Someone Googling on Google late at night is not in the same state of mind as someone browsing their Insta feed and seeing an ad pop up between posts. Obvious, maybe.
But it’s the whole reason Search and Display campaigns produce such wildly different results when the goal is converting buyers who already know what they want.
Most paid media conversations get this wrong. They lump everything under the Google Ads umbrella as if the platform were singular, as if Search and Display were synonyms, when in truth the two main campaign types operate on separate logic: search waits for demand to surface, and Display goes looking for it.
What High-Intent Looks Like
A high-intent buyer is someone who has moved past the curious stage. They’ve done some Googling, maybe compared a few options, and now they’re searching with the intent of purchasing. Their queries get longer and more specific. Browsing language gives way to buying language. Generic phrases get replaced by exact product names, location qualifiers, urgency markers, and delivery specifics.
It’s worth establishing one thing: these users aren’t waiting to be persuaded; they’ve already decided they want the thing. What they’re choosing now is who to give their money to. That changes how an ad needs to work its magic.
The Display Network’s Little Problem
Display ads appear on websites, apps, video placements, and in inboxes. They’re shown to people who are doing something else. In many ways, the ad is an interruption of that something else.
For brand awareness, fine. A new business wants people to know it exists, so it pays to show up next to relevant content. Reasonable strategy. Makes sense. The metric that matters is reach, and Display delivers reach affordably.
High-intent buyers don’t behave this way, though. Showing a Display ad to someone already in the market for what’s being sold is a bit like handing out flyers outside a shop they’re already walking into. The ad might catch their eye. But that’s about it. More often than not, it gets banner-blindness’d into oblivion before the page has even finished loading.
Why Search Wins on Conversion
A Search ad meets the buyer when they’re trying to solve their problem, as any perfectly timed ad should. The query is the qualifying signal. They’ve told Google what they want, and the ad just needs to be the correct answer.
Anyone running campaigns for a service business knows the pattern. Search delivers leads that close. Display fills the top of the funnel and occasionally produces something worth following up on. A practised Google Ads agency in London will build out Search first for any client whose product solves an immediate problem, then layer in other formats once the foundation is producing.
Search clicks cost more, no question. Competitive commercial keywords can get expensive fast, especially in saturated markets. Painful on the surface. Less painful once conversion rates are hitting their targets.
Honesty on Display
Display isn’t useless. Retargeting through Display, showing ads to people who’ve already visited a site, works well. Video placements can move people through the consideration stage for higher-ticket purchases. Performance Max blends multiple formats in ways that sometimes outperform either approach on its own.
A surprising number of businesses spend most of their paid budget on Display and wonder why their return is flatlining. Honestly, the answer is sitting in the campaign settings.
The Best of Both Worlds
For any business selling something people search for by name or by problem, Search should get the first bite of the budget.
Here are five things that matter most for any campaign:
Ads that match what the searcher typed.
Landing pages that deliver what the ad promised.
Conversion tracking set up properly.
Bidding strategies optimised and budget-aligned.
Deep keyword research that matches consumer profiles.
Once that’s working and producing predictable leads, Display becomes interesting again by retargeting site visitors, building audiences for upcoming launches, and filling the top of the funnel.
Doing it the other way round is how budgets disappear without much to show. Which, fine, happens to most businesses at some point. The ones who figure it out usually start by auditing where their best customers came from and noticing that nearly all of them typed something into Google first.
Search rewards the ready buyer. Display introduces the brand to buyers who aren’t. Knowing which one a campaign needs depends on knowing which buyer is being chased, and most paid media spend goes wayward because the right questions never get asked at the start.
