"Should I do SEO or Google Ads?" is one of the most common questions we hear from small business owners. Both can put you in front of people searching for what you sell, but they work in very different ways.
How they differ
- Google Ads are paid listings marked "Sponsored". You pay each time someone clicks. They can start bringing traffic as soon as your campaign is approved, and they stop when you stop paying.
- SEO (search engine optimisation) is about earning the normal, unpaid results and the map listings. You don't pay per click, but it takes time and ongoing work to build.
Choose Google Ads first if…
- You need enquiries quickly, for example you've just opened or have a quiet month ahead.
- You want to test which services or areas bring in the best customers.
- Your service has a high value per customer, so a click can easily pay for itself.
- You have a budget for ad spend each month, separate from management fees.
Choose SEO first if…
- You want a steady flow of enquiries that doesn't stop the moment you stop paying.
- Your customers mostly search locally, for example "plumber near me" or "accountant in Durban". Here, your Google Business Profile and reviews can make a big difference.
- You're building a business for the long term and want an asset you own.
Why the best answer is often both
Many businesses use Google Ads to bring in enquiries now while SEO builds momentum in the background. Over time, as your unpaid rankings improve, you can rely less on ads, or keep them running for your most profitable services.
Avoid the common mistakes
- Ads: targeting keywords that are too broad, forgetting negative keywords (like "jobs" or "free") and not tracking which clicks turn into calls.
- SEO: ignoring your Google Business Profile, expecting overnight results, and choosing keywords nobody actually searches for.
Not sure where to start?
We'll look at your market, your competitors and your budget and give you an honest recommendation. Request a free growth audit, or read more about our SEO and Google Ads services.