Business owners often ask me: should I invest in SEO or Google Ads? The honest answer is that both have their place, but they work very differently.
Google Ads: Immediate but Temporary
Google Ads put you at the top of search results immediately. You pay per click, and the moment you stop paying, you disappear. Typical costs for local service searches on the Costa del Sol range from €2 to €15 per click depending on industry. For competitive terms like “lawyer Marbella” or “dentist near me,” clicks can cost €10 or more.
SEO: Slower but Compounding
SEO takes time to build — typically 2 to 6 months to see significant results. But once your GBP and website are ranking, the traffic is effectively free. You do not pay per click. And the results compound — a well-optimised site gets stronger over time, not weaker.
The 12-Month Cost Comparison
A local business spending €500 per month on Google Ads will spend €6,000 in a year and have nothing to show for it when they stop. The same business investing in SEO and a purpose-built website has a permanent asset that continues generating leads indefinitely.
My Recommendation
Start with SEO — specifically GBP optimisation, which can show results in weeks. If you need leads immediately while SEO builds, run Google Ads alongside it. Then reduce ad spend as organic traffic grows.
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Frequently Asked Questions
Can I do both SEO and Google Ads?
Yes, and many businesses benefit from both. Ads provide immediate leads while SEO builds long-term organic visibility. Over time, you can shift budget from ads to SEO as your organic presence strengthens.
How much should I spend on Google Ads?
That depends on your industry and location. I can advise on realistic ad budgets, but my primary recommendation is always to invest in the organic foundation first.
What happens when I stop paying for Google Ads?
Your ads disappear immediately and so does all the traffic they generated. SEO results, by contrast, continue working even if you pause active optimisation. The website and GBP presence you built remains.
Is SEO cheaper than Google Ads in the long run?
Almost always. SEO requires upfront investment but generates ongoing organic traffic at no per-click cost. Google Ads costs increase as competition grows. Most of my clients find that SEO delivers a better return over 12 months.
Can you manage my Google Ads as well?
My primary focus is organic SEO and GBP optimisation. For Google Ads management, I can recommend trusted specialists. However, my SEO work often reduces the need for ad spend over time.