Back to Glossary
What Is Display Ads?
Ads & Paid
Updated 18 September 2026
Quick Answer
Display ads are visual (often image or banner-based) advertisements shown on websites and apps within an ad network, typically used for brand awareness rather than immediate direct response.
Display Ads vs. Paid Search — What's the Difference?
| Display Ads | Paid Search | |
|---|---|---|
| Where they appear | Websites and apps within an ad network | Search engine results pages, based on a search query |
Why It Matters
- They're well suited to building visual brand awareness across a broad audience, rather than capturing people actively searching to buy.
- They're often used for retargeting — showing ads to people who already visited your site but didn't convert.
How It Works
- A visual ad (image, banner, or short video) is created.
- It's shown across a network of websites and apps that participate in the ad platform.
- Targeting can be based on demographics, interests, or previous site visits (retargeting).
Key Takeaways
- Display ads are visual ads shown across a network of websites and apps.
- They're better suited to brand awareness and retargeting than immediate direct response.
- They often work best as a supporting tactic alongside search or social ads.
Frequently Asked Questions
Are display ads effective for direct sales?
They're generally weaker for immediate direct response than search or social ads, but strong for brand awareness and retargeting.
What's the difference between display ads and paid search?
Display ads appear on websites and apps based on targeting; paid search ads appear specifically in response to a search query.
Should a small business use display ads?
They're often more useful as a supporting tactic (like retargeting) than a primary strategy for a small business with limited budget.