Google Adwords vs Organic Search Engine Optimisation

Google Adwords vs Organic Search Engine Optimisation

virtual assistants takes you into the top of Google Search

This is a question we get asked a lot. Should I be investing my advertising budget in paid ads with Google or in improving my organic results?

Let’s quickly define each option and then look at the pros and cons of each.

Google Adwords is Google’s paid ad service. It is where it makes most of its revenue selling text ads to advertisers. You will find these at the top and the right side of Google.
Organic Search Engine Optimisation is about helping Google realise you are the best candidate to be shown for a specific keyword or phrase.

Both have benefits and weaknesses but can equally have a positive effect on your business.

Google Adwords

  • Easy to set up yourself for a test (and quick for an expert to set up).
  • You can cover a broad range of phrases which would take months to get to via Organic Search Engine Optimisation.
  • You can choose what page the person lands on so, if you have done it well, you will have a variety of pages which target specific products or services that a client will immediately relate to.


  • You pay for every click so if you are not quite sure what you are doing it can be an expensive learning curve,
  • They only get a maximum of 15% of visitors clicking on them, as opposed to 85% on free listings.
    The minute you stop paying you are gone.

Organic Search Engine Optimisation

  • 85%+ of visitors will click on an organic listing.
  • Organic listings usually give a higher level of trust because Google has selected you.
    Once you are at the top it is cheaper to stay there.
  • With smart Search Engine Optimisation you can make a small business look a lot larger with where you rank.
  • Local search engine optimisation usually returns some of the highest converting clients (these are the listings that are attached to a map when you search).


  • Time frames for Search Engine Marketing can be 3 – 12 months to get to where you want to be (depending on competition).
  • The more competitive the keyword, the more work involved.
  • I hope that gives you a start to understanding the pros and cons of Search Engine Marketing. What I usually suggest is working with both sets of online marketing to get the best results.

As your organic marketing grows, you can look to decrease your Adwords spend. Always remember you want to be found on Google!

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