Amrudin Ćatić
Strategy, creativity, and technology are combined to craft digital experiences that perform. Smart marketing meets creative execution, always focused on growth, problem-solving, and real impact.
Search vs Display vs Performance Max: Which one should you use in 2025?
In this guide, we compare Search vs Display vs Performance Max 2025 to help you choose the right Google Ads campaign type for your business.
Introduction to Google Ads campaign types in 2025
In 2025, digital marketing is more competitive than ever. Google Ads offers multiple campaign types, but the three most popular: Search Ads, Display Ads, and Performance Max (PMax), serve very different purposes. Choosing the right one can mean the difference between scaling your business profitably or burning through your ad budget.
This guide will break down how each campaign works, its pros and cons, and exactly when to use them to get the best return on investment. Learn more on Google Ads official guide.
Understanding Search Ads
How Search Ads work
Search ads appear when someone types a query into Google. These ads are text-based, triggered by specific keywords, and target high-intent users who are actively looking for your product or service.
Benefits of Search Ads
- High purchase intent – You’re reaching people ready to buy.
- Clear targeting – Focus on keywords that match your audience’s needs.
- Measurable ROI – Easy to track conversions.
Limitations of Search Ads
- Competitive bidding can drive up costs.
- Limited reach – Only targets active searchers.
- Requires strong keyword research to succeed.
Understanding Display Ads
How Display Ads work
Display ads show image or video creatives on Google’s Display Network, which spans millions of websites, YouTube, and mobile apps.
Benefits of Display Ads
- Massive reach – Great for brand awareness.
- Visual storytelling – Eye-catching creatives to engage users.
- Retargeting potential – Bring back past visitors.
Limitations of Display Ads
- Lower intent audience – Not actively searching for your offer.
- Ad fatigue – Users can become blind to banner ads.
- Click fraud risks – Need monitoring.
Understanding Performance Max (PMax) campaigns
How Performance Max works in 2025
Performance Max uses AI to serve ads across all Google inventory, Search, Display, YouTube, Gmail, and Discover, based on your conversion goals. It automates targeting, bidding, and placements.
Benefits of Performance Max
- One campaign, all channels – Maximizes exposure.
- AI-powered optimization – Real-time adjustments for better results.
- Great for e-commerce – Especially with product feeds.
Limitations of Performance Max
- Less control – You can’t fully choose placements.
- Data transparency issues – Limited reporting details.
- Requires strong creative assets for best performance.
Key differences between Search, Display, and Performance Max
| Feature | Search Ads | Display Ads | Performance Max |
|---|---|---|---|
| Intent Level | High | Low to Medium | Mixed |
| Format | Text | Image/Video | Multi-format |
| Reach | Limited | Broad | Very Broad |
| Automation | Low | Medium | High |
| Best For | Lead generation, high-intent sales | Brand awareness, remarketing | Multi-channel growth, e-commerce |
Which campaign type should you choose in 2025? Search vs Display vs Performance Max
When to use Search Ads
- Target high-intent customers.
- Capture demand for niche services.
When to use Display Ads
- Build brand awareness.
- Retarget past website visitors.
When to Use Performance Max
- Scale across multiple Google channels.
- Maximize AI-driven optimization.
Combining campaign types for maximum results
The best strategy in 2025 often involves combining campaign types:
- Use Search Ads for high-intent leads.
- Use Display Ads for remarketing and awareness.
- Use Performance Max for scaling across all channels.
Common mistakes when choosing campaign types
- Picking campaigns based on cost alone.
- Ignoring audience intent.
- Not testing multiple formats.
Use AI-powered bidding strategies. Refresh creatives regularly. Track cross-channel attribution.
FAQs
1. Which campaign type is best for e-commerce in 2025?
Performance Max is ideal due to its integration with Google Shopping feeds and AI optimization.
2. Are Performance Max campaigns better than Search campaigns?
Not always, Search wins for targeting high-intent buyers directly.
3. Should I run both Search and Display at the same time?
Yes, if your budget allows, to balance intent capture with awareness.
4. Is Performance Max suitable for local businesses?
Yes, especially if combined with local targeting features.
5. Which campaign type is the cheapest?
Display often has the lowest CPC, but ROI matters more than cost alone.
6. How often should I optimize my campaigns?
Review weekly and adjust based on performance trends.
Conclusion
In 2025, Search Ads excel for high-intent targeting, Display Ads shine for brand awareness, and Performance Max offers all-in-one scaling. The best choice depends on your business goals, but often, a hybrid strategy works best. When deciding between Search vs Display vs Performance Max 2025, remember to match the campaign type with your audience’s intent and goals. See my full guide how to set up Google Ads campaign.