What are the two types of ads that can supplement one another to generate leads and build brand awareness on Google?

Search ads target users actively looking for specific products or services, capturing demand directly. Display ads, conversely, build brand awareness by showing visual ads to users browsing websites or apps, even if they aren't actively searching. Together, they form a powerful strategy: search ads convert existing intent, while display ads create future demand and keep your brand top-of-mind. LinkedIn ads and Facebook ads are social media advertising platforms, not Google-specific, and while effective, they don't directly supplement Google's search and display networks in the same integrated way.