Search ads catch people who are already looking for you. Display ads do something different — they put your brand in front of people as they browse websites, watch YouTube and use apps, building awareness and bringing back visitors who didn't buy the first time. Used together with search, they can lift the return on your entire marketing budget.
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What are Google Display Ads?
Display ads are the visual banners — images, and sometimes short video — that appear across the Google Display Network: over two million websites, apps and Google-owned properties like YouTube and Gmail. Instead of waiting for someone to search, you reach them where they already spend time online.
How display ads grow your results
1. They build awareness cheaply
Display impressions cost far less than search clicks. That makes them an affordable way to get your brand seen by a large, relevant audience — so when those people later search for what you sell, they already recognise your name.
2. They bring back lost visitors (remarketing)
This is where display earns its keep. Most people don't buy on their first visit. Remarketing shows tailored banners to people who already visited your site, gently reminding them to come back and finish. These campaigns often deliver some of the best returns in the whole account.
3. They expand your reach with precise targeting
You can target by interests, by the kind of content people consume, by specific websites, or by audiences similar to your existing customers — reaching new buyers who look a lot like the ones you already have.
When display ads work best
- Alongside search ads, as part of a full-funnel strategy rather than on their own.
- For remarketing to warm audiences who already know you.
- For products that benefit from being seen repeatedly before purchase.
- When you want awareness at a low cost per view.
A caution on measuring display
Display works differently from search, so judge it differently. It often influences a sale that gets completed later through a search or a direct visit. Focus on its role in the whole customer journey — awareness and assisted conversions — not just last-click sales, or you'll undervalue it.
Frequently asked questions
Are display ads better than search ads?
Neither is "better" — they do different jobs. Search captures existing demand; display creates awareness and recovers lost visitors. The best results come from using both together.
What's remarketing?
Remarketing shows ads to people who already visited your website, encouraging them to return and convert. It's usually the highest-ROI use of the Display Network.
How much do display ads cost?
Generally much less per impression than search costs per click, which is why display is a cost-effective awareness tool. You still control the budget entirely.
Want a display strategy that supports your whole funnel — not just standalone banners? See our Google Ads management service or get a free consultation.
