Many Calgary business owners ask us the same question: should I invest in Google Ads or SEO? The honest answer is that it depends on your business, your timeline, and your budget. But understanding the differences between these two strategies will help you make the right decision for your situation.
Google Ads delivers results immediately. You set up a campaign, your ads appear in search results within hours, and you can drive traffic to your website on day one. This makes Google Ads ideal if you need leads right now — perhaps you just launched a new service or you are experiencing seasonal demand. You pay per click, so you only pay when someone actually visits your website. For many Calgary businesses with immediate sales goals, Google Ads is the right choice.
The downside of Google Ads is that results stop the moment you stop paying. You are renting visibility from Google, and as soon as your budget runs out, your ads disappear and the traffic stops. For a small business trying to build long-term sustainable growth, this endless spending can become expensive. Additionally, not all searches convert equally — you may find yourself paying $5-$10 per click for competitive keywords in Calgary, with only a fraction converting into actual customers.
SEO is the opposite. It takes longer to see results — typically 3-6 months before you see meaningful traffic increases — but once you achieve rankings, you get traffic consistently without paying per click. SEO is an investment in owned media. The higher you rank in organic search results, the more traffic you receive, and the lower your cost per acquisition becomes over time. For a Calgary business playing the long game, SEO is more cost-effective.
The smart strategy for most Calgary small businesses is to use both. Start with Google Ads to drive immediate traffic while you work on SEO. Google Ads data tells you which keywords and messages actually convert customers, which you can then use to inform your SEO strategy. Over time, as your organic rankings improve, you can reduce your Google Ads spending and rely more on SEO. This integrated approach combines the immediate results of paid search with the long-term sustainability of organic growth.
Not sure which strategy is right for your Calgary business? Contact Grizzly Agency to discuss a customized digital marketing strategy that combines paid and organic tactics for maximum results.