Google Search Ads and SEO (Search Engine Optimisation) are both methods of improving a website’s position in search results, bringing in new customers. While they may appear to serve the same purpose at first glance, a closer look reveals many differences.
Google Ads is a paid advertising platform that allows you to boost your website’s position for a fee. SEO, or search engine optimisation, on the other hand, focuses on improving a website’s ranking in organic, non-paid search results.
Google Ads operates on the so-called pay-per-click (PPC) model, where businesses pay for each click on their advertisement. The advantages of this method include fast results, the ability to target ads to specific searches, and guaranteed top positions in search results. In fact, the first three positions in search results are often occupied by promoted websites.
Ads are activated immediately after the campaign is set up, for which we recommend involving a specialised agency. An experienced agency can effectively select the right keywords, target ads to the chosen audience, and optimise your advertising budget to save costs.
However, search ads can be expensive, especially in highly competitive industries. Once the campaign ends, website traffic drops immediately, as paid ads do not affect a website’s ranking in organic search results.
SEO focuses on improving website content, enhancing the technical structure, and increasing the time visitors spend on the site. All of this is aimed at raising search rankings without advertising costs. The search engine optimisation process involves researching and integrating relevant keywords, improving site speed and user-friendliness, implementing technical adjustments, creating content, and building backlinks.
Unlike search ads, SEO offers a far more lasting solution. A high ranking can be maintained for years before further updates are needed. As with Google Ads, it is most effective to work with an agency to achieve the best results. The service fee is typically a one-time investment, but the benefits last long-term. It is important to note that visible progress may take several months, and changes in Google’s algorithms can affect results over time.
Choosing between Google Ads and SEO ultimately depends on your business goals and available resources. If you want fast and high-volume results, search ads are the preferred choice, though they require ongoing advertising spend. Search engine optimization, while more time-consuming, offers a longer-lasting solution.
For most businesses, the smartest approach is to combine both methods. Ads deliver large volumes of traffic quickly, while SEO ensures visibility in organic search results, bringing in a steady but smaller flow of visitors over time. By using both strategies, you can unlock your business’s full digital marketing potential.
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