Google's advertising ecosystem offers two fundamentally different ways to reach customers: the Search Network, which captures users actively looking for solutions, and the Display Network, which reaches users as they browse content across the web. Understanding when and how to use each network is one of the most consequential decisions you'll make in Google Ads. Get it right, and you'll maximize ROI by reaching the right users at the right moment. Get it wrong, and you'll waste budget showing ads to people who aren't ready to convert or miss high-intent buyers entirely.
This guide provides the strategic framework you need to make informed decisions about Search vs Display allocation. We'll cover the fundamental differences between networks, benchmark performance data for 2026, and practical guidance for building a channel strategy that maximizes your advertising investment.
Understanding the Search Network
The Search Network displays text ads on Google.com search results and Google's search partner sites when users enter queries matching your keywords. This is intent-based advertising at its purest: someone types "running shoes for flat feet" into Google, and your ad for orthopedic running shoes appears. The user has explicitly expressed a need, making them far more likely to convert than someone randomly browsing the internet.
Search Network reach is inherently limited by search volume—you can only show ads when people search for relevant terms. This constraint is also its strength: every impression represents a user actively seeking something. For detailed setup and optimization guidance, see our Google Search Ads Guide.
Search Network characteristics
| Characteristic | Search Network |
|---|---|
| User intent | High (actively searching) |
| Ad format | Text-based (Responsive Search Ads) |
| Targeting method | Keyword matching |
| Reach potential | Limited by search volume |
| Average CTR | 3-6% |
| Average conversion rate | 3-5% |
| Primary use case | Capture existing demand |
The Search Network excels at capturing demand that already exists. When someone searches "buy CRM software" or "plumber near me," they've moved past awareness and consideration into active purchase mode. Your Search ad meets them at the moment of highest intent, which is why Search typically delivers the highest conversion rates and most immediate ROI of any digital advertising channel.
Understanding the Display Network
The Google Display Network (GDN) reaches users across more than 2 million websites, apps, and Google-owned properties like YouTube and Gmail. Unlike Search, Display ads appear while users browse content—reading news articles, checking weather, watching videos, or using mobile apps. The user hasn't expressed explicit intent; they're passively consuming content when your ad interrupts their experience.
This passive context means Display conversion rates are significantly lower than Search. However, Display offers reach that Search cannot match and costs that make awareness-building economically viable. For complete Display Network optimization strategies, see our Google Display Network Guide.
Display Network characteristics
| Characteristic | Display Network |
|---|---|
| User intent | Low to medium (passive browsing) |
| Ad format | Visual (images, video, responsive) |
| Targeting method | Audience, contextual, placement |
| Reach potential | 90%+ of internet users |
| Average CTR | 0.4-0.6% |
| Average conversion rate | 0.5-1% |
| Primary use case | Build awareness, remarketing |
Display's strength lies in creating demand rather than capturing it. You can reach users who don't yet know they need your product, introduce new solutions to problems they're experiencing, and stay top-of-mind throughout long consideration cycles. Display also powers remarketing—showing ads to users who've previously visited your site—which combines Display's visual impact with higher intent from prior engagement.
Intent-Based vs Awareness Targeting
The fundamental difference between Search and Display comes down to user intent. Search captures users who have already identified a need and are actively seeking solutions. Display reaches users who may have latent needs but haven't yet started searching. This distinction has profound implications for targeting strategy, creative approach, and performance expectations.
The intent spectrum
Think of buyer intent as a spectrum from complete unawareness to ready-to-purchase. Search Network ads operate at the high-intent end of this spectrum, capturing users who have progressed through awareness and consideration on their own. Display Network ads can reach users anywhere on the spectrum, from complete unawareness to active consideration.
| Intent Stage | User Behavior | Best Network | Example |
|---|---|---|---|
| Unaware | Doesn't know solution exists | Display | Reading fitness blog, sees ad for new supplement |
| Problem aware | Knows problem, not solution | Display | Browsing back pain content, sees ergonomic chair ad |
| Solution aware | Knows solutions exist, researching | Both | Reading CRM reviews, targeted with Display; searches "best CRM" |
| Product aware | Knows your product, evaluating | Both | Visited your site, sees remarketing Display; searches your brand |
| Ready to buy | Decision made, looking to purchase | Search | Searches "buy [product] discount code" |
This framework explains why sophisticated advertisers use both networks. Relying solely on Search means you only capture users who reach high intent through other channels (organic search, word of mouth, competitor advertising). Adding Display lets you influence the journey earlier, building awareness and preference before users start searching.
Targeting capabilities compared
Search and Display offer fundamentally different targeting approaches, each optimized for their respective user contexts. Understanding these differences helps you leverage each network's strengths. For comprehensive targeting guidance, see our Audience Targeting Guide.
| Targeting Type | Search | Display |
|---|---|---|
| Keywords | Primary targeting method | Contextual targeting (page content) |
| Demographics | Overlay on keywords | Primary or overlay |
| In-market audiences | Overlay on keywords | Primary or overlay |
| Affinity audiences | Overlay on keywords | Primary or overlay |
| Remarketing | RLSA (bid adjustments) | Primary targeting method |
| Custom intent | Not available | Available |
| Placement targeting | Not available | Specific sites/apps |
2026 Performance Benchmarks
Understanding typical performance helps you set realistic expectations and identify optimization opportunities. The following benchmarks represent aggregated 2026 data across industries. Your specific results will vary based on industry, competition, creative quality, and targeting precision.
Core metrics comparison
| Metric | Search Network | Display Network | Difference |
|---|---|---|---|
| Average CTR | 4.2% | 0.46% | Search 9x higher |
| Average CPC | $2.69 | $0.63 | Display 77% cheaper |
| Average conversion rate | 4.1% | 0.77% | Search 5x higher |
| Average CPA | $65.80 | $81.93 | Search 20% cheaper |
| Average CPM | $38.40 | $2.80 | Display 93% cheaper |
These benchmarks reveal the core trade-off: Search delivers higher engagement and conversion rates at higher costs per click, while Display offers vastly cheaper reach with lower engagement. The similar average CPA suggests that when optimized correctly, both networks can deliver efficient conversions—Display requires more impressions and clicks to generate each conversion, but those impressions and clicks cost less.
Industry-specific performance
Performance varies dramatically by industry. High-consideration purchases (B2B, financial services, legal) show the largest gap between Search and Display conversion rates because users require more touchpoints before converting. Visual products (fashion, travel, home decor) often see stronger Display performance because imagery drives desire.
| Industry | Search CPC | Display CPC | Search Conv. Rate | Display Conv. Rate |
|---|---|---|---|---|
| E-commerce | $1.16 | $0.45 | 2.8% | 0.59% |
| B2B/SaaS | $3.33 | $0.79 | 3.0% | 0.46% |
| Finance | $3.44 | $0.86 | 5.1% | 1.19% |
| Legal | $6.75 | $0.72 | 6.9% | 0.47% |
| Healthcare | $2.62 | $0.63 | 3.4% | 0.82% |
| Travel | $1.53 | $0.44 | 3.6% | 0.87% |
When to Use Search Network
Search Network should be your primary channel when capturing existing demand is your priority. If users are actively searching for what you offer, Search provides the most direct path to conversion. Here are the specific scenarios where Search excels.
High-intent keywords exist
When significant search volume exists for commercial and transactional keywords in your space, Search is the obvious choice. Someone searching "buy project management software" has already decided to purchase—they just need to choose a vendor. Search puts you in front of these ready-to-buy users at the critical decision moment.
Short purchase cycles
Products and services with purchase cycles under 7 days benefit most from Search because users progress from search to purchase quickly. Emergency services (plumbers, locksmiths), consumer products, and low-consideration B2B purchases fall into this category. The immediate intent captured by Search converts quickly without requiring nurturing.
Service-based businesses
Local service businesses often find Search dramatically outperforms Display because users search when they have immediate needs. "Emergency dentist near me" or "24-hour locksmith" represent users who will convert within hours. Display awareness campaigns make less sense when the need is unpredictable and urgent.
Competitive markets with established search behavior
In mature markets where users know to search for solutions, Search captures the existing demand pool efficiently. Software categories with established search behavior (CRM, email marketing, accounting software) see strong Search performance because users expect to find and evaluate options through search.
Limited brand awareness budget
If your budget only allows one channel, Search typically provides faster, more measurable ROI. You're not building awareness; you're harvesting the awareness created by others (competitors, content marketing, PR). This is particularly true for smaller businesses competing against larger players who invest heavily in brand building.
When to Use Display Network
Display Network shines when you need to reach users before they start searching or when Search costs are prohibitive. Display creates demand rather than capturing it, making it essential for certain business scenarios.
Low or no search volume
When users don't know to search for your solution, Display is necessary to create awareness. New product categories, innovative solutions to problems users don't recognize, and products people don't know they want all require Display to introduce the concept. You can't capture search demand that doesn't exist.
Visual products and experiences
Products where imagery drives desire—fashion, travel, luxury goods, home decor—often perform well on Display because visuals create want. A beautiful image of a beach resort or a stunning dress generates interest that text ads cannot replicate. Display's visual formats let you show rather than tell.
Long consideration cycles
B2B purchases, major consumer purchases (cars, homes), and complex services involve months of research and consideration. Display keeps your brand visible throughout this extended journey, ensuring you're remembered when the user is finally ready to buy. Relying solely on Search means you only appear at the final decision point, after competitors have shaped the user's preferences through earlier touchpoints.
Remarketing to site visitors
Display remarketing is one of the highest-ROI applications of the Display Network. Users who've visited your site already know your brand—they have higher intent than cold Display audiences. Remarketing Display ads remind them of what they viewed, overcome objections, and bring them back to convert. See our Remarketing Guide for detailed strategies.
Prohibitive Search CPCs
Some industries face Search CPCs so high that profitable advertising is nearly impossible. Legal keywords can exceed $50 per click; insurance and finance keywords routinely cost $20-30. In these markets, Display offers an alternative path to reach potential customers at dramatically lower costs, though with correspondingly lower conversion rates that require volume to deliver results.
Brand building objectives
When your goal is awareness rather than immediate conversions, Display's low CPMs make it economically viable to reach large audiences. Building brand recognition, launching new products, and establishing category presence all benefit from Display's reach-oriented economics. Measuring success requires looking beyond last-click conversions to brand lift, assisted conversions, and search volume increases.
Budget Allocation Strategies
Optimal budget allocation between Search and Display depends on your business model, sales cycle, and current brand awareness. These frameworks provide starting points; actual allocation should evolve based on measured performance.
Allocation by business type
| Business Type | Search Allocation | Display Allocation | Rationale |
|---|---|---|---|
| Local services | 80-90% | 10-20% | High-intent searches, immediate need |
| E-commerce (known brands) | 60-70% | 30-40% | Capture searches, remarketing for abandoned carts |
| E-commerce (new brands) | 40-50% | 50-60% | Build awareness, then capture demand |
| B2B SaaS | 50-60% | 40-50% | Long cycles need awareness + intent capture |
| Enterprise B2B | 30-40% | 60-70% | Very long cycles, account-based targeting |
| Travel/hospitality | 50-60% | 40-50% | Visual inspiration + high-intent bookings |
Allocation by sales cycle length
Sales cycle length significantly influences optimal allocation. Short cycles favor Search because the path from intent to conversion is compressed. Longer cycles require Display investment to nurture prospects through extended consideration periods.
| Sales Cycle | Search | Display | Strategy |
|---|---|---|---|
| Under 7 days | 75-85% | 15-25% | Maximize Search capture, minimal remarketing |
| 7-30 days | 60-70% | 30-40% | Balance capture with remarketing |
| 30-90 days | 45-55% | 45-55% | Equal investment in awareness and capture |
| 90+ days | 30-40% | 60-70% | Prioritize sustained awareness |
Dynamic allocation based on performance
Start with a hypothesis-based allocation, then adjust based on measured results. Track incrementality by periodically pausing Display to measure impact on Search conversions and overall volume. If pausing Display significantly reduces Search conversions, Display is creating demand that Search captures—justifying continued Display investment even if Display's direct CPA is higher.
Combining Search and Display Campaigns
The most effective Google Ads strategies use Search and Display together, with each network playing a specific role in the customer journey. This section outlines how to structure a coordinated multi-network approach.
Full-funnel architecture
Structure your campaigns to address each stage of the buying journey with the appropriate network and targeting approach. This creates a coherent experience where prospects encounter your brand at every stage.
| Funnel Stage | Network | Campaign Type | Objective |
|---|---|---|---|
| Awareness | Display | Prospecting (affinity/in-market) | Introduce brand to new audiences |
| Consideration | Display + Search | Custom intent Display + non-brand Search | Capture research behavior |
| Intent | Search + Display | High-intent Search + remarketing Display | Convert active researchers |
| Decision | Search | Brand Search + competitor conquesting | Capture ready-to-buy users |
| Retention | Display | Customer remarketing | Cross-sell, upsell, reactivate |
Remarketing integration
Remarketing bridges Search and Display by targeting Search visitors with Display ads. When users click your Search ads but don't convert, Display remarketing keeps your brand visible as they continue browsing. This integration dramatically improves conversion rates for high-intent Search visitors who need additional touchpoints before converting.
Structure remarketing audiences based on behavior depth. Users who visited your homepage get general brand messaging. Users who viewed specific products see those products in dynamic remarketing. Users who abandoned cart receive urgency messaging with potential incentives. This graduated approach matches message intensity to demonstrated intent.
Sequential messaging
Design Display campaigns that build on Search exposure. When users search and click but don't convert, subsequent Display ads should address likely objections rather than repeating the original pitch. If users searched for pricing information, remarketing ads might highlight ROI or flexible payment options. If they viewed comparison content, remarketing might emphasize differentiators against competitors.
Cross-network attribution
Understanding how Search and Display work together requires looking beyond last-click attribution. Use Google Ads attribution reports to see how Display impressions and clicks assist Search conversions. Data-driven attribution or position-based models reveal whether Display is creating demand that Search captures, justifying Display investment even when Display's direct conversion metrics are weak.
Performance Expectations by Network
Setting appropriate expectations prevents premature optimization decisions. Search and Display require different timelines and evaluation criteria to assess accurately.
Search campaign expectations
Search campaigns typically show results quickly because high-intent users convert faster. Expect meaningful data within 2-4 weeks of launch, though full optimization requires 6-8 weeks of data accumulation and iterative improvement. Key milestones include:
- Week 1-2: Initial impressions and clicks, identify obvious targeting issues
- Week 3-4: First conversions, initial CPA benchmarks, keyword performance emerges
- Week 5-8: Statistical significance for optimization decisions, negative keyword refinement
- Month 3+: Mature performance, incremental optimization, scaling decisions
Display campaign expectations
Display campaigns require longer evaluation windows because lower conversion rates mean more time to accumulate statistically significant data. Additionally, Display's awareness-building effects may not appear immediately in conversion metrics. Expect:
- Week 1-2: Delivery stabilization, initial reach and frequency data
- Week 3-4: Early engagement signals, audience performance differentiation
- Week 5-8: View-through conversions accumulate, click-through conversion patterns emerge
- Month 3+: Brand lift measurable, full attribution picture visible
Measuring Display success correctly
Display measurement requires metrics aligned with awareness objectives, not just direct conversions. For prospecting Display campaigns, track CPM (cost per thousand impressions), reach, frequency, and view-through conversions. For remarketing, direct conversions matter more because audiences have demonstrated prior intent. Always compare Display performance to the full picture: does Display investment correlate with increased Search conversions and overall conversion volume?
Common Mistakes to Avoid
Advertisers frequently make errors when allocating between Search and Display. Avoiding these mistakes improves efficiency and prevents wasted spend.
Mixing Search and Display in single campaigns
Google allows "Search with Display expansion" campaigns, but this option typically wastes budget. The algorithm shows Display ads when Search inventory is unavailable, but these Display impressions appear to perform well due to view-through attribution—users who saw Display ads and later converted through other channels get attributed to Display. Keep networks separate for accurate performance data and independent optimization.
Judging Display by Search standards
Comparing Display CTR or direct conversion rate to Search metrics leads to incorrect conclusions. Display will almost always look worse on these metrics because user intent is fundamentally different. Evaluate Display on reach, CPM, view-through conversions, and contribution to overall conversion volume—not direct last-click metrics designed for high-intent channels.
Underfunding remarketing
Remarketing is often the highest-ROI application of Display budget, yet many advertisers underfund it. Your site visitors represent qualified prospects who've already expressed interest. Ensuring these users see remarketing ads throughout their decision process typically delivers stronger returns than prospecting Display to completely cold audiences.
Ignoring frequency management
Display ads can quickly become intrusive if frequency isn't managed. Showing the same user your ad 50 times in a week doesn't increase conversion probability—it creates negative brand association. Set frequency caps (typically 3-5 impressions per day) and implement sequential creative to keep messaging fresh across multiple exposures.
Premature optimization
Both networks require time to accumulate meaningful data. Pausing audiences, placements, or keywords after a few days of poor performance prevents you from gathering the data needed for informed decisions. Wait for statistical significance (typically 1000+ impressions for Display, 100+ clicks for Search) before making optimization changes.
Network Selection Decision Framework
Use this framework to determine whether Search, Display, or both networks should anchor your Google Ads strategy.
Start with Search if:
- Significant search volume exists for commercial keywords in your space
- Your sales cycle is under 30 days
- Users actively search when they have the need you address
- You need immediate, measurable ROI
- Your budget is limited and you need efficient conversion capture
Prioritize Display if:
- Search volume is low or nonexistent for your solution
- You're launching a new product category
- Visual presentation is crucial to generating desire
- Your sales cycle exceeds 90 days
- Search CPCs are prohibitively expensive in your industry
- Building brand awareness is a primary objective
Use both networks if:
- You have budget to address multiple funnel stages
- Your sales cycle is 30-90 days with multiple touchpoints
- You want to capture demand AND create new demand
- Remarketing to site visitors is valuable
- You're competing against well-funded competitors using full-funnel strategies
The Search vs Display decision isn't binary for most advertisers. The question is proportion, not exclusivity. Start with the network that addresses your most pressing business need, prove ROI, then expand to create a comprehensive approach that builds awareness, nurtures consideration, and captures conversion-ready users. This coordinated strategy maximizes the value of every advertising dollar across the entire customer journey.
Benly helps advertisers optimize their Google Ads channel strategy with AI-powered analysis of Search and Display performance, automated budget allocation recommendations, and competitive intelligence on how top performers in your industry balance their network investments. Connect your Google Ads account to see how your network mix compares to benchmarks and identify your biggest optimization opportunities.
