SEO or Google Ads: how to allocate your budget

Compare organic search and paid search by purpose, costs and the quality of enquiries.

August

2020

SEO or Google Ads: how to allocate your budget

SEO and Google Ads serve different acquisition needs. Your choice depends on demand, the condition of your site, how soon you need to test an offer and the acquisition cost your margins can support.

When to consider SEO

SEO covers search accessibility, site structure and useful content. It supports service pages, catalogues and answers to customer questions. Budget for content, technical fixes and updates. The timing and volume of organic traffic cannot be guaranteed.

When to consider Google Ads

Google Ads search campaigns can place ads alongside search results for related queries. Prepare the landing page, enquiry tracking, geographic settings and budget controls before launch. Delivery depends on settings, ad review and auction conditions.

Choose a specific product for the test and define the evidence needed to continue. Connect enquiries to subsequent sales, accounting for repeat contacts and cancellations.

Use both channels together

Identify queries that bring suitable customers.
Improve pages used by visitors from both channels.
Separate branded and non-branded queries when reviewing results.
Compare advertising, management and SEO costs with sales margins.

Advertising spend does not buy organic rankings. SEO also requires ongoing work. Start with measurable objectives and adjust the budget allocation using verified results.

Related resources and services

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SEO or Google Ads: how to allocate your budget

When to consider SEO

When to consider Google Ads

Use both channels together

Related resources and services

Sources

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