One of the first questions I get when someone starts with Google Ads is:
"Should I run Search, Display, or both?"
And honestly - it depends.
Each campaign type does a different job, and unless you know why you're using them, you can end up wasting a lot of budget. So here's the breakdown.
Search = intent
Search campaigns are the bread and butter of Google Ads.
You're targeting people who are actively searching for something, often with high intent to buy, book, or enquire.
If someone searches "accountant for small business London", they’re clearly in the market. That’s a hot lead.
If you offer that service, you want your ad showing up.
Use Search when:
• People are actively looking for what you do
• You want leads, bookings or sales
• You’ve got limited budget and need to make it count
Display = awareness
Display campaigns are visual banner ads that show across websites, apps and YouTube.
They’re great for getting your brand seen, but not so good for driving direct conversions.
Most people aren’t actively shopping when they see a Display ad. They’re reading the news or checking the weather. So clicks are cheap, but intent is low.
That’s not a bad thing, just a different job.
Use Display when:
• You want to build brand awareness
• You’re running a remarketing campaign
• You’re not expecting leads straight away
What about both?
If you've got the budget and the right message for each, then yes use both. But start with Search.
Prove it works, generate leads, and then layer on Display for brand building or remarketing.
Too many people throw money at Display without a clear goal, and then wonder why nothing’s converting.
Final thought
Don’t let Google push you into “recommended” campaign types.
Just because you can run both, doesn’t mean you should. Focus on what’s going to drive results.
Start lean. Stay in control. And always know what each campaign is supposed to do.
