Why opposing SEO and Google Ads is a strategic mistake
Many businesses believe they have to choose between SEO and SEM (Google Ads). In reality, these two approaches are highly complementary . At Bofu , we believe in synchronizing short-term efforts with long-term levers to maximize your presence on Google.
Quick Definition: SEO vs SEM
-
SEO (Search Engine Optimization) : Organically improving your position in Google without paying for each click. This includes on-page , off-page , technical , multilingual and international , local SEO, as well as optimizations for AI .
-
SEM (Search Engine Marketing) : paid campaigns via Google Ads , including the Search Network, Shopping, Display, YouTube.
What is the footprint in the results page?
Today, a user sees several types of results simultaneously:
|
Result type |
Position |
|---|---|
|
Google Ads Search |
Top or bottom of page |
|
Organic SEO result |
Middle of page |
|
Google Business Listing |
Right column or local pack |
|
AI Generated Result (SGE) |
Before the classic results |
|
Third-party platforms |
Social networks, directories, forums |
Strategic objective : multiply your visible footprint on all these elements to capture as many clicks as possible.
How Google Ads Fuels a Smarter SEO Strategy
Google Ads = quick test of what works.
You quickly get data on keywords, search intentions, conversion rate per page or per audience.
Concrete example:
-
Launch a campaign on “Carpet Cleaning Montreal”
-
Identifying that “luxury rug” converts 3x more
-
Create SEO content targeted to this segment
This allows you to build an SEO strategy based on actual performance , not just search volumes.
Comparative study by type of company
|
Type of business |
Contribution of Google Ads |
Contribution of SEO |
|---|---|---|
|
eCommerce |
Quick access to qualified traffic via Shopping and Search |
Reduced acquisition cost, long-term visibility |
|
Local services |
Immediate visibility via Local Services campaigns and mobile search |
Strengthening Google listing, local backlinks, blog |
|
B2B / SaaS |
Highly qualified lead generation, effective retargeting |
Education, thematic authority, content for AEO/SXO |
KPIs to follow to manage your SEO + SEM strategy
|
Category |
Main KPI |
Why it's useful |
|---|---|---|
|
Google Ads |
Cost per conversion |
Evaluates the paid effectiveness |
|
Google Ads |
Quality Score |
Relevance indicator of your ads |
|
SEO |
Organic traffic |
Natural volume on your key pages |
|
SEO |
Positioning on keywords |
Tracking your progress |
|
Overall |
Average cost per lead |
Compare SEO vs SEM |
|
Overall |
Landing page conversion rate |
SXO Optimization (Search Experience Optimization) |
Recommended budget based on company strategy and maturity
|
Phase |
eCommerce |
Local services |
B2B / SaaS |
|---|---|---|---|
|
Short term (0-3 months) |
70% Google Ads / 30% SEO |
80% Ads / 20% SEO |
60% Ads / 40% SEO |
|
Medium term (3-9 months) |
50% Ads / 50% SEO |
60% Ads / 40% SEO |
40% Ads / 60% SEO |
|
Long term (9+ months) |
30% Ads / 70% SEO |
40% Ads / 60% SEO |
30% Ads / 70% SEO |
💡 The more competitive your industry is , the more time SEO will take, but the more profitable it will be in the long run . So it's not a universal rule, but one to help you position yourself.
How to build an integrated SEO + SEM strategy
Recommended steps:
-
Launch a Google Ads campaign on the target keywords.
-
Identify the best performing conversions, CTRs and CPCs.
-
Create SEO content around high-potential segments and intentions.
-
Optimize pages for SXO , improving user experience and conversion.
-
Track the performance of both channels and adjust quarterly.
The role of artificial intelligence: AIO, GEO, AEO
Search engines like Google use AI to present contextual and generated answers from online content.
|
AI and SEO |
Definition |
Recommended article |
|---|---|---|
|
AIO |
AI Indexing Optimization |
|
|
GEO |
Optimization for generative engines (Google SGE, ChatGPT) |
|
|
AEO |
Answer Engine Optimization |
A coherent omnichannel strategy: the key to ROI
SEO and SEM should not be isolated. They are part of a complete digital ecosystem :
-
Google My Business and local SEO
-
Social media and amplification campaigns
-
Email marketing, CRM automation
-
YouTube, UGC, video content
-
SEO blog articles, FAQs and SXO
🎯 Each channel feeds into the other. Everything must be aligned with a clear overall goal .
FAQ – Answers to Frequently Asked Questions
Should you stop Google Ads when SEO starts working?
No. SEO makes up for some of the traffic, but Ads remains essential for promotional campaigns, testing, and remarketing.
Does SEO cannibalize paid clicks?
No. Studies show that a double presence increases the overall click-through rate by 30-40% on the SERP.
How long before SEO shows results?
Between 3 and 6 months for the top positions, depending on the competition. The ROI is slower but more sustainable.
Can I rely on SEO alone?
No. During the growth phase, SEO does not replace the rapid and targeted acquisition of Google Ads.
Conclusion: Combining speed and durability
A well-integrated SEO + SEM strategy allows you to:
-
Acquire qualified leads today
-
Building Sustainable Authority on Google
-
Optimize long-term cost per acquisition
Discover our natural referencing services
Explore our Google Ads omnichannel acquisition solutions
