Which Google Ad Actually Puts Money in Your Till?
If you’ve ever sat down to look at Google Ads, you’ve probably felt like you’re staring at a cockpit of a jumbo jet. There are buttons, dials, and graphs everywhere. But for a business owner in Brisbane—whether you’re running a plumbing outfit in Coorparoo or a law firm in the CBD—only one thing matters: If I spend $1,000 on ads, how many new customers do I get back?
Most business owners get tripped up by the two main ways Google tries to sell your business: Search Ads and Display Ads.
Get this choice wrong, and you’ll watch your bank account drain while your phone stays silent. Get it right, and you’ll have a steady stream of enquiries coming in every single day.
I’ve seen dozens of local businesses burn thousands of dollars because they didn't understand the difference between someone looking for them and someone just browsing the internet. Here is the honest truth about where you should put your money first.
Search Ads: The "I Need It Now" Strategy
Think about the last time you needed a service urgently. Maybe a pipe burst, or you locked your keys in the car. What did you do? You went to Google and typed in "emergency plumber Brisbane" or "locksmith near me."
Those text-based results that appear at the very top of the page? Those are Search Ads.
Why Search Ads Work
Search ads are the gold standard for small businesses because they target intent. The person clicking the ad is actively looking for exactly what you sell at that exact moment. They have a problem, and they want you to solve it.In my experience, if you want to get more phone calls starting tomorrow, Search Ads are your best bet. You aren't trying to convince someone they need a new roof; you’re showing your number to the person who is already looking for a roofer.
The Pros: High-quality leads: People are ready to buy or book. Fast results: You can turn these ads on today and get a call this afternoon. Cost control: You only pay when someone actually clicks to see your site.
The Cons: It’s competitive: Every other business in Brisbane wants those same customers. Higher cost per click: Because these leads are so valuable, Google charges more for them.
Display Ads: The "Don't Forget About Me" Strategy
Display ads are different. These are the visual banners, images, or squares you see when you’re reading the news on the Courier Mail, checking the weather, or watching a video on YouTube.
Unlike Search Ads, the person seeing a Display Ad isn't looking for you. They’re busy doing something else—reading an article or checking footy scores—and your ad pops up to interrupt them.
Why Display Ads Can Be a Trap
For most small businesses, Display Ads are a great way to go broke quickly if you don't know what you're doing. Because the person isn't looking for your service, they are much less likely to call you.I’ve talked to business owners who were bragged to by other agencies about getting "millions of impressions" or "thousands of clicks" for a low price. But when I asked how many of those clicks turned into a sale, the answer was usually "none."
The Pros: Cheap clicks: You can get a lot of people to see your brand for very little money. Branding: It keeps your name in front of people so they remember you later. Retargeting: This is the only way I usually recommend small businesses use Display. It’s when your ad "follows" someone who has already visited your website but didn't call yet.
The Cons: Low intent: Most people ignore these ads or click them by accident. Wasteful: You can spend a lot of money showing ads to people who will never buy from you.
The Verdict: Where Should You Spend Your First Dollar?
If you are a tradie, a local shop, or a professional service provider, start with Search Ads.
Don't let anyone talk you into a "brand awareness" campaign using Display Ads until your Search Ads are already maxed out and making you money. Brand awareness is for companies like Coca-Cola or Nike who have millions to spare. For a local business, you need the phone to ring today.
We recently worked with a landscaping business in the Western Suburbs. They were spending $500 a month on Display Ads and getting plenty of "views" but zero jobs. We moved that same $500 into a targeted Search campaign. Within the first week, they had four high-value enquiries. They didn't need more people to see them; they needed the right people to find them.
One of the smartest ways to use Search is actually stealing competitor customers by showing your ad when someone searches for a rival’s business name. It’s aggressive, but it works brilliantly for taking market share in Brisbane.
How to Avoid the "Google Tax"
Google is very good at making it easy for you to spend money. They have a setting called "Search with Display Select." This is a trap. It takes your Search budget and sprinkles it across the Display network when Google thinks it's a good idea.
Spoiler: It’s rarely a good idea for your wallet.
Always keep these two types of ads separate. If you want to stop wasting money on clicks that don't convert, you need to be surgical. You want to show up when the intent is high and turn off the ads when it’s not.
When Should You Use Both?
There is a point where using both makes sense. Once your Search Ads are consistently bringing in leads, you can use Display Ads for "Retargeting."
Imagine someone visits your website, looks at your pricing, but then their kid starts crying and they close the laptop. They intended to call you, but they got distracted. A Display Ad showing up on their favourite news site the next day reminds them to come back and finish the booking. This is a very effective way to spend a small portion of your budget.
Summary Checklist for Brisbane Business Owners
1. Check your current ads: Are you paying for "impressions" (Display) or "intent" (Search)? 2. Prioritise Search: If your budget is under $2,000 a month, put 90-100% of it into Search Ads. 3. Watch your settings: Ensure Google isn't automatically pushing your Search ads onto the Display network. 4. Focus on the lead: Don't get excited about "clicks." Only care about phone calls, contact form submissions, or bookings.
Marketing shouldn't be a mystery. It’s an investment. If you’re putting money into Google and you aren't seeing a clear return in your bank account, something is wrong with your strategy.
At Local Marketing Group, we don't care about fancy graphs. We care about making your phone ring. If you want a straight-talking team to look at your ads and tell you where you're flushing money down the toilet, we’re here to help.
Ready to get more from your marketing? Contact Local Marketing Group today and let’s get your ads working as hard as you do.