Are you really running "Google Ads" or just Promoting Search Results?
You're Ads vs. Display & Remarketing Ads: What Your Business Might Be Missing
If your business is running Google Ads, you might think you're already covering all the bases. But if you're only using Google Search Ads, you could be missing out on a huge portion of potential customers.
We often hear clients say, "I'm already running Google Ads," only to find out they're solely relying on keyword-based search ads. While search ads effectively capture high-intent users, Google Display ads and remarketing ads serve different purposes: helping expand brand awareness, engaging new audiences, and bringing back lost customers.
Let's break it down.
Google Search Ads (Keyword-Based PPC Ads)
Best for: Capturing High-Intent Customers
Google Search Ads appear when users search for specific keywords on Google. These are the traditional pay-per-click (PPC) ads that show up at the top and bottom of "search results."
How it Works:
Advertisers bid on relevant keywords (e.g., "buy coil springs online").
Ads are triggered only when someone actively searches for those terms.
Businesses pay per click (CPC), meaning you're only charged when someone clicks the ad.
Strengths & Weaknesses:
You're only paying for what you get... sort of. Picking the correct keywords is essential. You don't just want the highest number of people clicking, but instead, you want those who are closest to being converted. If a non-paying person clicks and has no intention of buying, then you've wasted money. But those clicking with high intent, because you tracked the right keywords, are of great value to you.
✅ Targets users actively looking for a specific product or service
✅ Highly intent-driven—users are closer to making a decision
✅ Provides immediate visibility on Google
Common Misunderstanding:
Many businesses run Google Ads to reach everyone who might be interested in their product. The reality? Search Ads only target people who are already searching—they don't get those who might be potential customers but aren't actively looking yet.
Google Display Ads (Banner & Video Ads)
Best for: Brand Awareness & Targeting
Unlike Search Ads, Google Display Ads appear across millions of websites, apps, and YouTube videos. These image, banner, and video ads target users based on their interests, online behavior, and demographics, rather than search intent.
How it Works:
Google uses audience targeting to display ads to users who fit your ideal customer profile.
Ads appear on news sites, blogs, forums, and apps (instead of search results).
Businesses can bid using Cost Per Thousand Impressions (CPM) or Cost Per Click (CPC).
Strengths & Weaknesses:
✅ Expands brand awareness to users who may not be actively searching yet
✅ Targets audiences based on their interests, habits, and demographics
✅ Includes rich media option didn't video and interaction ads
Example:
Ever browsed an online store, then later saw their banner ads while reading a blog or watching YouTube? That's Google Display Ads at work!
Google Remarketing Ads
Best for: Re-Engaging Visitors Who Didn't Convert
Remarketing Ads are a specific type of Display Ad that targets people who have previously visited your website. These ads follow users across the web, keeping your product or service top-of-mind and encouraging them to return.
Retargeting or Remarketing are essential parts of the "funnel," which is a marketing term for the steps a customer takes from being unfamiliar with your brand and products to becoming customers.
How it Works:
When a user visits your site but doesn't convert, a tracking pixel tags them.
When they browse other sites, they see your ads, learning more about the benefits and reminding them to come back
Remarketing is highly customizable, showing specific products or services based on past interactions.
Strengths & Weaknesses:
✅ Brings back potential customers who showed initial interest but didn't buy
✅ Improves conversion rates by reminding users to complete their purchase
✅ Highly cost-effective—targets warm leads instead of new, cold traffic
Key Differences Between Search, Display & Remarketing Ads
| Feature | Google Search Ads (PPC) | Google Display Ads (Banner/Video) | Google Remarketing Ads |
|---|---|---|---|
| Targeting Method | Keyword-based, focusing on search intent | Audience-based, targeting interests, demographics, behaviors | Retargeting users who visited your site but didn’t convert |
| Ad Format | Text ads at top/bottom of Google search results | Image, video, or banner ads across websites, YouTube, and apps | Display ads that follow previous visitors across the web |
| Primary Goal | Capture high-intent traffic | Build brand awareness and reach new audiences | Re-engage past visitors and drive conversions |
| Where Ads Appear | Google Search & Partner Networks | Websites, apps, YouTube, and Google Display Network | Websites, apps, YouTube—targeting past visitors |
| Bidding | Pay-per-click (CPC) | Pay-per-impression (CPM) or Pay-per-click (CPC) | Pay-per-impression (CPM) or Pay-per-click (CPC) |
How to Educate Clients Who Say, "I'm Already Running Google Ads"
If a client tells you they're already running Google Ads, here's how to clarify their strategy and show them the benefits of expanding into
Step 1: Explain the Difference
Step 2: Show the Benefits of Expanding
Step 3: Point Out the Targeting Gaps
Final Thoughts: A Smarter Google Ads Strategy
Running only Search Ads is like fishing with a net that only catches fish already swimming toward you—you'll get some, but you're missing a much bigger opportunity.
By adding Google Display Ads and Remarketing Ads to your strategy, you can:
✅ Reach new potential customers who fit your ideal audience.
✅ Keep your brand visible even when users aren't actively searching.
✅ Bring back visitors who showed interest but didn't convert the first time.
If you want to maximize your Google Ads performance, Earnest Marketing can help create a full-funnel advertising strategy that targets search intent and audience behavior.
Want to Grow Your Business with Google Ads?
First, give us a call; we offer free, no-pressure consultations that can help you grow your business. Let's build a strategy that reaches more customers and drives more conversions.
