You’re finally diving into Google Ads—good for you! You know it’s one of the best ways to get traffic, leads, and sales. But then you hit a wall. A big one. The kind that makes you scratch your head and wonder, “Should I use a Search Campaign or a Display Campaign?”
It’s like choosing between coffee and energy drinks—both have caffeine, but they work very differently.
I’ve seen businesses spend thousands (sometimes tens of thousands) of dollars on the wrong type of campaign simply because they didn’t know the difference. Ouch. Don’t be that person.
So, let’s break it down. I’ll show you exactly what each campaign does, when to use one over the other, and how to squeeze the most ROI out of your Google Ads budget. By the end, you’ll know exactly which strategy is right for you (and how to avoid burning cash on the wrong one).
What is a Search Campaign in Google Ads?
A Search Campaign is exactly what it sounds like—it puts your ad in front of people actively searching for what you offer. When someone types in a keyword related to your business, your ad shows up at the top of Google’s search results.
For example, if you run a bakery in New York and someone searches for “best cupcakes in NYC,” your ad could appear right above the organic search results. Boom—instant visibility.
Why Use a Search Campaign?
- High Intent: People are actively looking for your product or service. They’re not just browsing—they’re ready to take action.
- Fast Results: If you set up your ads correctly (with good keywords, ad copy, and landing pages), you can start getting clicks and conversions almost immediately.
- Pay for Clicks, Not Impressions: Unlike Display Campaigns, you only pay when someone clicks on your ad, making it cost-effective if done right.
When to Use a Search Campaign
- When you sell a product or service people actively search for (e.g., “emergency plumber near me”).
- If you want immediate, measurable results.
- When your goal is conversions (sales, leads, phone calls, etc.).
Now, let’s talk about the other side of the coin—the Display Campaign.
What is a Display Campaign in Google Ads?
A Display Campaign is more like digital billboards—your ads show up on websites, apps, and YouTube videos, rather than Google search results.
You’ve probably seen these banner ads when reading news articles or checking out your favorite blogs. That’s the Google Display Network (GDN) in action—it has over 2 million websites, reaching more than 90% of internet users worldwide.
Why Use a Display Campaign?
- Massive Reach: Your ads appear across the internet, putting your brand in front of millions of potential customers.
- Great for Brand Awareness: Even if people don’t click immediately, your brand stays top of mind for when they are ready to buy.
- Retargeting Potential: Ever browsed for shoes and then seen ads for those same shoes everywhere? That’s a Display Campaign in action.
When to Use a Display Campaign
- When you want to build brand awareness (especially for new businesses or products).
- If you have longer sales cycles and need to nurture potential customers over time.
- When you want to run retargeting campaigns to bring back visitors who didn’t convert the first time.
Search Campaign vs. Display Campaign: Which One Should You Choose?
Here’s a simple way to decide:
| Feature | Search Campaign | Display Campaign |
|---|---|---|
| Intent | High (users are actively searching) | Low (users are browsing other content) |
| Speed | Immediate traffic & conversions | Takes time to build awareness |
| Cost per Click (CPC) | Higher (but more targeted) | Lower (but less direct intent) |
| Best for | Direct response, sales, leads | Branding, retargeting, awareness |
| Ad Type | Text ads in search results | Image, video, or rich media ads |
Still not sure? Here’s a quick personal anecdote:
A while back, I worked with an e-commerce client selling high-end watches. They started with a Display Campaign, thinking, “Hey, let’s get our brand out there.” The result? Tons of impressions, very few clicks, and even fewer conversions. We switched to a Search Campaign targeting “luxury watches for men” and BOOM—sales skyrocketed because we were targeting buyers with intent.
Moral of the story? If people are actively searching for what you sell, go with a Search Campaign. If you need to build brand awareness first, start with a Display Campaign.
FAQs
1. Can I run both a Search and Display Campaign at the same time?
Yes! In fact, many businesses do this. You can use Search for high-intent buyers while running Display ads to build brand awareness and retarget visitors who didn’t convert.
2. Which is cheaper: Search Campaign or Display Campaign?
Display ads typically have lower CPCs, but don’t let that fool you. Search ads usually convert better because they target people who are ready to buy, meaning they often provide a higher return on ad spend (ROAS).
3. Can I switch a campaign from Search to Display later?
Nope! They’re separate campaign types. However, you can create a Performance Max campaign that blends both (but that’s another topic for another day).
Final Thoughts
There’s no one-size-fits-all answer here—it depends on your business goals. If you need quick sales and leads, go with a Search Campaign. If you’re building brand awareness and nurturing customers, a Display Campaign is your best bet.
Still not sure? Test both (with a small budget) and see what works best for you. Because at the end of the day, the best Google Ads strategy is the one that makes you the most money.
Happy advertising!
