems (plumbing, legal, “fix my business please” vibes)
Your budget is tight and you need quality > quantity
Search is where the ROI lives—if your keywords, landing pages, and offer are tight.
When to Use Google Display Ads
Display Ads work when:
You’re building awareness for a product or brand
You’re retargeting people who visited but didn’t convert
You have strong visuals (images, banners, video)
You want high impressions at a lower cost
Display is top-of-funnel as hell. Don’t expect people to buy from a banner ad they saw while reading a conspiracy theory Reddit thread. Use Display to warm people up, then close them somewhere else.
Can You Use Search and Display Together?
Yes—but don’t confuse the missions.
Smart Strategy:
Capture demand with Search. (Pull in the high-intent folks)
Retarget with Display. (Remind them you exist after they bounce)
Only layer in prospecting Display once you’ve got conversion data. Let Google find lookalikes based on what’s actually working—not what you hope will.
Running both can work, but they need different creatives, goals, and expectations. Don’t use a Display campaign expecting Search-level conversion. That’s how disappointment is born.
Final Thoughts: Choose the Right Tool for the Job
Google Ads can be powerful—but only if you use the right type for the right reason.
Need to convert now? Go Search.
Want to stay visible, retarget, or build awareness? Go Display.
Want to burn money fast? Run the wrong campaign and call it a “test.”
