What is the difference between Google Ads and SEO?
Google Ads are paid listings. You choose the searches you want to appear for, and you pay when someone clicks. SEO (search engine optimisation) is the work that helps your website and Google Business Profile appear in the free results and on Google Maps.
| Google Ads | SEO | |
|---|---|---|
| How fast? | Ads can show as soon as the campaign is approved | Usually takes months to build |
| Cost model | You pay per click, plus management | Monthly work, no cost per click |
| When you stop | Visits stop when the ads stop | Rankings can keep bringing visits |
| Control | Choose exact searches, areas and times | Google decides rankings |
| Best for | Urgent services, new businesses, offers | Long-term, steady enquiries |
When should you start with Google Ads?
- You need enquiries this month, not in six months.
- You offer urgent services, such as emergency repairs.
- You’re a new business with no rankings yet.
- You want to test which services and areas bring the best jobs.
Learn how Google Ads works in Google’s Ads Help Centre, or see how we manage Google Ads.
Not sure whether to start with Google Ads or SEO?
Tell us about your business and we’ll recommend the right mix for your budget, with a free, no-obligation quote.
When should you start with SEO?
- You can wait a few months for results.
- You want enquiries without paying for every click.
- Your competitors already rank and you want to catch up.
- You want to show up in AI answers, such as Google’s AI Overviews, which usually draw on pages that already rank well.
Google’s SEO Starter Guide explains the basics. Our local SEO service covers your website, Google Business Profile and reviews.
Can you do both?
Yes, and for many local businesses it’s the best plan. Ads bring calls while SEO builds up. Over time, as your free rankings grow, you can spend less on ads for the searches you already rank for.
FAQs
Is SEO cheaper than Google Ads?
Over the long term SEO often costs less per enquiry, because you don’t pay for each click. In the short term, Google Ads is the faster way to get calls.
How long does SEO take?
Most local businesses see changes within a few months. It depends on your competition and the state of your website.
Do I need a website for Google Ads?
You need a page for visitors to land on, and it should make it easy to call or ask for a quote. Read what a website costs in the UK.
Not sure which is right for you?
Tell us about your business and we’ll recommend the best place to start. Get a free quote.
