A Side-by-Side Breakdown to Help You Pick the Right Google Ad Format
When building a Google Ads campaign, one of the first decisions you’ll face is whether to use Search ads, Display ads, or both.
They’re both powerful—but they work in very different ways.
Search ads put your business in front of people who are actively looking for what you offer. Display ads reach people who might be interested based on their behavior, interests, or past activity.
In this article, we’ll break down the key differences between Display and Search ads—and show you when (and why) to use each.
What Are Google Search Ads?
Google Search Ads are text-based ads that appear on the Google search engine results page (SERP) when someone types in a keyword or query. You only pay when someone clicks.
Best for: Capturing high-intent leads in the moment they’re searching.
Example: Someone searches “emergency HVAC repair Detroit” → your ad appears at the top of the results.
What Are Google Display Ads?
Google Display Ads are visual ads (image, banner, or video) that appear across the Google Display Network—which includes millions of websites, apps, and YouTube.
Best for: Building awareness, retargeting site visitors, and staying visible throughout the buyer journey.
Example: Someone visits your website and leaves. A few days later, they see your ad while reading an article on a local news site.
Display Ads vs. Search Ads: Side-by-Side Comparison
| Feature | Google Search Ads | Google Display Ads |
| Format | Text only | Image, banner, or video |
| Where they show | Google Search results page | Across websites, YouTube, and mobile apps |
| How they’re triggered | Keywords (user intent) | Audiences, behaviors, interests, retargeting |
| Audience mindset | Actively searching for something | Browsing, passive interest |
| Goal | Immediate action or lead | Awareness, nurture, or retargeting |
| Click-through rate | Higher | Lower (but broader reach) |
| Cost-per-click (CPC) | Usually higher | Usually lower |
| Best for | Lead gen, sales, local services | Brand awareness, retargeting, ecommerce support |
When to Use Search Ads
Choose Google Search Ads when:
- Your audience knows what they want and is ready to buy
- You want to appear at the top of Google results for specific services or products
- You’re targeting high-intent, bottom-of-funnel traffic
- Your goal is lead generation, form fills, or direct conversions
- You need to compete on core keywords in your industry
Great for:
- Local services (plumbers, dentists, lawyers)
- High-intent ecommerce
- SaaS trial signups
- Emergency or urgent searches
When to Use Display Ads
Choose Google Display Ads when:
- You want to introduce your brand or offer to new audiences
- You’re running a retargeting campaign for past site visitors
- Your product or service is visually driven
- You’re launching a promotion, event, or product
- You want to stay top of mind during long buying cycles
Great for:
- Retargeting cart abandoners or lead form viewers
- Brand awareness for new businesses
- Seasonal promotions
- Visually engaging offers (courses, events, consumer products)
Can You Use Both?
Absolutely. In fact, many of the best campaigns use Search and Display together in a full-funnel strategy.
Here’s how:
- Use Search ads to capture high-intent traffic
- Use Display ads to retarget visitors who didn’t convert
- Use Display for upper-funnel visibility and brand reinforcement
- Let Performance Max blend both (with guardrails) if you’re short on time
Bringing It All Together
Search and Display ads serve different purposes—but they work best when they support each other.
- Use Search when intent is high and you want results now
- Use Display when you’re nurturing interest, building awareness, or following up
Understanding when to use each format gives you the flexibility to show up where your audience is—whether they’re searching for solutions or just starting to explore.
Need Help Building a Search or Display Strategy?
At Root Company, we help businesses get clear on where to spend, how to target, and what to say. Whether you’re launching your first campaign or ready to scale, we’ll help you build a paid media strategy that fits your funnel.