SEO vs PPC which is better? Invest in organic or Google Ads

SEO (Search Engine Optimisation) is a long-term strategy whereas with PPC (Pay-per-click) you can get the desired result in the short term. If your goal is to drive traffic and sales fast then PPC is the answer. We recommend both and building a holistic online presence using both to get the best outcome.

The answer to which is better, SEO or Ads: It depends. Once you understand the process, cost and expected outcome, it will be easier for you to choose one or both.

Table of contents:

Understanding SEO

What is SEO?

SEO is the art of optimising your website and content to rank higher on search engine results pages (SERPs). It involves various techniques, including keyword research, on-page optimization, link building, and technical optimisations. The goal is to improve your organic (unpaid) search visibility.

Generally, the process starts with building high-quality content on the website followed by building links to enhance the visibility of the page. Learn more here.

Where can I advertise using SEO?

Unlike PPC, SEO doesn’t involve paid advertising. Instead, it focuses on improving your website’s visibility in organic search results. Your content can appear in search engine results when users enter relevant search queries.

While Google search is the most prominent search engine in the world, once the website is optimised to rank well on Google then you can expect to rank on other search engines too.

Most commonly used search engines are:


How long does it take for SEO to work?

SEO is a long-term strategy. It typically takes several months (roughly 6 to 10 months) to see significant results. Factors like the competitiveness of your industry, the quality of your content, and your website’s authority influence the timeline. Patience is key with SEO. Learn more about SEO & backlinks timeline.

In simpler terms, the higher the competition the longer it will take for your business to rank well on search engines like Google.

The timing can be significantly reduced by building an aggressive SEO strategy but still, you should allow a good 4-6 months time to see decent changes.

How much does it cost to get quality SEO?

The cost of SEO can vary widely. It depends on the complexity of your website, your goals, and the expertise of the SEO professionals you hire. Quality SEO services often require a significant investment, but the returns can be substantial over time.

Learn more about SEO costs in Australia, you can also use the cost calculator tool to get an estimate.

What happens if you stop SEO?

Your ranking will not drop overnight.

SEO is not a one-and-done effort. If you stop optimising your website, your rankings can gradually decline as search engines favour more up-to-date and relevant content. Consistency is crucial for maintaining and improving SEO performance.

Generally speaking, if you stop your SEO effort for a short term like 1 to 2 months it shouldn’t have a drastic impact.

Can I do SEO on my own?

If you are serious about getting quality ranking, hire a professional SEO consultant.

While some basic SEO tasks can be handled by website owners, a comprehensive SEO strategy often requires specialised knowledge and tools. Many businesses choose to work with experienced SEO professionals or agencies to ensure the best results.

If you don’t have an SEO budget then definitely you can learn the basics to build quality content but you should aim to work with an SEO agency to get the desired ranking.

Understanding PPC

What is PPC?

PPC is a form of online advertising where advertisers pay a fee each time their ad appears or is clicked. It’s a way to buy visits to your website rather than earning them organically. Google Ads and Facebook Ads are popular PPC platforms.

Generally, you pay per click on Google Ads and pay per impression on Facebook Ads.

Where will my ads appear using PPC advertising?

With PPC, your ads can appear on search engines (like Google), social media platforms (like Facebook and Instagram), websites, and even mobile apps. The placement of your ads can be highly targeted to reach your ideal audience.

Google and Meta are the two biggest advertising platforms they provide you to show ads on their network like:


  • Google Ads
  • YouTube Ads
  • Google Maps
  • Gmail etc


  • Facebook
  • Instagram

How fast can I get results using Ads?

PPC can deliver almost immediate results. Once your campaigns are set up and approved, your ads can start appearing, driving traffic to your website or landing pages. It’s an excellent choice if you need quick results.

It is important to note that due to the high penetration of AI, you should give 1-2 weeks for your Ads to perform better once they go out of the learning phase provided a better campaign is designed with a decent budget.

How much do I need to pay for PPC advertising?

The cost of PPC advertising varies based on your industry, keywords, competition, and ad quality. You have control over your budget and can set daily or monthly spending limits. It’s a flexible advertising option.

Learn more about:

What happens if I stop Ads?

The ads will stop within minutes once you pause your campaign.

When you pause or stop your PPC campaigns, your ads will no longer appear, and the traffic they are generating will cease. Unlike SEO, PPC results are more immediate.

Can I advertise on Google Ads & Facebook Ads on my own?

Yes, you can but it’s not recommended.

You can set up and manage PPC campaigns on platforms like Google Ads and Facebook Ads independently. However, the effectiveness of your campaigns may vary based on your expertise and the time you can dedicate to optimizing them. Many businesses also choose to work with PPC specialists to maximize ROI.

You should work with Facebook or Google Ads consultants to build ROI-driven powerful campaigns.

Should I invest in SEO or Ads?

By now you should have a clear understanding of the positives and negatives of both strategies.

Need help?

We recommend considering both channels but not every business is the same and their needs and hence you should work with a trusted digital marketing agency like webapex to get proper guidance.

We are a Melbourne-based digital agency and we provide high-quality PPC services in metros and regional Australia including Google Ads services in Newcastle.

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