Google Ads: When to Use Search vs Display Ads

Trying to figure out if you should go with Search or Display ads? You’re not alone. Many New Zealand business owners are looking to find their target audience and get the most out of their ad spend, which inevitably leads to the question: how to choose between Search and Display?

While both may fall under the Google Ads umbrella, they serve very different purposes. This post from Adhesion serves as a simple guide to help you choose the right approach based on your advertising goals.

What Are Search Ads?

Google Search ads appear on Google Search results when someone types in a query. They’re text-based and intent-driven, making them great for customers actively seeking a product or service. For example, someone googling “plumber auckland” will see your plumbing ad above Google’s organic search results.

Search ads are best for high-intent services, urgent needs, and local searches – users who know what they’re looking for and are seeking the most relevant, quality result. When it comes to locality, Search ads pair well with an up-to-date Google Business Profile, as this reinforces the relevance and trustworthiness of your brand.

What Are Display Ads?

Display ads are visual/banner ads that appear across the internet; on websites, YouTube as well as places like Gmail. They’re generally more passive than Search ads, shown to users based on interests, past visits, or demographics. As an example: someone visits your online shoe shop. Later, they see a banner ad on a news website, displaying a particular pair they viewed but didn’t purchase.

These ads are best used for brand awareness, remarketing, and visual products (e.g. fashion, homeware). Alongside Shopping ads, they provide an excellent channel for ecommerce advertising.

When to Use Search Ads

• You want leads or sales from people already searching for what you offer.
  
  
• You have a smaller budget and need focused results.
  
  
• You offer time-sensitive or service-based solutions.
  
  
• You’re targeting local customers.
  
  

When to Use Display Ads

• You want to build brand recognition.
  
  
• You have compelling visuals or offers (e.g. “Winter Sale – 50% Off!”).
  
  
• You want to remarket to past website visitors.
  
  
• You want to reach people earlier in the buying journey – before they’ve made the conscious decision to seek out a particular product.
  
  

Can I Use Both?

The answer is yes! These channels often work best in tandem. Search drives high-intent clicks, while Display keeps your brand visible. For example, someone clicks your Search ad but doesn’t buy – your Display ad will remind them later. Even with a small budget, consider allocating 10-15% to Display for remarketing to keep your business top of mind for potential customers.

What’s more: in 2025, Performance Max campaigns are rising in popularity, especially for ecommerce businesses. These use AI to calculate the optimal mix of Google’s advertising channels, including Search and Display, as well as others like Shopping ads. Campaigns such as these are perfect for a hands-off approach if you’re looking to try out different ad types and see what works.

Conclusion

As with all facets of digital marketing, every business is unique. The type of online ad most suited to you will depend on your goals, audience, and product or service. But rest assured, even smaller NZ businesses can secure results by choosing the right strategy.

Needing help with your Google Ads setup? Contact the team at Adhesion today; we’ll formulate the perfect mix of Search and Display to find your future customers and drive online performance.