Many marketers employ marketing techniques such as search engine optimization (SEO) and Google Ads to assist their businesses to generate traffic and leads.

When it comes to creating a marketing strategy, many businesses are unsure which techniques would yield the best results. You might be wondering which is better for your business: SEO or Google Ads.

What is Search Engine Optimization (SEO)?

The practice of enhancing your website’s and content’s visibility on search engine results pages is known as SEO (SERP). Enter your URL to get a quick SEO audit to see how well your site is performing in terms of SEO.

The search engine links users’ queries with relevant websites whenever they make a search. Use SEO tactics like keyword integration and internal linking to help your page appear in relevant search results. A well-optimized page will drive traffic to your website, increasing conversions and sales.

Google assigns a ranking to you based on a number of factors, including:

  • Keyword selection: 

Choosing relevant keywords for your page will help your business rank in the right search results. Because Google will rank your page based on the keywords you choose, you’ll want to utilize keywords that are relevant to your page’s topic to help you appear and rank in relevant searches.

  • Quality of content: 

Google wants to connect consumers to high-quality content that contains the information they require. Google is more likely to rank your website higher in the search results if it has long, informative content. A long, high-quality piece of content will keep visitors on your site longer, increasing engagement and giving positive signals to Google.

  • Site security: 

Google has recognized that personal information security and privacy are growing concerns for Internet browsers, thus it’s critical to encrypt the information on your site with an SSL certificate. Google will give secure sites a higher ranking than non-secure sites, so make sure your site is secure.

  • User experience (UX):

Google seeks to encourage sites that provide a great user experience (UX). You should concentrate on improving the user experience on your site so that leads stay longer and help you boost your ranking. Easy navigation, material headings and bullet points, and compelling images and videos are all examples of UX elements.

  • Mobile compatibility:

Due to the rise of mobile web browsing, Google has pushed responsive design in recent years. The importance of responsive design is that it allows users to browse your site on any device. To score well in search results, you must have a mobile-friendly site since Google switched to a mobile-first crawling system.

  • Page speed:

Users expect information to be delivered quickly, thus a slow-loading site will not score well in search results. Users are more likely to bounce from your page if it takes too long to load, which damages your ranking.

An SEO campaign can help you boost your site’s expert, authority, and trust (EAT) by generating the content, optimizing it, and improving the user experience.

What are Google Ads, exactly?

Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising network that allows businesses to connect with potential customers.

PPC advertising come in a variety of formats, including:

  • Search advertisements: 

These text adverts appear above the organic listings at the top of the search engine results pages (SERPs). While some advertisements resemble genuine search results, they are tagged “ad” to differentiate them.

  • Google Shopping advertising: 

These adverts appear in a carousel manner at the top of the SERPs, displaying photographs of products from various brands. Some advertisements mention pricing, allowing customers to compare prices.

  • Local Services Advertisements: 

Local services ads are for service companies who wish to generate more local leads, such as plumbers and electricians. These advertising are similar to Shopping ads with a carousel format, except they instead list the business’s service details.

PPC advertising is more cost-effective than most traditional advertising tactics such as radio, television, or newspaper ads since you only pay when people click on your ad.

A bidding method is used in PPC adverts. You place bids on keywords that you want to employ in your adverts. When someone clicks on your ad, the bid price is the highest you wish to pay.

Your ad will display in the search results for the term for which you bid.

Your bid and quality score influence your location, while the frequency of your ad is determined by your budget.

Google Ads vs. SEO

SEO and Google Ads are designed to help you increase relevant traffic to your website and convert more leads. While both of these approaches can help your organization expand online, they are vastly different. 

Let’s compare SEO to Google Ads to evaluate how these two techniques stack up:

  • Traffic:

SEO generates traffic on a continual basis.

The traffic generated by Google AdWords is only for the period of the campaign.

  • Placement:

Only in search results is positioning important in SEO.

Google Adverts allows advertisers to post ads in search results as well as on Google-owned and partner websites.

  • Cost Of Clicking:

When someone clicks on your listing in SEO, it doesn’t cost you anything.

When people click on your listing on Google Ads, you pay.

  • Keyword Selection:

For both SEO and Google Ads, keyword selection works for both long-tail and short-tail keywords.

Which is more effective: Google Ads or SEO?

The decision between SEO and Google Ads for your marketing strategy is based on your company’s objectives.

AdWords by Google

Businesses that wish to create leads and sales should use Google Ads. This strategy is perfect for companies who want to see immediate results and track their progress after launching a campaign.


If you want to improve brand awareness or generate a steady flow of traffic over time, SEO is the way to go. This method aids in the discovery and understanding of your brand. You can optimize your site for search engines and help your business attract more visitors with a little time and effort.


You now have the answer to the question of SEO vs. PPC ads: You can develop your business online by investing in both SEO and Google Ads. Are you ready to begin? Aiozium can assist you!

If you’re looking for a way to create leads, our team of digital marketing specialists can help. Aiozium is a one-stop digital marketing agency dedicated to delivering tangible results.