Technically, Search Ads and Display Ads in Google Ads are two very different systems, even though they live under the same platform. They serve totally different purposes and are triggered by different user behaviors.
Search Ads (Keyword-Based)
Search Ads are all about user intent. They only show when someone types a relevant keyword into Google Search. So you're literally responding to something a user is actively looking for.
For example: if someone searches “best running shoes,” your ad shows because you’ve targeted that keyword (or a variation of it).
You control how closely you want to match that search using match types like exact, phrase, or broad.
The search auction is heavily driven by keyword relevance, expected CTR, and your landing page quality.
So in short: Search Ads wait for the user to come to you.
Display Ads (Audience-Based)
Display Ads work completely differently. These show across websites, apps, and platforms in the Google Display Network (like YouTube, Gmail, blogs, etc.) — and they’re not triggered by a keyword typed into search.
Instead, you’re targeting people based on their interests, online behavior, past site visits (remarketing), demographics, or custom audience signals.
With Display Ads, you're proactively putting your brand in front of people who may not even be thinking about your product yet.
It’s more like brand planting than harvesting.
Core Technical Difference?
Search = intent-based, keyword-triggered
Display = audience-based, behaviorally-triggered
They even rely on different machine learning models behind the scenes. Search prioritizes query relevancy and click probability. Display leans on audience signals, device usage, and content matching.
When to Use Each?
Use Search Ads when you want to convert someone already looking for your offer.
Use Display Ads when you want to generate awareness, retarget, or warm up cold audiences.
If you try to use one like the other, it’ll probably flop. They're built differently for a reason.