What’s The Difference Between Google Ads And SEO?
When you need an answer, where’s the first place you go? If you’re like billions of other people, you head straight to Google.
The search engine giant processes over 8.5 billion searches every single day. That’s a massive audience of potential customers looking for products and services just like yours.
To get your business in front of these searchers, you have two main options: Search Engine Optimisation (SEO) and Google Ads. Both are powerful tools for appearing on Google’s search results page, but they work in very different ways.
So, what’s the difference between Google Ads and SEO and which one is right for your business?
This blog will break down Google Ads and SEO in the simplest way possible, helping you understand how each one works so you can make the best choice for your marketing strategy.
What Is The Difference Between Google Ads and SEO?
The simplest way to understand the difference is to think about how you pay to get on Google.
With Google Ads, you pay Google directly to place your website at the top of the search results. With SEO, you don’t pay Google; instead, you invest time and effort into making your website so good that Google wants to put it at the top.
What is Google Ads?
Google Ads is Google’s advertising platform. It operates on a pay-per-click (PPC) model, which means you bid on specific keywords and pay a fee every time someone clicks on your ad. These ads appear at the very top of the search results page, marked with a small “Sponsored” label. It’s like paying for a billboard on the busiest highway on the internet.
What is SEO?
Search Engine Optimisation (SEO) is the practice of improving your website to increase its visibility in the organic (unpaid) search results. This involves a whole range of activities, like creating high-quality content, ensuring your website is technically sound and building authority. Think of it as building a great reputation. It takes time, but once people (and Google) trust you, they’ll recommend you for free.
Key Differences at a Glance
Cost: With Google Ads, you pay for every click. SEO is technically free, but it requires an investment of time, resources and expertise.
Speed: Google Ads can deliver results almost instantly. SEO is a long-term strategy that can take months to show significant results.
Positioning: Ads appear at the top of the page (above organic results). Organic SEO results appear just below the ads.
Sustainability: When you stop paying for ads, your visibility disappears. A strong SEO ranking can provide lasting traffic long after the initial work is done.
Which One Is Better?
Ah, the million-rand question!
The honest answer is: it depends. Neither one is universally “better” than the other. They just serve different purposes.
Let’s look at the pros and cons of each.
Google Ads: Pros and Cons
Pros:
Immediate Results: You can start driving traffic to your website the day you launch your campaign.
High Visibility: Ads are placed right at the top of the search results, ensuring they get seen.
Precise Targeting: You can target users based on keywords, location, demographics and even past online behaviour.
Measurable ROI: It’s easy to track exactly how much you spend and what you get in return.
Cons:
Cost: It can get expensive, especially in competitive industries. You pay for every single click, whether it converts to a sale or not.
Short-Term: The moment you stop paying, your traffic stops.
Ad Blindness: Some users are savvy and tend to skip over sponsored results, trusting organic listings more.
SEO: Pros and Cons
Pros:
Long-Term Value: A strong ranking can deliver consistent, “free” traffic for years.
Credibility and Trust: Users often view organic results as more trustworthy and authoritative than paid ads.
Higher Click-Through Rate: Organic results generally earn more clicks than paid ads for the same search query.
Sustainable Traffic: SEO provides a steady stream of traffic that doesn’t disappear if you pause your efforts for a month.
Cons:
Time-Consuming: It can take anywhere from 3 to 12 months to see significant results from your SEO efforts.
No Guarantees: There’s no magic formula to get to the number one spot and Google’s algorithm is always changing.
Requires Expertise: Good SEO involves technical knowledge, content creation skills and strategic thinking.
Factors To Consider
So, how do you choose between Google Ads and SEO? Your decision should be based on your specific situation.
Here are a 3 things to think about:
1) Your Industry: Is your industry highly competitive on Google? If so, ads might be a quick way to get noticed while you work on your long-term SEO strategy.
2) Your Budget: If you have a healthy marketing budget and need leads now, Google Ads is a great option. If your budget is tight, focusing on SEO might be more sustainable.
3) Your Marketing Goals: Are you launching a new product and need to generate buzz quickly? Go with ads. Are you trying to build a reputable brand and become a trusted voice in your industry? Focus on SEO.
How Google Ads and SEO Can Work Together
The really clever trick? You don’t have to choose. In fact, Google Ads and SEO work brilliantly together. They’re like a marketing tag team.
Here’s a practical example:
Imagine you own a new plumbing business in Pretoria. You need customers and you need them fast.
1) You start by running a Google Ads campaign targeting keywords like “plumber in Pretoria” and “emergency plumber.” This brings in immediate calls and website visits.
2) While the ads are running, you start working on your SEO. You create helpful blog posts like “How to Fix a Leaky Tap” and “5 Signs Your Geyser is About to Burst.” You also make sure your website lists your services and service areas clearly.
3) Over a few months, your website starts ranking organically for those helpful topics. People find your blog, see you as an expert and call you when they need a plumber.
4) Eventually, your website might even rank on the first page for “plumber in Pretoria.” Now you’re getting leads from both your ads and your organic listing, dominating the search results page.
Ready to Get Your Business In Front of Searchers?
So, to recap: Google Ads gets you instant visibility for a price, while SEO builds long-term, organic traffic. One is a sprint, the other is a marathon, but both can get you to the finish line.
The best strategy often involves using both to create a powerful digital presence.
Feeling a bit lost? We can help.
At Starbright, we live and breathe digital marketing. We handle both Google Ads and SEO and we know how to build a strategy that fits your business like a glove.