Do Google Ads Help SEO? Here’s What You Need to Know

Google Ads and SEO (Search Engine Optimisation) are two distinct digital marketing strategies, and running Google Ads does not directly improve your organic rankings in Google Search.

However, Google Ads can indirectly support your SEO efforts by increasing brand awareness, driving targeted traffic, and providing valuable keyword insights. If you combine paid search (PPC) and organic search (SEO) your business will often see better overall marketing results.

In this guide, we’ll explore the difference between Google Ads and SEO, how paid ads can support organic search, and when to invest in SEO vs Google Ads for your business.

Google Ads vs SEO – Are They the Same?

Many businesses assume that Google Ads and SEO are the same, but they serve different purposes.

Difference Between SEO and Google Ads

• SEO is the process of optimising your website to appear organically in search engine results without paying for placement.
• Google Ads is a paid advertising platform where businesses bid on keywords to have their ads displayed at the top of search results.

Is Google Ads SEO? Are they the Same Thing?

No, Google Ads is not SEO. While both strategies drive traffic to your website, SEO is focused on long-term organic visibility, whereas Google Ads provides instant exposure through paid ad placements. Google’s search algorithm does not consider Google Ads spending when ranking organic search results.

If you’re looking to improve your SEO and PPC performance, consider working with a Google Ads and SEO agency to build a well-rounded strategy for your business.

Do Google Ads Help SEO Performance?

While Google Ads does not directly improve SEO rankings, it can have an indirect impact in several ways:

1. Increased Brand Awareness

Running Google Ads campaigns increases your brand’s visibility in search results. Even if users don’t click your ad, they may recognise your brand and search for it later, leading to more branded organic searches, which can improve SEO.

2. More Traffic & Engagement Signals

Google’s algorithm considers user engagement metrics, such as time on page and bounce rate, when ranking content. If Google Ads drive quality traffic to your site and users engage positively, it may enhance your SEO performance.

3. Keyword Insights for SEO

Google Ads provides real-time keyword performance data, helping businesses identify high-converting keywords which can be used for SEO. You can use the Google Ads Keyword Planner to refine your SEO keyword strategy.

How to Use Google Ads for Your SEO Strategy

Google Ads can be a valuable SEO research tool when used strategically.

1. Google Ads Keyword Research for SEO

• Use Google Ads search term reports to find keywords that drive high engagement.
• Identify low-competition, high-conversion keywords for organic content.
• Test keyword variations in Google Ads before targeting them with SEO.

2. Testing SEO Content with Google Ads

• Run Google Ads to test landing pages, headlines, and CTAs before committing to SEO content.
• Track ad performance to see what messaging resonates with your audience.

3. Using Google Ads to Build Backlinks & PR

• Increased brand exposure through Google Ads can lead to more backlinks.
• Journalists and bloggers often reference widely seen brands, boosting organic mentions.

Want expert help? Work with SCOPE, a Google Ads and SEO agency to refine your paid and organic strategy.

Google Ads vs SEO – Which One Is Better?

Both Google Ads and SEO have strengths, but the right choice depends on your business goals, budget, and timeline. Below is a comparison table to help you decide which strategy best suits your needs.

Google Ads vs SEO: Key Differences

Factor	Google Ads (PPC)	SEO (Organic Search)
Speed of Results	Immediate – ads start running once approved.	Long-term – takes months to rank organically.
Cost Structure	Pay-per-click (PPC) – you pay for each ad click. **Excludes agency management fees	Free traffic, but requires ongoing optimisation. **Excludes agency management fees
Visibility	Top of search results (paid ads section).	Below ads but higher trust from users.
Sustainability	Stops when budget runs out.	Continuous traffic with proper optimisation.
Click-Through Rate (CTR)	Lower than organic results due to ad placements.	Generally higher as users trust organic listings.
Targeting Options	Advanced targeting by demographics, device, and interests.	Limited to optimised content appearing in search results.
Best For	Short-term campaigns, promotions, immediate leads.	Long-term brand authority, consistent organic traffic.

When to Invest in SEO vs Google Ads for Your Business

Choosing between SEO and Google Ads depends on your business goals, budget, and timeline. Each strategy serves a different purpose, and the right choice depends on your current needs.

When to Invest in SEO

SEO is a long-term investment that builds sustainable organic traffic over time. It’s best suited for:

• Businesses looking for long-term growth – SEO takes time but delivers consistent traffic once established.
• Companies with limited ad budgets – Unlike Google Ads, SEO traffic doesn’t require ongoing payments per click.
• Businesses in competitive industries – Ranking for high-value keywords can lead to continuous leads and conversions.
• Content-driven marketing strategies – If your business relies on blog content, product guides, or organic search, SEO is essential.

When to Use Google Ads

Google Ads is a fast and targeted approach to getting immediate results. It’s ideal for:

• Businesses needing instant traffic – Google Ads delivers leads and conversions as soon as the campaign goes live.
• New product or service launches – PPC can create awareness and drive demand before SEO gains traction.
• Seasonal promotions or limited-time offers – Ads ensure your brand appears when demand spikes.
• Highly competitive industries – Google Ads allows businesses to bid for top placements even when SEO rankings take time.

When to Use Both SEO & Google Ads Together

A combined strategy works best for businesses looking to maximise their search visibility:

• Google Ads drives instant traffic while SEO builds long-term organic rankings.
• PPC data provides valuable keyword insights for future SEO content.
• Google Ads increases brand awareness, which can lead to more organic searches.

Should You Work With a Google Ads and SEO Agency?

Managing Google Ads and SEO requires a strategic approach, as both channels have different optimisation techniques and performance metrics. A specialist agency can help businesses leverage the strengths of both strategies while ensuring they work together for maximum impact.

Expert Strategy & Campaign Management

A Google Ads and SEO agency has the expertise to build data-driven campaigns that complement each other. Instead of running paid and organic efforts in isolation, an agency can:

• Align PPC and SEO strategies to target high-converting search terms.
• Optimise landing pages for both ad relevance and organic rankings.
• Monitor performance across paid and organic search to refine bidding and content strategies.

Keyword Research & Competitive Insights

One of the biggest advantages of working with an agency is access to in-depth keyword research and competitive analysis. Agencies use tools like Google Ads data, competitor analysis, and search trends to:

• Identify high-value keywords for both PPC and organic search.
• Test ad copy and landing pages before investing in long-term SEO content.
• Spot gaps in competitors’ strategies and create content that ranks higher organically.

Maximising ROI With Data-Driven Optimisation

An experienced agency doesn’t just set up ads or optimise content—they continuously track performance, test variations, and refine strategies. This ensures:

• Better ad spend allocation by adjusting bids based on organic rankings.
• Higher CTR and conversion rates by aligning ad messaging with organic content.
• Scalability by expanding high-performing campaigns across multiple search channels.

Why Choose an Integrated Google Ads & SEO Approach?

While SEO delivers sustainable, long-term growth, Google Ads provides immediate visibility and lead generation. When both are managed effectively, businesses can dominate search results and achieve higher ROI.

Final Thoughts on Google Ads & SEO

Google Ads does not directly improve SEO rankings, but it can indirectly boost brand awareness, keyword insights, and user engagement.

• Google Ads and SEO are separate but complementary strategies.
• PPC can drive instant traffic, while SEO is a long-term investment.
• Combining paid and organic strategies leads to better results.

Want to maximise your online presence? Work with a Google Ads and SEO agency to create a strategy that drives traffic and conversions.