In the Brisbane business landscape, we often see a recurring tragedy: a local trade or service provider pouring thousands of dollars into Google Ads, only to receive a trickle of low-quality enquiries.
When we look under the hood, the culprit is almost always a fundamental misunderstanding of the Search vs. Display divide. It isn’t just about where your ad appears; it’s about the psychology of the person seeing it. If you are treating Display like Search, or Search like a billboard, you are burning cash.
Here are the most common mistakes Australian SMBs make when choosing between Search and Display, and how to pivot your strategy for actual ROI.
1. Using Display for High-Urgency Services
If you are a 24-hour locksmith in Fortitude Valley or a burst-pipe plumber in the western suburbs, your customers have a problem that needs solving now. They go to Google Search, type in a specific query, and click the first thing that looks credible.Using the Display Network (those visual banners on news sites or blogs) for these services is a mistake. Why? Because no one sees an ad for a locksmith while reading a news article and thinks, "I'll book that in for next Tuesday just in case."
The Fix: For immediate needs, dominate the Search Network. Focus on scaling high-intent phone leads by appearing when the intent is highest. Save Display for brand awareness or long-cycle luxury services.
2. Neglecting the 'Search Partner' Trap
When setting up a Search campaign, Google often defaults to including "Search Partners" and the "Display Network." For many Brisbane businesses, this is a silent budget killer.By ticking that Display box within a Search campaign, Google will take your text-only ads and show them on random websites when it can't find enough search volume. These ads look clunky, lack visual appeal, and usually result in accidental clicks from people who have zero intention of buying.
The Fix: Keep your lanes clear. Disable the Display Network expansion on your Search campaigns. If you want to run Display, create a dedicated campaign where you can control the imagery and audience signals properly.
3. Expecting Direct Conversions from Cold Display
The biggest mistake we see with Display is measuring it by the same yardstick as Search. Search ads capture existing demand; Display ads generate new interest.If you run a Display campaign targeting a broad demographic in Queensland and expect your phone to ring off the hook immediately, you’ll be disappointed. Display is a top-of-funnel tool. Its job is to make your brand familiar so that when the customer does eventually search for your service, they choose you over a stranger.
The Fix: Use Display for Remarketing. This is where you show ads specifically to people who have already visited your site but didn't convert. It’s an essential part of turning visitors into customers by staying top-of-mind during their decision-making process.
4. Poor Geographic Fencing
Australia is a big place, but your service area probably isn't. A common mistake is letting Google’s "Presence or Interest" setting run wild.If you are a boutique gym in Newstead, you don't want your Display ads showing to someone in Sydney just because they once searched for "Brisbane holidays." This results in high impressions but zero local relevance.
The Fix: Tighten your location settings to "Presence: People in or regularly in your targeted locations." On the Display Network especially, use negative placements to exclude mobile apps and kids' YouTube channels, which are notorious for generating accidental clicks that waste your daily spend.
Which One Should You Choose?
To simplify your decision for 2026, ask yourself one question: Is my customer looking for me, or do I need to introduce myself to them?Choose Search if: You provide a solution to a specific problem (Legal, Trades, Medical, Professional Services). Choose Display if: You have a visual product, a long research cycle, or you want to stay top-of-mind with previous website visitors.
Take Action Today
Review your Google Ads account right now. Check your "Network" settings on your Search campaigns. If you see "Display Network" enabled and it's eating more than 5% of your budget with zero conversions, turn it off. Redirect that spend into higher bids for your top-performing keywords or a dedicated Remarketing campaign.Stop guessing with your digital marketing. If you want a high-performance strategy tailored to the Brisbane market, reach out to the experts at Local Marketing Group. We help Australian businesses stop chasing clicks and start winning customers. Contact us today for a strategy session.