Updated September 2025 by Brew City Marketing
When local businesses ask how to get more leads from Google, two strategies always come up: Search Engine Optimization (SEO) and Pay-Per-Click advertising (PPC). Both can grow your traffic and sales—but in different ways. Below, we’ll help you decide which to prioritize and why the best results often come from using both.
Quick Comparison: SEO vs. PPC
| SEO | PPC | |
|---|---|---|
| Best for | Sustainable, long-term growth | Immediate visibility and quick wins |
| Costs | Up-front strategy + ongoing maintenance; no per-click fees | Ongoing ad spend; pay each time someone clicks |
| Timeline | 3–6 months to strong results | Instant—live when your campaign launches |
| Scalability | Grows as rankings climb | Scales with your budget |
| Longevity | Pages can earn clicks for years with upkeep | Traffic stops when spend stops |
Why & When to Choose SEO
Search Engine Optimization earns rankings in the “free” section of Google results. Think of SEO as planting seeds that grow over time.
Advantages of SEO
- Cost-efficient long term: After strategy and setup, incremental traffic is low-cost.
- Compounding ROI: High-value pages can generate leads for years.
- Trust & authority: Top rankings signal credibility.
- Better UX: Good SEO improves speed, content, and navigation.
Prioritize SEO if:
- You’re building brand authority and credibility for the long run.
- You want consistent, cost-effective leads over time.
- You’ll engage customers with ongoing content marketing.
- Your industry’s ad costs are high.
- You compete in a less competitive local niche.
Why & When to Choose PPC
PPC (Google Ads) buys top placements on the results page. It’s like flipping a switch for traffic.
Advantages of PPC
- Instant visibility: Ads can appear above organic results within hours.
- Precise targeting: Control keywords, locations, devices, and schedules.
- Full control: Send each click to a tailored landing page.
- Flexible budgets: Start, pause, or scale anytime.
Prioritize PPC if:
- You’re launching a new product or service.
- You’re promoting time-sensitive or seasonal offers.
- You need immediate website traffic, leads, or sales.
- You’re a newcomer in a competitive market and need visibility fast.
- You want to dominate local “near me” searches.
Why a Combined SEO + PPC Strategy Wins
- Balance short- and long-term: PPC drives leads now; SEO compounds growth.
- Share data: Test keywords/messages in PPC, then scale winners with SEO content.
- Retargeting: Re-engage organic visitors with PPC to lift conversions.
FAQs: SEO vs. PPC for Local Businesses
When should I use both SEO and PPC?
Use both when you want to maximize search visibility and have budget and team capacity for each. A classic example is a new product launch: PPC delivers immediate, qualified traffic while SEO builds sustainable growth and high-quality leads over time.
When should I prioritize SEO over PPC?
- You’re focused on long-term, sustainable growth.
- You want consistent, cost-effective lead flow.
- You’ll engage customers with content marketing.
- Ad costs in your industry are high.
- Your local market is less competitive.
When should I choose PPC over SEO?
- Launching a new product or service
- Promoting time-sensitive or seasonal offers
- Needing immediate traffic, leads, or sales
- Competing as a new brand in a saturated market
- Aiming to appear for “near me” searches quickly
How can PPC provide immediate visibility for my business?
After launch and approval, ads can appear in prominent positions above organic results. Exact placement depends on your bid, quality score, and relevance—but visibility can start within hours.
What are the hidden costs of SEO and PPC?
SEO: content/optimization expertise, analytics tools, and occasional hosting or technical upgrades.
PPC: campaign management, landing page creation, analytics/experimentation tools, and higher budgets during peak seasons.
Can small businesses with limited budgets do both?
Yes—with a scaled approach. Start with the channel that meets your most urgent need (SEO or PPC), then layer in the other as results and resources grow.
Ready to Find Your Best Mix of SEO & PPC?
Since 2009, Brew City Marketing has helped Milwaukee-area businesses boost visibility, leads, and revenue with custom SEO and Google Ads campaigns.
Schedule a Free Strategy Session or call (414) 393-7372
