SEO and Google Ads both help you appear when people search. They work in very different ways.
How Google Ads works
You bid to appear in the paid results for chosen searches, and pay when someone clicks. You can start quickly, control your budget and target specific searches and locations. When you stop paying, the ads stop.
How SEO works
SEO improves your chances of appearing in the unpaid results. It involves your website's technical health, useful content and other sites referencing yours. It takes longer to build, but visibility doesn't switch off when a monthly payment stops.
When ads make sense
- You need enquiries soon.
- You're testing a new product, service or location.
- Your market is seasonal or promotion-driven.
When SEO makes sense
- You're planning for the long term.
- People search for what you offer in ways you can answer with useful content.
- You want to reduce reliance on paid traffic over time.
Why many businesses use both
Ads can bring results while SEO builds. Search data from ads can also show which terms convert, which helps focus SEO work.
Not sure which you need?
Choose both services in your unpitch brief, or "I'm not sure what I need", and tell us your goals. We'll look for agencies that can advise honestly.