Organic search vs paid search: Which should you choose?

In today’s digital marketing, visibility is everything.

If you’re reading this, you’ve almost certainly heard of organic search (the focus of SEO, aka search engine optimization) and paid search (e.g., Google Ads and Microsoft Ads).

And here’s the thing: If you’re still a little confused about the two, you’re definitely not alone.

Both these channels help people find your business online—and while they share the same goal, they work in very different ways.

It can certainly sound a bit murky. But search isn’t something you can afford to overlook. In 2024 alone, search ads pulled in a whopping $132 billion; that’s 40% of total US digital ad spend. So yes, it’s kind of a big deal.

But don’t worry; this guide dives deeper than just “SEO is free” and “pay-per-click (PPC) is fast.” We’ll take the time to unpack the trade-offs, the timelines, and even how these two can work together (yes, this is possible, and honestly, it’s often the key to success).

Whether you’re working with a tight budget or planning a full-blown marketing push, this guide will help you decide what to prioritize—and more importantly, why.

Let’s get into it.

What is organic search?

Organic search is when someone finds your website by typing a question or phrase into a search engine such as Google, and then clicks on a non-paid, non-advertised result.

In other words, the traffic you earn through organic search isn’t bought, it’s organically earned.

The content will typically have been carefully optimized for search engine algorithms (again, think SEO) to be highly relevant to the search query and comprehensively answer it. This could be a blog post, product page, or landing page you’ve put real effort into building.

Example:

Someone types “how to make your flowers last longer” into Google.

They find your flower business website, where you’ve written a blog post about how to take care of a bouquet once it’s been delivered.

You didn’t run any ads—you simply created good, helpful content that answered the question. That’s organic search strategy in action.

What is paid search?

Paid search, as the name suggests, is when you pay to appear in Google (or other search engines) through ads. These are also known as pay-per-click ads (or PPC) and are often run through platforms like Google Ads.

Google holds over 80% of the global search engine market, making it the go-to for most advertisers. If you’re running ads, you’re very likely running them here. 

Now yes, paid search ads can be pricey. But it also comes with results. Google PPC ads have an average return on investment of 200%. So if you’re strategic about your targeting and spend, it can absolutely be worth it. 

You still choose keywords just like you would with SEO, but instead of waiting to rank organically, you bid on those keywords. When someone searches and clicks your ad, you’re charged for that click.

These paid search results usually appear above organic listings and are marked with a small label that says “Sponsored.”

Example:

You’ve just launched a brand new flower delivery app and want to drive traffic and downloads quickly.

You create a Google Ads campaign targeting the keyword “best flower shop app”—and boom, your ad appears at the very top of the results page.

Now when someone searches, they see your offer immediately—no waiting for SEO to kick in naturally.

Key differences at a glance

Feature	Organic search	Paid search
Search results	Unpaid listings	Sponsored ads
Clicks	Free (but slower to build)	Pay-per-click
Ranking	Based on content + SEO	Based on bidding + ad quality
Traffic	Grows over time	Instant
Conversions	Strong for long-term intent	Strong for ready to buy now
Effect	Compounds with time	Stops when budget stops
Costs	Frontloaded, then tapers down (sometimes to zero)	Ongoing, subject to volatility (depending on keyword)
When to choose	Brand-building, evergreen content	Fast launches, competitive spaces
Pros	Long-term ROI, credibility, free	Fast results, flexible, targeted
Cons	Slow build, SEO takes effort and resources	Outgoing cost, can get expensive quickly

When to use organic search (SEO)

Landing organic search traffic is all about putting in the work up front so you can reap the rewards over time. The idea is simple: If your site shows up on Google when people search, and they click on your content, that’s free traffic. 

While SEO can take time, budget, and energy to set up, once your content starts ranking, it keeps working without you having to pay for every click—which makes it ideal when you’re thinking long-term.

So when does it make sense to lean into organic? Let’s walk through it.

When you want to build brand awareness

SEO is brilliant for showing up early in the buyer journey—right when people are asking questions, researching their options, and getting to know the space. These are your top-of-funnel moments where the user’s search intent is purely informational. 

You’re not trying to sell just yet. Instead, you’re building trust, offering value, and helping people associate your brand with the helpfulness and expertise showcased in your website content.

For example, if someone searches “What’s the difference between pressed and cold-pressed oils?” and lands on your in-depth guide that clearly breaks things down, you’re not necessarily converting right away. You’re introducing them to your brand during a moment of curiosity. You’ve answered their question, helped them get informed, and gotten on their radar.

Instead of landing immediate results, you’re building a long-term relationship.

When you want traffic that costs nothing per click

Once your content starts to accumulate organic rankings, you don’t have to pay every time someone lands on your site—which is perfect when you’re working with a tight budget. It makes SEO a smart move for businesses that want long-term visibility and a strong online presence without paying for every tap.

Let’s say you wrote a blog post on how to make flowers last longer. Two years later, it’s still ranking on Google, and people in your target audience are clicking every day. That’s free traffic with no ad spend, simply because you took the time to create something useful.

What’s more cost-effective than that?

When you’re in it for the long game

Organic search takes time to build, but the payoff can be huge. Once your content ranks high on page one, it keeps working for you. Unlike ads, which stop the moment you stop paying, SEO content can keep pulling in traffic for months—or even years—with no extra cost.

Think of it like this: You publish an in-depth guide on how to care for different types of plants. It starts slow, but after a few months it gains traction, people link to it, and it climbs up Google’s rankings. Before you know it, you’re getting 10,000 visits per month—without spending a cent on ads.

When your content is evergreen

SEO works best when you create quality content that stays useful and relevant long after it’s been published. These are the types of searches that don’t change often: things like “how to train a puppy,” “what to pack for a hiking trip,” or “how to choose the right moisturizer.”

This applies to just about everyone, no matter your industry.

If you’re a B2B company, it could be comparison posts or how-tos. If you’re ecommerce, maybe product care tips or seasonal styling advice. And for local businesses? FAQs like “how much does a home inspection cost?” never go out of style.

When you want to build trust and credibility

People trust what ranks high on Google, especially when it’s not marked as an ad. The truth is, most people don’t even make it to the second page of search results. So if you appear organically on page one of a search, it sends a quiet but powerful signal: You know what you’re talking about (or in SEO terms, your content is authoritative).

Say someone’s researching how to take care of dry skin in winter. Your skincare blog shows up near the top of the search engine results pages, and there’s no “Sponsored” tag. In their mind, you’ve earned that spot—and they’re much more likely to trust your advice, or even book a consultation, right after reading. 

When you want highly targeted traffic

With organic search, people usually find you because they were already looking for what you offer. And that means they’re more likely to stick around, browse, sign up, or buy.

Let’s say someone searches “best air-purifying plants for small apartments” and ends up on your blog. You’re not just educating them—you’re showing them that you sell those exact plants. That’s how helpful content turns site visitors into real customers.

When you want insights to guide your next move

Organic search isn’t just about getting traffic, it’s also a great way to learn what people care about and gather actionable data to inform all the other parts of your digital marketing strategy. Tools like Google Search Console help you see the phrases people are searching before they land on your site. And when you know what your audience is searching for, you can make content that better suits them.

Say you notice a lot of impressions around hyaluronic acid benefits in your skincare blog’s data, but you’ve never written about it. That’s your cue to create a new post, and suddenly, you’re getting a fresh wave of traffic just by identifying low-hanging fruit and filling the content gap.

When you want content that does double (or triple) duty

The beauty of SEO content is that you can repurpose it everywhere. A blog post can become a reel, an email, a downloadable checklist—whatever makes sense for your audience.

Maybe you’ve written “10 tips for glowing skin in winter.” You could turn that into a social carousel, a quick newsletter piece, or even a freebie that people download in exchange for their email. That one piece of content now fuels your entire marketing engine.

When to use paid search (PPC)

Paid search is all about quick results. It’s great when you need to show up now—not weeks or months from now—and reach very specific demographics. It’s perfect for campaigns that are time sensitive and need immediate traction. Plus, it gives you access to clear, actionable data while letting you test and tweak things as you go. Yes, it costs—but if you’ve got the budget and a clear goal in mind, it can work wonders.

So when does it make sense to lean into paid search? 

When you need to generate instant results

One of the biggest advantages of PPC is that the moment your ad gets approved, it can immediately start driving traffic to your site. That’s why it’s a go-to for product launches, seasonal campaigns, and quick traffic boosts during lulls.

Let’s say you’re launching a new course, and your goal is sign-ups. The minute your ad goes live, people can start clicking through and signing up. No long waiting periods. No hoping for Google to index your page. Just on-demand traffic when you need it most.

When you want keyword data to use for SEO

One underrated PPC perk is that it shows you exactly which search terms are working: real words, real people, real clicks. So even though you’re running paid ads, you’re also learning what content to invest in organically.

Say you’re running an ad for organic oil delivery, and it’s converting well. That’s your sign. You now know there’s genuine search interest, which means it’s probably a good keyword to target with blog posts, landing pages, or even an SEO-driven product guide.

When you want a strong return on investment (ROI)

Yes, you’re paying for clicks—but that doesn’t mean you’re losing money. If your paid search campaigns are properly set up, you should earn more than you spend. And this is especially valuable if you’re selling high-margin products or services that lead to repeat customers.

Let’s say you spend $100 on Google Ads and make $500 in sales. That’s a 5x return. Even better? That revenue might come from users who now trust you enough to come back again and again—without you having to pay for the next click.

When you want to attract ready-to-buy users

When someone clicks on an ad, they usually know what they’re looking for. They’re not in research mode—they’re in buying mode. And that’s the beauty of paid search: You don’t have to do as much convincing.

Think of someone searching for same-day flower delivery. If you’re a florist running a targeted ad for that exact term, you’ll likely get an instant order—because the need is urgent, and they found your ad at the right time.

When you need actionable data

Google Ads gives you access to a treasure trove of data: impressions, clicks, costs-per-click, conversion rates. All of it. And it’s data you can immediately use to tweak your campaigns for better performance.

Let’s say the data shows one of your ads is performing better on mobile. You can adjust your mobile bids to bring in more of that traffic. Or if one ad has a high CPC (cost-per-click) and no conversions? Pause it. Test something new. You’re in full control in real time.

When you want to support your other marketing channels

The copy that performs well in your PPC campaigns? 

Use it everywhere. Paid search gives you instant feedback on what messaging resonates—and you can carry that insight over into your emails, your socials, and even your website.

If you find that a headline like “Say goodbye to dry skin in two days” is pulling in tons of clicks, try it as your next email subject line. Or make it the hero banner on your homepage. 

It’s all about creating a loop—what works in one place can be repurposed for another.

When you have a flexible budget

You don’t need to spend a fortune to get started. 

One of the best parts of paid search is how flexible it is. You set your own daily budget, test what works, and scale from there.

So maybe you run a $25 campaign for your downloadable skincare guide, just to see what clicks. You might only get a handful of leads, but you’ll understand your audience better. You’ll know what they respond to, what they ignore, and where you can double down.

Traffic quality + conversion behavior

When it comes to the traffic you get from organic versus paid search, not all clicks are created equal. Even the reasons why people click in the first place are completely different. 

Some users are clicking because they’re just curious. Others are clicking because they’re ready to open their wallets and buy.

Organic search: The curious researcher

Much of organic traffic consists of people who are still investigating. They’re in learning mode. They’re comparing options. 

But the main question that’s guiding them is, “what is the best option?”

Based on heat map studies, these users’ eyes drift right past the ads. They’re drawn to the organic results—the ones that feel earned. They’re looking for the expert. Someone they can trust. Someone who knows what they’re talking about. And that’s who gets their click.

Top organic listings pull both eyeballs and clicks. According to Backlinko, the #1 organic result gets about 28% of all clicks—massively outperforming any ad spot.

Say someone searches “how to care for succulents.” What they’re looking for is how. They want to learn. So they land on a step-by-step blog post, read through it, maybe bookmark it, maybe browse another guide. And maybe—maybe—they’ll come back next week to grab your potting mix starter kit.

Because of this, the path to purchase is longer. There are more touchpoints. And these users often need more convincing, more guidance, and more nurturing before they’re ready to act. 

At this stage, they’re not ready to buy—they’re still figuring out what’s best.

Paid search: The wallet-in-hand buyer

PPC traffic, on the other hand, is all about action. Or rather, transaction. These users already know what they want. 

They’re not asking what’s best. They’re asking where can I buy it—and can I get it today?

They click on the sponsored result, and they do it with their wallet in hand. They’re ready to give you everything.

The average search ad click-through rate (CTR) sits at around 6% across industries. That’s far lower than the organic top slot, but each click carries greater purchase intent. This is someone who wants to act now.

Because the buyer journey is shorter, it looks more like this:

You’re seeing conversions within hours, not weeks like with SEO.

But there’s a trade-off.

CPCs are volatile. They bounce around like a yo-yo in competitive niches. One week you’re paying $1 for a click, the next it’s $3. All because you’re bidding against competitors for that same high-intent search.

That volatility is exactly why landing page alignment is non-negotiable.

If your ad promises “same-day succulent delivery,” your landing page has to echo that message. It needs to load quickly. It needs to show that “Order before 2 p.m.” banner up front. Because this user is ready to buy—but if your page doesn’t deliver on what the ad said, they’ll bounce. That pricey click will hit the back button right back to Google—and just like that, you’ve lost them.

Cost and ROI: short-term vs long-term

So, how much do SEO and PPC really cost—and what do you get in return for your money (or time)?

Let’s break it down.

SEO: High up-front effort, long-term compounding value

With SEO, you’re putting in the work from day one. You’re writing blog posts, you’re fixing technical issues, you’re building links—it’s a lot. And you won’t see results right away. But once your content starts ranking, it can drive free traffic for months. Sometimes even years.

This is what makes SEO such an important strategy if you’re trying to build something long-term. You’re creating an asset. Every blog post, every optimized page continues to bring in leads without needing extra money poured into it.

For example, if you write a guide on how to take care of plants, it might take you a while to complete it. You’ll need the time, maybe even a bit of budget, to get it right. But once it starts ranking, that same blog post could bring you traffic and conversions for the next two years without having to spend another cent. It keeps working—even when you’re not.

And when your content does land in that top spot? It’s powerful. Plus, less than 1% of people click through to page two of the search results—so if you’re not ranking on the first page, you’re basically invisible. That’s why all up-front work matters. 

SEO and CAC

That initial SEO investment can feel like a lot. In the first few months, your customer acquisition cost (CAC) for SEO might actually be higher than PPC’s. You’re putting in hours, budget, effort… and waiting. 

But give it time. Because around the six- to nine-month mark, the curve starts to flip. Your CAC for SEO gets lower. Much lower. And it keeps getting lower over time as your content keeps ranking, bringing in more and more leads without the ongoing spend. 

PPC: You pay to play, and you get fast results—but there’s a cost

PPC is all about speed. You’re paying every time someone clicks on your ad, and that click could lead to an immediate sale. So if you’re hitting the right keywords and speaking to the right people, you can see results the same day.

But the second you stop spending? The traffic stops. It’s a great strategy when you want quick wins, or when you’re in a testing phase and want to move fast—but you need a consistent budget to keep it going.

And here’s the kicker: 65% of clicks on commercial keywords go to sponsored results. That means PPC is claiming the bigger slice of the pie compared to organic (which gets about 35% for those same keywords). So if you’re in a competitive space, PPC might be necessary to even show up for searches with commercial intent.

Let’s say you launch a Google Ads campaign for “best flower shops near me” and someone finds you and books that same day. Amazing. But once your budget runs out? That visibility vanishes as if it were never there. With SEO, on the other hand, you’d still be on the map, your up-front costs continuing to bring further ROI.

PPC and CAC

PPC CAC tends to look great early on. Your ad spend gets results quickly. But over time? Your CAC can simply plateau or—worse—climb, especially if your industry is competitive and CPCs rise. 

You’re essentially renting traffic. And the rent goes up. That’s why without good ad quality and a high-converting landing page, your ROI can start to shrink, even if you’re still getting clicks. 

How SEO and PPC can work together

It’s not always SEO versus PPC. It’s about when and why. SEO is brilliant when you’re building for the long haul. PPC is perfect when you need results now. But do you always have to choose one over the other?

Not at all.

In fact, when you use them together—strategically—they start to feed into each other and unlock even better results.

Here’s how you can make SEO and PPC work hand in hand:

Use PPC to test keyword intent before committing to SEO

Think of PPC as a quick keyword lab. You can run short Google Ads campaigns to see how real people respond to certain keywords—before you spend hours and budget building SEO content around them.

It’s like dipping your toe in to test the water before taking the plunge.

This matters because SEO takes effort—and you want to know it’s worth it. So if you’re thinking about writing a guide on “best essential oils for sleep,” but you’re unsure if people are actually searching for that, run a quick PPC ad.

If you get solid clicks and a nice low CPC? That’s your green light. Go all in on that SEO content and let it start working for you long term.

Use PPC for quick traffic while SEO builds in the background

SEO is a long game. It takes time to gain traction—but PPC is instant. The moment your ad goes live, you can start getting clicks.

That’s really handy if you’ve just launched a new site. No one knows you yet. Your blog posts haven’t ranked. Your guides are still in production. But with PPC, you can start getting sales or leads today while your SEO quietly does its thing in the background.

So while your blog post on winter skincare tips is still climbing the ranks, you can run a PPC ad for skincare kits for dry skin and start seeing traffic right away.

Use PPC to retarget your SEO visitors

Here’s the thing: Most people who land on your SEO content probably don’t convert right away. But that doesn’t mean they’re lost. You can follow up.

With retargeting, your PPC ads keep you top of mind, nudging people back to your site when they’re ready to act.

Let’s say someone reads your blog on how to care for sensitive skin, then leaves. A few days later, they see a display ad for your sensitive skin starter kit. Now they’re interested. They click. They convert. That’s the power of combining the two.

Use your SEO content to improve PPC landing pages

Your SEO content isn’t just for organic traffic. It can double as brilliant landing page material for your ads.

If you’ve already created a high-quality, helpful guide on best skincare products for winter, that page probably loads fast, has useful content, and converts well. Instead of building a brand-new landing page for your winter PPC campaign, use what you already have.

But—and this part’s important—not every SEO page is going to work for PPC. A lot of SEO content is built for informational top-of-funnel searches. Think: “How to care for dry skin in winter.” That’s educational, not transactional. And if you send ad traffic there, it’s probably going to bounce. 

You need to be more selective. When you’re repurposing SEO content for paid ads, focus on pieces that speak to mid- to bottom-of-funnel intent. Those “ready to compare,” “ready to buy,” “just need a nudge” kinds of pages. Think: Product pages, in-depth comparisons, solution-focused landing pages. 

Those are the SEO pages aligned with commercial or transactional keywords, and they’re way more likely to convert paid traffic as a result.  

Because great content = great customer experience = better ad quality score = lower cost per click. 

Simple.

Use PPC data to shape your SEO strategy

Your ad data is full of clues. Look at which headlines are getting the most clicks, what keywords are converting, and what CTAs are working.

Why guess when you can use actual insights?

If your best-performing ad says, “Say goodbye to dry skin this winter in 4 steps,” turn that into a blog post. You already know it resonates. It’s clear, clickable, and solves a real problem. That’s what Google (and your readers) love.

Use both to dominate the search results

This is where things get really fun.

If you’re running a PPC ad and your organic result is ranking for the same keyword, you’re taking up double the space on that Google results page. More visibility. More trust. More clicks.

So someone searches for “best skincare for dry skin” and your ad is at the top while your blog is right below. You look like the go-to expert, and people are way more likely to click one or the other (or both).

Appearing in both the paid and organic listings of the same search results page isn’t so much “you versus you.” You’re owning the space and demonstrating your content’s authority.

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Pro Tip: Bonus points if you’re a local business and you’re also showing up in the Google map pack for that same search. That’s triple the presence on page one: ad, organic, and map. This gives you instant authority in the user’s eyes. You’re everywhere they look, and that makes you unforgettable. 

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Use PPC insights to tighten your SEO funnel

PPC produces data quickly—clicks, scroll depth, drop-off points—all in real time. Don’t let that data gold sit in an Ads dashboard. Pull the wins straight into your organic pages.

Say your numbers show visitors hammering the “Compare plans” button while almost ignoring “Start free trial.” Easy fix: Bump “Compare plans” higher on the SEO landing page and tweak the copy to match the ad that’s already working. You’re basically letting paid traffic test the calls-to-action so organic visitors see the proven version first.

Which is better for your business?

Here’s a quick decision guide—because it honestly depends.

Spoiler: There’s no universal answer. But this’ll help you figure out what makes sense for your goals, budget, and timing.

Question 1: Are you looking for quick wins or playing the long game?

• Quick wins → Go to Question 2
  
• Long game → You’re leaning SEO

SEO takes longer to see results, but builds value over time, like a snowball. Perfect if you want to grow steadily and not just spike and drop.

Question 2: Do you have a budget to pay per click?

• Yes → Go to Question 3
  
• No → Go back to SEO

PPC needs a budget. You’re paying for every click, so it works best when you’re able to invest on an ongoing basis.

Question 3: What’s your main goal right now?

• Sales/leads right now → You’re leaning PPC

Paid search works fast. The day your campaign goes live, you’re visible and clickable. Great for launches, sales, and short timelines.

• Building credibility/trust → You’re leaning SEO

Organic results feel earned, not bought. If you want to look like an expert, this is where you start.

Question 4: Are you testing something new?

• Yes → Consider PPC first

If you’re testing a product, service, or market, PPC gives you instant feedback before you go all-in. Think of it as dipping a toe in the water before diving in.

• No, I have a clear offer already → SEO might serve you better

If you’re confident in your offer and want it to gain visibility over time, SEO gives you compounding returns—without constant spend.

Question 5: Is your industry super-competitive?

• Yes → Start with PPC to gain visibility now

You might not rank on page one organically for a while. Ads help you show up where it counts, while your SEO works behind the scenes.

• No / You have niche keywords → SEO can go the distance

If competition is low to moderate, you can start ranking faster, and SEO becomes a high-leverage investment.

Final Result

You’re not choosing sides. You’re choosing timing.

• Use SEO when you’re building a long-term brand, want to lower acquisition costs over time, or need to grow trust and visibility slowly but surely.
  
• Use PPC when you need fast results, want to test, or you’re fighting for attention in a crowded market.

Sometimes, the smartest move is to use both. One brings trust. The other brings instant traffic. Together, they’re a powerhouse.

Track your PPC and SEO like a pro

SEO is slow at first, but once it starts gaining traction, it snowballs. PPC, on the other hand, is like turning on a tap. You get results instantly. But the moment you switch it off? It dries up.

And because of that, there’s no clear “winner.” It’s not about SEO versus PPC. It’s about what you need, and when.

Once you’re clear on your goals, budget, and timeline, both can help you grow faster, smarter, and in a way that lasts.

Start with what you need most.

Do you need traffic now? Or traffic that lasts?

Use both to test, learn, and grow. Together, they’re not enemies. They’re your two best workers, backing each other up and getting long-term results.

Once your ads are live, you’ll want to keep an eye on what’s working.

The good news? We’ve already made that part simple for you.

Need help tracking your PPC performance? With our PPC tracking guide, you’ll learn how to properly track clicks and conversions so you can spend smarter, not just louder. From building brand awareness to driving real sales, we’ll help you get the most out of every ad.

Thinking SEO might be the real hero here? Our SEO guide breaks down how to build a long-term traffic engine, step by step. So even while you sleep, your content can keep working behind the scenes. Perfect if you’re planting the seeds now and ready to grow something that lasts.