Let’s discuss the advantages and disadvantages of Search Engine Optimization as opposed to Google Ads. Google displays Google ads on the first 3 or 4 lines after a search.
Below the first 3 or 4 lines is what is termed “organic search results”. To get a high ranking here, you need to have a web presence that is the result of “search engine optimization”, or SEO. This is a lengthy time consuming process (therefor costly) and the results cannot be guaranteed, even after a year of optimization.
SEO can be implemented in a couple of months or so for less competitive business niches and especially if targeting is for a local suburb or town. However, SEO is a good long term strategy, and it should be pursued, depending on your budget and resources. When people click on your link to go to your website, you don’t pay for the clicks.
On the other hand, if people click on your advert, you have to pay a click cost to Google, but your adverts appear for free. A massive advantage of Google Ads is that your adverts can appear immediately once your campaign is set up, even the same day!
Even though Google Ads have click costs associated with it, as well as the costs of setting up and managing campaigns, you can generate a return on investment almost immediately. Google Ads also enables you to use and test many different keywords with results you can measure almost immediately, whereas with SEO, if you target the wrong keywords, it takes more time again to re-optimize.
The bottom line is that it is better to do both, but … to generate measurable quick results, start with Google ads.