SEO or Google Ads? What Works Best (and When to Use Both)

In today’s digital-first world, online visibility isn’t just a nice-to-have — it’s a must-have, especially for local businesses competing in crowded marketplaces. Whether someone’s searching for a nearby café, a trusted tradie, or emergency services, chances are they’re starting with Google.

Two major ways to appear in those search results are Search Engine Optimisation (SEO) and Google Ads. But which one is right for your business? Or is there room for both? This guide will help you figure out the best digital strategy for growing your business online.

What’s the Difference Between SEO and Google Ads?

When it comes to showing up on Google, SEO and Google Ads are the two main ways businesses can boost their online presence. But while they might serve similar goals, they work very differently.

What is SEO in simple terms?

SEO stands for Search Engine Optimisation. It involves optimising your website so that it appears organically (without paying for ads) in Google search results. This includes using the right keywords, improving your website’s speed and mobile-friendliness, creating high-quality content, and gaining backlinks from other reputable sites.

5 Steps to Building a Long-Term SEO Strategy

Developing a sustainable SEO strategy is essential for achieving lasting online visibility and driving consistent organic traffic. By following these five steps, you can create a robust SEO foundation that supports your business’s long-term digital growth.​

Perform a Competitive Analysis

Begin by analysing your competitors’ SEO activities to understand their strategies, including backlink sources and content approaches. This insight helps identify opportunities to differentiate your content and improve upon existing tactics.

Work Your Way Up

Focus initially on targeting less competitive, long-tail keywords to gain traction and build authority. As your site’s credibility grows, gradually aim for more competitive keywords to expand your reach.

Use Structured Data

Implement structured data (schema markup) on your website to provide search engines with detailed information about your content. This enhances the likelihood of your pages appearing in rich snippets, increasing visibility in search results.

Get Creative with Link-Building

Diversify your link-building strategies by creating shareable assets like badges or widgets that others can embed, linking back to your site. Additionally, engage in guest posting and collaborate with industry partners to earn high-quality backlinks.

Be Consistent

Maintain a regular publishing schedule with high-quality, relevant content to keep your audience engaged and signal to search engines that your site is active. Consistency in content creation and SEO practices is key to sustaining and improving your search rankings over time.

By systematically implementing these steps, you can establish a strong SEO strategy that drives long-term success and positions your business prominently in search engine results.

What are Google Ads, and how do they work for local businesses?

Google Ads is a pay-per-click (PPC) advertising platform that lets you pay to have your website appear at the top of Google search results. You set a budget and choose keywords you want to target. Your ad shows up when people search for those keywords, and you only pay when someone clicks on your ad.

5 Effective Google Ads Strategies for Local Businesses

While SEO focuses on long-term organic growth, Google Ads can provide immediate visibility and leads for local businesses. Implementing the right strategies ensures that your advertising budget is used efficiently to attract and convert potential customers.​

Here are five proven strategies to enhance your Google Ads campaigns:​

Set Up a Google Business Profile

Before launching any ad campaigns, create or claim your Google Business Profile (formerly Google My Business). This profile increases your visibility in local search results and Google Maps, allowing your ads to appear in map placements and local searches, which is crucial for attracting nearby customers.

Think Like a Customer

Put yourself in your customers’ shoes to identify the search terms and keywords they use when looking for your products or services. Focus on localised keywords relevant to your offerings and area to ensure your ads reach the right audience within your target location.

Create a Dedicated Landing Page

Instead of directing ad clicks to your homepage, design a specific and SEO-optimised landing page tailored to the advertised product or service. This page should provide clear information, relevant images, and a prominent call-to-action to guide visitors toward making a purchase or inquiry, reducing friction in the conversion process.

Use Location Targeting

Leverage Google Ads’ location targeting features to focus your ads on specific geographic areas where your potential customers are located. This ensures that your ads are shown to users in your service area, increasing the likelihood of attracting local business.

Monitor and Optimise Your Campaigns

Regularly review your ad performance metrics, such as click-through rates and conversion rates. Use this data to make informed adjustments to your keywords, ad copy, and bidding strategies to improve effectiveness and return on investment over time.

Implementing these strategies can significantly enhance the performance of your Google Ads campaigns, helping your local business attract more customers and achieve better results from your advertising efforts.

Key differences: cost, speed, and visibility

While both SEO and Google Ads aim to increase your online visibility, they work very differently in how quickly they deliver results and how much they cost. Understanding these differences can help you choose the right strategy or find a balance between both.

• Cost: SEO involves upfront effort and ongoing content creation, but you don’t pay per click. Google Ads, on the other hand, requires continuous spending to maintain visibility.
• Speed: SEO takes time to build momentum (often months), while Google Ads can bring in leads almost immediately.
• Visibility: Both can provide strong visibility, but in different ways. SEO builds long-term presence, while Google Ads offers instant placement at the top.

To help you gain a better understanding of these two concepts, think of SEO like growing a garden. It takes time and consistent care, but it brings lasting results. Google Ads, on the other hand, are like turning on a tap: quick and effective while the budget flows.

Although SEO is generally more cost-effective in the long run, Google Ads can bring instant visibility and quick leads.

Which One Gets More Clicks or Customers?

At the end of the day, both SEO and Google Ads are designed to get people to your website. But how do they compare when it comes to clicks and trust?

Do people trust organic search results more than ads?

Yes. Studies show that users tend to trust organic search results more than paid ads. According to research by First Page Sage, the top 3 organic search results receive more than two-thirds (68.7%) of all clicks on the Google Search page, highlighting the importance of ranking high organically.

Is it true that most people skip ads and go straight to the regular results?

Yes. Many users are naturally inclined to scroll past ads. The same study indicates that the #1 organic search result receives, on average, 19 times more clicks than the top paid search result, emphasising the preference for organic listings.

How many people actually click on Google Ads?

Despite user bias toward organic results, Google Ads still get clicks, especially for high-intent searches. On average, paid search ads have a click-through rate (CTR) of around 4–6%, with Google Ads earning more clicks for urgent or local services, such as when users search for “emergency plumber near me”.

Which Is More Cost-Effective for Small Businesses?

Budgets are often tight for small business owners, so it’s important to know which strategy gives you the most bang for your buck.

Is SEO cheaper in the long run?

Yes, SEO for small businesses is generally more cost-effective over time. Although it can take months to see results, once your pages start ranking, you receive consistent, free traffic without having to pay for every click.

Can I waste money on Google Ads if not done right?

Yes, unfortunately. If your ads aren’t targeted properly, or if your landing page doesn’t convert, you could end up paying for clicks that don’t turn into customers. A well-optimised campaign is essential to avoid wasted ad spend.

Which one gives a better return on investment (ROI) for local services?

SEO often provides a higher ROI in the long run, but Google Ads can offer faster results. The right choice depends on your goals. Think of it this way: Google Ads = fast leads but ongoing cost. SEO = slower growth but free traffic over time.

How Fast Can I See Results from SEO or Google Ads?

Timing matters when it comes to getting leads. Here’s how long you can expect to wait before seeing results from each option.

How long does SEO take to work for local businesses?

SEO usually takes 6 to 12 months to see noticeable improvements, depending on your competition, content, and consistency. That said, once you gain traction, the benefits are long-lasting and sustainable.

How quickly can Google Ads bring in calls or inquiries?

Google Ads can start working almost immediately after a campaign’s launch, sometimes within a few hours. With the right targeting, you can generate calls, inquiries, or bookings the same day your ad goes live.

Should I run ads while waiting for SEO to kick in?

Yes, this is a smart approach. Running ads while your SEO efforts build momentum ensures you’re still generating leads in the short term. Many businesses use this blended strategy for a balanced and scalable approach.

Which One Is Better for My Type of Business?

The right choice often depends on your business type, goals, and budget. Here’s a breakdown to help you figure out what might work best.

Should I use SEO or Google Ads if I have a local service business?

Local services often benefit from both. SEO is ideal for building long-term visibility, while Google Ads works well for urgent or seasonal services.

For example, a dentist looking to promote their business, which operates all year round, can benefit more from SEO’s long-term approach. On the other hand, an online store or even a brick-and-mortar shop that’s running a promo for a limited time only will see better results from Google Ads.

What if I only have a small marketing budget?

SEO may offer better value over time, especially if you can create content in-house. Google Ads can work with a small budget, too, but it needs to be managed carefully to avoid waste.

Can I use both at the same time?

Yes, and in many cases, you should. Running both allows you to test what performs best for your business. You can then allocate more budget to the channel that brings the best results.

Always keep in mind that when it comes to choosing between SEO and Google Ads, your decision should always be driven by what your goals or needs are. To help you make an informed decision, refer to our simple checklist below

Decision-Making Checklist: Should I Use SEO, Google Ads, or Both?

Goals	SEO	Google Ads
Immediate Leads	❌	✅
Long Term Growth	✅	❌
Small Budget	✅	⚠️ (possible, but tricky)
Local Search Visibility	✅	✅
Build Brand Recognition	✅	✅
Increase Website Traffic Over Time	✅	❌

Real Examples of Local Businesses Using SEO or Ads

Here are a few real-world examples of how businesses use SEO, Google Ads, or both to grow:

• A local business offering storage units
  • A storage solutions provider in Albury-Wodonga experienced a 202% increase in organic traffic through targeted SEO and Google ads campaigns, leading to fully-booked rental storage units. 
• An electrical and solar solutions provider
  • A local business offering electrical and solar services in Albury-Wodonga had over 200 keywords on Google’s page 1 and a 221% increase in leads thanks to ongoing SEO efforts and Google ads campaigns to promote their offerings.
• A local builder and supplier of accessibility ramps
  • An NSW-based builder of access ramps for residential and commercial properties was able to boost their website leads by over 284% through nationwide SEO and Google ads campaigns aimed at improving their brand visibility.
• A real estate & property management agency
  • An Albury-based real estate agency successfully achieved the #1 spot on Google search results through a tailored SEO campaign aimed at improving their overall online visibility and presence..

Which Should You Choose?

Both Google Ads and SEO offer big benefits, but in different ways. Google Ads is great for getting fast results, while SEO builds trust and brings steady, long-term growth.

Ideally, you should try both to see what works for your business. Then, adjust your strategy and budget based on what gives you the best return.

At the end of the day, the best digital marketing strategy is one that’s driven by your business goals — whether that’s fast leads, long-term visibility, or both.