SEO vs PPC
SEO vs PPC: Which Is Better for Your Business?
SEO and PPC both put you in front of searchers — one earns placement, the other rents it. The right choice depends on your timeline, margins and market. Here is an honest comparison.
Cost behaviour over time
PPC costs scale linearly: stop paying, stop appearing. SEO costs are front-loaded: heavy investment early, then traffic that continues with maintenance. Over 12–24 months, SEO usually delivers a lower cost per lead in most Canadian markets — but PPC delivers this week.
Trust and click behaviour
A significant share of searchers skip ads entirely and click organic results, particularly for research-heavy purchases. Appearing in both — ads plus organic — captures the most total clicks and reinforces credibility.
When to use which
Use PPC for immediate demand, testing offers, and seasonal pushes. Use SEO for durable, compounding acquisition. Most healthy businesses eventually run both, with PPC data (which queries convert) informing SEO priorities.
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