The Million Dollar Question: Search or Display?
If you’ve ever sat down to look at Google Ads, you’ve probably felt like you’re staring at a cockpit of a 747. There are buttons, levers, and dials everywhere. But for most Brisbane business owners—whether you’re a plumber in Coorparoo or a lawyer in the CBD—it really comes down to one big decision:
Do I want to show up when people are looking for me, or do I want to show up while people are browsing the web?
In the marketing world, they call these "Search" and "Display." In the real world, it’s the difference between being the first person someone calls when their toilet overflows, and being the billboard they see while reading the news.
Most small businesses get this dead wrong. They tip money into the wrong bucket, get zero phone calls, and then decide "Google Ads doesn't work." I’ve seen this happen to dozens of local businesses. The truth is, both have their place, but if you pick the wrong one for your specific goal, you might as well be throwing your hard-earned cash off the Story Bridge.
Search Ads: The "I Need It Now" Strategy
Search ads are the text-based results you see at the top of Google when you type in something like "emergency electrician Brisbane" or "best family lawyer near me."
Why it makes you money
Search ads are the most powerful tool in your kit because of one thing: Intent. When someone types "pest control prices" into Google, they have a problem and they want to pay someone to fix it. They aren't just browsing; they are hunting.For a small business, this is where you usually want to start. You are paying to be the answer to a specific question. If you set it up right, the people clicking your ad are ready to pick up the phone. This is how you get prices down over time—by focusing only on the people who are actually going to spend money with you.
The Reality Check
Search ads are expensive. Because everyone knows these people are ready to buy, the competition is fierce. You aren't just competing with the guy down the road; you're competing with national franchises with massive budgets. You might pay $20, $50, or even $100 just for one person to click on your website.If your website doesn't work on phones or looks like it was built in 1998, you will lose that money. Search ads only work if you can convince the person who clicked that you are the best person for the job within about three seconds.
Display Ads: The "Remember Me" Strategy
Display ads are the images, banners, and squares you see while reading a news site, checking the weather, or watching YouTube. They aren't in the Google search results; they are out in the wild.
Why it makes you money
Display ads are incredibly cheap. While a Search click might cost you $30, a Display click might cost you 50 cents. You can get in front of thousands for a fraction of the cost of Search.But here is the catch: Nobody is looking for you. They are trying to read a news story about the Broncos or check the surf report at Goldie. You are interrupting them.
Display is great for "Top of Mind." If you’re a pool builder, you might want people in the western suburbs to see photos of your beautiful pools all summer long. They might not buy today, but when they finally decide to dig a hole in the backyard, they remember your name.
The Reality Check
Display ads rarely result in an immediate phone call. If you spend $500 on Display ads and expect your phone to ring off the hook tomorrow, you’re going to be disappointed. It’s a long game. It’s about building a brand so that when people do go to Google to search, they click on your name because they’ve seen it before.Which One Should You Choose?
I’ll be blunt: If you need more customers this week to pay the wages, choose Search.
If you have a healthy flow of customers but want to stop being a "no-name" business and start becoming a local authority, add Display.
Use Search if:
You provide a service people need urgently. (Locksmiths, tow trucks, repairs). Your product is a high-ticket item. (Solar panels, renovations, legal services). You have a limited budget. You want to spend every cent on people who are actively looking to buy right now.Use Display if:
You have a visual product. (Landscaping, boutique clothing, cakes). You want to stay in front of people. This is called "Remarketing." You know when you look at a pair of boots online and then those boots follow you around the internet for a week? That’s Display. It’s one of the best ways to find your best customers who have already visited your site but didn't call yet. You want to build brand awareness. You want people in Brisbane to know your name before they even need you.The Common Mistakes That Kill Your Profit
I’ve audited hundreds of Google Ads accounts for local businesses, and I see the same three mistakes over and over again.
1. The "Smart" Campaign Trap
Google will try to get you to use "Smart Campaigns." They promise it's easy and automated. For a busy business owner, it sounds like a dream. In reality, it’s a way for Google to take your money and show your ads for things that don't matter. It mixes Search and Display together into one messy soup. You end up paying for clicks from people who aren't even in Queensland or who are looking for a job, not a service. Avoid this. Keep your Search and Display separate.2. Not Knowing Your Numbers
If you don't know what a customer is worth to you, you can't run ads. If a new customer brings you $1,000 in profit, paying $100 for a lead is a bargain. If a customer only brings you $50, you can't afford Google Ads. Before you spend a cent, sit down and figure out: "How much can I afford to pay to get one person to call me?"3. Sending People to the Homepage
This is the biggest waste of money I see. A plumber runs an ad for "hot water system repair." Someone clicks the ad, and it takes them to the plumber's homepage which talks about blocked drains, gas fitting, and the history of the company. The customer has to hunt for the hot water section. They won't. They'll leave.If your ad is about a specific service, send them to a page about that specific service. Make it easy for them to call you.
How Long Until You See Results?
With Search Ads, you can see results almost instantly. Once the campaign is live, you can show up at the top of Google within an hour. If your offer is good, your phone could ring that afternoon. However, it usually takes about 3 months to really "dial it in" so you aren't wasting money on bad searches.
With Display Ads, you need patience. You might see more people visiting your site, but it could take months of them seeing your brand before they actually decide to use you. It’s a slow burn.
What Should You Do First?
If you’re starting from scratch, here is my advice (the same advice I’d give my mate over a beer at the pub):
1. Fix your website. Make sure your phone number is at the top and it looks great on a mobile phone. 2. Start with Search. Target the 5-10 most important things you do. If you're a mechanic, target "logbook service" or "brake repairs." 3. Use a small budget. Start with $30-$50 a day. See what happens. Don't go blowing $5,000 in your first week. 4. Set up Remarketing (Display). This is the one exception to the "Search first" rule. Set up a tiny Display budget (even $5 a day) to show ads ONLY to people who have already been to your website. It makes you look much bigger than you are.
Is Google Ads a Waste of Money?
For some businesses, yes. If you are in a high-competition industry and your margins are razor-thin, it’s tough. But for most Brisbane businesses—the tradies, the professionals, the shops—it is the fastest way to grow.
The difference between a campaign that makes money and one that loses money isn't the "algorithm" or some technical secret. It’s about understanding what your customer is thinking. Are they in a panic (Search) or are they just browsing (Display)?
Treat your ads like a member of your sales team. If they aren't bringing in more than they cost, you fire them. If they are making you a profit, you give them a bigger budget.
Ready to stop guessing and start getting more enquiries?
At Local Marketing Group, we don’t care about "impressions" or "engagement." We care about your phone ringing. We help Brisbane businesses navigate Google Ads so they can focus on what they do best—running their business.
Contact us today and let’s talk about how to get your business in front of the right people.