The short answer
Start with Search. Search ads appear when someone types what they need, such as an emergency dentist or implant consultation near them, so they meet demand that already exists and are the easiest to measure in booked calls and requests. Display ads appear on websites, apps, YouTube, and Gmail while people do something else, so they build awareness rather than catch a ready patient. Add Display once Search is tracked and converting, give it one clear goal, and judge both by cost per booked patient. Plan Display targeting with Google's health advertising limits in mind, because some audience types are not available for health ads.
What Search Ads Do Well
Search ads show on Google results for the searches you choose through keywords. Each search runs its own auction, and Google ranks ads using your bid together with ad and landing page quality. For a practice, that means you reach people at the moment they look for a treatment, an emergency appointment, or a new dentist in your area.
- •Strength: clear intent, keyword and location control, and direct measurement of calls and booking requests.
- •Limit: you can only reach as many people as are searching, and popular treatment searches are competitive. Keyword Planner shows local search volume and cost estimates before you start.
Our Google Ads best practices guide covers how to set up a first Search campaign.
What Display Ads Do Well
Display campaigns show image and responsive ads across the Google Display Network: partner websites and apps, plus Google properties such as YouTube and Gmail. Instead of keywords typed into Google, you target either people or content:
- •Content targeting places ads next to related topics, keywords on the page, or specific sites and apps you choose.
- •Audience targeting aims at types of people. Which audiences you may use depends on what you advertise; see the next section.
- •Observation mode lets you watch how an audience performs without narrowing who sees the ads.
Display suits awareness goals: a new office opening, a new service such as clear aligners, or keeping your name familiar in your area. Google notes that each extra layer of targeting narrows reach, so keep the setup simple and always set location targeting to the area you serve.
Audience Limits for Health Ads
Google's personalized advertising policy lists health among its sensitive interest categories. According to that policy, advertisers promoting products or services in a sensitive category cannot use advertiser-curated audiences, which include your own data segments (such as lists of website visitors), Customer Match, and lookalike segments. Predefined Google audiences, such as in-market and affinity segments, are built without sensitive signals and remain available. The policy also notes that Demand Gen campaigns use advertiser-curated audiences by default and may be restricted for these categories.
In practice, do not build a Display plan around following people who visited a treatment page. Plan it around content targeting, location, and predefined audiences instead. This is a summary of Google's ad policy, not advice about any law; read the policy page and our retargeting guide, and ask Google support if you are unsure how it applies to your ads.
Side by Side
| Search | Display | |
|---|---|---|
| Where ads show | Google search results | Partner sites and apps, YouTube, Gmail |
| What triggers them | The search someone types | Content, placements, and allowed audiences |
| Best job | Booking patients who are ready now | Awareness of a practice, location, or service |
| How to judge it | Cost per booked call or request | Reach in your area, assisted conversions, branded searches |
| Main watch-out | Irrelevant searches; use negative keywords | Low-quality placements and health audience limits |
Running Both and Measuring Them
Running both makes sense when Search is already bringing booked patients and you want more people in your area to know your name before they search. Keep them as separate campaigns with separate budgets, so a cheap Display click never starves a Search campaign that books patients.
- •Track the same conversions for both. Calls, booking requests, and online bookings, set up once and shared by every campaign. Our conversion tracking guide explains how.
- •Look past the last click. Data-driven attribution gives credit to each ad interaction that helped lead to a conversion, and the model comparison report shows which campaigns a last-click view undervalues.
- •Review placements. Check where Display ads actually ran and exclude sites and apps that do not fit your practice.
- •Decide on evidence. If Display shows no effect on bookings or branded searches after a fair test, move the budget back to Search.
For budgets, see how much to spend on ads each month. If you would rather run one campaign across all of Google's channels, read our guide to Performance Max for healthcare, and for video, our guide to YouTube ads. If you would like help, our Google Ads management service works with dental and medical practices, or you can contact our team.
Sources
Google updates these pages often, so check them for current wording.
- •Google Ads Help: About Display ads and the Google Display Network
- •Google Ads Help: About targeting for Display campaigns
- •Google Ads Help: About Ad Rank
- •Google Ads Help: Use Keyword Planner
- •Google Ads Help: About conversion measurement
- •Google Ads Help: About attribution models
- •Google Ads Help: About your data segments
- •Google Advertising Policies Help: Restricted targeting in Personalized advertising
Frequently Asked Questions
Which is cheaper, search or display?
Display clicks and impressions usually cost less, but the price per click is the wrong comparison. Search reaches people who are looking for care now, while display reaches people while they read or watch something else. Compare cost per booked patient from your own conversion tracking, and use Keyword Planner for local search cost estimates.
Should a new practice start with search or display?
Most practices start with search, because it answers existing demand and is easier to measure. Add display once search is tracked and converting, and give it a clear job such as awareness for a new location or a specific service.
Can a dental practice use remarketing?
It depends on Google's personalized advertising policy. Google lists health as a sensitive interest category, and advertisers promoting products or services in those categories cannot use advertiser-curated audiences such as website visitor lists or Customer Match. Predefined Google audiences and contextual targeting remain available. Read the policy and ask Google support if you are unsure how it applies to your ads.
Is YouTube part of display?
Display campaigns can show ads on Google-owned properties including YouTube and Gmail, as well as on partner websites and apps. Video ads on YouTube are usually run as Video campaigns. Our YouTube ads guide covers that side.
How should I split my budget between search and display?
There is no correct fixed split. Fund the search campaigns that bring booked patients first, then test display with a defined goal and a budget you can afford to learn with. Move money based on cost per booked patient, not on a rule of thumb.
Does Performance Max replace this decision?
Performance Max runs across Search, Display, YouTube, and other Google channels from one campaign. It can suit practices with solid conversion tracking, but it gives less control over where ads show. Our Performance Max guide explains when it fits.