When to Use Google Ads and When to Use SEO

Many digital marketers use strategies like search engine optimization (SEO) and Google Ads to drive traffic to their websites. When planning an online marketing campaign, companies need to learn which methods produce the best results.

SEO focuses on improving search visibility and brand awareness through non-paid tactics. The SEO methodology involves quality content creation, incorporating relevant keywords, building backlinks, and enhancing a site’s user experience (UX).

Meanwhile, Google Ads uses a pay-per-click (PPC) advertising model that offers immediate visibility and engagement to business websites. These ads can appear as search engine ads, video ads, banner ads, and other display options available in Google’s Display Network (GDN). Because they follow the PPC advertising model, businesses need to pay a fee whenever their ad is clicked.

Deciding whether Google Ads or SEO is better for a marketing campaign depends on the business’s goals. Both strategies increase website visibility, but their methods and turnaround times are different.

SEO is a long-term strategy that helps ensure the website ranks and stays at the top of search engine results pages (SERPs). It might take some time before SEO provides desirable results, but many consider it a less costly and more sustainable choice.

Meanwhile, Google Ads can deliver immediate results in terms of traffic, conversions, and leads, which can be ideal for time-sensitive campaigns like limited and seasonal offers. To get the best results, businesses may need to set a higher budget allocation for their Google Ads campaign.

No strategy is inherently better than the other since both SEO and Google Ads possess individual strengths that make them the ideal choice for certain instances. A marketing expert may even suggest that both can be used simultaneously to expand brand awareness on online platforms and contribute to overall business growth.

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Learn the differences between SEO and Google Ads in this infographic by Landau Consulting.

When to Use Google Ads and When to Use SEO Infographic Image 04
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