SEO and Google Ads solve different acquisition problems for professional services firms. Paid search gives immediate visibility and tighter control. SEO builds durable visibility around recurring service and problem-led searches.
Use Google Ads when speed and testing matter
Paid search is useful when the firm needs demand quickly, wants to test a new service or needs precise keyword and geographic control.
Use SEO when demand is recurring
SEO is stronger when buyers repeatedly search for the same service, problem or location and the firm can invest in useful pages, expert content and technical quality.
Compare commercial outcomes
- Qualified enquiries
- Proposal opportunities
- Cost per won client
- Win rate by source
- Pipeline value
Do not compare PPC cost per click with an SEO retainer in isolation. Compare the quality and value of work each channel creates.
Use our Google Ads budget guide and SEO checklist to assess each channel.
