Google Ads vs SEO: Which is Best for Your Business

This blog post is a companion to episode on of the Ignite Podcast, “Google Ads vs. SEO. You can listen to that here

It’s hard to think of a world without Google readily available everyday to help us find information, places to eat, entertainment, and services we need. You’ve likely seen sponsored ads appearing above your Google search results. As a business owner, you may be curious about whether or not these sponsored ads are effective, and how the top results for what you search are generated. In this blog let’s take a look at Google Ads vs SEO, and consider the pros and cons of each.

The Basics

To start with, the easiest way to explore the debate between Google Ads vs. SEO is to understand how each actually works. Google Ads is a paid service automated by Google that will list your results on a sponsored list for particular search criteria. Instead of subscription type fee, you’ll be assigned a CPC (cost-per-click) price based on the competitiveness of your industry. SEO on the other hand, or Search Engine Optimization, is a form of marketing strategy that prioritizes getting your website to rank higher on the search results for targeted keywords. This is organic growth achieved by creating content such as blogs, landing pages, and original images. This process is more collaborative and personal, focusing heavily on your company’s story digital brand.

Three Different Approaches

Small Business:

Let’s say you own a small local coffee shop. You employ a handful of baristas, an assistant manager, and you’re looking to draw in more clients. However, you’re not sure whether Google Ads or SEO is a more effective way to do this. The issue with Google Ads in this scenario is that many local small businesses are going to be generating client leads through their web presence (primarily social media pages), word of mouth, and locals organically discovering a business in person. This means that prioritizing a personal, story-driven approach to marketing and content is more likely to resonate with prospective customers. Don’t have the budget to outsource to a firm? See if one of your baristas is handy with a camera or a skilled writer (however, make sure that if you’re in-sourcing these duties that the employee professing themselves a photographer actually takes good photos). Lastly, SEO is the more value-effective strategy for small businesses whose revenue is generated more from quantity. Google Ads’ cost per click value may not be worth it if for every five clicks you’re charged you get one client that comes in and purchases a $5 coffee once a week.

High Value Freelancer:

In scenario 2, let’s say you’re a freelance videographer whose primary business is filming weddings. And again, the same question emerges: Google Ads vs SEO. Which the one for me? Unlike our afforementioned coffee shop, where business is reliant on a high quantity of customers to purchase a low-cost product, you rely on a modest quantity of customers who pay a large amount for each service. What this means is that utilizing Google Ad services has a higher value to your business due to the significant value of each prospective lead. As such, the CPC may be high, but if it only costs you $500 to get a $6,000 job, then the money you put in has made a profitable return. As such, for your business Google Ads may be a strategic choice that helps generate signifcant leads. However, this is not to say that SEO isn’t important. Every business, especially those that rely on visual and stylistic mediums such videography should have a compelling social media prescence and suite of digital content. So, the question then is, perhaps a balance between the two is best?

Large Local Business:

Lastly, let’s take a look at a larger local business. For this scenario let’s imagine a local health insurance provider that has a few dozen employees and operates within a very competitive industry. You have seasonal times when large marketing pushes are more significant, in this case enrollment seasons, and you want to stay competitive. Google Ads is a great way to make this timed marketing push, what is called a campaign, but the rest of the year you don’t want to fall from search relevance either. So you split your allocated resources between your marketing campaigns on Google Ads and maintaining your domain authority with year-round SEO. So, the dynamic is no longer Google Ads vs SEO but how can both Google Ads and SEO work in tandem for my business.

Conclusion

Google Ads vs SEO is a pretty timeless internet marketing question. However, the answer really depends on the scenario. That being said, SEO and social media marketing are the more flexible strategies. Google Ads works very much like a faucet. When turned on it can work well for the right businesses, but the moment you turn it off all of the promotion you paid for stops. SEO, through thoughtful content creation and consistent analytic management continues to help your rankings at what is typically a more cost-effective rate. Google Ads works faster but it also lacks longevity. So when it comes to Google Ads vs SEO, it is dependant on scenario, but it is safe to say that SEO is of a higher value to a larger variety of businesses.

If you’re interested to learn more about how SEO and social media marketing can be utilized to help your business climb the online rankings, contact Urban Ignite today.

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Anna

As a Design Specialist for Urban Ignite, Anna Hughes works to create stronger visual aesthetics for client brands via web design and development, social media template design, print collateral, and a variety of other design-centric projects. Her goal is to craft successful, direct, and on-brand design materials to help companies better communicate their mission and purpose. Anna brings thorough experience in print-based projects, giving her a tangible understanding of typography and layout design. Anna works to clearly and creatively communicate a client’s message. 

 

Anna earned a BFA in Graphic Design from Messiah University. She is a huge fan of hiking, running, kayaking, and anything that involves plants and the autumn season.

Brady

Brady Stafford works as a Copywriting Specialist for Urban Ignite, helping clients shape their narrative, tell their story, and expand their portfolio of SEO-driven written content. His copywriting appears on website and landing pages, blog posts, social media posts, and email campaigns. Brady utilizes SEO practices to drive traffic while still creating informative, narratively compelling content across different mediums. 

 

Brady received a BA in History with a minor in Journalism from the University of West Virginia. Several of his historical essays were published by the University. Outside of work, Brady is an avid musician who fills much of his time listening to or playing music. He is also a travel aficionado who enjoys rock climbing and mountaineering (which are different!). Having completed all of his targeted summits on the East Coast, he hopes to conquer Mt. Rainier in Washington and Mt. Denali in Alaska in the future.

Emily

Emily works as a media specialist for Urban Ignite, focusing on videography in production, pre-production, and editing. She uses her skills as a storyteller to visually communicate the stories of our clients and their work, using creativity, problem-solving, and technical knowledge to guide her projects. She graduated from Goucher College with degrees in both Communications and Philosophy, with her philosophical studies amplifying critical analysis and writing skills as well as a love for questioning and research. What she loves most about her career as a videographer is the opportunity to learn a variety of niche knowledge about the different subject matters of her videos. 

 

Outside of work, Emily enjoys painting psychedelic geometric artwork, watching action films, reading science fiction, and learning about history, places, and trivia on Wikipedia. She has a bearded dragon named Franco and sometimes they eat kale together. She plays the piano once a year.

Steven

Steven Quinones works as a Media Specialist at Urban Ignite, balancing pre-production, media shoots, and post-production work. Steven often works directly with clients for on-site shoots, and is an expert at setting the scene and guiding participants through the process. His goal is to help you feel comfortable in front of the camera, and his guidance can help make even your shyest team member feel like a star. Steven previously worked in a professional photography studio for four years and spent years in a sales position as well. His freelance work has included music videos, wedding videography, and more. 

 

Steven has traveled and lived across the country, being born and raised in Nevada before making his way to Maryland. He embraces the experience of meeting new people, and connecting with artists in the places he visits. He is a huge fan of stand-up comedy, with Theo Von and Mark Normand among his current favorites. Steven will be the first to tell you that Mexican food is the best of all foods.

Elijah

As Director of Media, Elijah’s goal is to cultivate an environment of collaboration through media production, driving storytelling for clients through excellent photo and video content. They have worked freelance as a cinematographer and editor, whose previous clients include the Chemistry Department and Cell, Molecular, Developmental Biology, and Biophysics Doctoral Program at Johns Hopkins. She also works as an adjunct professor at UMBC for photo and video classes. Elijah received her Masters of Fine Art from the Intermedia + Digital Art Program at UMBC, and her Bachelors of Fine Art in Digital Media from Youngstown State University.

 

Outside of work, Elijah spends time on her own bodies of artistic work, focusing on the act/actions of surveillance, as well as notions of memory, nostalgia, longing, and personal identity. They enjoy, as many do, video games, films, tv shows, but also engage in several hobbies focusing around dilapidated and obsolete technologies, like utilizing VHS camcorders, 8mm/16mm found films, and post-apocalyptic costume making.

Tarah

As Urban Ignite’s Director of Design, Tarah Maxsell is your visual design expert. Her work touches nearly every creative process at our firm, from logo and branding design to web layouts, social media templates, and everything in between. Her process is one of intentionally seeking out beautiful solutions to all of your design challenges. Tarah’s work has been recognized by Out Of Home Today (OOH Today) for excellence in outdoor advertising. 

Tarah received a BFA in Fine Arts with a focus on Graphic Design from Messiah University. Tarah enjoys anything she can do outside, as well as ceramics and interior design. You’ll most often find her with her husband Nick and their Goldendoodle Wesely.

Christian

As the Director of Web Content, Christian Fuller helps execute your digital marketing strategy through compelling websites, engrossing written content, and an intricate knowledge of best SEO practices. Christian oversees all web design and written content creation projects, helping ensure the final product delivered to you is spectacular. 

Christian believes that content writing is essential to building the narrative of a business. He puts the work in to help your brand find its tone and voice so you can speak the language of your audience. Copy should always grab attention, and communicate something valuable. He helps you find the perfect sweet spot. 

His web design experience allows him to guide our web team efficiently through the process, accounting for elements like the flow of content, website interactivity, and mobile optimization. Christian believes a strong website is an invaluable marketing tool and helps clients execute their creative vision. 

Christian brings 5+ years of copywriting, web design, and SEO experience to the table. He earned his BA in English from the University of Maryland. Outside of work, he is a frequent traveler and camping enthusiast, creative writer, and super fan of anything horror or punk music-related.

Leigh

Leigh Engelke is our coordinator-in-chief as the Operations Director, ensuring everything runs smoothly and efficiently. She is the primary point of contact for clients, addressing their day-to-day needs and communicating new project details to internal staff. Leigh ensures nothing slips through the cracks, and that content output is consistent. She is also responsible for internal procedures at Urban Ignite, helping everyone stay on track and adhere to company policy. 

 

Leigh believes that clear, transparent communication is the key ingredient in a successful business relationship. She wants every client to have clarity on the progress of projects, and be able to communicate any concerns as they arise. Leigh is here to take care of our clients, and she’s excellent at it. Fostering a healthy working environment where employees are free to communicate their feelings is also essential to Leigh as Operations Director. 

 

Professionally, Leigh brings experience working with the Maryland Department of Social Services, where organizational efficiency was crucial. Her decade-plus experience in the food service industry gives her excellent personability, knowledge of task management, and the ability to keep up with the fast-paced needs of clients. 

 

Leigh earned a BS in Psychology from Goucher College. When she’s not managing operations for Urban Ignite, you can find her hiking, painting, crocheting, practicing yoga, or just hanging out with her cat and best buddy, Rex.

Jordan

Jordan Fuller is the Founder and Creative Director of Urban Ignite. He works with clients and the team to help drive the creative vision of each project. 

Content creation has always been at the core of Jordan’s identity, starting with home movie production at the age of 6 and video editing at 14 for his YouTube channel. He took an optimistic approach, teaching himself web design in case the YouTube channel found success. While that project never achieved virality, it gave Jordan the tools to lay the foundation on which Urban Ignite would be built. 

Urban Ignite began with clients in the construction and home remodeling industry and grew as a trusted digital marketing firm despite its small team. In the early days, Jordan saw the adverse effects overworking can have on a team’s creative output. As such, the workplace model was readjusted to focus on efficiency and work-life balance. This model includes industry-competitive pay while maintaining a 30-hour work week. 

Jordan is a creative repository for clients, helping them dream bigger regarding content and marketing strategies. 

In his free time, Jordan enjoys a good concert, nature walks, video games, meditation, or exploring local events across Baltimore. He also loves collaborating with others to make art, whether it’s at work or for personal projects. In addition, he hosts local “house shows,” which have showcased local musicians at the Urban Ignite office space for eight years.