Although both SEO and Google Ads are strong online marketing tools, knowing which one to focus your energy on can be confusing. Here’s how to think about it.
New websites should lean on Google Ads
Over the years, Google has changed its algorithms many times, making it harder to rank organically — especially when your website is new. It’s harder, but still possible.
SEO should be viewed as a long-term investment. Ranking organically takes longer now than five years ago. The key is to be consistent with your content and to optimise every page on your site. Over time, multiple pages from your site will rank.
Deceptive SEO tactics can rank you quickly, but they can also get your site penalised. We don’t recommend them.
A practical sequence for a new website
- Use SEO to rank on local search results, where applicable to your business.
- From day one, ensure all pages and content are SEO-optimised.
- Generate short-term results with Google Ads while your SEO matures.
- In the short term, lean on Google Ads but keep producing optimised content.
- As organic rankings strengthen, reduce Google Ads investment.
Why Google Ads pays off in the short term
1. Faster results than SEO
Google Ads can generate results faster than SEO. If you’re new to running campaigns, expect a learning curve — it can take months. There’s real split-testing involved to find the copy with the best conversion rate. As you find a working formula, results come more quickly.
2. Capture competitor brand searches
With Google Ads you can bid on competitor brand searches — especially valuable when you offer a similar product or service. Make sure your ad copy clearly states your differentiation (price, features, etc.) so people have a reason to click.
Mobile traffic keeps growing, yet relatively few companies use Google Ads to target mobile users specifically. Worth taking advantage of.
3. Research keywords with Google Ads
Because Google Ads delivers immediate signal, you can test which keywords and variations actually convert. Feed that data into your SEO strategy to rank for the terms you know already produce results — especially useful when expanding into new keyword space.
4. Reach beyond Google search
With Google Ads, you can advertise on the Search Network and the Display Network. The Display Network reaches across more than two million partner websites — YouTube, Gmail, and the sites people read every day.
5. Choose your landing page
SEO ranks a page based on Google’s algorithm — you don’t get to pick the page. With Google Ads, you do. That flexibility means you can advertise with intent: capture an email, drive a sale, or push a specific offer.
Bluelight has over five years of experience in Google Ads marketing and 100+ successful campaigns under management. Book a free consultation today and learn how we can help.