Display Network Versus Search Leads

Generally, leads are cheaper on the Google Display Network (GDN) compared to the Search Network. However, there are several factors that could affect this:


  • Search Network: Targets users actively searching for specific keywords, leading to higher intent and potentially higher cost.
  • GDN: Targets users based on broader criteria like demographics, interests, and browsing behavior, reaching a wider audience but with potentially lower intent and lower cost.


  • Search Network: Highly competitive for popular keywords, driving up cost per lead.
  • GDN: Less competitive than search, potentially offering lower cost per lead.

Lead Quality:

  • Search Network: Leads are more likely to be actively seeking information about a product or service, potentially leading to higher conversion rates.
  • GDN: Leads may have broader interests or be unaware of their need, requiring more effort to qualify and convert.

Campaign Settings:

  • Bidding Strategies: Utilizing automated bidding strategies like Cost-Per-Acquisition (CPA) can help optimize towards conversions at a desired cost.
  • Campaign Optimization: Ongoing optimization of ad copy, targeting, and landing pages can improve conversion rates and decrease cost per lead.

Here’s a breakdown of the pros and cons of each network for lead generation:

Search NetworkHigh-intent leads, potentially higher conversion ratesHigher competition, potentially higher cost
GDNBroader reach, lower competition, potentially lower costLower-intent leads, requires more effort to qualify

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  • GDN generally offers a lower cost per lead due to broader targeting, lower competition, and lower bid prices.
  • However, Search Network leads may be of higher quality with potentially higher conversion rates, potentially offsetting the higher cost.
  • The ideal network depends on your budget, campaign goals, and tolerance for lead quality.


  • Consider your target audience and their search behavior. Are they actively searching for information (search network) or open to broader messaging (display network)?
  • Start with the network that aligns best with your budget and goals.
  • Test both networks to see how each performs for your specific campaign.
  • Monitor and compare your results regularly to determine the optimal allocation of your budget.
  • Utilize automated bidding strategies like CPA to optimize for conversions at a desired cost.
  • Continuously test and refine your campaigns for optimal performance.

Remember, the best network for your leads will depend on your specific needs and goals. By experimenting and analyzing data, you can determine the most effective approach for your individual campaign and maximize your lead generation efforts.