Search ads are for people ready to buy right now, while Display ads are for getting your brand in front of people who don't know you yet. If you need phone calls today, stick to Search; if you've got a long sales cycle or a visual product, Display helps fill the top of your funnel. Most small businesses should start with Search because it captures intent, but the real money is made when you know exactly how to balance both without burning your budget.
The Great Google Debate: Search vs. Display
Look, I see it every single week. A business owner comes to me, hands over their phone, and shows me their Google Ads dashboard. They’re spending three grand a month and getting nothing but 'impressions.'
Impressions don't pay the mortgage. Phone calls do.
Most of the time, the problem is simple: they’re running Display ads when they should be on Search, or they’ve let Google ‘opt them in’ to both at the same time. That’s the fastest way to set your money on fire.
Search is high-intent. It’s the plumber in Paddington getting a call because someone’s toilet is overflowing. Display is passive. It’s the person reading a news article who sees a banner for a new gym. They aren't the same, and you shouldn't treat them the same.
When Search is the Only Way to Go
If you’re a tradie, a lawyer, or a dentist, Search is your bread and butter. Why? Because when someone’s tooth hurts, they don't wait to see a pretty banner ad on a weather website. They go to Google and type in "dentist near me."
Search ads put you at the top of that list. You’re paying for the click, but more importantly, you’re paying for the timing. You are showing up at the exact second they need you.
But here is the catch: Search is expensive. In Brisbane, keywords for things like 'electrician' or 'family lawyer' can cost a fortune per click. If your website is rubbish or your ad doesn't stand out, you’re just donating money to Google. You need to write ads that get calls if you want to see a return on that spend.
💡 Quick take: If you need leads today to keep the boys busy next week, put 100% of your budget into Search. Don't even look at Display until your Search campaigns are maxed out and profitable.
Why Display Usually Fails Small Businesses
I’ll be honest with you. Most Display campaigns for small businesses are a waste of time.
Why? Because the targeting is often too broad. Your ad ends up on a kids' gaming app or a dodgy clickbait site. You get thousands of clicks, but zero phone calls.
Display is 'push' marketing. You’re pushing your message onto someone who didn't ask for it. It works for big brands like Coca-Cola or Nike because they just want you to remember them next time you're at Coles. For a local accountant? Not so much.
However, there is one exception: Remarketing.
If someone visits your site and doesn't call you, Display ads can 'follow' them around the internet. This keeps you top of mind. It’s cheap, it’s effective, and it’s the only way most small businesses should ever touch the Display Network.
The "Hybrid" Trap: Why You Should Never Mix Them
Google loves to suggest "Search with Display Select." It sounds great, right? More reach! More eyeballs!
It’s rubbish.
When you mix them, Google takes the budget you intended for high-intent Search users and spends it on cheap, low-quality Display placements just to hit your daily limit. Your data gets messy, and you can't tell what's actually working.
Keep them separate. Always. If you want to stop your budget going down the drain, you have to be in control of where every cent goes.
Advanced Tactics: When to Pivot to Display
Once your Search ads are humming and you’re getting more leads than you can handle, then—and only then—should you look at cold Display.
But don't just blast all of Brisbane. Use your own data. If you have a list of past customers, you can tell Google to find people who look just like them. This is how you use your data to win instead of guessing who might want your services.
"Emma Richardson's take — Display isn't for selling; it's for making sure they don't forget you exist before they're ready to pick up the phone."
— Emma Richardson, Social Media Strategist
Visuals vs. Text: Which Converts Better?
Search ads are just text. You have to be clever with your words. Display ads are visual. If you have a boring, stock-photo-looking banner, people will ignore it.
If you’re a landscaper, Display is great because you can show off a stunning backyard. If you’re an insurance broker? Stick to text. Nobody wants to see a photo of a spreadsheet while they’re reading the footy news.
The Cost Reality Check
Let’s talk brass tacks.
Search: High cost per click ($5 - $50+), high intent, high conversion. Display: Low cost per click ($0.50 - $2.00), low intent, low conversion.
You might get 100 clicks on Display for the price of 2 clicks on Search. But if those 100 clicks result in zero enquiries, they’re the most expensive clicks you’ve ever bought.
How to Measure Success (Without the Jargon)
Forget 'click-through rates.' I don't care about them, and you shouldn't either.
You need to look at two things: 1. How many people called or emailed? 2. How much did each of those cost?
If a Search lead costs you $50 and you make $500 profit from that job, do it all day long. If a Display lead costs you $10 but only 1 in 50 actually books a job, you’re losing money.
✅ What to do: Go into your Google Ads account right now. Check if 'Display Network' is enabled in your Search campaigns. If it is, turn it off. Create a separate campaign for Display if you really want it.
What Should You Do First?
If you're just starting out or your current ads aren't performing, here is the roadmap:
1. Start with Search. Target only the keywords that mean someone wants to buy now. 2. Fix your landing page. Make sure it works on phones and has a big 'Call Now' button. 3. Set up Remarketing. Use Display ads only to follow people who already visited your site. 4. Track everything. If you aren't tracking phone calls, you're flying blind.
Marketing isn't magic. It's just about putting the right message in front of the right person at the right time. Search does that better than anything else for small businesses in Brisbane.
Stop chasing 'brand awareness' and start chasing bank deposits.
If you’re sick of seeing your budget disappear with nothing to show for it, we should probably have a chat. We do this every day for businesses just like yours.
Ready to get your ads sorted? Talk to us at Local Marketing Group and let's see where you're leaving money on the table.