When you’re planning a PPC campaign, one of the first things to decide is where your ads should appear. There are two common options that are often pitted against each other: Search Ads vs Display Ads. But how do they differ, and which is right for your campaign?
Well, Google Search Ads help you reach people actively searching for a product or service, while Google Display Ads help you reach potential customers as they browse websites and apps.
Although both are PPC ad types, they’re used in different ways. Here’s a quick comparison of Search Ads vs Display Ads.
| Search Ads | Display Ads |
| Appear in search results | Appear across websites and apps |
| Target people actively searching | Reach audiences based on interests, behaviours and demographics |
| Mainly text-based | Mainly visual |
| Often suited to capturing demand | Often suited to building awareness and remarketing |
What are Google Search Ads?
Let’s start with Search Ads. You’ve probably seen them before, even if you didn’t realise it. Google Search Ads appear on search engine results pages, mainly on Google, but they can also appear on search partner sites through the Google Search Network.
Advertisers bid on relevant keywords and ads can appear when someone searches for a corresponding term. Put simply, Search Ads help you reach people who are actively looking for something.
For example, a plumbing company might target keywords such as “emergency plumber near me”, “boiler repair” or “plumber in Essex”. Text ads featuring headlines and descriptions can then appear alongside the standard search results.
That makes Search Ads a strong option when you want to reach people who already know what they’re looking for.
What are Google Display Ads?
You’ve probably seen Google Display Ads before too, but they work differently from Search Ads. Instead of waiting for someone to search for your product or service, Display Ads help you reach potential customers while they’re browsing websites, apps and other online spaces across Google’s Display Network.
Display ads are mainly visual, using images, graphics and other creative assets to catch people’s attention.
You can either create your own visual assets in different sizes, which gives you more control over how your ads look, or use responsive display ads. With responsive display ads, you provide a mix of images, headlines, logos and descriptions, and Google combines them to fit different placements.
Rather than showing ads because someone has searched for a specific phrase, Display Ads can be shown based on things like audience interests, demographics and online behaviour. These signals help Google place your ads in front of people who are more likely to be interested.
Keywords can also help with Display targeting. They give Google more context about the topics your audience is interested in, which can help it find suitable places to show your ads.
Display Ads can also be useful for remarketing. For example, if someone visits a beauty brand’s website and browses lipsticks without buying anything, the brand can retarget them with an ad while they’re browsing other websites.
Search Ads vs Display Ads: What’s the difference?
So, how do the two compare? While both are PPC ad types, they work in different ways. The biggest difference comes down to intent: are people actively looking for something, or do you need to build awareness before they’re ready to search?
Here’s a quick overview:
| Feature | Search Ads | Display Ads |
| Where they appear | Search engine results | Websites, apps and other online placements |
| User Intent | High – people are actively looking | Often lower – ads are shown while people browse |
| Format | Mainly text-based | Visual, including images and banners |
| Targeting | Keywords and other targeting signals | Audiences, interests, demographics, contextual targeting and more |
| Best for | Capturing existing demand | Building awareness and remarketing |
When should you use Google Search Ads?
If your goal is to reach people who are already searching for what you offer, search ads are often a strong choice. They can work especially well when you want to:
- Generate leads or sales
- Reach people who are actively looking for your product or service
- Target specific products or services
- Capture high-intent traffic
When should you use Google Display Ads?
Display ads are different because they help you reach people who may not be actively searching yet. They’re useful when you want to:
- Build brand awareness
- Reach new audiences
- Stay visible to previous website visitors
- Support a longer buying journey
- Use visual creative to promote your brand or products
Do you need to choose?
While Search and Display are used in different ways and for different reasons, that doesn’t always mean you have to pick one or the other. The good news is that you don’t always have to choose between PPC ad types. They can work well together as part of a wider advertising strategy, helping you reach people at different stages of their journey.
For example:
- A potential customer sees a Display Ad on a news site they’re browsing.
- They become aware of your business.
- Later, they decide to search for your product or service.
- A Google Search Ad can bring them back when they’re ready to take action.
It can work the other way around too. Someone might click on a Search Ad, visit your website, and leave without taking action. A Display remarketing campaign can then help keep your business front of mind and encourage them to come back.
Which is better: search ads or display ads?
Neither option is automatically better than the other. The right choice depends on your campaign goals, your audience, and where potential customers are in the buying journey.
Want to capture demand? Search Ads could be the right fit.
Want to build awareness? Display Ads could help.
Want to reconnect with previous visitors? Consider Display remarketing.
Want a full-funnel approach? Search and Display can work together.
What other PPC ad types are available?
While we’ve gone into detail about two common PPC campaign formats – Search Ads vs Display Ads – there are other PPC ad types you could consider depending on your goals and strategy. These formats can support different goals, from promoting products directly to reaching people through video-led campaigns. Other PPC campaign types to consider include:
- Shopping ads
- Video ads
- Performance Max
In many cases, the best option is not one channel on its own, but the one that best matches the customer moment you want to influence.
At VerriBerri, we’ve managed a range of PPC campaigns and can help you decide which approach is best for your business — whether that’s focusing on Search Ads, Display Ads or taking a full-funnel approach across Google.
If you need support with your search engine marketing strategy, then don’t hesitate to get in touch with us or drop us an email at amy@verriberri.co.uk