Let’s be honest: staring at the backend of a Google Ads account can feel a bit like trying to read a map in a foreign language. There are buttons everywhere, acronyms you’ve never seen, and a nagging fear that one wrong click will drain your marketing budget overnight.
If you’re running a service-based business—whether you’re an HVAC tech, a specialized medical practice, or running a nonprofit—you know you need to be online. But the sheer number of advertising options is enough to make anyone’s head spin.
The two heavy hitters you’ll hear about most often are Google Search Ads and Google Display Ads.
At Big Storm, clients often ask us: “Which one is better?” The truth is, that’s a bit like asking if a hammer is better than a screwdriver. It depends entirely on what you’re trying to build.
To help clear the air, we’re breaking down the difference between the two, how they work for Google Ads for service businesses, and why the magic often happens when you use them together.
The “I Need It Now” Approach: Google Search Ads
Think of Google Search Ads as the modern-day equivalent of the Yellow Pages, but much smarter and faster.
When a potential customer goes to Google and types in “emergency plumber near me” or “best commercial cleaner in Bozeman,” they have what we call high intent. They aren’t browsing for fun; they have a problem, and they are actively looking for a solution right now.
Search Ads place your business at the very top of those search results.
Why Search Ads work for service businesses:
- Immediate Action: You catch people exactly when they are ready to buy or book.
- Targeted Reach: You only show up for the specific keywords relevant to your service.
- Lead Generation: This is your primary tool for driving phone calls and form fills today.
If you need leads to keep the lights on and the trucks rolling, Search Ads are your best friend.
The “Hey, Remember Me?” Approach: Google Display Ads
If Search Ads are about capturing demand, Google Display Ads are about generating it.
Display Ads are the visual banners and graphics you see while browsing your favorite news sites, reading blogs, or watching YouTube videos. The people seeing these ads aren’t actively searching for your service at that exact second. They’re just living their lives.
So, why bother? Because before someone can hire you, they usually need to know you exist.
Why Display Ads work for service businesses:
- Brand Awareness: They introduce your name and logo to thousands of people in your area at a much lower cost than Search Ads.
- Top-of-Mind Visibility: They keep your brand present so that when the need does arise, you’re the first one they think of.
- Retargeting: Ever looked at a pair of shoes and then saw ads for them for a week? That’s retargeting. We use Display Ads to remind people who visited your site to come back and finish what they started.
Real-World Example: Expanding Horizons
We recently worked with a local bank in Bozeman. They were well-known in town, but they wanted to expand their business across the entire Gallatin Valley. We utilized Display Ads to generate low-cost awareness in those new areas. It ensured that potential customers understood who the bank was and kept the brand top-of-mind, so when they were finally ready to switch banks or apply for a loan, our client was the obvious choice.
The Power Combo: Why You Likely Need Both
Here is the secret sauce that many agencies might skip over: You don’t usually have to choose just one. In fact, for most service-based businesses, we recommend a strategy that uses both.
This approach covers your entire “marketing funnel.” You need to fill the top of the funnel with people who know who you are (Display/Awareness) so you can eventually convert them into paying clients when they are ready to act (Search/Action).
Real-World Example: The Monday Morning Rush
We work with a local HVAC company here in Bozeman that faces a common issue: furnaces aren’t polite enough to only break down during business hours.
We run Display Ads for them heavily on the weekends. Why? Because even if the customer isn’t going to get a repairman out on a Sunday afternoon, seeing that brand name while they browse the web keeps the company top-of-mind.
When Monday morning rolls around, and it’s time to call for repairs, that customer doesn’t just call the first random number they find. They call the company they remember seeing all weekend.
Ready to reshape what’s possible for your business?
Marketing your service business doesn’t have to be a guessing game. By understanding the specific job that each ad type does, you can stop wasting money on clicks that don’t convert and start building a strategy that actually grows your business.
Whether you need the immediate kick of Search Ads or the long-term relationship building of Display Ads, Our Marketing and Advertising Agency can help you build a plan that fits.
We’d love to help you navigate the digital landscape. Contact Big Storm today to start a conversation about Google Ads and get you found by the right people.