momentum Most small business owners ask this as if there were one right answer: should I pay for ads, or work on getting Google to find me on its own? Both channels lead to the same place, the first page of search. They differ in how fast you get there and in what is left when you stop paying.
How they work, briefly
Google Ads is renting a spot. You pay, and the ad appears above the regular results the same day. When the budget stops, so does the ad.
SEO is building. The site is shaped so that Google understands it and treats it as a good answer to a search. The first movement usually shows only after a few months, but a position you earn does not vanish the day you stop investing.
When ads have the edge
- You need enquiries this month, not in six months
- The site is new and Google does not know it yet
- The business is seasonal, so a result three months out does not help
- You want to find out quickly which searches actually bring customers
That last point is often missed. Within a few weeks a campaign shows which terms bring calls and which only bring clicks. SEO would take far longer to collect the same information.
When SEO has the edge
- People search for your service all year round
- Clicks in your industry are expensive and hard to earn back
- You can wait for a result that grows slower but lasts
- The business is local, so the Google profile and maps bring a large share of calls
For local services, part of SEO is an accurate Google profile. It is often the fastest SEO work there is, because a correction shows up right away.
Why the answer is rarely either-or
Ads cover the period while SEO grows and, along the way, show what people really type. Over time SEO takes over part of those searches, and the ad budget can move to whatever is harder to win organically.
The order depends on how urgent it is. If the business needs to move now, ads first, with the site's foundations fixed in parallel. If you have time and a steady flow of customers, SEO first, with ads added later as a boost.
Before you decide
- Check whether Google can see you at all
- Make sure your Google profile is accurate and complete
- Write down five searches you would like to show up for
- Decide how many months you can wait for a first result
Read next
The mistake almost every local business makes on Google Maps
Wrong opening hours on your Google profile quietly cost you customers every single day. Here's how to check if it's happening to you.
How to check whether Google can even see your site
Before you pay for any SEO, check whether your site is in Google at all. Three free checks that need no technical knowledge and take only a few minutes.
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