What is the difference between SEO and Google Ads?

SEO improves your placement in the unpaid, organic search results. It works long-term and costs no amount per click, but it takes time to take effect. Google Ads, by contrast, are paid ads that appear immediately above the results, can be targeted precisely to region and search term, but only run as long as you provide the budget.

The two complement each other well. Ads deliver the fast start and immediate enquiries, while SEO builds sustainable visibility in the background that carries even without ongoing ad spend. Many companies start with Google Ads and reduce the budget once organic visibility takes hold.