SEO vs. Google Ads

Why You Need Both

One of the biggest debates in digital marketing is whether businesses should focus on Search Engine Optimisation (SEO) or Google Ads (PPC). While both strategies drive traffic, the most successful businesses use them together for maximum growth. SEO provides long-term organic visibility, while Google Ads delivers immediate results.

By combining both, businesses can fill gaps in traffic, capture high-intent users, and increase conversions efficiently. This guide explores when to use SEO versus PPC, how to use paid ads to complement organic efforts, and how to measure ROI from both strategies.

When to Use SEO vs. Google Ads

SEO and Google Ads serve different purposes in a marketing strategy. SEO focuses on organic search rankings, helping businesses attract sustainable, long-term traffic. It involves optimising website content, building backlinks, and enhancing technical SEO. Though it takes time to rank, SEO traffic is cost-effective and continues to grow over time.

Google Ads, on the other hand, provides instant visibility by displaying paid search results at the top of Google. It’s ideal for businesses looking to generate immediate leads or promote time-sensitive offers. Unlike SEO, PPC is a pay-to-play model, meaning businesses must continuously invest in ads to maintain visibility.

Businesses should prioritise SEO for consistent lead generation and brand authority. However, Google Ads can be highly effective for new businesses, seasonal campaigns, or competitive industries where organic rankings are difficult to achieve quickly.

How PPC Can Fill the Gap While Waiting for SEO Results

SEO takes time (usually three to six months) to see significant results. This delay can be challenging for businesses that need immediate leads or are optimising for a specific event with a time frame. Google Ads can bridge this gap by ensuring continuous traffic while SEO efforts build momentum.

For example, a new plumbing company launching a website may struggle to rank organically at first. By running Google Ads for high-intent searches like “plumbing repairs near me” or “emergency plumbing services,” they can capture leads immediately. Over time, as SEO efforts improve rankings, they can reduce reliance on paid ads and rely more on organic traffic.

Using Retargeting Ads to Convert Organic Visitors

Many website visitors don’t convert on their first visit. Retargeting ads help bring these users back, increasing the chances of conversion. By tracking website visitors through Google Ads remarketing, businesses can show targeted ads to users who previously visited specific pages.

For example, an e-commerce store selling fitness equipment might notice that many users visit a product page but leave without making a purchase. By setting up a retargeting campaign, they can show ads for the exact product users viewed, reminding them to complete the purchase. This strategy significantly improves conversion rates and ROI by engaging users who have already expressed interest.

SEO and PPC can also work together in retargeting campaigns. Businesses can use SEO to drive organic traffic, then leverage Google Ads to retarget those visitors with special offers or reminders, increasing their likelihood of converting.

Measuring ROI from SEO and PPC

A well-executed SEO and PPC strategy should generate measurable results. Businesses must track key performance indicators (KPIs) to understand which strategy is delivering the best return on investment (ROI).

For SEO, the primary metrics include organic traffic growth, keyword rankings, time on site, and lead conversions from organic search. SEO’s ROI typically increases over time, as improved rankings lead to continuous free traffic.

For PPC, businesses should track click-through rates (CTR), cost per conversion, and return on ad spend (ROAS). Unlike SEO, which accumulates value over time, PPC delivers instant results but stops when ad spend is paused.

By analysing Google Analytics and Google Ads reports, businesses can determine the ideal balance between SEO and PPC investments. If organic rankings improve for a keyword that was previously targeted with ads, businesses can shift budget away from PPC and reinvest in other areas.

Case Study

How Digital Presence Helped Ivy Roofing Increase Leads with a Dual SEO & Google Ads Strategy

Ivy Roofing, a Sydney-based roofing company, needed to increase qualified leads in a competitive industry. Initially, they relied on Google Ads to generate traffic and leads, targeting keywords like “roof repairs Sydney” and “leaking roof specialist.” This approach provided immediate visibility, but the cost per lead was high due to competition.

To reduce long-term ad costs, we implemented an SEO strategy alongside their PPC campaigns. By optimising their website for high-intent local search terms, improving service pages, and building backlinks, they started ranking organically for competitive roofing keywords.

As SEO efforts paid off, Ivy Roofing shifted some budget away from PPC, reducing reliance on paid ads while maintaining strong lead flow. The combined strategy resulted in:

• Boosted their SEO traffic by 143%
• Achieved 2369 PPC conversions, that’s a 240% increase!
• Optimised their Google Business Profile to solidify an online presence.
• More consistent website traffic without increasing ad spend

By using PPC to generate leads in the short term and investing in SEO for long-term success, Ivy Roofing achieved sustainable business growth.

Final Thoughts

Why SEO & PPC Can Work Best Together

Businesses no longer need to choose between SEO and Google Ads—some of the most effective digital marketing strategies use both. SEO provides a long-term foundation for organic traffic, while PPC delivers immediate results and fills gaps in visibility.

By combining both strategies, businesses can ensure continuous traffic, higher conversions, and improved ROI. Whether it’s using PPC to boost early traffic, retargeting organic visitors, or measuring ROI to adjust budget allocations, a dual approach ensures sustained business growth.

If you’re looking to create a high-performance SEO and PPC strategy, Digital Presence can help. Contact us at 1300 867 726 or visit our website for a tailored approach to maximise your digital marketing results.