Both have advantages! If your product or service is easily searched for (e.g., “physical therapy” or “coffee shop near me”), then a search ad is a good place to start. Display ads are more eye-catching, and are useful for cultivating awareness of a brand or new product.
We recommend using search and display together in different proportions, depending on campaign goals. If you are running an awareness campaign that is mostly display, having a small search campaign helps people who may have seen the ad but not converted find the product again. If you are running a search campaign, having a small display campaign that is sent to people who visited the website but did not convert is helpful in bringing them back to close the deal.