SEO or Google Ads: which should your business choose?

Not sure which one you need right now? Book a free call: in 30 minutes you leave with a plan and three quick wins.

SEO or Google Ads: what is the difference?

With Google Ads you pay to appear in Google's ad area, with the ad label. With SEO you work on the site so that you appear in the natural results, which you do not pay Google for.

What happens when you stop the ads?

You disappear from the ad area the same day. Google Ads says a paused campaign no longer shows ads. And if your site does not show up naturally, you no longer show up at all.

I have seen businesses that ended up depending on ads. While they pay, they have visitors and orders. When the budget drops, sales drop too, because all they had was a dependence on Google Ads.

Many people believe that years of ads also help them in the natural results. They do not.

What Google itself says

Advertising with Google has no effect on your site's presence in the search results. Google does not accept money to include a site in its results or to move it higher. (our wording, from Google's guide for people looking for an SEO)

When is Google Ads worth it?

Google Ads is worth it when you need visitors quickly or want to reach a particular kind of customer. There are several situations where it makes sense:

• You want results quickly. Google says most ads are reviewed within one business day, and after approval they start to appear.
• You are launching something new. A new site, product or service does not appear in the natural results yet. Ads can bring your first visitors.
• You want to reach specific people. You can choose who sees the ads: by what they search for, by place, age and language, by days and hours, or by device.
• You want to keep the cost under control. There is no minimum amount. You choose how much you spend per month, per day and per ad, and you pay only when someone clicks.
• You want to know what your budget brought back. You see who clicked the ad and whether they then bought or called.
• You have a sales moment. A holiday, a season, a new collection. A crystal shop, for example, can start a targeted campaign for its holiday collection before Christmas.

Which of these fits you depends on what you sell and what type of site you have.

The condition is to know what you are aiming for. A campaign started without a clear goal and without measurement is just an expensive way to find out it did not work. That is what we handle at Let's Ads.

When is SEO worth it?

SEO is always worth it, as the foundation. It is the only part of your presence on Google that you do not lose when you stop paying.

It has one downside: it takes time. Google says some changes show within a few hours and others within a few months. In our experience, a site on the second page can reach the first in three to six months. I wrote about this in detail in How long does SEO take to show results?

If you first want to understand what it is all about, start with What is SEO?

Which is better for your business?

Both together, each with its own role. I like a challenge, so we treat the cause first: why your site does not show up naturally. Ads come alongside, when they have a reason.

Three situations we meet often:

1. You have been spending on ads for years and cannot stop. You need SEO, so that you no longer depend on the budget. The ads stay on until the site starts bringing visitors on its own.
2. You have a good site, but an important sales moment is coming. You need a targeted campaign, for a short period, alongside what you already have.
3. You are just starting and nobody knows you. You need both, at the same time: SEO built in from the first page and ads for the moments when being seen immediately matters.

We cannot promise you the first page in a month, or guaranteed sales from a campaign. We can promise measured work and the numbers on the table, month after month.

Where do you start?

Start with a free 30-minute call. We look at your site and your ads together, and you leave with a plan and three quick wins.

For SEO, we have Let's SEO & GEO: an audit, the optimisation of the whole site or the monthly work, depending on where you are.

For ads, Let's Ads has three packages:

• Let's launch it. For when you are just starting with ads. The first campaigns are live in 1 to 2 weeks.
• Let's run it. For when you want campaigns that keep improving. More customers from the same budget.
• Let's check it. For when you are spending but not seeing results. You find out where the money is being lost.

Frequently asked questions

Does Google Ads help SEO?

No. Google says that advertising with them has no effect on the natural results. They are two separate things.

Which is cheaper, SEO or Google Ads?

It depends on the period you look at. With ads you pay for every click, for as long as you want visitors. With SEO you pay for the work, and what you earn stays. From what we have seen, in the long run SEO is what lowers your dependence on the budget.

How quickly do Google Ads results show?

Quickly. Google says most ads are reviewed within one business day and start to appear after approval.

Can I do SEO and Google Ads at the same time?

Yes, and that is what we recommend. SEO builds your presence for the long term, and ads cover the moments when you want to be seen immediately.

If my ads already work, do I still need SEO?

Yes. Ads work for as long as you pay. The good question is what you are left with the day you stop.