If you’re trying to grow your business or charity online, you’ve probably asked yourself:
“Should we invest in SEO or run Google Ads?”
The truth is — both are powerful, but they work very differently. One builds momentum. The other brings instant traffic. In this guide, we’ll break down the pros, cons, and key differences so you can make a strategic choice based on your goals, timeline, and budget.
What Is SEO?
Search Engine Optimisation (SEO) is the process of improving your website so it ranks higher in organic (non-paid) search engine results. This includes:
- Optimising your website’s structure and content
- Targeting keywords your audience is actively searching for
- Building backlinks from credible websites
- Improving site speed, mobile usability, and technical SEO
Done right, SEO builds trust and long-term visibility. But it’s a marathon, not a sprint – results often take time to show.
What Are Google Ads?
Google Ads (also known as Pay-Per-Click or PPC) are paid listings that appear at the top of search results when someone types in specific keywords. You only pay when someone clicks.
Google Ads are ideal for getting in front of your audience quickly — especially if you’re promoting a time-sensitive service or campaign.
SEO vs Google Ads: Key Differences
| Feature | SEO | Google Ads |
|---|---|---|
| Cost | No cost per click – time and expertise needed | Pay per click – flexible daily budgets |
| Speed | Slower – can take months | Immediate visibility |
| Longevity | Long-term results and traffic | Stops when your budget stops |
| Trust | Seen as more credible by users | Clearly marked as sponsored |
| Control | Limited control over rankings | Full control over who sees your ad |
| Testing | Harder to test instantly | Easy A/B testing and optimisation |
When to Use SEO
SEO is the right approach when you:
- Want to build long-term organic traffic
- Have a lower ad budget but can invest time
- Are focused on improving your site’s structure and content
- Want to rank locally or for your business name
- Want to become a credible, trusted authority
When to Use Google Ads
Google Ads are best when you:
- Need quick leads or sales
- Are launching a new product, event, or campaign
- Want to test different offers and messaging
- Are targeting competitive keywords that are hard to rank for
- Are promoting urgent services like emergency callouts or time-limited fundraising
Can You Use Both?
Yes — and that’s often the best strategy.
Combining SEO and Google Ads gives you the best of both worlds: fast wins and long-term growth. Google Ads show you what your audience responds to. SEO keeps those results coming, without paying every time someone clicks.
Final Thoughts
If you’ve got a limited budget, start by getting the foundations right: make sure your website is fast, mobile-friendly, and has strong content that speaks to your audience. From there, test Google Ads with a modest budget to drive immediate traffic — then reinvest some of that into long-term SEO.
Both strategies should be part of your marketing mix. It’s not about SEO vs Google Ads. It’s about how to use both at the right time, in the right way, for your business or charity.
Still unsure what to prioritise? That’s where we come in.
What We Recommend
There’s no one-size-fits-all answer — but there is a smart choice based on where you are right now.
- Need leads now? Start with Google Ads.
- Thinking long-term? Invest in SEO.
- Want both reach and sustainability? Do both.
At Blake Mark Productions, we help service-based businesses and charities make decisions that generate real results — not just clicks. We don’t do fluff. We do what works.
📩 Let’s talk about a strategy that suits your goals and your budget.