SEO vs Google Ads: Which Is the Better Investment for Business?

For online businesses, it is common to get stuck in the middle of two powerful features: SEO and Google Ads. I’ve been there as well. Knowing where to invest time or money is not a simple process. Both SEO features and Google Ads can yield results in the growth of your sales and brand. However, the only difference is which one offers better ROI.

This guide will provide you with all the details in a simpler manner. Along with that, all the necessary information and data are provided, which makes it easier to make a decision for the business.

What Is SEO?

SEO is shorthand for Search Engine Optimization. It is the practice of enhancing your site so that it is more visible and ranks higher on websites like Google. This means that when users look for a certain business, relevant keywords are related to it, thus, they get organic results (which means free) that include your website.

You do not spend money on Google for these clicks. What you do is put in your time or money by hiring a professional expert to improve the content, resolve technical issues, build backlinks, and many more. 

Here’s what SEO includes:

• Keyword Research: Finding the right keywords people search for.
• On-Page SEO: Optimizing titles, meta descriptions, and content.
• Technical SEO: Improving site speed, mobile-friendliness, and structure.
• Off-Page SEO: Getting backlinks from other trustworthy websites.

Fact: As per research done by BrightEdge, organic search contributes to over half (53.3%) of total website traffic.

What are Google Ads?

Google Ads works as a pay-per-click (PPC) marketing mechanism wherein an individual buys a certain period of exposure on Google in conjunction with associated keywords. With Google Ads, one bids for keywords and pays each time an ad is clicked. These ads are prominently placed at the top of the search results, preceding the organic listings.

For new websites that do not rank yet, Google gives an ad blitz on launching, which aids them in being visible fast.

The following are some of Google Ads’ offerings:

• Search Ads: Show on Google whenever a term is searched for.
• Display Ads: These are ads that show on other sites that are part of Google’s display network.
• Shopping Ads: Product listings show directly on search results.
• Video Ads: These appear on YouTube.

Fact: A business, on average, earns $2 for every $1 spent on Google advertising.

Source: Google Economic Impact Report

Comparison: SEO vs Google Ads

Now, let’s have a look at SEO and Google Ads side by side in a table for a better understanding.

When to Choose SEO?

Think about the long term, SEO is the best investment to make. The results will take a while to manifest, but when it does, the results are incredible. Whenever I get the chance, I compare SEO with tree planting – it has a long gestation period, but when it starts bearing fruit, it’s an endless bounty.

You should lean toward SEO if:

• You are looking to establish a long-term brand presence.
• You want to minimize ad spending in the future.
• You are willing to wait 3-6 months for traffic that does not require payment.
• You want consistent lead generation without paying exorbitant fees for each click.
• With the help of actual figures and research, I would like to present the benefits of SEO.

Pros of Choosing SEO (With Data)

High Click-Through Rates

Organic listings receive 70-80% of the total calls, in comparison to ads only receiving 20-30%, confirming the validity of the statements presented on Search Engine Land.

Better ROI in the Long Run

According to HubSpot, SEO leads give about a 14.6% close rate, while outbound leads from direct mailings or print ads only receive a 1.7% close rate.

Trust Factor Increase

Users will trust websites that are ranked highly, as over 75% of users do not check search result pages beyond the first one. This means that SEO increases your trust and credibility.

Cumulative Accomplishments

Traffic raised through blogging tends to grow each month without extra spending. This is because consistent SEO adds more traffic month after month. Even having a blog helps increase leads by 67%.

Source: Demand Metric  

Cheaper in The Long Run

Contrary to popular belief, SEO is actually cheaper if looking from the long-term perspective. Even though massive energy is exerted initially, organic traffic and reduced cost-per-leads make it worthwhile.

Great for Informational Searches

Almost everyone (94%) of B2B buyers does preliminary research before purchasing any service or product. SEO is crucial for obtaining target consumers at the research stage.

Visibility on Mobile Devices & Locally

46% of all Google searches are claimed to have local intent. If you run a local business, focus on SEO to get you on maps and “near me” searches.

When to Choose Google Ads?

Google Ads is best suited for situations where you need to achieve goals immediately. It is quick, adaptable, and automated. As a digital marketing consultant, I recommend it to businesses launching new products, running promotional campaigns, or testing the market before committing to a comprehensive, long-term plan.

Use Google Ads when:

• You need instant traffic and brand visibility. 
• You are testing out a new product or service.
• You operate under a fixed budget and a shorter timeline.
• You are in a competitive business where SEO has a long lead time.

Pros of Choosing Google Ads (With Data)

Here are some compelling and statistically supported reasons why Google Ads might prove beneficial to your business.

Immediate Results

Unlike other digital marketing techniques, SEO, Google Ads are capable of bringing visitors in a matter of hours. A campaign can be set up in the morning and ready to go live at lunch.

Highly Targeted Campaigns

Ads can be targeted by region, device, language, specific interest, age, and even time of day. This all means increased chances of better ROI.

According to WordStream, the average Google Ads conversion rate across industries is 4.4% on the search network.

Strong ROI Potential

Google Ads is still promising when analyzing the Return on Investment claimed by businesses using it. On average, a business earns 2 dollars for every one dollar spent on Google Ads.

Source: Google Economic Impact

Can You Use Both Together?

Yeah, without a doubt. This is the place where such a claim can be backed. Joining SEO with Google Ads creates a powerful, well-balanced strategy.

They aid each other in so many areas:

• Increasing the Value of Keywords: Find the most valuable keywords using Google Ads, and then target them with SEO.
• Greater Coverage on SERPS: Show up in the advertisements as well as the organic listings for greater visibility.
• A/B Testing: Asses the viability of ad content ideas before implementing them to the SEO side. 

Remarketing: Google Ads are used to remarket to people who found you through an organic search.

Why Works Using Both:

• Let’s see this in a more simplified version.
• Advertising is fast, and SEO builds trust.
• Advertising increases reach, SEO saves cost.
• Advertising is the booster, while SEO stands as the ground level.

Stat: Businesses with combined SEO and PPC ads have 25% higher response rates than those without.

Conclusion

So, which investment is superior, SEO or Google Ads?  

The most appropriate answer is: There are goals you want to consider. If fast traffic is what you want, then start with Google Ads. If you want long-term results, invest in SEO. Most of the time, the best results come from using both.

Let me offer my tips:

• If you are new to the digital space and want immediate results, focus on Google Ads.  
• Achieve more than one goal simultaneously by working on your SEO plan for successive results over time.  
• With time, your dependence on paid ads may decrease as your organic traffic increases.

It’s not always necessary to choose one over the other. If properly utilized, both SEO and Google Ads have the ability to take control of the internet on your behalf.

FAQs

Is SEO cheaper than Google Ads?

Yes. SEO costs less over time because you don’t pay for each click. But it takes longer to see results compared to Google Ads.

Can I use SEO and Google Ads together?

Absolutely. Using both can help you get fast traffic from ads and long-term traffic from SEO.

Which one is better for a new website?

Google Ads is better for quick traffic. But start SEO early too, so you build a strong presence over time.

How long does SEO take to work?

SEO usually takes 3 to 6 months to show results, depending on your industry and competition.