SEO vs. Paid Search: Which Strategy is Right for Your Business?

If you’re a small business owner, you’ve probably wondered: Should I focus on paid search advertising or organic search engine optimization (SEO)?

Both strategies can put your business on the first page of Google, but they work in different ways. Let’s break it down.

What Paid Search Advertising and Organic SEO Have in Common

Both are methods to get your business displayed on Google’s first page, increasing visibility and driving traffic to your website.

How Paid Search Advertising and Organic SEO Are Different

1. Paid search (Google Ads) involves paying for ad placements at the top of search results.
2. Organic SEO involves optimizing your website to rank higher naturally.
3. SEO rankings don’t require ad spend, but they take time to build.
4. Google Ads require a budget, as you pay per click when someone interacts with your ad.

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Should You Focus on One or the Other?

Start With SEO, Then Layer in Paid Ads

SEO is the foundation. Your website is your digital home base—all marketing efforts (business cards, social media, ads) lead back to it. That’s why it’s crucial to build a strong, optimized website first before diving into paid ads.

At Launch Kit, we follow a 7-step marketing model, where:

• Step 2 is building a website (solid foundation).
• Step 5 is advertising (scaling growth).

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Skipping steps leads to a marketing strategy that collapses like a house of cards. The most successful businesses take a step-by-step approach, starting with branding and organic SEO.

A well-built website includes static informational pages (homepage, product/service pages, about page) and dynamic content (blog posts, case studies, service area pages). The more depth and authority your website has, the more Google will trust it—helping you rank higher over time.

Once your SEO efforts are in motion, paid ads can amplify your reach and drive quick traffic.

Turning Up the Heat With Paid Search Ads

Paid search advertising on Google Ads gives you instant visibility. While SEO takes months to gain traction, Google Ads can put you on the first page this week.

But let’s be clear—this isn’t a magic shortcut.

As Launch Kit’s ads manager, Austin Johnson puts it:

"Ads should be treated like a faucet. We turn them on when we need them, and we turn them off when we don’t.”

That means ads should complement your existing organic presence—not replace it.

Why?

• Consumers trust organic rankings more than paid ads. A first-page ranking signals credibility.
• Ads can still drive conversions—but you only pay when someone clicks.

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How Google Ads Are Placed

Google Ads operate on a bidding system. You select specific keywords that match what potential customers are searching for.

For example, if you own a landscaping business in Grand Rapids, Michigan, you might bid on:

“Routine lawn maintenance service in Grand Rapids”

If someone searches that phrase, your sponsored ad may appear at the top of the results—depending on your bid, budget, and competition.

To run successful campaigns, we:

• Test multiple ad variations (A/B testing).
• Analyze performance to refine targeting.
• Adjust bids and budgets based on what works best.

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This data-driven approach separates professionals from amateurs.

The Ideal Search Marketing Recipe for Local Businesses

For long-term success, combine both organic SEO and paid search ads:

• SEO: Build a well-optimized website with static and dynamic content to rank higher naturally.
• Paid Search: Run strategic Google Ads campaigns to capture immediate traffic and leads.

This dual approach helps establish brand authority while ensuring you always have a steady stream of customers.

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How to Get Started Today

Here’s a simple SEO and paid ads checklist you can use:

Organic SEO

1. Optimize website pages with target keywords, meta titles, meta descriptions, alt text, schema markup, and compressed file sizes.
2. Create dynamic content (blogs, case studies, service area pages) and post consistently.
3. Repurpose content across social media and email newsletters to reinforce your expertise.

Paid Search Advertising

1. Determine your capacity. If you can only handle five new customers per month, set a conservative ad budget. If you want brand awareness and lead volume, scale accordingly.
2. Conduct keyword research using Google Keyword Planner or work with a professional Google Ads manager like Launch Kit.
3. Launch campaigns strategically. Run multiple ad sets, test performance, and refine over time.

Ongoing Monitoring & Optimization

1. SEO Tracking: Monitor organic ranking, traffic, keyword performance, and backlinks.
2. Paid Ads Tracking: Measure impressions, clicks, conversions, and return on investment (ROI).

One of the best things about Google Ads is that we can track direct conversions—so you know exactly which leads are coming from your ad spend.

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Final Thoughts

SEO and paid search ads aren’t either/or—they’re tools in your marketing toolbox.

Think of it this way:

SEO is your Phillips head screwdriver, and paid search is your flathead. You need both to get the job done.

If you’re looking to increase brand awareness, rank higher on Google, and drive more leads, we’d love to help. Launch Kit specializes in organic SEO and paid search advertising for small businesses in Grand Rapids, Michigan—and beyond.