How do SEO and Adwords work together ?

How Do SEO and AdWords Work Together?
SEO vs. AdWords – Friends or Frenemies?

If you run a small or medium-sized business (SME), chances are you’ve heard about SEO (Search Engine Optimization) and Google AdWords (now called Google Ads) as ways to get more eyes on your website. But which one should you focus on? And can they work together, or are they locked in some eternal digital rivalry? 

Spoiler alert: SEO and AdWords are not enemies—they are partners in crime when it comes to driving traffic, generating leads, and growing your online presence. 

In this guide, we’ll break down how these two strategies work, their differences, and, most importantly, how they can be used together to create a powerhouse marketing strategy for SMEs. 

SEO vs. AdWords: Understanding the Basics 

Before we dive into how they complement each other, let’s first understand what they do individually. 

What is SEO? 

SEO is the art (and science) of getting your website to rank organically on Google without paying for ads. It’s all about optimising your website so that when someone searches for keywords related to your business, your site appears on page one—preferably in the top three results. 

SEO involves: 

• Keyword optimization – Using relevant search terms throughout your website. 

• Quality content – Blogs, product pages, and guides that provide value. 

• Technical SEO – Optimizing site speed, mobile-friendliness, and structured data. 

• Backlinks – Getting reputable websites to link to your site. 

It’s like building a reputation in your industry—it takes time, effort, and consistency. But once you rank well, you’ll get free and sustainable traffic. 

What is Google AdWords (Google Ads)? 

Google Ads, on the other hand, is paid advertising that allows you to instantly appear at the top of search results. Instead of waiting for SEO to kick in, you can bid on keywords and have your ad displayed to potential customers immediately. 

Google Ads works on a pay-per-click (PPC) model, meaning: 

• You bid on specific keywords (e.g., “affordable digital marketing services”). 

• Your ad appears above organic search results. 

• You only pay when someone clicks on your ad. 

It’s like renting a billboard on Google’s search results—as long as you keep paying, you stay visible. 

SEO vs. AdWords: The Key Differences 

So, which is better? Neither. In fact, when used together, they form an unbeatable combination. 

How SEO and AdWords Work Together for SMEs 

1. AdWords Fills the Gap While SEO Builds Authority

SEO is a long-term investment—it can take months to rank for competitive keywords. But what if you need traffic right now? 

This is where Google Ads steps in. By running targeted PPC campaigns, you can immediately attract visitors while your SEO efforts are still gaining momentum. 

👉 Example: A small digital consultancy launches a new service. Instead of waiting months for SEO to take effect, they run Google Ads targeting “affordable SEO services for SMEs” to get instant leads. 

2. SEO Reduces Long-Term Ad Costs

Google Ads can get expensive—especially in competitive industries. The more businesses bidding on a keyword, the higher the cost per click. 

But as your SEO rankings improve, you’ll rely less on paid ads because you’re already appearing on page one organically. 

👉 Example: A local accounting firm spends $2,000/month on Google Ads. Over time, their SEO efforts push them to the top of organic results, reducing their reliance on paid ads and saving thousands in ad spend. 

3. Google Ads Data Helps SEO Strategy

Google Ads provides real-time data on what keywords are driving traffic and conversions. Instead of guessing which SEO keywords to target, you can use AdWords data to refine your content and SEO strategy. 

👉 Example: A boutique travel agency runs a Google Ads campaign for “romantic getaways South Africa.” The ad performs well, so they create an SEO-optimized blog post on “Top 10 Romantic Getaways in South Africa,” driving long-term organic traffic. 

4. SEO Boosts Ad Quality Score (and Lowers Costs)

Google assigns a Quality Score to your ads based on: 

• Keyword relevance 

• Landing page experience 

• Click-through rate (CTR) 

A high-quality website (thanks to SEO) improves your Quality Score, which lowers your Google Ads cost-per-click (CPC) and helps your ads perform better. 

👉 Example: A legal consultancy runs Google Ads for “divorce attorneys in Cape Town.” Their website is optimized with valuable content, FAQs, and fast loading times, resulting in a higher Quality Score and lower ad costs. 

5. Remarketing: SEO Attracts, AdWords Converts

Sometimes, visitors land on your website through SEO but don’t convert immediately. Google Ads remarketing lets you retarget those visitors with display ads to bring them back. 

👉 Example: A digital consultancy gets traffic from an SEO-optimized blog, “Best Digital Marketing Strategies for SMEs.” They run Google remarketing ads to remind visitors about their services, increasing conversions. 

When to Prioritize SEO vs. AdWords 

While using both is ideal, sometimes budgets force SMEs to prioritize one over the other. Here’s a guide to when each works best: 

The Best of Both Worlds 

SEO and AdWords are not competing strategies—they are complementary tools that, when used together, create a powerful digital marketing strategy for SMEs. 

• Use Google Ads for quick traffic and immediate conversions. 

• Invest in SEO for long-term organic growth and credibility. 

• Use Google Ads data to refine your SEO strategy. 

• Let SEO boost your Quality Score, reducing AdWords costs. 

For SMEs looking to maximize online visibility, combining SEO and AdWords is the smart move. 

Need Help Integrating SEO & Google Ads? 

Not sure where to start? Our digital consultancy specializes in tailored SEO and Google Ads strategies for SMEs. Let’s create a high-performing marketing strategy that brings instant traffic AND long-term growth. 

Let’s chat about how we can help your business thrive. 

Get in Touch Today!