A common question that comes up when you’re ready to get serious about marketing your website is: Where should I spend my budget — SEO or PPC?
Most people don’t have unlimited funds. So if you had to pick just one, what should it be?
What You’re Really Getting With PPC
With Pay Per Click (PPC), you’re buying visits — plain and simple. You pay to show up, and you keep paying to stay there. Stop the spend? Traffic stops too.
That can work well if you need leads fast — whether you’re launching something new, trying to boost sales in a slow month, or just getting your site off the ground.
Google Ads has evolved over the years. You’ve got search campaigns, display, video, retargeting — and for local businesses, Local Services Ads, which includes the Google Guaranteed program. If your business qualifies, you can appear at the very top of local search results — even above the traditional Google Ads section. You don’t pay per click here; you pay per lead. And that green checkmark badge? It signals trust to potential customers before they even click.
But there’s a catch — when Google Guaranteed listings show up, they push regular Google Ads lower on the page, sometimes below the fold on mobile. That can shrink your ad visibility, especially in competitive local markets. So if you’re running standard Google Ads and wondering why impressions dropped, Google Guaranteed could be one reason.
That’s why, depending on your industry, it’s worth looking into — not just for the leads, but to avoid getting crowded out
What You’re Building With SEO
SEO takes time — no way around it. You’re not going to rank overnight. But unlike PPC, the work you put in actually builds something.
When you invest in SEO, you’re improving your site structure, content quality, and online reputation. That means better rankings, more visibility, and more trust over time. And with Google doubling down on quality signals like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), it’s even more important to play the long game.
Done right, SEO becomes a steady lead generator — and you’re not paying every time someone clicks.
Why a Combined Strategy Often Makes Sense
For most websites — especially if you’re just getting started — running both SEO and PPC together makes a lot of sense.
Use PPC to get traffic and leads coming in sooner while your SEO efforts are building in the background. You’ll get valuable data on which keywords convert, and you can use that to guide your content strategy. Over time, as your SEO picks up, you can scale back your PPC spend or use it more strategically — like retargeting or branded campaigns.
If you’re eligible for Google Guaranteed, it can also give you a jumpstart in local visibility and lead trust.
So, If You Had to Choose Just One…
If you’re in a position where you have to choose just one — it really comes down to your goals, timeline, and business type.
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If you’re a new business with no search presence and need leads fast, PPC can give you that immediate boost — especially if you’re in an industry where Google Guaranteed is an option. Just be prepared to pay for every lead and know it’s a short-term fix unless you invest in SEO alongside it later.
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If you’re in a seasonal business (tax prep, landscaping, event services), PPC is great for short bursts during peak months. It gives you control over timing and budget.
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If you’re thinking long-term, and you want to build a steady stream of leads that doesn’t rely on constant ad spend, SEO is the better investment. It helps you own your presence online and builds trust over time.
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If you’re in a competitive industry, SEO is a must. You’ll need strong organic rankings to stand out, and once you earn them, they’re harder for competitors to take away. Paid ads come and go — but a well-ranked page keeps working.
So, if you’re forced to pick only one — and you can wait a bit for the results — SEO is the better long-term play. The work you do today continues to pay off well into the future. But if your business relies on volume right away, PPC can be your bridge — just know that you’re paying rent, not building the house.
