Google Ads offers two main advertising networks:

• Search Network
• Display Network

Search Network shows ads to users actively searching on Google.

Display Network shows visual ads on websites, apps, YouTube, and other platforms while users browse content.

In simple terms:

• Search Network = Intent-Based Advertising
• Display Network = Awareness-Based Advertising

Knowing the difference helps advertisers choose the right marketing strategy.

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What Is Search Network?

Search Network is Google’s advertising network that displays text-based ads on search engine results pages when users actively search for keywords.

These ads appear when a person’s search query matches the keywords targeted by the advertiser. Since users are already looking for information, products, or services, Search Network ads often generate highly relevant traffic and better conversion opportunities.

Where Search Network Ads Appear

• Google Search Results – Ads appear at the top or bottom of Google’s search results page when users search for relevant keywords.
• Google Search Partners – Ads can also appear on partner websites that work with Google to display search advertisements.
• Google Maps Searches – Businesses can show ads when users search for products or services within Google Maps.
• Shopping Search Results – Product-related ads can appear when users search for items they want to purchase.

Example

A user searches:

Digital Marketing Course

Google may display:

Join Our Digital Marketing Certification Program

advertisement.

The user is actively searching for a solution, which means there is a higher chance that they will click the ad and take action, such as enrolling in a course or requesting more information.

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What Is Display Network?

Display Network is Google’s network of websites, apps, videos, and online properties where advertisers can show visual advertisements.

Unlike Search Network ads, Display Network ads appear while users browse content rather than actively searching. The main purpose of the Display Network is to increase brand awareness, attract new audiences, and keep businesses visible across the internet.

Where Display Ads Appear

• Websites – Banner and image ads can appear on millions of websites that are part of Google’s Display Network.
• Mobile Apps – Ads can be shown inside mobile applications used by smartphone and tablet users.
• YouTube – Visual and video ads can appear before, during, or alongside YouTube content.
• Gmail – Promotional ads can appear in users’ Gmail inboxes, usually in the Promotions tab.
• Google Discover – Ads can appear in the personalized content feed on mobile devices.
• Blogs – Advertisements can be displayed on blog websites related to specific topics or interests.
• News Websites – Ads can appear on online news portals where users read articles and updates.

Example

A user reads a marketing article.

A banner advertisement appears:

Learn Digital Marketing Online

The user did not search for the course but still sees the advertisement. This helps businesses introduce their products or services to potential customers who may become interested later.

Feature	Search Network	Display Network
Meaning	Search Network shows text ads on Google search results when users actively search for a keyword.	Display Network shows visual ads (banner, image, video) on websites, apps, and YouTube partner sites.
User Intent	High intent users (actively searching for a product/service).	Low to medium intent users (browsing content, not actively searching).
Ad Format	Mostly text-based ads (Search Ads).	Image, banner, responsive ads, and video ads.
Placement	Google Search Engine Results Page (SERP).	Millions of websites, apps, YouTube, Gmail, and partner networks.
Targeting Method	Keywords-based targeting.	Audience-based targeting (interests, demographics, remarketing).
Conversion Rate	Usually higher due to strong buying intent.	Lower compared to search but good for awareness and remarketing.
Purpose	Capture demand (users already searching).	Create demand (awareness and brand visibility).
Cost (CPC)	Generally higher CPC due to high competition.	Usually lower CPC due to broader reach.
Best For	Leads, sales, direct conversions.	Branding, awareness, remarketing, and engagement.
Traffic Quality	Highly qualified and targeted traffic.	Mixed traffic (depends on targeting).
Ad Timing	Shown when user searches a keyword.	Shown while user is browsing other content.
Example	“Buy running shoes online” → Search ad appears.	Banner ad for running shoes shown on news website.
Optimization Focus	Keywords, ad copy, and bidding strategy.	Audience targeting, creatives, and placements.
Click Intent	Strong purchase intent.	Casual browsing intent.

How Search Network Works

Search Network works by showing ads to users when they search for specific keywords on Google. Advertisers choose keywords related to their products or services, and Google matches those keywords with relevant user searches.

When someone enters a search query, Google runs an ad auction to determine which ads should appear and in what order. Factors such as keyword relevance, bid amount, and ad quality influence the results.

Process

1. A user types a search query into Google.
2. Google checks for advertisers targeting related keywords.
3. An ad auction takes place.
4. Google selects the most relevant ads.
5. The ads appear on the search results page.
6. The user may click the ad and visit the advertiser’s website.

Example

User searches:

Best SEO Course

Advertiser targets:

SEO Course

Because the search query is closely related to the targeted keyword, Google may display the advertiser’s ad. Since the user is actively looking for an SEO course, there is a higher chance of engagement and conversion.

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How Display Network Works

Display Network works by showing visual advertisements to users while they browse websites, mobile apps, YouTube, Gmail, and other online platforms that are part of Google’s Display Network.

Instead of targeting active searches, Display Network focuses on reaching users based on their interests, demographics, browsing behavior, or previous interactions with a website.

Process

1. A user visits a website, app, or online platform.
2. Google analyzes audience and contextual signals.
3. A relevant display ad is selected.
4. The ad appears as a banner, image, video, or responsive ad.
5. The user may view or click the advertisement.
6. The advertiser gains visibility and potential traffic.

Example

User reads:

Marketing Trends Blog

Banner appears:

Become a Digital Marketing Expert

Although the user did not search for a digital marketing course, the ad is shown because it matches the user’s interests or the content being viewed. This helps businesses build awareness and attract potential customers who may be interested in their offerings later.