In the fast-paced world of B2B marketing, choosing between search ads and display ads can feel like picking between a scalpel and a sledgehammer. Both tools have their place, but their effectiveness depends on your goals, audience, and stage in the buyer’s journey. Let’s break down the strengths, weaknesses, and ideal use cases for each—and explore how SalesHive’s digital advertising services are helping businesses master both formats.
Understanding the Basics
Search Ads
- What they are: Text-based ads that appear at the top of search engine results pages (SERPs) when users type specific keywords.
- Best for: Capturing high-intent prospects actively searching for solutions.
- Example: A CFO searching for “enterprise accounting software” sees your ad.
Display Ads
- What they are: Visual ads (images, videos, banners) that appear on websites, apps, or social media platforms.
- Best for: Building brand awareness and retargeting warm leads.
- Example: A procurement manager browsing LinkedIn sees your video ad about supply chain optimization tools.
Effectiveness in 2025: By the Numbers
Search Ads Dominate Conversions
- Average CTR: 3.2% for B2B SaaS companies (AdLabz).
- Conversion rate: 4.7%, driven by user intent and immediacy.
- Key strength: Ideal for bottom-of-funnel campaigns targeting decision-makers ready to buy.
Display Ads Excel at Brand Building
- Average CTR: 0.9% for B2B SaaS, but retargeting campaigns see 2–3x higher engagement (MarketWake).
- Key strength: 78% of B2B buyers recall display ads from vendors they later purchased from.
ROI Comparison: Where to Invest
| Metric | Search Ads | Display Ads |
|---|---|---|
| Cost Per Click | $3.33 | $0.79 |
| Conversion Rate | 3.04% | 0.57% |
| Best Use Case | Lead capture | Brand awareness |
Source: PixelMe & YesAndBeacon
Why this matters:
- Search ads deliver immediate ROI but require higher budgets.
- Display ads cost less but need longer nurturing cycles.
Current Trends Shaping B2B Advertising
1. The Rise of Display Ads
- LinkedIn now captures 40% of B2B display ad spend, with video ads on YouTube projected to surpass search ad budgets by late 2024 (Goodway Media).
- Native ads (e.g., sponsored articles) drive 18% higher purchase intent than traditional banners (MediaRadar).
2. Search Ads Get Smarter
- Google’s Search Generative Experience (SGE) uses AI to summarize answers at the top of SERPs, forcing advertisers to optimize for intent-driven keywords and multimedia snippets.
- Bing’s AI integration is gaining traction, offering lower competition and cost efficiencies.
Success Stories: When to Use Each Format
Case 1: Audioweb’s Search Ad Triumph
- Challenge: Low lead quality from generic Google Ads campaigns.
- Solution: Implemented targeted landing pages, conversion tracking, and AI-optimized text ads.
- Result: 4x more leads and 2,400+ monthly visitors (Boundify).
Case 2: Cisco’s Display Ad Mastery
- Strategy: YouTube video ads + whitepaper promotions targeting IT professionals.
- Result: Increased brand visibility and a steady pipeline of qualified leads (FuentesZapata).
Case 3: Choozle’s Hybrid Approach
- Tactic: Retargeting + contextual keyword ads using SIC Codes.
- Result: 71% higher CTR and 58% more marketing-qualified leads (Choozle).
Choosing the Right Strategy
Ask these questions:
1. Is your goal immediate sales or long-term awareness?
- Search for conversions, display for branding.
2. What’s your audience’s buying stage?
- Top of funnel: Display ads.
- Bottom of funnel: Search ads.
3. Can you sustain a multi-channel effort?
- 67% of high-growth B2B firms use both ad types.
How SalesHive Simplifies the Decision
Since expanding its digital advertising services in 2024, SalesHive has helped hundreds of B2B clients navigate this exact dilemma. Their approach includes:
- AI-Driven Campaigns: Proprietary algorithms optimize bids, keywords, and creatives in real time.
- Full-Funnel Solutions: Combine search ads for lead capture with display retargeting to close deals.
- Transparent Reporting: Flat-rate pricing and month-to-month contracts eliminate hidden fees.
“Our clients see 3x higher ROI when integrating search and display ads with outbound lead generation,” notes SalesHive’s Director of Digital Advertising.
Final Verdict
There’s no universal “winner” between search and display ads—it’s about aligning tactics with your audience’s journey. For most B2B companies, the sweet spot lies in:
- Search ads to convert high-intent buyers.
- Display ads to nurture prospects and reinforce credibility.
Ready to implement this balance? SalesHive’s digital advertising team offers free audits to help you allocate budgets and craft campaigns that drive measurable growth.
