PPC vs SEO: When to Use Each

At Lillian Purge, we specialise in Local SEO Services and have written The difference between PPC and SEO: when to use each to help you choose the right strategy for your goals, timeline, and budget.

Both Pay Per Click (PPC) and Search Engine Optimisation (SEO) aim to increase visibility on search engines, but they operate very differently. PPC is a paid strategy where you purchase ad placements at the top of search results, while SEO is an organic approach that earns rankings through relevance, authority, and technical optimisation.

Think of PPC as renting space at the top of Google, whereas SEO is about building your own long-term presence through high-quality content, keywords, and trust signals. Both can drive valuable traffic, but their timelines, costs, and outcomes vary.

What Is SEO?

SEO is the process of optimising your website to rank higher in organic search results. It involves improving on-page content, technical performance, backlinks, and user experience. The goal is to attract traffic naturally without paying for clicks.

SEO takes time but offers long-lasting results once momentum builds. Effective SEO focuses on several key areas:

• Keyword optimisation: Understanding what your audience searches for and aligning your content accordingly.

• Content creation: Producing valuable, informative content that meets user intent.

• Technical SEO: Improving site speed, structure, and mobile performance.

• Link building: Gaining backlinks from credible sites to improve authority.

Strong SEO helps you appear for both branded and non-branded searches, strengthening credibility and trust over time.

What Is PPC?

Pay Per Click advertising is a paid model where you bid on keywords to have your ads appear in search results or across digital platforms. You only pay when someone clicks on your ad.

PPC is most commonly managed through Google Ads or Meta Ads, and it can deliver instant traffic. It’s ideal for generating quick visibility or promoting time-sensitive campaigns.

PPC campaigns allow you to control:

• Budget allocation and daily spend

• Audience targeting by demographics, location, and interests

• Ad creative and messaging

• Landing page testing for conversions

Although PPC can be highly effective, it requires constant monitoring and optimisation to remain profitable.

Key Differences Between PPC and SEO

While both SEO and PPC drive traffic from search engines, they differ in several ways:

1. Cost structure
PPC requires payment for every click. SEO is technically free but demands time, content creation, and possibly agency support. Over time, SEO tends to deliver a lower cost per acquisition than PPC.

2. Timeframe
PPC can deliver results almost immediately, while SEO often takes three to six months to show measurable growth. PPC is ideal for fast traffic, but SEO builds authority and sustainability.

3. Longevity
SEO continues to generate traffic even if you pause active work. PPC stops the moment your budget runs out.

4. Placement and visibility
PPC ads appear at the top and bottom of search results with an “Ad” label, while SEO rankings occupy the organic middle section of the results page.

5. User perception
Many users trust organic listings more than paid ads because they view them as more credible. However, ads still attract clicks when they’re relevant and well-crafted.

6. Analytics and control
PPC provides more immediate control and data. You can test headlines, keywords, and targeting quickly. SEO insights take longer to gather but offer deeper long-term understanding of audience behaviour.

When to Use PPC

PPC works best when you need immediate results, clear tracking, or rapid visibility in competitive markets. It’s particularly effective in the following scenarios:

1. New website or product launch
If your site is new and hasn’t built organic authority yet, PPC can generate early traffic while your SEO develops.

2. Seasonal or time-sensitive promotions
When promoting limited offers, sales, or events, PPC delivers quick exposure to drive conversions.

3. Competitive industries
In industries with strong SEO competition, PPC helps you gain a foothold in search results while you build organic rankings.

4. Remarketing campaigns
PPC allows you to re-engage users who visited your site but didn’t convert, reminding them to return and complete their purchase or enquiry.

5. Geo-targeted advertising
PPC excels at local targeting. You can show ads only to people within specific postcodes or regions, ideal for local businesses.

When to Use SEO

SEO is best suited for sustainable, long-term growth. It builds trust, improves brand authority, and provides compounding benefits over time. You should focus on SEO when:

1. You want lasting visibility
Ranking organically means ongoing exposure even when you’re not paying per click.

2. You aim to build authority and credibility
Users often trust businesses that rank naturally higher in search results.

3. You want to reduce reliance on ads
Strong SEO performance lowers the need for continuous ad spend, saving money over time.

4. You have evergreen products or services
SEO works best for consistent offerings rather than short-term promotions.

5. You’re investing in brand reputation
Quality content and backlinks increase both rankings and trust, which contributes to long-term growth.

How PPC and SEO Work Together

The most successful digital marketing strategies combine both PPC and SEO. Each supports the other in unique ways:

• Data sharing: PPC provides fast keyword performance data that can guide your SEO targeting.

• Increased visibility: Appearing in both paid and organic results doubles your exposure and authority.

• Audience insights: Analytics from PPC campaigns reveal demographic and behavioural data you can use for SEO content creation.

• Remarketing opportunities: Visitors from SEO traffic can be re-targeted through PPC for higher conversion potential.

When used together, PPC provides immediate results while SEO builds lasting momentum. Over time, the reliance on paid clicks can decrease as your organic presence strengthens.

Choosing the Right Approach for Your Business

Your decision between PPC and SEO depends on your business goals, budget, and timeframe.

• Short-term goals: Use PPC to generate leads or sales quickly.

• Long-term growth: Focus on SEO to establish authority and reduce advertising costs over time.

• Balanced strategy: Combine both to cover immediate traffic needs while building sustainable results.

A good rule of thumb is to start with both channels, then gradually shift more investment toward SEO as organic performance improves.

Measuring Success

Both PPC and SEO should be measured using clear performance metrics. For PPC, track click-through rate, conversion rate, cost per acquisition, and return on ad spend. For SEO, monitor organic traffic, keyword rankings, engagement metrics, and conversions from organic sources.

The goal is not just visibility but profitability. Analyse how each channel contributes to overall return on investment and adjust your strategy accordingly.

Final Thoughts

PPC and SEO are both powerful tools for increasing online visibility, but they serve different purposes. PPC drives immediate results and precise targeting, while SEO builds lasting authority and consistent traffic.

The best marketing strategies use both, allowing your business to benefit from short-term wins and long-term stability. By understanding the strengths of each and aligning them with your goals, you can create a digital strategy that delivers reliable, measurable growth.

We have also written in depth articles on How to set a realistic PPC budget for your business and The importance of A/B testing in Pay Per Click advertising as well as our Pay Per Click Advertising Hub to give you further guidance.