INSIGHTS
Google display network vs. search ads – what’s the difference, and when to use them.
Not all Google Ads are created equal. Know the difference, spend smarter.
When we say “Google Ads”, most people think of the little text listings at the top of a search results page. But that’s only half the story.
Google offers two major ad types: Search Ads and Display Ads. Both powerful. Both often misunderstood. Let’s fix that.
First: What are search ads?
These are the plain-text ads that show up when someone actively searches on Google.Example: Search "accountant for startups" and you’ll see ads like:
Accountant for Startups – Book a Free Tax Consultation
They’re triggered by specific keywords and shown to users with clear intent.
Then: What are display ads?
Display Ads are visual banners that appear across Google’s network of over 2 million websites and apps (YouTube, Gmail, blogs, etc.).They’re designed to grab attention – especially from people who aren’t actively searching for you yet.
Example: You browse a recipe blog, and see a banner for accounting software – that’s Display.
Feature |
Search Ads |
Display Ads |
| User intent | High – actively searching | Low – passive browsing |
| Format | Text only | Visual (images, gifs, video) |
| Audience targeting | Keyword-based | Audience, interests, behaviours |
| Best for | Conversions, leads, sales | Awareness, retargeting |
| CTR (Click-through) | Generally higher | Generally lower |
| Cost | More competitive (esp. high intent) | Often cheaper per click |
When to use search ads.
Use these when you’re:- Targeting high-intent users (e.g. “buy garden studio UK”)
- Running direct response campaigns (leads, bookings)
- Promoting products/services with clear demand
When to use display ads.
Use these when you:- Want to raise awareness (new product or brand)
- Need to visually showcase a product/service
- Are retargeting visitors who didn’t convert
What about using both?
The best campaigns often combine both:- Use Display to build awareness and re-engage visitors
- Use Search to convert high-intent traffic
Pro tip: Don’t “set and forget”.
Display campaigns need creative refreshes every few weeks. Search campaigns need regular keyword and bid reviews.If your agency isn’t doing this… well, we will.