Search ads appear when Australians actively search for specific products or services on platforms like Google, while display ads are visually-driven advertisements shown across a network of websites and apps, aiming to build brand awareness and retarget potential customers.
- AI-Powered Bidding: Current systems include fully automated bidding strategies leveraging machine learning to optimise for conversions, now features predictive modelling based on real-time consumer behaviour.
- Privacy-Centric Targeting: In 2026, Google and Meta’s privacy sandbox initiatives are fully implemented, requiring first-party data integration for effective personalisation.
- Dynamic Creative Optimisation (DCO): Platforms automatically test different ad variations (headlines, images, calls-to-action) to identify the highest-performing combinations.
As of early 2026, the ‘better’ option depends heavily on your business goals. Search ads generally deliver a higher immediate ROI for businesses targeting specific keywords with clear purchase intent. However, display advertising, particularly utilising advanced DCO and first-party data, is crucial for brand building and reaching a wider Australian audience. Compliance with the Australian Privacy Principles (APPs) is paramount; platforms now require explicit consent mechanisms for data usage, impacting targeting capabilities. The effectiveness of both is also influenced by the increasing adoption of ad-blocking software amongst Australian internet users.
Rather than navigating these complex technical requirements yourself, you can simply reach out to our team. At ROI.com.au, we can take care of all this for you—visit our contact page to get started.
