The difference is simple: Search targets people actively looking for what you sell, Display puts visual ads in front of people while they browse other sites and apps, Shopping shows your products with prices and images, and Video reaches people on YouTube and video partner inventory with sight-and-sound ads.
Think of it like intent levels. Search is “I need a dentist in Orlando now.” Display and Video are “I’m not searching, but your offer catches my eye.” Shopping is “I’m comparing items and price.” Each one can work, but they behave differently, so budgets, tracking, and expectations should match the channel.
| Campaign type | Where you show up | Best fit | What drives targeting | Common pitfalls |
|---|---|---|---|---|
| Search campaigns | Google search results | High-intent leads, calls, form fills | Keywords, locations, ad copy, landing page | Broad keywords bring junk leads; weak landing pages waste clicks |
| Display campaigns | Websites, apps, Gmail placements | Awareness, remarketing, promos | Audiences, placements, topics, banners | Low-quality placements if controls are loose; clicks that do not convert without good filtering |
| Shopping campaigns | Shopping results and product placements | Online sales for physical products | Merchant Center feed (titles, images, price), product groups | Messy product feed hurts performance; weak margins get squeezed by CPCs |
| Video campaigns | YouTube in-stream, in-feed, Shorts (format dependent) | Demand generation, brand lift, remarketing | Audiences, demographics, topics, video creative | Great views with weak business results if offers and tracking are unclear |
For most local Orlando service businesses (dentists, lawyers, pest control, lawn care), we usually start with Search campaigns because they capture demand that already exists. Display and Video often come next as remarketing, so people who visited your site see you again and come back ready to book. Shopping is usually the main channel only when you sell products online and your product data is clean.
If you are deciding where to put the first dollars, match the campaign to your buyer’s moment. Emergency services and “near me” searches belong in Search. Seasonal promos, brand recall, and staying visible to past site visitors belong in Display or Video. Product comparison belongs in Shopping. This is also where search intent matters, because the wrong match between intent and campaign type burns budget fast.
No matter the campaign, conversion tracking is the non-negotiable foundation: phone calls, form submissions, bookings, chats, and direction clicks (when relevant). If your tracking is fuzzy, the ad platform will chase the wrong signals. When we manage accounts through our PPC services, we focus on clean conversion setup first, then tighten targeting and messaging based on what turns into real customers, not just clicks.
One practical rule: the better the landing page, the better every campaign performs. If your page is slow, confusing, or missing trust details, Search will cost more and Display and Video will feel pointless. That is why we often pair paid traffic with web design improvements and a simple measurement stack like Google Analytics and conversion tags. If you want a quick self-check, our guide on measurement tools covers what you should have in place so your ad spend tells you the truth.
If you tell us what you sell and whether your goal is calls, booked appointments, or online checkout, we can point you to the campaign type that fits the fastest and what to watch in the first 2 to 4 weeks.
