A 30‑second decision
Need results “this week”: start with Google Ads.
Need compounding growth: invest into SEO (while fixing tech and content).
Demand is weak / product is new: add social targeting + content.
Comparison table: SEO vs Google Ads vs Targeting
| Factor | SEO | Google Ads | Targeting (social) |
|---|---|---|---|
| Primary goal | Durable organic demand | Fast leads / sales | Demand creation, warm‑up, retargeting |
| Speed | 4–12+ weeks to visible shifts | 1–7 days to leads (with tracking) | 3–14 days to first learnings |
| Cost model | You pay for work, clicks are “free” | Pay per click + management | Pay per impressions/clicks + creatives |
| Best when | Search demand exists, you need long‑term growth | You have margin and need results quickly | You need to build demand or strengthen the funnel |
| Risks | Longer payback, needs content/tech | Budget waste without analytics & query cleanup | Creative fatigue, lead quality variance |
| KPIs | Visibility, clicks, organic leads, conversion | CPL/CPA, ROAS/ROMI, landing conversion | CPL, CTR/CPM, frequency, lead quality |
Before you start, clarify
- Goal: leads now vs organic growth later.
- Margin & AOV: can paid traffic be profitable?
- Geography: local (Kyiv/Kharkiv) or wider markets?
- Site & measurement: events, forms, calls, CRM?
If measurement is missing, begin with web analytics setup. Otherwise you will optimize “feelings”, not numbers.
When to choose SEO
SEO is the right choice when people already search for your service and you want stable traffic without paying for every click.
- Best for: services with steady demand, B2B, complex products, local intent queries (e.g., “digital marketer Kharkiv”) and trust building.
- Time to impact: commonly 3–6+ months.
- KPIs: visibility, clicks/sessions, organic leads, conversion rate, brand vs non‑brand share.
See website promotion and SEO specialist services.
When to choose Google Ads
Google Ads is the go‑to channel when you need leads fast and can control cost via testing, landing pages and analytics.
- Best for: proven offers, clear value proposition, demand is already present.
- Launch time: 3–14 days to collect first data (if your site and tracking are ready).
- KPIs: CPL/CPA, ROAS/ROMI, landing conversion, branded vs non‑branded share, lead quality.
Need setup & management? PPC specialist services.
When to choose targeting (social)
Social targeting works well when you need to create demand, warm up audiences, or run remarketing and look‑alikes.
- Best for: new products, visual niches, warm‑up/nurture funnels, info products, events, local offers.
- Time: 1–3 weeks to get stable learnings.
- KPIs: lead cost, CTR/CPM, engagement, cost per add‑to‑cart/lead, frequency, lead quality.
See targeting specialist services.
How to combine channels into a system
For most businesses, the best model is not either/or — it’s a channel mix with clear roles.
- SEO + Google Ads: Ads brings leads now, SEO lowers the average cost over time.
- Ads + targeting: targeting warms up, search captures high intent.
- SEO + content + targeting: content answers questions, targeting distributes, SEO compounds.
To make this work, you usually need landing pages, tracking, and a content structure. Helpful starting points: site audit FAQ and the semantic generator.
Common mistakes
- No tracking: clicks exist, but leads aren’t recorded — decisions become guesswork.
- Weak landing page: you buy traffic, but conversion stays low due to structure/speed/offer mismatch.
- One channel for everything: trying to replace search with social, or expecting SEO to deliver immediate demand.
- No experimentation: creatives, offers, audiences and landing pages stay the same — performance stalls.
- Ignoring lead quality: CPL looks fine, but sales don’t — connect CRM and track qualified leads/deals.
Q&A
Can I run ads without a website?
You can, but conversion rate and measurement usually suffer. At minimum, use a simple landing page with an offer and a form/contact. Without tracking (GA4/GTM/calls), optimization becomes guessing.
Where should I start if budget is limited?
Pick one channel aligned with the goal for a 2–4 week test, set up conversion tracking, and focus on one landing page. For fast results, Google Ads is often the starting point; in parallel you can build the SEO foundation (tech + key pages).
What is the main KPI: clicks or leads?
Leads/sales and their cost (CPL/CPA) are primary. Clicks and impressions are intermediate metrics. Track lead quality via CRM statuses (qualified lead/deal).
Is SEO worth doing if I need leads fast?
Yes, as a long‑term parallel investment. Ads typically drive quick leads, while SEO gradually reduces dependence on paid traffic and stabilizes lead flow.
Can I run SEO, Google Ads and social targeting at the same time?
Yes, if you have unified analytics, clear roles per channel, and a steady experimentation cadence. A practical mix: targeting warms up, search captures high intent, SEO compounds over time.
Next steps (do this today)
- Pick the primary goal: leads now / organic growth / mixed.
- Check tracking (GA4 + events) and basic site health.
- Select 1–2 channels and allocate a 2–4 week testing budget.
- Build a hypothesis list: offers, landing pages, audiences, creatives, keywords.
Want a channel mix for your niche? Contact us.