Deciding to invest in digital marketing for your business or brand is a huge step. It involves budget planning, prioritising products or services, and determining whether any offers are possible and applicable, among many other decisions. One thing you shouldn’t have to wrestle with is whether to run Search Ads or Display Ads.
But that’s the reality for most businesses stepping into PPC campaigns. Even seasoned advertisers ask the same question:
Do you chase people who are searching with intent right now, or focus on being seen by people who aren’t looking yet?
The short answer: it depends on your goal. Do you need reach or do you need results?
The long answer: let’s break it down.
Search Ads VS Display Ads
What are Search Ads?
Imagine you’re hungry and decide to walk into the nearby shop to get something to eat. You know exactly what you want – a chicken roll – and you go straight for it. Along the way, there are many other products, but your focus is laser-sharp.
That’s how Search Ads work. They appear on Google Search results when someone is actively looking for a product, service, or information. These ads capture intent in real time. People clicking on them are already in the mindset to act, making them ideal for driving leads or sales.
Because Search Ads are so intent-driven, the metrics you track are equally precise. The most important KPIs are CPA (cost per acquisition) and ROAS (return on ad spend) – in other words, are the people finding your ad actually turning into customers?
What are Display Ads?
Now, imagine you enter the same shop, this time for groceries. While waiting to pay, you notice a pack of peanuts near the cashier and pick it up. You weren’t looking for peanuts, but the placement caught your eye. That’s the essence of Display Ads.
These are visual ads on websites, apps, or Gmail that reach people while they browse online. They aren’t about capturing immediate intent; they’re about planting your brand in someone’s mind. Some people will notice them, most will scroll past, but, over time, they build reach and awareness.
The KPIs reflect this focus: reach, CPM (cost per thousand impressions), and frequency. Display Ads are less about immediate clicks and more about consistent exposure that shapes perception.
YouTube’s role
In this scenario, YouTube would be a screen, somewhere else in the shop, that show people ads for peanuts in between other products. Video allows your brand to tell a story at scale, using motion, sound, and narrative to make an impression. When paired with Display campaigns, YouTube can amplify awareness and remarket to people who have already engaged, nudging them closer to a conversion over time.
Rule of thumb
If you boil it down:
Search Ads = convert now. They catch intent and deliver immediate results.
Display/YouTube = be seen. They create awareness, familiarity, and consideration over time.
Think of it this way: Search Ads serve the chicken roll to someone who’s hungry right now. Display Ads and YouTube make sure your peanuts, or your brand, are remembered for the next time they’re hungry – or just browsing.
Search Ads – best for direct response
When you need leads or sales quickly, Search Ads are the most effective choice. They focus on capturing people who are already looking for solutions you provide.
To set them up properly, use a combination of exact, phrase, and broad match keywords, while including negative keywords to prevent wasted spend. Responsive Search Ads (RSAs) allow Google to test headline and description variations to find what works best.
Audiences can also be layered for precision. Use first-party data segments or Google’s in-market audiences to ensure your ads reach the people most likely to convert.
And don’t lose sight of performance: monitor CPA, ROAS, conversion rate, and impression share to make sure your campaigns are hitting their targets.
Display + YouTube — best for awareness
Display and YouTube excel when your goal is brand visibility, entering new markets, or supporting product launches. They reach people while they browse content, helping your brand become familiar even before they actively search for it.
Targeting options include in-market audiences, custom segments, and specific placements, but be careful with optimised targeting—it can sometimes overreach. Control frequency to prevent ad fatigue, and track metrics such as impressions, reach, CPM, and view-through conversions to gauge performance.
A balanced approach is the Key
All campaigns are different, but in general, a balanced approach will always give you the best results. Here is a quick breakdown of how different channels can complement standard strategies:
| Goal Type | Recommended Allocation | Notes |
| Awareness-first | 70% Display / YouTube, 30% Search | Use broad targeting and storytelling creatives. |
| Balanced | 50% Display / YouTube, 50% Search | Capture both conversions and brand recognition. |
| Direct-response-first | 70% Search, 30% Display / YouTube | Focus on high-intent keywords; use Display for remarketing. |
Tips:
- Monitor brand search lift and assisted conversions, not just last-click attribution.
- Experiment with geo splits or short-term A/B tests to validate creative and targeting strategies.
- Include GA4, enhanced conversions, and offline imports for more accurate reporting.
Measure what matters
Tracking is only useful if you focus on the right metrics. Make sure your setup captures GA4 conversions, enhanced conversions, Consent Mode v2, and offline imports if your sales cycle is longer.
For awareness campaigns, metrics like reach, frequency, brand search lift, and assisted conversions are more meaningful than last-click CPA. Short tests, like geo splits or pre/post comparisons, give quick insights without waiting months.
Common mistakes
Common pitfalls include:
- Forgetting frequency caps on Display and YouTube which can annoy users.
- Judging Display purely by last-click CPA, underestimating its brand-building role.
- Overlooking top-performing Search terms or spreading the budget too thin.
- Skipping negative keyword reviews.
- Using stale creatives or outdated lists, which lose attention quickly.
FAQs
Is Display any good for lead gen?
Yes, especially when paired with remarketing. On its own, it’s better suited for awareness.
Can Search help with awareness at all?
It is not impossible, but you could invest the budget somewhere else for awareness. Broad terms or branded campaigns can boost visibility, but usually at a much higher cost than Display or YouTube.
What KPIs should I use for awareness vs conversions?
- Awareness: Reach, impressions, frequency, CPM.
- Conversions: CPA, ROAS, conversion rate.
How long before Display pays off?
It varies from industry to creative to budget. It could be days, weeks or even months. Awareness is about memory and consideration, not instant conversions.
Should I use brand campaigns if I already rank on Google?
Yes. They protect your presence and usually deliver the most qualified clicks at the lowest cost.
Need a plan for your goal and budget?
If navigating the balance between Search and Display feels overwhelming, we can help. Request a Google Ads audit with SWOT Digital and get a strategy built around your needs and goals.
