The Difference Between SEO and Google Ads (And When to Use Each)
If you’re looking to grow your online presence, two of the most effective tools available are Search Engine Optimisation (SEO) and Google Ads. But while they both help you show up on Google, they work in very different ways. Knowing when and how to use each can have a big impact on your digital marketing results.
What Is SEO?
SEO is the process of improving your website so that it ranks higher in Google’s unpaid, or organic, search results. It focuses on things like:
– Optimising content for keywords your customers are searching for
– Improving website speed and mobile performance
– Building backlinks from other reputable sites
– Making sure your site is easy to navigate and Google-friendly
It takes time, but SEO delivers long-term value. Once your site ranks well, you’ll get ongoing traffic without paying for every click.
What Are Google Ads?
Google Ads is Google’s pay-per-click (PPC) advertising platform. It lets you show ads at the top of the search results — above the organic listings. You choose which keywords to target, write the ad copy, and set your budget.
You pay each time someone clicks on your ad, but the advantage is immediacy. Your website can appear on page one of Google in a matter of hours, rather than weeks or months.
Key Differences Between SEO and Google Ads
| Feature | SEO | Google Ads |
| Cost | Time and effort (no cost per click) | Pay per click (variable cost) |
| Speed | Slow build (long-term) | Immediate visibility |
| Longevity | Long-lasting results | Stops when you stop paying |
| Click Trust | Higher trust (organic listings) | Lower trust (labelled as ads) |
| Control | Less control over exact positioning | Full control over targeting and budget |
When to Use SEO
– You want to build long-term visibility
– Your business relies on steady, ongoing traffic
– You’re in a niche where ads are expensive
– You want to be seen as an authority in your field
When to Use Google Ads
– You need leads or sales quickly
– You’re launching a new product or campaign
– You want to target very specific search terms
– You’re testing a new market or offering
Can You Use Both?
Absolutely — and in fact, that’s often the best approach. Google Ads can give you quick wins while your SEO efforts build over time. Combining the two gives you both immediate traffic and long-term growth.
At Carden Digital, we help businesses get the best of both worlds. Our SEO and PPC teams work side by side to create strategies that deliver results — fast and for the long haul.
Let’s Talk About Your Goals
Not sure where to start? Book a call with our digital marketing team today. We’ll look at your business goals and recommend the best route forward — whether that’s SEO, Google Ads, or a combination of both.
