SEO vs. Google Ads: Which One is Right for Your Small Business?

If you’re a small to medium-sized business in Brisbane, you’ve probably heard about SEO (Search Engine Optimization) and Google Ads (also known as SEM or Search Engine Marketing). Both are powerful digital marketing strategies, but they work in different ways.

The question is: which one is right for your business? For a physiotherapist looking to attract more local patients, an accountant aiming to reach business owners, or an insurance broker wanting more leads, understanding the differences between SEO and Google Ads can help you make the best decision for your marketing strategy.

In this guide, we’ll compare SEO and Google Ads, explain how each works, and help you determine the best fit for your business needs in Brisbane.

What is the Difference Between SEO & Google Ads?

SEO and Google Ads are both designed to increase your online visibility, but they achieve this in different ways:

SEO (Search Engine Optimization): This is the process of optimizing your website to rank organically on search engines like Google. SEO involves keyword research, content creation, link building, and technical improvements to help your website appear in search results without paying for ads.
Google Ads (Search Engine Marketing or SEM): This is a paid advertising strategy where businesses bid on keywords to display their ads on Google’s search results. These ads appear at the top of search results and charge per click (PPC – Pay Per Click).

Simply put, SEO is a long-term investment that builds sustainable traffic over time, while Google Ads delivers immediate results but requires ongoing spending.

How Do SEO and Google Ads Work Differently to Grow Your Business?

SEO: Building Long-Term Visibility

SEO focuses on improving your website’s organic rankings. Here’s how it works:

Keyword Optimization: Identify the terms potential customers search for, such as “best physiotherapist in Brisbane” or “affordable tax accountant in Brisbane.”
Content Creation: Publish blogs, articles, and FAQs to address customer needs. For example, an optometrist could write an article about “How Often Should You Get an Eye Test in Brisbane?”
On-Page SEO: Optimize website structure, meta descriptions, and headings to improve search engine readability.
Backlinks & Authority Building: Earning links from reputable sources (e.g., local directories, guest blogs) to boost credibility.
Technical SEO: Improving website speed, mobile responsiveness, and security to enhance user experience.

SEO is a long-term strategy, typically taking 3-6 months to see significant results, but it provides sustainable traffic without ongoing ad spend.

Google Ads: Instant Traffic & Targeted Leads

Google Ads works differently by placing paid ads at the top of search results:

Keyword Bidding: Businesses bid on search terms like “emergency podiatrist Brisbane” or “independent financial adviser near me.”
Ad Creation: Design compelling ad copy that highlights services, promotions, or unique selling points.
Audience Targeting: Set up geographic and demographic filters to reach the right audience in Brisbane.
Pay Per Click (PPC): Advertisers pay only when someone clicks on their ad.
Performance Tracking: Adjust campaigns based on clicks, conversions, and ROI to maximize effectiveness.

Google Ads delivers immediate results, making it an excellent choice for businesses that need quick leads, such as a new insurance broker launching their services in Brisbane.

Which One is Right for My Business?

The choice between SEO and Google Ads depends on your business goals, budget, and timeline.

Factor	SEO	Google Ads
Cost	Free (except for SEO services or tools)	Paid per click (PPC)
Time to See Results	3-6 months	Immediate
Best for	Long-term brand building and steady traffic	Quick leads and promotional campaigns
Ongoing Effort	Requires consistent content updates and optimization	Requires ongoing budget and campaign management
Sustainability	Long-lasting results	Stops generating traffic when ads are turned off

When to Choose SEO

If you want to build a long-term online presence.
If you have time to wait for organic traffic growth.
If you want to reduce reliance on paid advertising in the future.

For example, a financial adviser building an authority website with helpful content (e.g., “The Ultimate Guide to Retirement Planning in Brisbane”) will benefit from SEO.

When to Choose Google Ads

If you need immediate leads and traffic.
If you have a promotional campaign (e.g., “50% Off Initial Consultations for New Physiotherapy Patients”).
If you’re launching a new service and want instant visibility.

For instance, an optometrist running a special promotion on eye exams could use Google Ads to drive traffic to their booking page.

Key Success Factors for SEO and Google Ads

SEO Success Factors

Strong Local SEO: Optimize Google My Business, collect reviews, and use local keywords.
Quality Content: Create blogs, FAQs, and guides that answer customer queries.
Mobile-Friendly Website: Ensure your site loads fast and works well on mobile devices.
Authority Building: Gain backlinks from reputable sources in Brisbane.

Google Ads Success Factors

Targeted Keywords: Choose high-intent keywords relevant to your business.
Compelling Ad Copy: Use clear, persuasive messaging that encourages clicks.
Optimized Landing Pages: Ensure visitors land on a page that converts them into customers.
Budget Management: Monitor and adjust bids for the best ROI.

Conclusion: The Best Approach? A Combination of Both

For most small and medium businesses in Brisbane, the best approach is to use both SEO and Google Ads strategically:

Short-term: Use Google Ads to generate quick leads while SEO efforts build momentum.
Long-term: Invest in SEO to create a steady stream of organic traffic that reduces reliance on paid ads.
Balanced Budget: Allocate part of your marketing budget to Google Ads for immediate results while working on SEO for future sustainability.

For example, a podiatrist may use Google Ads to attract immediate appointments while optimizing their website to rank for “best podiatrist in Brisbane” in the long run. Similarly, an accountant could run an ad for “free initial consultation for business tax planning” while building an SEO-driven content hub for financial advice.

By leveraging both strategies effectively, your business can grow sustainably, attract the right customers, and maximize your marketing budget in Brisbane’s competitive landscape.

Substrate Media was established to help small and medium sized health care and professional services businesses grow profitably. We do this by providing genuine digital marketing advice and solutions that reflect your business's goals and budgets. Our business model ensures you get the marketing expertise you need without paying for the expensive traditional marketing agency model. Contact us on 1300 023 176 or grow@substratemedia.com.au to find out how we can help your business grow.