This is one of the first questions almost every SME owner asks us, and the honest answer is: it depends on how much time pressure you're under.
Start with Google Ads if you need leads within weeks
Paid search is the fastest way to test demand for a service. You can launch a campaign, get in front of buyer-intent searches, and start generating enquiries within days — as long as your landing page is built to convert what you're paying to send there.
Start SEO if you have time and want compounding traffic
SEO takes longer to show results — usually 6 to 8 weeks for ranking movement, and 3 to 4 months for meaningful organic enquiries. But once you're ranking, that traffic doesn't stop the moment you pause your budget.
Most SMEs eventually run both
- Google Ads covers the gap while SEO is still building
- SEO reduces your long-term dependence on ad spend
- Both channels benefit from the same conversion-tracking set-up
The right starting point comes down to your runway, not a rule of thumb. If you're not sure which applies to you, send us your situation and we'll give you a straight answer.