Imagine you’re a plumber in Fortitude Valley. At 2:00 AM, someone’s hot water system has burst, flooding their laundry. They aren’t browsing a news site looking at pretty banners; they are frantically typing "emergency plumber Brisbane" into Google.
Now, imagine you’re a boutique furniture maker in Newstead. You’ve just launched a stunning new range of sustainable Tasmanian Oak dining tables. Nobody is searching for your specific brand yet because they don’t know it exists, but they might be browsing interior design blogs or watching home renovation videos on YouTube.
These two scenarios represent the fundamental crossroads of Google Ads: Search vs. Display. Choosing the wrong one is the fastest way to burn through your marketing budget with nothing to show for it.
The Psychology of the Click
The difference between Search and Display isn't just about where the ad appears; it’s about the user's state of mind.
Search is Pull Marketing: The user is actively looking for a solution. They have high intent. You are answering a question. Display is Push Marketing: The user is consuming content. You are interrupting their experience to build brand awareness or spark a desire they didn't know they had.
If you treat Display like Search, your click-through rates will plummet. If you treat Search like Display, you’ll pay a premium for users who aren't ready to buy. To get this right, you need to look at your audience signals to ensure you aren't just chasing ghosts in the machine.
Step 1: Audit Your Customer Journey
Before you click a single button in the Google Ads dashboard, ask yourself: How long does it take for my customer to decide?
If you offer a high-urgency service (locksmiths, tow trucks, urgent repairs), Search is your bread and butter. You need to be there the second the need arises.
If you sell a high-consideration luxury item (custom jewellery, architectural services), a Display-first approach or a heavy remarketing strategy is essential. Your customers need to see your brand multiple times before they trust you enough to enquire. This is where scaling ROAS becomes a game of precision rather than just raw volume.
Step 2: The "Budget Split" Framework
For most Brisbane SMEs, a hybrid approach works best, but the ratio depends on your goal.
1. The 'Conversion' Ratio (80/20): Allocate 80% of your budget to Search to capture existing demand. Use the remaining 20% for Remarketing via the Display Network to stay top-of-mind for those who visited your site but didn't convert. 2. The 'Brand Growth' Ratio (40/60): If you are launching a new product in a crowded market, you need to generate demand. Use 60% on high-quality Display and Video (YouTube) placements to build a 'top of funnel' audience, then use 40% on Search to catch them when they eventually look you up.
Step 3: Setting Up for Success
When you build your campaigns, avoid the "Smart" defaults that Google often pushes. These often lead to network choice failures where your Search ads end up on junk mobile apps through the Display expansion.
For Search: Keep your keywords tight. Use 'Phrase Match' and 'Exact Match'. Avoid 'Broad Match' unless you have a massive budget and a very robust negative keyword list. For Display: Focus on 'Placements' and 'In-Market' audiences. Don't just let Google show your ads anywhere. If you sell high-end gardening tools, target users browsing gardening blogs or Bunnings-related content.
Step 4: Measuring Beyond the Click
Search ads are easy to measure—did they call or fill out a form? Display is trickier. You should look at View-Through Conversions. This tells you if someone saw your ad, didn't click, but later came to your site and converted. In the Australian market, where word-of-mouth and brand reputation are huge, this "halo effect" of Display is often undervalued.
Conclusion
Choosing between Search and Display isn't a one-time decision; it’s a strategic balance. A local Brisbane accountant might dominate Search during tax season but lean into Display in the off-season to promote business advisory services.
By understanding whether you are solving a problem or creating a desire, you can allocate your dollars where they will actually move the needle. Stop guessing and start targeting based on intent.
Ready to stop burning cash on unoptimised ads? At Local Marketing Group, we help Brisbane businesses find the perfect balance between Search and Display to drive actual profit. Contact us today for a strategy session that focuses on your bottom line.