What’s the Difference Between Display Ads and PPC (And Which Is Right for You?)

If you’re a small business owner in New England trying to make sense of online advertising, you’re not alone. Terms like PPC, Google Ads, and Display Advertising get thrown around a lot — but what do they actually mean? And which one’s best for your business?

Let’s break it down in plain English.

First, What is PPC?

PPC stands for Pay-Per-Click, a form of digital advertising where you only pay when someone clicks on your ad. It’s commonly associated with Google Search Ads, where your business shows up when someone types in a keyword like:

• “Emergency plumber near me”
• “Best pizza in Fall River”
• “HVAC services in New Bedford”

These ads appear at the top of search results and are ideal when someone is actively looking for what you offer.

✅ Great for: Leads, phone calls, bookings, service-based businesses
✅ Targeting: Keywords, location, time of day, devices
✅ Goal: Capture people with immediate intent

What About Display Ads?

Display Advertising refers to those banner ads you see on websites, apps, or YouTube videos. They don’t rely on someone searching for you — instead, they find your audience based on their interests, online behavior, or demographics.

They can include images, animations, and even video, making them more visual and brand-focused than PPC.

✅ Great for: Brand awareness, retargeting past visitors, showcasing products or services
✅ Targeting: Interests, behaviors, site placements, remarketing lists
✅ Goal: Stay top of mind and build visibility

PPC vs. Display: Key Differences

Feature	PPC (Search Ads)	Display Ads
Intent	High (search-based)	Low to mid (discovery-based)
Placement	Google search results	Across Google Display Network sites
Best For	Immediate leads/conversions	Awareness, retargeting
Format	Text-based	Visual (image/video/banner)
Cost per Click	Typically higher	Typically lower

Which Is Right for Your Business?

The truth is — you don’t have to choose just one.

Most of our clients here in New England see the best results when we combine both strategies:

• Use PPC to capture hot leads ready to buy or book now
• Use Display Ads to stay top-of-mind, build your brand, and bring back visitors who didn’t convert the first time

This combo keeps your pipeline full — and your business visible at every stage of the customer journey.

How LeadsEasy Solutions Makes It Work

We help local businesses across New England create ad strategies that:

• Use the right platform for the right goal
• Target the best audience based on data
• Maximize every dollar of ad spend
• Track performance in simple, clear reports

Whether you’re brand new to digital ads or looking to improve an existing campaign, we’ll build a strategy that makes sense for your goals and your budget.