Google Ads vs. SEO: Which One Should You Prioritize?

Maximizing ROI: When to Use Google Ads and When to Rely on Search Engine Optimization

Here’s the million-dollar question for educational programs and institutions trying to boost their online presence: should you invest in Google Ads or Search Engine Optimization (SEO)? The truth is, both are powerhouses in the digital world, but they work in very different ways. Let’s break down what each one brings to the table so you can make the right call for your institution.

The Basics: What Are We Talking About Here?

• Google Ads: This is paid advertising where you can display your ads on Google’s search results and across their advertising network.
  • What you get: Immediate visibility and the ability to target exactly who you want to reach.
• SEO: This is all about optimizing your website content, design, and behind-the-scenes elements to rank higher in organic (non-paid) search results.
  • What you get: A sustainable, long-term online presence that builds credibility.

Why Google Ads Might Be Your Best Friend

• You Get Results Right Away: As soon as your campaign launches, your ads start showing up for the keywords you’re targeting.
• Laser-Focused Targeting: You can zero in on specific demographics, locations, and even user behaviors to reach exactly the right people.
• Stay Flexible: Not getting the results you want? You can tweak your campaigns on the fly based on performance or changing needs.
• Know Exactly What You’re Getting: Every dollar you spend is trackable, so you’ll always know your return on investment.

Real-World Example: Let’s say a local career college just launched a new Medical Assistant program. With Google Ads, they can run a targeted campaign in their area for terms like “medical assistant training near me” and start getting qualified inquiries immediately.

Why SEO Is Worth the Investment

• It Keeps Working for You: Once you’ve climbed the search rankings, you’ll get consistent traffic without paying for every single click.
• People Trust You More: There’s something about organic search results—users tend to trust them more than paid ads.
• Your Reach Expands Naturally: When you follow good SEO practices, you’re also improving user experience. That means more referrals and social media shares.
• Better Bang for Your Buck Long-Term: Yes, there’s an upfront investment, but over time, SEO often delivers better ROI than paid advertising.

Real-World Example: That same career college starts publishing helpful content like “What Does a Medical Assistant Do?” and “How Long Does Medical Assistant Training Take?” on their blog. After a few months of consistency, they’re ranking for “best medical assistant school in [city].” Now they’re getting a steady stream of organic student inquiries without paying for ads.

So Which One Should You Choose?

It really depends on a few key factors:

• Your Budget: Need results yesterday and have the budget for it? Go with Google Ads. Looking for something more cost-effective over the long haul? SEO is your answer.
• How Your Business Works: E-commerce businesses often love the quick wins from Google Ads. Content-heavy sites? They usually do better with SEO.
• How Competitive Your Industry Is: In cutthroat industries, ad costs can skyrocket. That makes SEO look pretty attractive.
• What You’re Trying to Accomplish: Launching a new program or running a promotion? Google Ads can give it an instant boost. Trying to establish yourself as an authority in your field? Focus on SEO.

Here’s the Secret: Why Not Both?

Want to really maximize your impact? Here’s the game plan:

1. Build Your Foundation with SEO: Start with a well-optimized website that’s built to last.
2. Add Google Ads to the Mix: Get immediate traction while your organic presence is growing in the background.
3. Keep Tabs on Everything: Use tools like Google Analytics to understand what’s working and refine both your SEO and ad strategies.

The bottom line? Both Google Ads and SEO have their own superpowers. The real magic happens when you understand what your institution needs and create a strategy that uses both. By combining the immediate impact of Google Ads with the long-lasting results of SEO, you can achieve online visibility that truly stands out.

Still trying to figure out where to start? Reach out to our digital marketing experts for a personalized consultation on Google Ads and SEO.

About the Author: Ben Griffiths is a digital marketing strategist specializing in education marketing. Learn more about Ben.