I get this kind of phone call at least once a month “We’re looking to invest in SEO, but we don’t want to do Google Ads.”
The customer says they’ve “tried” Google Ads before. Spent a load of cash. Got sod-all in return. Now, they’ve decided paid ads are no good, SEO is the holy grail, and I’m the knight in shining armour who’s going to get them to page one without spending another penny on ads.
But this is not how it works. Anyone reaching out for SEO services is going to be struggling with organic rankings, so unless the business owner can afford to be patient and wait for results then it is usually better to start exploring ways to boost lead generation more quickly while the investment in SEO takes time to mature.
Google Ads and SEO are not an either-or situation and they’re not rival channels. The businesses that get this right don’t pick sides – they play both games, and they play them well.
The Case for Google Ads: Speed and Control
Google Ads is like flipping a switch. The moment you start running ads, you can put your business in front of the right people. If you have the budget and a some knowhow, you can get clicks, leads, and sales almost instantly.
Advantages of Google Ads:
• Immediate results – You don’t have to wait months to get traffic.
• Full control – You decide exactly what people see and where they land.
• Scalability – If an ad works, you can increase your budget and get more traffic.
But there’s a downside. The moment you stop paying, the traffic stops. And with rising ad costs, relying solely on paid ads can be expensive in the long run.
The Case for SEO: Long-Term Gains
SEO is like investing in a retirement fund. It takes time, but the rewards compound. If you build a website with great content, strong technical foundations, and high-quality backlinks, you can rank on Google without having to pay for every click.
Advantages of SEO:
• Free traffic – Once you rank, you don’t have to pay for every visitor.
• Compounding growth – The longer you invest in SEO, the stronger your rankings become.
• Trust and authority – Organic rankings often build more credibility than ads.
But SEO has its challenges. It takes months (sometimes years) to see results, and the landscape is constantly changing. Google updates its algorithms, competitors try to outrank you, and what worked last year may not work today.
Google Ads Can Help Your SEO Rankings
Here’s what most people miss: Google Ads can actually help your SEO efforts.
When you run Google Ads, you drive targeted traffic to your website. If that traffic engages visitors and they click through multiple pages, spend time reading your content, or maybe even fill out a form – Google sees that as a signal that your website is valuable. And guess what? Engagement is a ranking factor.
A well-optimised Ads campaign sends real users to your website. Those users interact with your content, reducing bounce rates and increasing dwell time – both of which tell Google, “Hey, this site is worth showing in organic results.” Over time, this can boost your rankings.
It’s like fuelling a fire. Google Ads provides the initial spark by getting people on your site, and their engagement keeps the flames burning, making your site more attractive to Google’s organic ranking algorithm.
The Best Strategy: Use Both
If you want the best results, you shouldn’t choose between Google Ads and SEO. You should use both strategically.
• Use Google Ads for immediate traffic and quick wins. This helps you test keywords, landing pages, and offers while your SEO efforts gain traction.
• Invest in SEO for long-term, sustainable growth. If you consistently improve your website, create high-quality content, and build authority, you’ll reduce your reliance on paid ads over time.
• Leverage data from Google Ads to inform your SEO strategy. The keywords that perform well in ads can guide your content and SEO efforts.
Think of it like fitness. Google Ads is like hiring a personal trainer who helps you get results fast. SEO is like building a long-term habit of working out and eating well. If you combine both, you get the best outcome.
Digital Ads and SEO aren’t competitors – they’re complementary tools. Google Ads gives you immediate visibility, while SEO builds lasting momentum. If you want to grow your business efficiently, don’t think of it as a choice between the two. Instead, use them together to get both short-term results and long-term success.
