SEO and PPC both drive traffic from Google. But they work differently, cost differently and suit different situations. Understanding the trade-offs helps you invest in the right channel at the right time.
When someone searches on Google, the results they see fall into two categories: paid ads at the top and organic results below. SEO gets you into the organic results. PPC gets you into the paid ads. Both drive traffic from the same search engine, but almost everything else about them is different.
PPC (Pay-Per-Click) means you pay every time someone clicks your ad. The moment your budget runs out, your visibility disappears. SEO means earning your position through relevance, authority and technical quality. Once you rank, traffic costs nothing per click and the value compounds over time.
The right choice depends on your goals, your timeline, your budget and your market. Often the best strategy involves both, with PPC providing immediate visibility while SEO builds a long-term asset. But for most businesses, SEO delivers stronger returns over any meaningful time horizon.
Talk to us about SEO| Factor | SEO | PPC |
|---|---|---|
| Cost per click | £0 once ranked | Ongoing cost per click |
| Time to results | 3 to 6 months typically | Immediate visibility |
| What happens when you stop | Rankings persist | Visibility disappears |
| Value over time | Compounds and grows | Flat each click costs the same |
| Trust and credibility | Higher organic is perceived as more credible | Lower many users skip paid results |
| Targeting precision | Good keyword and intent based | Excellent demographic, device, time and location |
| Control over placement | Indirect through quality signals | Direct bid for position |
| Click share of page | ~70% of clicks go to organic results | ~30% of clicks go to paid ads |
| ROI over 12+ months | Typically stronger | Depends on CPC and conversion rate |
| Brand building | Significant consistent organic presence builds authority | Limited to campaign duration |
Figures are industry averages. Actual results vary by market, industry and budget.
There is no single right answer. The best channel depends on your goals, your timeline and where your business is right now. Here is a practical guide to when each approach makes most sense.
The fundamental economic difference between SEO and PPC is what happens to your cost per acquisition as time goes on. PPC stays constant. SEO gets progressively cheaper as your organic asset grows.
PPC delivers immediate traffic. SEO investment begins: technical work, content, keyword research. Little organic traffic yet but the foundations are being laid.
First organic rankings appear for lower-competition terms. SEO begins contributing leads. PPC costs remain constant. Total cost per acquisition starts to fall.
Organic traffic is now material. Some businesses begin reducing PPC spend on keywords where they now rank organically. ROI from the combined strategy improves significantly.
Organic is now the dominant traffic source. PPC spend is reduced or refocused on new areas. Cost per acquisition from organic is a fraction of early-stage PPC costs.
When measured over a 3-year period, SEO typically delivers significantly higher returns than equivalent paid spend.
Despite paid ads appearing above organic results, the majority of searchers still click on organic listings rather than paid placements.
Every visitor from organic search costs nothing beyond your SEO investment. Traffic from rankings you have earned continues at no additional cost per visit.
As organic channels become established, businesses systematically reduce paid dependency and improve overall marketing efficiency.
Most businesses do not fail at SEO or PPC because the channels do not work. They fail because of how they approach the decision.
Paid ads are a fast-start mechanism, not a long-term strategy on their own. Businesses that rely on PPC indefinitely are paying the same cost per click in year three as they were in month one. The economics never improve.
Meaningful rankings typically take three to six months to appear. Businesses that start SEO with short-term expectations often abandon it before it has had a chance to deliver, having invested in foundations they will never see the return from.
PPC and SEO are more powerful when coordinated. Using PPC data to identify which keywords convert, then prioritising those in your SEO strategy, is far more effective than running them as separate silos. Without a shared strategy, you are leaving performance on the table.
PPC should be judged on 30 to 90-day windows. SEO needs a 12-month horizon to be assessed fairly. The right comparison is cost per acquisition over 12 to 24 months, not traffic volume in month two.
"We cannot afford PPC so we will do SEO" is not a strategy. It is a constraint dressed up as a decision. Starting with strategy, then allocating budget, produces significantly better outcomes than letting spend dictate direction.
Not sure which approach suits your business? We will give you a straight answer based on your market, your goals and your timeline.
Talk to usWhen most people talk about PPC, they mean text ads on Google Search. But paid advertising covers several very different formats, each with its own economics and use cases.
Product listing ads showing an image, price and name at the top of search results. Driven by your product feed rather than keyword bids. High purchase intent and strong for ecommerce, but every click has a cost and spend must keep flowing.
Google's AI-driven format running across Search, Shopping, Display, YouTube and Gmail simultaneously. Wide reach, but limited visibility into what is actually working — harder to audit and optimise as a result.
Banner ads shown across Google's network to past visitors or target audiences. More effective for brand recall and re-engagement than direct acquisition. Typically lower CPCs than search but also lower intent.
| Factor | Organic SEO | Paid formats (avg) |
|---|---|---|
| Cost per click | £0 once ranked | £0.30 – £8+ depending on format |
| Purchase intent | High — keyword driven | Varies: Shopping high, Display low |
| Scales with budget? | No — scales with quality | Yes — more spend, more reach |
| Stop spending, stop traffic? | No — rankings persist | Yes — immediately |
| Suits ecommerce? | Yes — category and product pages | Yes — especially Shopping and PMax |
| Long-term ROI trajectory | Improves over time | Flat — same cost each click |
Running an ecommerce store? Shopping and Performance Max can drive traffic quickly, but they work best alongside a strong organic foundation. Category and product page SEO delivers traffic at zero cost per click — and keeps working when your ad budget pauses.
We help ecommerce businesses build organic visibility that complements paid activity. Learn more about ecommerce SEO.
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