SEO vs Google Ads
If you’re trying to attract more enquiries online, chances are you’ve been told to either “do SEO” or “run Google Ads”.
Sometimes both.
Sometimes neither is explained properly.
For small business owners, the decision often feels confusing — especially when budgets are limited and results matter.
This article breaks down the real differences between SEO and Google Ads, when each makes sense, and how to choose the right approach for your business without wasting money.
What SEO actually does
SEO (Search Engine Optimisation) is about improving how your business appears in organic search results over time.
Good SEO focuses on:
clear website structure
content that matches how people search
service clarity
technical foundations
supporting platforms like Google Business Profile
SEO is not:
instant
a one-off task
just keywords or blog posts
It’s a longer-term visibility strategy that builds trust and relevance gradually.
Learn more about how SEO and findability actually work
What Google Ads actually does
Google Ads places your business at the top of search results as paid listings.
You’re paying to appear when someone searches specific terms.
Google Ads can:
generate visibility quickly
be useful for launches or promotions
target very specific search intent
But:
traffic stops when spend stops
costs can rise quickly
poor setup wastes budget
ads don’t fix underlying website issues
Google Ads is a paid traffic tool, not a visibility foundation.
Key differences between SEO and Google Ads
Speed vs sustainability
Google Ads: fast visibility, immediate traffic
SEO: slower start, longer-lasting results
If you need leads now, Ads may help.
If you want steady visibility over time, SEO matters more.
Cost structure
Google Ads: ongoing cost per click
SEO: upfront work + gradual return
With Ads, you pay every time someone clicks.
With SEO, results compound — but take patience.
Trust and behaviour
Many users:
scroll past ads
trust organic results more
research before clicking
SEO supports credibility.
Ads support urgency.
Both have a place — but they serve different roles.
When SEO is usually the better option
SEO is often the better fit if:
you offer ongoing services
trust and credibility matter
you want sustainable leads
your website needs clarity or structure
you don’t want to rely on ad spend
SEO works best when your website clearly explains:
what you do
who it’s for
and how to take the next step
This is where website structure and SEO foundations overlap strongly.
When Google Ads can make sense
Google Ads can be useful if:
you’re launching something new
you need short-term visibility
you have a clear conversion path
your website is already strong
you can afford testing and optimisation
Ads perform poorly when the website underneath is unclear, slow, or confusing.
In those cases, Ads often amplify existing problems rather than solve them.
The mistake many small businesses make
The most common mistake isn’t choosing the “wrong” channel.
It’s choosing before understanding the foundations.
Running Google Ads on:
an unclear website
weak service pages
poor tracking
no SEO baseline
often leads to frustration and wasted spend.
Similarly, doing SEO without:
clear priorities
realistic expectations
or a solid website
leads to slow or disappointing results.
A smarter way to decide
Instead of asking:
“Should I do SEO or Google Ads?”
A better question is:
“What’s actually holding my visibility back right now?”
That might be:
website clarity
structure
messaging
tracking
or platform setup
Once that’s clear, the right channel usually becomes obvious.
This is exactly what digital reviews and advisory sessions are designed to clarify.
You don’t need to choose forever
SEO and Google Ads aren’t enemies.
Many businesses:
start with SEO foundations
layer in Ads strategically
reduce ad reliance over time
The key is sequence, not pressure.
A calm next step
If you’re unsure whether SEO, Google Ads, or something else should come next, you don’t need to guess.
You can:
review your website and visibility
understand what’s working
identify realistic next steps