Key facts
- PPC (Google Ads, Microsoft Ads) charges per click through an auction; organic search results cannot be bought
- Google Ads ranks ads using bid, ad quality (Quality Score factors such as expected click-through rate, ad relevance and landing page experience) and context
- PPC traffic stops the day the budget stops; SEO rankings decay slowly if the work stops
- PPC gives keyword-level control and search term data; organic search data in Search Console is aggregated and partly anonymised
- Google Ads management at dijitul from £150 a month + VAT, or 10 to 15% of ad spend if higher, plus ad spend
- SEO and AI search visibility are handled by our sister site, searchenginetuning.co.uk
The short version
SEO (search engine optimisation) is the work that helps your pages rank in Google's unpaid results. PPC (pay per click), usually Google Ads, puts your ad in the paid positions above and below those results, and you pay each time someone clicks. Both target the same searcher, which is why the comparison comes up so often. They are not really rivals; they solve different problems on different timescales.
| SEO | PPC (Google Ads) | |
|---|---|---|
| Cost model | Time and fees for content, technical work and links; clicks are free | Pay per click via auction, plus management |
| Speed | Usually months to see meaningful movement | Ads can show within hours of approval |
| When you stop | Rankings fade gradually | Traffic stops immediately |
| Control | Google decides what ranks and how it shows | You choose keywords, ads, locations, schedule and budget |
| Data | Search Console query data, aggregated | Search terms, cost, conversions per keyword |
| Best for | Long-term, informational and broad visibility | Launches, offers, seasonal peaks and testing |
When PPC is the better choice
- You need enquiries this month. A new business, a new service or a quiet diary cannot wait six months.
- You want to test an offer. PPC tells you within weeks which keywords convert and at what cost, which is useful input for SEO later.
- Demand is seasonal or short-lived. Boiler breakdowns in winter, Black Friday, a summer event.
- You compete with big brands organically. On competitive commercial searches, the top organic positions may be held by national sites; ads let you appear above them for the searches that matter to you.
- You need precise control. Location radius, time of day, device and budget can all be set exactly.
The trade-off is ongoing cost. Every click is paid for, and in competitive sectors such as legal, finance and emergency trades, click prices can be high. A well-run account controls that with negatives, tight match types, Quality Score work and bidding to conversions rather than clicks.
When SEO is the better choice
- You can wait, and want lower cost per visit over time. A page that ranks keeps bringing visits without a click charge.
- People research before buying. Guides, comparisons and FAQs earn organic visits that ads rarely suit.
- You want to appear in AI answers. AI Overviews and assistants draw on content that is well structured and cited; that is SEO territory.
- Budget is tight but time is available. A business owner who writes useful content and keeps a Google Business Profile current can make real progress.
SEO is less predictable. Algorithm updates can move rankings, and results compound slowly. For specialist SEO and AI search visibility, our sister site searchenginetuning.co.uk handles that work; this site focuses on paid media.
Using both together
The strongest approach for most small businesses is to run both, each where it fits:
- Use PPC data to choose SEO targets. The search terms report shows which phrases bring enquiries, not just traffic.
- Run ads while SEO builds. Reduce paid spend on keywords as organic rankings become reliable, but keep an eye on whether total enquiries hold.
- Protect your brand. A low-cost brand campaign stops competitors bidding on your name taking your customers.
- Share landing pages. A page that converts well for ads usually converts well for organic visitors too.
Tracking ties it together. With GA4 key events and Google Ads conversions set up properly, you can see cost per enquiry from paid search and the volume of organic enquiries side by side, and move money where it works.
What each costs at dijitul
Google Ads management is from £150 a month + VAT, or 10 to 15% of ad spend if that is higher, plus the ad spend itself, paid directly to Google. There is no long contract: monthly, cancel with notice. Conversion tracking set-up is £145 + VAT one-off. SEO is quoted by our sister site. We never promise rankings, 'page one' or a fixed number of leads from either channel; anyone who does is guessing.
Frequently asked questions
Is SEO cheaper than PPC?
Per visit, often yes over the long term, because organic clicks are free once you rank. But SEO takes time and expertise to get there, and results are less predictable. PPC costs more per visit but delivers immediately and can be switched off or scaled at will.
How quickly does PPC work?
Ads can show within hours of approval. Getting a campaign to a stable cost per enquiry usually takes a few weeks of data, refining keywords, negatives and bids. Smart bidding strategies such as Target CPA need conversion history before they perform well.
How long does SEO take?
Typically months rather than weeks, depending on your site, competition and how much work goes in. Local service businesses with a strong Google Business Profile can see map pack improvements sooner. Our sister site searchenginetuning.co.uk can give you a realistic view.
Does running Google Ads help my organic rankings?
No. Google states that advertising does not influence organic rankings. Ads can help indirectly, by showing which keywords convert and by building brand familiarity, but there is no ranking boost from paying Google.
Should I bid on my own brand name?
Usually yes, especially if competitors bid on it. Brand clicks tend to be cheap because your ads are highly relevant, and a brand campaign protects your top position. We test turning it off where there is no competition.
Can you do both SEO and PPC?
dijitul marketing manages PPC and paid media. SEO is handled by our sister site within the dijitul network, so you can work with one company across both while each is run by people who specialise in it.
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