Every week, someone asks me: "Should we invest in SEO or PPC?" And every week, I give them the same frustrating answer: it depends.
But here's what I actually mean by that. Both SEO vs PPC can deliver excellent ROI. But they work completely differently, cost money in different ways, and suit different business situations. Understanding which one—or which combination—makes sense for your business is crucial. (Want to calculate the potential revenue impact of better rankings? Use our free SEO ROI calculator to see the numbers for your business.)
The Quick Comparison: SEO vs PPC
SEO (Organic Search)
- ✓Cost: Upfront investment, minimal ongoing cost per click
- ✓Timeline: 3-6 months to see results, compounds over time
- ✓Sustainability: Rankings persist after investment stops
- ✓Trust: Higher click-through rate, perceived as more credible
- ✓Scalability: Scales without proportional cost increase
PPC (Paid Ads)
- ✓Cost: Pay per click, ongoing budget required
- ✓Timeline: Immediate results, traffic starts day one
- ✓Sustainability: Traffic stops when budget runs out
- ✓Control: Precise targeting, easy A/B testing
- ✓Scalability: Scales directly with budget
Neither is "better." They're different tools for different jobs. Let me explain when each makes sense.
When SEO Makes Sense
I worked with a private jet charter company spending substantial amounts monthly on Google Ads. Every month, like clockwork. The moment they stopped paying, traffic disappeared.
After investing in SEO over several months, their organic rankings began driving consistent traffic without ongoing ad spend. Their dependency on paid ads decreased significantly, allowing them to reallocate budget to other growth areas whilst maintaining traffic levels.
SEO Works Best When:
- •You have 6+ months to invest before needing results
- •Your business has recurring revenue (subscription, repeat clients)
- •Competition for paid ads is expensive (£20+ per click)
- •You want to build brand authority, not just drive immediate sales
- •Your target audience trusts organic results more than ads
- •You have a long sales cycle where trust and authority matter
The key with SEO: patience and commitment. You're building an asset that compounds over time. But if you need leads next week, SEO won't help you.
When PPC Makes Sense
Different scenario: a new aviation maintenance company needed clients immediately. No brand recognition. Zero organic rankings. Couldn't wait 6 months.
We launched targeted Google Ads focused on high-intent keywords like "aircraft maintenance [airport code]." Within 2 weeks, they had qualified leads. Within a month, they'd signed contracts worth more than their entire quarterly ad spend.
PPC Works Best When:
- •You need traffic and leads immediately, not in 6 months
- •You're launching a new product or service
- •You're testing a new market before committing to SEO
- •Seasonal campaigns or limited-time offers
- •Precise targeting is critical (location, demographics, interests)
- •You have budget to spend and can afford ongoing costs
PPC is perfect for testing. Want to see if "luxury helicopter tours London" converts before investing in ranking for it organically? Run ads for a month. The data tells you exactly what to target with SEO.
The Real Cost Comparison
Let's talk actual numbers. Here's a realistic scenario for a mid-sized business targeting competitive keywords:
SEO Costs (Year 1)
- Initial audit & strategy: £2,000-4,000
- On-page optimization: £3,000-6,000
- Technical SEO fixes: £2,000-5,000
- Content creation: £4,000-8,000
- Link building: £18,000-48,000 (£3k-8k/month × 6)
- Total Year 1: £29,000-71,000
- Ongoing (Year 2+): £12,000-36,000/year
PPC Costs (Year 1)
- Campaign setup: £1,000-2,000
- Monthly ad spend: £3,000-15,000/month
- Management fee: £600-3,000/month (20%)
- Landing page optimization: £1,500-3,000
- Total Year 1: £44,700-217,000
- Ongoing (Year 2+): £43,200-216,000/year
Notice something? SEO's cost drops significantly after year one. PPC stays roughly the same—or increases as competition drives up costs.
But here's the thing: PPC delivers results immediately. SEO takes 6 months. If you need cash flow now, spending £30k on SEO that won't pay off for half a year might sink your business.
The Smart Play: Combining SEO and PPC
Here's what smart businesses do: they use both strategically.
The Combined Strategy:
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1.
Month 1-3: Heavy PPC, Start SEO
PPC drives immediate traffic while you're building SEO foundation. Use PPC data to inform SEO keyword targeting.
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2.
Month 4-6: Continue Both
SEO starts showing early results. PPC continues driving consistent leads. Begin testing which converts better.
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3.
Month 7-12: Shift Budget
As organic rankings improve, reduce PPC spend on keywords you now rank for. Reinvest PPC budget into new keyword opportunities.
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4.
Year 2+: Maintain Both Strategically
Use SEO for core keywords. Use PPC for testing, seasonal campaigns, and ultra-competitive terms where organic ranking is difficult.
This approach gives you immediate results while building long-term assets. You're not choosing between SEO vs PPC—you're using each where it makes the most sense.
ROI Over Time: The Reality
Let's look at realistic ROI projections for a business investing £50k annually:
SEO ROI Timeline:
- Months 1-3: -£12,500 invested, minimal traffic, ROI: -100%
- Months 4-6: -£25,000 invested, early rankings, ROI: -60%
- Months 7-12: -£50,000 invested, £35,000 revenue, ROI: -30%
- Year 2: -£65,000 total, £180,000 revenue, ROI: +177%
- Year 3: -£80,000 total, £380,000 revenue, ROI: +375%
PPC ROI Timeline:
- Month 1: -£4,167 invested, £6,500 revenue, ROI: +56%
- Months 1-6: -£25,000 invested, £42,000 revenue, ROI: +68%
- Year 1: -£50,000 invested, £95,000 revenue, ROI: +90%
- Year 2: -£100,000 total, £190,000 revenue, ROI: +90%
- Year 3: -£150,000 total, £285,000 revenue, ROI: +90%
See the pattern? PPC delivers consistent ROI from day one. SEO loses money initially but compounds over time to deliver significantly higher long-term ROI.
Which is "better" depends entirely on your business situation, cash flow, and timeline.
The Verdict: Which Should You Choose?
Here's my honest answer: if you can only afford one, start with PPC to generate immediate revenue, then reinvest those profits into SEO.
If you can afford both, run them simultaneously. Use PPC for immediate results and market testing. Use SEO to build long-term assets that reduce your reliance on paid ads.
The businesses that dominate their markets? They're not choosing between SEO vs PPC. They're strategically using both to maximize ROI at every stage.
Whether you choose SEO, PPC, or both, just make sure you're tracking actual ROI—not vanity metrics like clicks or impressions. Revenue is what matters.
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