Paid Ads vs SEO: Why Your Business Needs Both
As a Paid Ads Specialist who works with small to medium-sized businesses every day, I often get asked, "Should we invest in SEO or Google Ads?" My honest answer? Both. But how and when to invest in each depends on your business goals, timelines, and resources.
In this blog, I’ll break down the differences between paid ads (SEM) and SEO, explain how they complement each other, and share why an integrated approach can help your business grow sustainably. I’ll also shed some light on how agencies typically approach both strategies—and what you should look for when choosing a digital partner.
The Basics: SEO vs Paid Ads
SEO (Search Engine Optimization) is the process of improving your website’s visibility in organic (unpaid) search results. This involves optimizing on-page content, improving site structure, building backlinks, and focusing on long-term user experience and authority.
SEM (Search Engine Marketing), particularly paid ads like Google Ads, is about placing your business at the top of search results instantly—for a price. You bid on keywords and pay for clicks, targeting people actively searching for your products or services.
Why You Need Both: A Balanced Strategy
For small to medium businesses, especially those operating in competitive spaces, relying on one channel just isn’t enough. Here's why combining both SEO and paid ads is a game-changer:
Short-term wins + long-term growth: Paid ads drive leads and traffic today. SEO builds authority for tomorrow.
Keyword strategy alignment: Ads can test which keywords convert, and those insights can inform your SEO strategy.
Increased visibility: Appearing in both organic and paid results increases brand trust and click-through rates.
Better ROI tracking: SEM provides quick feedback, helping you make informed SEO investments.
Agency Mindset: SEO vs SEM
Agencies often separate their SEO and SEM teams—different specialists, different metrics, and different dashboards. This can lead to siloed strategies where insights aren’t shared, and opportunities are missed.
As someone on the paid side, I’ve seen how powerful it is when SEO and SEM work together:
Sharing top-performing ad copy and keywords to inspire meta descriptions.
Using paid search data to identify high-converting keywords for content creation.
Collaborating on landing page improvements to benefit both organic rankings and Quality Scores.
When evaluating an agency, ask:
Do their SEO and SEM teams collaborate?
Do they use paid data to inform SEO?
Can they give you a roadmap that includes both quick wins and sustainable growth?
Final Thoughts
If you’re running a small or medium-sized business, don’t think of SEO and SEM as an either/or decision. Think of them as partners in your digital growth strategy.
Paid ads get you seen today. SEO keeps you visible tomorrow. Together, they help you build a stronger, more profitable online presence.
Looking for more insights into your paid ads strategy today? Call or book with me today.
