If you’re looking to build an effective digital marketing strategy, understanding the distinction between search ads and display ads is essential. While both are part of pay-per-click (PPC) advertising, they serve very different purposes and can yield different results depending on your goals.
In this article, we’ll break down what each type of ad does, how they work, and when to use them, helping you make smarter decisions for your campaigns.
What Are Search Ads?
Search ads appear in search engine results when someone types in a relevant query. These are text-based ads that show up at the top or bottom of search results pages (SERPs), usually labeled as “Sponsored” or “Ad.”
Key Characteristics:
- Intent-driven: Your ad shows up only when someone actively searches for something relevant.
- Text-only: No images or graphics — just a compelling headline and description.
- Highly targeted: Based on keywords, meaning you can reach users when they’re closest to making a decision.
Best For:
- Capturing people who are already in the buying process.
- Promoting services with clear, actionable search intent (e.g., “emergency plumber near me”).
What Are Display Ads?
Display ads, on the other hand, are visual banners or images that appear across websites, apps, and videos within a display network like Google Display Network.
Key Characteristics:
- Visually engaging: Incorporates images, animations, or video.
- Wider reach: Shown across a broad network of partner sites — not just search engines.
- Top-of-funnel: Often used to build awareness rather than direct conversions.
Best For:
- Branding campaigns and increasing visibility.
- Retargeting visitors who’ve already interacted with your site.
- Reaching new audiences who might not know your brand yet.
Search Ads vs. Display Ads: What Sets Them Apart?
To understand how search and display ads work best, it helps to look at the core differences in how they connect with your audience:
1. User Intent
- Search Ads target people who are actively looking for a solution. If someone searches “best running shoes,” a search ad for your shoe brand is highly relevant.
- Display Ads reach users who may not be actively searching but are browsing content related to your product or service. It’s more about catching attention and building awareness.
2. Format
- Search Ads are text-based and rely on strong headlines and compelling copy to earn clicks.
- Display Ads are visual, using images, banners, or even short videos to make an impression.
3. Reach
- Search Ads appear only when someone uses a search engine like Google with a keyword you’ve bid on.
- Display Ads can appear across thousands of websites, YouTube, and mobile apps — giving you broader exposure to potential customers.
4. Performance Goals
- Use Search Ads when your goal is high-intent conversions — people ready to take action now.
- Choose Display Ads when your goal is to increase brand recognition, re-engage past visitors, or attract new audiences unfamiliar with your offering.
5. Cost and Click-Through Rates
- Search Ads often have higher click-through rates but also come with more competitive (and often higher) cost-per-click.
- Display Ads usually cost less per click but may generate more impressions and less direct engagement — better for long-term awareness.
Which One Should You Choose?
The right option depends on your business goals. If you’re trying to convert high-intent users, search ads may deliver faster ROI. But if your goal is to build brand awareness or support long-term engagement, display ads provide visual impact and broader exposure.
Most successful digital strategies use both. For example, search ads to capture demand, and display ads to generate it.
Integrating Both with Smart SEO
It’s important to note that paid advertising works best when it’s part of a broader strategy that includes organic search efforts. Strong SEO ensures that your brand appears in unpaid results, reducing long-term ad spend and improving credibility.
Working with experienced digital marketing teams like Click Intelligence can help you integrate paid and organic strategies effectively. They specialize in creating cohesive SEO and PPC campaigns that complement each other, ensuring your brand is visible wherever your audience looks.
Final Thoughts
Both search and display ads have their unique strengths. By understanding the differences and knowing when to use each, you can create more strategic campaigns that meet your business goals and maximize your budget.
When used alongside solid SEO, these tools can be incredibly powerful in driving both traffic and conversions, and working with experts ensures every piece of your digital marketing puzzle fits perfectly into place.
