Google Search vs PPC: Which is Better for Your Business?

In the digital marketing world, boosting visibility and driving traffic to your website is vital to business growth. Two tried-and-tested methods to achieve this are organic Google Search (search engine optimisation) and paid search (pay-per-click advertising). Many UK businesses struggle with the question: Google Search or PPC – which approach is better for my business?

This guide will delve into the key differences, pros, and cons of both strategies to help you decide which is most appropriate for your unique goals.

"PPC is a quick sprint. SEO is a marathon. Your business needs to be fit for both."

Calculating ROI for PPC Advertising

PPC gives us immediate feedback on what results it generates, how many leads via phone or form fill, for example. This is great because you can work out how well the campaign generates leads, but there is more to it than this. 

Whenever we explain their PPC return to clients, we have to have the full picture. Was the phone call a lead, or was some company clicking on your ads trying to sell you something? Did the phone call lead to business? If so, how much? All of this makes a difference to the return on your investment into PPC advertising. 

Key Considerations of the PPC Calculation

PPC can be very expensive or very lucrative. Here are a few key points to remember that make a difference in overall performance. 

CTR / Click-through Rate. It measures how effective your ad is at getting people to click through to your website. A lower click-through rate means you're not winning the clicks to get people to see what you offer and lead to business.

Website conversion rate. If you pay for 100 interested people to go to your website (specifically a landing page), how many convert into an inquiry? If currently 5 in 10 convert and you make some well-educated tweaks that lead to 10% conversion, this doubles (that’s right, DOUBLES) your lead output. This could be better understanding your customer needs, adding more trust signals, or improving the user experience.

Sales Conversion Rate. If you are a service business, like in construction and property, the likelihood is you will need that lead to convert into business through a sales proces such as booking a site visit and providing a quote. Or converting them on the phone. The rate in which you convert these makes a big impact to the outcome of the campaign. If you currently convert 1 or 2 in 10 and the lead costs outweigh the amount you make, this won’t last long. You convert more, this might be what is needed to make the whole thing extremely profitable. It will be different for every business. 

CLTV / Customer Lifetime Value. How much are your customers worth? By upselling, getting repeat business, or recurring revenue, these are all ways you can increase the customer's value to your business, making the outcome of the campaign even more lucrative. 

Closing the loop successfully. Our own personal term that we measure. For every customer interaction, do you a, turn them into positive public feedback in the form of an online review or video testimonial. These help new customers choose you over the competition which increases your conversion rate both on the website and in the sales process. B, promote and encourage recommendations and referrals. This could be as simple as giving a few business cards when you complete the work and saying,”If you are happy with our service, we would appreciate an online review, but also, if you know anyone else who requires our services, please pass them our details. Our business runs on the good word of our previous customers, so it is very much appreciated”.

If you look after each stage and maximise the rates in which things convert, PPC will perform great for your business, if you don’t, you are leaving money on the table and worse, the campaigns lose you money. 

Combining SEO and PPC for Maximum Results

Rather than framing Google Search and PPC as two entirely separate approaches, the best strategy often lies in combining them. Both strategies complement each other, creating a marketing powerhouse.

Synergies Between SEO and PPC:

• Increased Visibility: Dominate search engine results by appearing in both paid ads and organic rankings.
• Keyword Testing: Use PPC to test which keywords drive the highest traffic, then integrate those into your SEO strategy.
• Immediate and Long-Term Growth: While PPC delivers instant traffic, SEO builds sustainable momentum.

Which Option Is Best for Your Business?

The right choice depends on your business goals, budget, and timeline.

• Opt for SEO if: You’re striving for long-term, sustainable growth, building credibility, and targeting broad organic visibility. It’s ideal for businesses that can wait several months for results.
• Opt for PPC if: You need immediate traffic, leads, or sales, or you’re promoting a time-sensitive offer. Ideal for industries with high competition or businesses with a defined target audience.

For many UK businesses, a mix of SEO and PPC often works best. Working with experts like Winston Web Co ensures your strategy is tailored to your needs.

Conclusion

So, Google Search or PPC? The answer lies in understanding your business’s goals and crafting a strategy tailored to your unique needs. SEO offers credibility, sustainability, and long-term value, while PPC provides instant visibility and precision targeting.

At Winston Web Co, we believe in creating bespoke marketing solutions for UK businesses. Whether you’re looking to improve your organic rankings, launch a high-converting PPC campaign, or do both, our team is here to guide you.

Ready to take your digital marketing to the next level? Speak to our experts today and discover how we can help your business grow.