When it comes to getting your small business in front of online users, you have two main digital strategies: SEO (Search Engine Optimisation) and Paid Ads (such as Google Ads and Facebook Ads). But which one is right for your business? In our SEO vs PPC guide, we’ll break down the key differences, pros and cons, and when to use each strategy for maximum impact.
What is SEO?
SEO is the process of optimising your website and online presence to rank higher on search engines like Google. This helps attract organic (free) traffic from people searching for services or products like yours. When done correctly, SEO ensures that your business appears in relevant search results, increasing visibility and customer trust.
Learn more in our Ultimate Guide to SEO.
SEO includes several key components:
- On-page SEO – Optimising website content, keywords, and meta descriptions.
- Off-page SEO – Earning backlinks from reputable sources to improve domain authority.
- Technical SEO – Enhancing site speed, mobile usability, and indexing.
- Local SEO – Optimising Google My Business and local citations to rank in Swansea-specific searches.
Pros of SEO:
✅ Long-term results – Once you rank, you can generate free traffic consistently.
✅ Builds credibility & trust – Customers trust organic search results more than ads.
✅ Cost-effective over time – No need to pay per click, making it a sustainable strategy.
✅ Better local visibility – Helps businesses rank on Google Maps and Local Search.
✅ Higher ROI over time – Once SEO is established, the cost per lead decreases compared to ongoing ad spend.
Cons of SEO:
❌ Takes time – Can take months to see significant results.
❌ Ongoing effort required – SEO needs regular updates and optimisation.
❌ Competitive – You may be competing with larger businesses for rankings.
❌ Algorithm changes – Google updates can impact rankings, requiring adjustments.
What are Paid Ads?
Paid advertising includes Google Ads, Facebook Ads, Instagram Ads, and other PPC (Pay-Per-Click) campaigns.Businesses pay to appear at the top of search results or in social media feeds. Unlike SEO, which takes time to gain traction, paid ads deliver immediate visibility.
Paid ads work by targeting specific keywords, locations, and audience demographics. For example:
- Google Ads place your website at the top of search results based on chosen keywords.
- Facebook & Instagram Ads target potential customers based on interests, behaviours, and location.
- Display Ads & Remarketing show ads to people who have previously visited your website.
Pros of Paid Ads:
✅ Instant visibility – Get to the top of search results immediately.
✅ Highly targeted – Ads can be shown based on location, interests, and demographics.
✅ Scalable – You can increase or decrease ad spend based on performance.
✅ Great for promotions & offers – Ideal for short-term sales and events.
✅ Measurable results – Track every click, impression, and conversion.
Cons of Paid Ads:
❌ Ongoing cost – You pay per click, so traffic stops when you stop paying.
❌ Can be expensive – Costs can add up, especially in competitive industries.
❌ Ad fatigue – People may ignore or skip ads over time.
❌ Learning curve – Requires expertise to manage budgets, targeting, and optimisation.
SEO or PPC: Which is Best for Your Small Business?
The right strategy depends on your goals:
Choose SEO if:
- You want sustainable, long-term growth.
- You have time to invest in building organic rankings.
- You want to rank for local searches like “best cafe in Swansea.”
- You prefer a cost-effective method that continues delivering traffic over time.
Choose Paid Ads if:
- You need quick results and immediate traffic.
- You’re running a time-sensitive promotion or event.
- You have a budget to invest in advertising.
- You want to test different marketing messages quickly.
SEO vs PPC: A Side-by-Side Comparison
| Factor | SEO | Paid Ads |
|---|---|---|
| Cost | Initial investment in content & optimisation, but free traffic long-term. | Pay per click, ongoing expense required. |
| Timeframe | Takes months to build rankings. | Instant traffic & leads. |
| Sustainability | Long-term, consistent results. | Traffic stops when budget runs out. |
| Trust & Credibility | High trust from customers due to organic ranking. | Lower trust as ads are labelled as ‘sponsored’. |
| Competition | Can be tough for high-volume keywords. | Can outbid competitors but at a higher cost. |
Best Strategy?
The most effective marketing strategies often combine SEO and Paid Ads. Use paid ads for quick wins and SEO for long-term success. Here’s how they can work together:
- Run Paid Ads while SEO builds – If your website is new, use ads to drive traffic while working on SEO.
- Use remarketing ads for SEO visitors – Retarget people who visited your site via organic search.
- Target different keywords – SEO can focus on ranking for broad searches, while paid ads target high-converting terms.
- Use data from Paid Ads to improve SEO – Identify top-performing keywords from ads and optimise your website accordingly.
Next Steps
Looking to improve your local SEO or set up a high-performing ad campaign? Book a free consultation with SEO Swansea. Whether you need help ranking higher on Google or setting up cost-effective paid ads, we’ve got you covered.
