SEO vs Google Ads: Which is Best Suited for Your Business?

Businesses could have the best products and services, yet will not be able to boost their ROI without strong digital marketing strategies.

SEO and Google Ads are two such robust solutions that will help you attract leads and drive revenue by boosting your visibility in SERPs. Both come with their pros and cons and both channels require your time and investment to gain results.

A very common question that we come across today is – SEO vs Google Ads – which is better? What is the difference between them? Which one is most suitable for your business?

In this post, we will elucidate everything you need to know about the difference between SEO and Google Ads and which one you should use to enhance your brand’s visibility.

What is SEO? How does SEO Work?

SEO (Search Engine Optimization) comprises strategies, techniques, and practices that optimize your website to rank higher in Search Engine Result Pages (SERPs).

By improving your site’s content and structure, you will help the search engine’s algorithms easily find, crawl, and index your web pages to rank them higher in SERPs for relevant keywords.

It is an organic search and more of a long-term marketing strategy requiring continuous efforts.

A great SEO includes many off-site and on-site optimization techniques, such as:

• High-quality content
• Keyword Research and Integration
• Content marketing
• Building strong backlinks
• Faster loading speed
• Site Security (SSL certificate)
• Excellent User Experience with easy navigation, headers, bullet points, infographics, videos, etc.
• Mobile-friendly interface
• Setting conversion goals, and monitoring progress
• Use of simple, accessible language with systematic formatting

Pros of SEO

• A long-term channel to rank higher in the search results
• Attracts an organic audience that is less likely to abandon carts
• Cost-effective than pay-per-clicks. A one-time investment in SEO services will yield long-term results.
• More trust from customers as compared to Ads due to the absence of an “Ad” label
• Google’s algorithm prefers websites with great SEO
• Can reach a wider audience without any PPC
• Generates free and steady flow of targeted traffic
• The more you invest in SEO, the higher will be your SERPs ranking, resulting in more sales.

Cons of SEO

• Takes a long time to show results
• You do not have any control over Google algorithms, how much traffic you will generate, or the returns you will get.
• Requires continuous efforts and website optimization to achieve and maintain a higher rank
• Not suitable if you want to see quick results or want instant conversions
• Requires time to build strategies and long-term investment
• As your SEO drives visibility, your competitors may also up their game. Hence, you need to constantly rethink and work on your strategies to stay ahead.
• New websites are likely to struggle to establish their presence and get higher ranking
• Difficult to calculate ROI as you must consider various factors and not just ad spends
• For best results, you need to focus on a few, specific keywords, and long-tail phrases.
• SEO is only limited to search result pages.

What are Google Ads? How does it Work?

Google Ads is Google’s paid advertising platform where your brand appears at the top of search results when users search for certain keywords. It works on a bidding system where you must bid for keywords you want to use for the ads.

Every time a user searches for that keyword and clicks on your ad, you must pay Google a bid amount. Hence, this channel is also known as PPC (Pay-Per-Click) or CPC (Cost Per Click).

However, even if you opt for Google Ads, Google’s algorithm will still prefer to show better ads to users with the best, high-quality content rather than irrelevant ads. The frequency of these ads will depend on your budget, whereas the positioning of your ad depends on your bidding price, ad timing, ad quality, and quality of the UX your landing page offers.

Pros of Google Ads

• Get instant results as your ad will be visible at the top of the search
• You can target various keywords simultaneously
• You get to choose the timeframe to showcase ads for specific keywords
• You can target certain zip codes or local areas of your business
• You can direct customers to a particular landing page
• Easily track leads and conversions with detailed analytics
• Ad placement on diverse platforms such as search results, Google-owned websites, and partner websites including YouTube, Blogger, etc.
• You have control over how much traffic you can generate based on your budget

Cons of Google Ads

• Not a long-term marketing strategy as you do not own it. Once your ad disappears, the traffic also halts
• May be expensive over time as compared to SEO
• Google Search shows the label “Ad”
• You can only use 1 domain/website per account
• To attract a wider audience, you will have to increase the ad budget
• Paying more does not guarantee sales. You may end up paying for clicks that did not generate revenue.

Difference Between SEO and Google Ads

Is SEO better than Google Ads?

SEO and Google Ads – both are effective strategies to boost your brand’s visibility in search results. But there is no clear-cut answer to which one is better, as it all comes down to your budget, conversion goals, desired reach, and willingness to invest money and time.

When to Choose Google Ads?

If you want to boost time-sensitive promotions, do not have much time to invest in marketing efforts, and do not mind the expense of PPC, go for Google Ads. It will give instant results and you will be able to track the progress quickly via analytics.

New websites can kickstart with Google Ads, as it will be difficult for them to only rely on SEO for visibility. Or, if you already have a strong digital presence due to great SEO, Google Ads can help with additional visibility.

When to Choose SEO?

Likewise, SEO is a better option if you want to attract unpaid, organic customers, want a constant flow of traffic over time, and are ready to invest time and effort in SEO strategies.

Can we use both SEO and Google Ads?

Businesses can leverage Google Ads and SEO together to create a well-rounded marketing strategy. Initially using Google Ads will get your brand to the top of the search results to pull in leads, and simultaneously you can work on your SEO.

As you understand your SEO ranking and how it works, you can gradually reduce your Google Ads campaigns and focus on SEO to generate a steady flow of traffic over a long time.

SEO vs Google Ads: Conclusion

Now that you know the difference between SEO and Google Ads, investing in both will significantly help you boost your brand’s online visibility.

Over time, excellent UX, quality content, and a strong backlink profile are factors that will help you create a powerful digital presence, brand awareness, and customer loyalty.

Want to know more about how you can create strategic PPC ads and SEO campaigns? Get in touch with us!