No, Display Ads do not directly affect the performance of Search Ads within the same campaign, because they cannot coexist in the same campaign type. Google Ads separates Search and Display networks by campaign type to maintain control over targeting, bidding, and creative format.
Here’s a breakdown to clarify:
1. Different Campaign Types
Search campaigns serve text ads on Google Search results pages.
Display campaigns serve visual banner ads across millions of websites and apps in the Google Display Network (GDN).
Suppose you're using Search Network with Display Select (SNDS) (an older option). In that case, your text ads might show on display placements, but this feature is rarely recommended today due to limited control and blurred performance attribution.
2. Different User Intent
Search Ads target high-intent users actively searching for specific terms.
Display Ads target passive users browsing content, great for brand awareness and top-of-funnel engagement.
Mixing both can dilute your performance signals and ROAS insights because user behavior and context differ dramatically.
3. Budget & Data Allocation Conflicts
Google may distribute budget unevenly if you're running a campaign with both network types (e.g., SNDS), which might limit spend on high-performing Search Ads if the Display side eats up more budget with less ROI.
It also becomes harder to analyze performance because metrics from both networks are blended.
4. Best Practice
While Display Ads don't affect Search Ads in properly structured campaigns, combining them under outdated options like SNDS can compromise performance visibility, budget distribution, and user intent targeting. Keep them separate for accurate control and optimization.
