One of the most expensive mistakes we see Brisbane business owners make is treating Google Ads like a single, monolithic tool. In reality, the Google ecosystem is divided into two distinct psychological battlegrounds: the Search Network (where people look for solutions) and the Display Network (where people look at content).
Choosing the wrong one doesn't just result in fewer leads—it actively drains your marketing budget on the wrong type of traffic. To help you decide where to put your next dollar, let’s look at two real-world scenarios from our local client portfolio.
Case Study A: The 'Emergency' Search Win
A local plumbing company in Fortitude Valley was struggling to fill their morning schedule. They had tried running beautiful image ads on news sites (Display), but while they got thousands of views, the phone stayed silent.
The Pivot: We shifted their entire budget to the Search Network, targeting high-intent keywords like "blocked drain plumber Brisbane" and "emergency hot water repair."
The Result: Cost Per Lead (CPL): Dropped by 65%. Conversion Rate: Jumped from 0.5% to 12%.
The Lesson: When your customer has a problem that needs solving now, you don't need a billboard; you need to be the first answer they see. Search is for capturing existing demand. If you find your search campaigns are still underperforming, it often comes down to stop funding the wrong clicks by tightening your keyword match types and negative lists.
Case Study B: The Display Network Discovery
Contrast this with a boutique furniture manufacturer based in Sunshine Coast. They sell high-end, custom-made timber dining tables. When they tried Search, they found that keywords like "dining table" were too expensive and dominated by IKEA and Nick Scali.
The Pivot: We moved them to the Google Display Network (GDN) and YouTube, targeting "in-market" audiences who were currently browsing real estate sites or interior design blogs.
The Result: Brand Awareness: 400% increase in direct brand searches within three months. ROAS: While the direct click-to-sale was lower, the assisted conversion value was massive.
The Lesson: Display is for creating demand. If your product is visual, has a long consideration phase, or is a "want" rather than a "need," Display allows you to reach people before they even think to search for you.
How to Choose Your Lane in 2026
As we move further into 2026, Google's automation has made these decisions more complex. Many businesses default to Performance Max (PMax), which mixes both networks. However, without the right guardrails, PMax can often prioritise cheap Display clicks over high-quality Search intent. To avoid this, you need to implement high-impact PMax tweaks to ensure the AI isn't just chasing the easiest (and lowest quality) traffic.
Use Search Ads if:
1. You solve an immediate problem: Locksmiths, lawyers, or urgent repairs. 2. You have a limited budget: Search usually offers a faster path to ROI. 3. Your product is hard to explain visually: B2B services or software often perform better with text-based intent.Use Display Ads if:
1. Your product is highly visual: Fashion, travel, or home decor. 2. You are launching something new: If nobody knows your product exists, nobody is searching for it. 3. You want to stay top-of-mind: Retargeting visitors who left your site without buying is the most profitable use of the Display Network.The Hybrid Approach: Building a Lead Engine
For most established Queensland businesses, the answer isn't "either/or"—it’s a staged rollout. You start with Search to capture the low-hanging fruit and generate immediate cash flow. Once you've maximised your share of search, you layer in Display to fill the top of your funnel.
This is how you build a lead engine that doesn't just survive on seasonal peaks but grows consistently. By using Search to convert and Display to remind, you cover the entire customer journey.
Your Immediate Action Plan
1. Audit your current spend: Are you paying for Search terms that are too broad? Or are you running Display ads to people who have no interest in your niche? 2. Check your 'Search Terms' report: If you see irrelevant queries, your Search campaign is acting like a Display campaign (and wasting money). 3. Test a 'Display Remarketing' campaign: This is the safest way to enter the Display Network. Only show ads to people who have already visited your website.
Choosing between Search and Display is about understanding where your customer's head is at. Are they hunting for a solution, or are they browsing for inspiration? Match your ad format to their mindset, and you'll stop burning budget on clicks that never convert.
Ready to stop the guesswork and start scaling? Our team at Local Marketing Group helps Brisbane businesses navigate the complexities of Google Ads to find the most profitable path forward. Contact us today for a strategy session.