Should you use display, or only search?

Yes, search only, if the venue lives on people who already type the trade and the area. Display does not take the first cap: it shows the ad to someone who was not searching, and in a small business that click cannot be told from noise. See whether the phrase of your trade and your town already has ads: if it does, the money goes there. If it does not, display will not invent the demand either. The display network is switched on “for awareness” and the report fills with cheap clicks and no booking. The month’s cap went on banners. A search campaign with radius and hours, and display off until search is already leaving spare contacts. They are not switched on together “to compare” on the same money.