SEO vs Google Ads: Which Is Best For Your Business Goals

Key Takeaways

• Simple definitions
• Google Ads Pros and Cons
• SEO Pros and Cons
• Dispelling myths
• Summary

SEO and Google Ads both offer ways to help you reach your business goals!

Like most parts of marketing, they compliment each other when deployed strategically and work together to drive the best results.

That being said, there are very distinct differences between them.

You need to understand how they work to a basic level and the associated pros and cons. Before we get into that though let’s define what we mean for clarity.

Essential Terms Explained: SEO, PPC & More

SEO - This means search engine optimization. Typically, this is how people refer to optimising your website to try to show organically higher on search engine results pages for your target keywords.

Google Ads - Frequently referred to as PPC or Pay Per Click, this is paying to have what looks like a search result (a Google Ad) show on the search results page.

Both endeavours have the goal of presenting your business on a Google search results page, in order to bring traffic and ultimately leads or sales.

If you’re asking why not do both?

Then you are correct.

As both paid ads and organic listings can show on a search results page, to truly maximise this high intent traffic source, you want to have a presence with both.

The real-estate at the top of a search result is where the engagement comes from so having an ad show first and then your organic listing underneath gives your brand two chances to win the customer.

Google Ads Pros and Cons

Google Ads is a powerhouse advertising channel. It’s not uncommon for this to be where all or the majority of a businesses advertising spend goes.

Search ads in Google offer the opportunity to capture engagement from someone whilst they actively look for the product or service you offer.

Ads show at the top of the results page and this is where the high percentage of clicks will go.

The further a user has to scroll down the page, the less likely that they are to click a result.

It’s not uncommon to see a results page where you have in this order (from top to bottom):

1. Shopping ads
2. Search ad
3. Search ad
4. FAQs
5. Organic position 1

This is why Google Ads is so powerful, it allows you to skip the queue and capture the potential customers immediately.

It’s not a silver bullet though, meaning you can’t just ‘set it and forget it’. Costs can accrue quickly if the performance isn’t managed properly or the surrounding elements aren’t in place in order for it to work.

Google Ads Pros

• Put your brand right at the top of the search results that you want to show on
• Clicks and potential sales come quickly
• You can see clearly what you’re spending and what it’s returning
• The platform’s tools and features are easy to use and highly effective
• You can forecast and performance model for increased investment
• Google support and help you to understand how to achieve performance
• The channel has simplified management so you can focus on the commercial elements and growth
• There are no barriers to reaching global audiences

Google Ads Cons

• Click costs can get extremely high in competitive sectors (£20-30+)
• Costs accumulate immediately
• If the campaigns aren’t setup correctly or the surrounding performance elements aren’t there, you can lose a lot of money fast
• Competitors can disrupt your performance

SEO Pros and Cons

SEO offers some similar pros to Google Ads. You’re getting yourself in front of high intent users via search, performance can be repeatable outside of seasonality, once established.

There are a number of distinct differences though and it’s a much less transactional, long term marketing channel.

The benefit of ranking organically for a particular term is that you are bringing those same value users through to your website for free.

There’s also a trust factor in showing that you rank high organically and have a paid ad. Showing twice high in the results, is a strong indicator to a potential customer that you’re not just paying to show, you’re credible in the sector.

That being said, it takes much more time and resources to get your website to rank organically. You’re not directly in control of the outcome like you are when using Google Ads.

It also can cost more in a different way. You will need management fees for a specialist, resource to create content, developer resource to make the necessary website changes.

It’s far from being ‘free’ and Google Ads being paid.

SEO Pros

• Traffic and potential sales don’t have a direct cost associated
• Ranking high is a good trust indicator to the user
• Lock out additional search results space to take market share from competitors
• Engage users who are higher up the funnel, who may come back to buy across a longer term time period

SEO Cons

• You can’t directly influence organic search results like you can with paid
• When you blend total investment required it’s a channel that has a cost much like ads
• Results are much more speculative and harder to forecast or achieve
• Performance takes much longer to establish
• Algorithm updates can take away your rankings and performance which is out of your control

Dispelling myths

“SEO is free so I’d rather do that”

SEO isn’t free. You will need an agency or specialist, resource for content creation, most likely developer resource to make changes to website site speed and other elements.

“I’ll do ads until we rank organically then I won’t need to pay”

This misses the benefit of effective ads. If the ads are generating profit, why would you turn them off? The cost is irrelevant, providing that an acceptable return is being generated. Even if you eventually ranked organically number one for your target term, competitors would likely be showing ads above your listing, the best commercial strategy would be to take both positions.

“Google Ads costs a lot”

Ads can accrue high costs and low returns if the campaign setup and surrounding performance elements aren’t there to support. It’s possible to have a highly effective, relatively low cost ads strategy which grows your business. In many instances, this can be less costly than SEO, more direct return and something where you have more control over the results on a month-to-month basis.

“We’ll do SEO as we don’t want to pay”

There’s so much opportunity to capture in Google Ads. It can carry the P&L of the entire business in many instances. I’ve seen it first hand 10-20x turnover when deployed correctly. It’s very short sighted to dismiss ads because they have a cost. It’s about profit and seeing a return, not an ‘all or nothing’ perspective. To not be open to Google Ads is likely something that will hinder the growth of your business. Think of it this way, everyday, potential customers are actively searching for what you sell and you aren’t visible.

Summary

So, Search Engine Optimisation vs Google Ads: Which is best for your business goals?

I’d always recommend a blend of both. You need Search Engine Optimisation being worked on in the background for the longer-term value it brings in abundance.

Google Ads is the best way to start driving impact in your business today. You can model investment and performance, get it returning, and scale spend without compromising your business.

Lock out both positions on the search results page and take the most market share!