When businesses think about digital growth, the same question comes up again and again: should we focus on SEO or paid ads? Both work, but in very different ways.
SEO builds sustainable visibility over time. Paid ads deliver fast results but stop the moment you stop paying. Most businesses need both at different stages, but for long-term growth, SEO is usually the stronger investment.
This guide breaks down what each approach offers, where the risks are, and how to use them together to get the best results.
Key Tip: Don’t Choose One. Use Both. The most effective businesses don’t see SEO and ads as competitors; they combine them. For long-term growth, SEO should be your foundation. Paid ads are the accelerator you use when you need speed.
SEO vs Paid Ads: What’s the Difference?
- SEO (Search Engine Optimisation): Optimising your website and content so it appears in Google’s unpaid results. It takes time to build but continues delivering traffic once established.
- Paid Ads (Google Ads, Meta Ads, LinkedIn etc): Paying to appear in front of potential customers immediately. Results are instant but disappear when the budget runs out.
Both are ways to attract traffic. The difference is whether you’re earning visibility (SEO) or renting it (ads).
Why SEO is a Long-Term Growth Engine
SEO is an investment. Done right, it keeps paying off long after the initial work.
1. SEO Builds Compounding Value
When you create high-quality content and optimise your site, you build assets that continue working. A well-written article that ranks on Google can drive traffic for years. Paid ads can’t match this compounding effect.
2. SEO Lowers Costs Over Time
Paid ads require continuous spend. With SEO, once you’ve earned rankings, your cost per lead drops because you’re not paying for each click. The upfront investment may be higher, but long-term returns are stronger.
3. SEO Builds Trust and Authority
People tend to trust organic results more than ads. Ranking high signals credibility and authority. This is especially important in industries where reputation matters, such as legal, financial, healthcare, or professional services.
Limitations of SEO
- It’s slow. Expect 3–12 months before meaningful results.
- It’s ongoing. Competitors and algorithms change, so SEO requires consistent effort.
- It’s competitive. In industries with strong players, ranking well takes more work.
Why Paid Ads Are Useful
Paid ads are about speed, targeting, and control. They’re effective for quick wins and testing.
1. Paid Ads Deliver Immediate Visibility
As soon as campaigns go live, you can start generating leads or sales. This is useful for new businesses or time-sensitive campaigns.
2. Paid Ads Provide Targeting Power
Ads let you reach specific audiences by location, interests, behaviours, or keywords. This precision helps ensure your spend is focused.
3. Paid Ads Are Great for Testing
If you’re unsure what messaging, offers, or products will resonate, ads give quick feedback. You can then feed these insights into your longer-term SEO strategy.
Limitations of Paid Ads
- Costs stack up. Once you stop paying, the traffic stops.
- Competition increases costs. In many industries, costs per click rise every year.
- Trust factor is lower. Many users skip ads and look for organic results instead.
How to Use SEO and Ads Together
Here’s what a smart combined strategy looks like:
Phase 1: Short-Term (0–3 months)
- Run paid ads to generate leads or sales immediately.
- Test different keywords, messages, and offers.
- Collect data on what resonates with your audience.
Phase 2: Medium-Term (3–12 months)
- Use ad insights to shape your SEO strategy. If a keyword converts well in ads, create content around it.
- Start publishing high-quality content targeting key search terms.
- Continue running ads but refine them based on performance.
Phase 3: Long-Term (12+ months)
- Reduce reliance on ads as organic rankings take hold.
- Use ads strategically: for seasonal promotions, new product launches, or remarketing.
- Keep SEO consistent with regular updates, technical improvements, and new content.
Practical Actions: Building SEO for Growth
SEO can feel vague, so here’s what to focus on:
1. Get the Foundations Right
Start with your website foundations. Google won’t rank a site that loads slowly, isn’t mobile-friendly, or is confusing to navigate. Fixing speed, usability, and structure makes every other SEO effort more effective.
2. Research What Customers Search For
Once the basics are in place, research what your customers are actually searching for. Tools like Google Keyword Planner are useful, but even talking to customers about how they describe your services can reveal the right language. Don’t chase broad, competitive terms. Instead, focus on specific searches that show intent, like “family lawyer Christchurch” instead of just “lawyer”.
3. Create Content That Answers Real Questions
Build content that genuinely helps. Write clear, straightforward answers to common customer questions. Create guides, blogs, or FAQs that show you understand their needs. Keep your content up to date. An article that hasn’t been touched in three years signals neglect both to Google and your audience.
4. Build Authority Gradually
Finally, build authority gradually. Reach out to industry directories, local networks, and partners who can link to your site. Keep your Google Business Profile current if you’re a local business. These signals tell your customers that you’re a credible player.
Practical Actions: Running Ads Effectively
Paid ads can burn money if they’re not managed carefully. Here’s how to make them work:
1. Start Small and Track Everything
Start small. Launch a modest campaign and measure results carefully. Don’t judge success by clicks alone. Track cost per lead or cost per sale so you know whether the spend is worth it. Only increase budget once you have proof.
2. Use Retargeting
Use retargeting to stay in front of people who visited your site but didn’t buy. Most customers won’t convert on their first visit. Retargeting brings them back at a lower cost than constantly chasing cold audiences.
3. Align Ads with SEO
Treat ads as a testing ground. Run different headlines, calls to action, or offers. When you see what works, build those insights into your SEO strategy. If a product or service performs well in ads, it’s worth creating high-quality organic content to capture traffic without paying for every click.
Common Mistakes to Avoid
- Expecting SEO to be quick. It takes time, so be realistic.
- Spending big on ads without tracking conversions. Clicks don’t equal revenue.
- Treating SEO as a one-off job. It needs ongoing attention.
- Trying to do everything at once. Focus on high-value areas first.
What to Do Now: Action Checklist
- Audit your website: speed, mobile-friendliness, usability.
- Research customer search terms.
- Create useful, relevant content that answers customer questions.
- Set up small ad campaigns and measure cost per lead.
- Use ad data to shape SEO priorities.
- Commit to SEO as your long-term growth engine.
- Use ads strategically to fill gaps and accelerate results.
Final Word
If you want growth that lasts, SEO is essential. Paid ads can help you get there faster, but they won’t sustain visibility on their own. The smartest strategy is to build SEO as your foundation and use ads as a flexible tool to support it.
If you’d like help improving your website’s performance without unnecessary complexity, talk to Skyrocket. We specialise in building websites that deliver results.
