A Beginner’s Guide for New Zealand Businesses
If you’re a small business owner or entrepreneur in Auckland, chances are you’ve heard about SEO and Google Ads, two of the most talked-about digital marketing strategies today. Whether you’re launching a new website, trying to increase your leads, or just want to show up on Google, both SEO and Google Ads can help you get there.
But what’s the difference between them? Which one is better? Do you need both?
This guide breaks down everything you need to know, using simple language, real-life examples, and practical advice. Let’s help you make the best decision for your business and marketing goals.
What is SEO (Search Engine Optimisation)?
SEO, or Search Engine Optimisation, is the process of making your website more visible to people who are searching on Google (or other search engines like Bing). When done right, SEO helps your business rank higher in search results without paying for ads.
How SEO Works:
SEO involves a mix of techniques such as:
- Researching the right keywords your customers are searching for
- Optimising your website content to include those keywords naturally
- Improve your website’s technical structure (site speed, mobile friendliness, etc.) yourself or hire a website design Auckland company.
- Getting backlinks (links from other websites to yours)
- Writing helpful, high-quality content (like this blog!)
It’s a long-term strategy. You won’t usually see overnight results, but when you do rank, the traffic is free and ongoing.
Example:
If you own a landscaping business in Auckland, you might want to rank for terms like:
- “Landscapers Auckland”
- “Garden design North Shore”
- “Retaining wall builders NZ”
With good SEO Auckland businesses can get more customers, because their website can appear on page one of Google when someone searches these terms.
What Are Google Ads?
Google Ads, formerly known as Google AdWords, is Google’s paid advertising platform. You create ads that appear at the top of search results, above the organic (free) listings.
These are known as pay-per-click (PPC) ads, you only pay when someone clicks on your ad.
How Google Ads Work:
- You set a budget and choose keywords you want to target
- You write an ad headline and description
- When someone searches for that keyword, your ad may appear
- You pay each time someone clicks
It’s quick, effective, and works as long as you keep paying.
Example:
Let’s say you run a plumbing service in South Auckland and want urgent leads for “emergency plumber Auckland.” With Google Ads, you can:
- Create an ad campaign
- Appear instantly at the top of search results
- Get phone calls and leads the same day
SEO vs Google Ads: Key Differences Explained
Here’s a detailed breakdown of the major differences between SEO and Google Ads:
| Feature | SEO (Search Engine Optimisation) | Google Ads (PPC Advertising) |
| Cost | No cost per click, but investment in time/tools | Cost per click (varies by keyword) |
| Speed of Results | Takes 3-6 months to see major results | Instant results, leads from day one |
| Longevity | Long-term results that continue for free | Short-term traffic (stops when budget ends) |
| Placement | Organic listings under ads | Top of Google (paid positions) |
| Click-Through Rate | Often higher due to trust in organic results | Can be lower due to “Ad” label |
| Control | Limited – Google decides where you rank | High control – choose keywords, budget, ad copy |
| Trust | Seen as more credible by users | Some users skip ads, especially younger users |
| Effort Required | Ongoing optimisation and content creation | Setup, monitor, and adjust campaigns |
When Should You Use SEO?
SEO is ideal when:
- You’re building a long-term digital presence
- You want organic (free) traffic that grows over time
- You’re okay with waiting a few months to see results
- You want to build authority in your industry
- Your goal is to rank locally in Auckland or across NZ
SEO works particularly well for service-based businesses like:
- Builders, plumbers, electricians
- Dentists and health professionals
- Lawyers, accountants, consultants
- Ecommerce businesses looking for long-term visibility
When Should You Use Google Ads?
Google Ads is ideal when:
- You need leads fast (e.g., for an event, launch, or promotion)
- You have a marketing budget
- You want to test new offers or landing pages
- Your website is new and doesn’t have SEO traction yet
- You want to dominate top search results (appearing in both ads + organic)
Perfect for:
- Emergency services (plumbing, towing, repairs)
- New businesses needing visibility
- Seasonal promotions (e.g., holiday sales)
- Ecommerce stores with high-converting products
Can You Use Both SEO and Google Ads Together?
Yes, and you should!
This combo is often called the “dual strategy” and is very effective.
Here’s how it works:
- Use Google Ads to get instant traffic and leads
- While the ads are running, invest in SEO to build organic rankings
- Over time, your dependence on ads reduces as organic traffic grows
This approach gives you the best of both worlds – short-term results and long-term growth.
Cost Comparison: SEO vs Google Ads
Let’s compare the costs with a real example.
Scenario: Roofing Company in Auckland
SEO Investment:
- Monthly SEO package: $500 – $1,200
- Results take ~4 – 6 months
- Long-term ROI improves with time
Google Ads:
- Cost per click for “roofers Auckland”: $5 – $15
- 200 clicks/month = $1,000 – $3,000
- Leads stop if ads are paused
Conclusion:
SEO requires patience but offers cumulative growth. Google Ads deliver quick wins, but the cost is ongoing.
SEO Tools vs Google Ads Tools
Both strategies use powerful tools to track and improve results:
Popular SEO Tools:
- Google Search Console – track keyword performance
- Google Analytics – monitor organic traffic
- SEMRush / Ahrefs / Ubersuggest – keyword research and audits
- Yoast SEO (for WordPress) – content optimisation
Popular Google Ads Tools:
- Google Ads Dashboard – create & manage campaigns
- Keyword Planner – find CPC estimates and search volume
- Conversion Tracking – track phone calls, form submissions
- Google Tag Manager – manage tracking scripts easily
Common Myths About SEO and Google Ads
Myth 1: “Google Ads help with your SEO rankings.”
Wrong – Ads have no direct impact on organic rankings.
Myth 2: “Once I do SEO, I’m done.”
Wrong – SEO is ongoing. Google constantly updates its algorithm.
Myth 3: “SEO is free.”
Partially true – You don’t pay for clicks, but you may pay for content, tools, or agency help.
Myth 4: “Google Ads are too expensive.”
Depends – If well managed, the ROI can be strong, especially in high-value industries.
Final Thoughts: Which One Should You Choose?
Here’s a quick decision guide:
| Business Goal | Best Option |
| Get leads fast | Google Ads |
| Build long-term website traffic | SEO |
| Compete on high-value keywords | Use Both |
| Launching a new website | Google Ads + SEO |
| Have limited budget | SEO (gradual build) |
Ready to Grow Your Business Online?
Whether you’re just starting or looking to scale, understanding how to balance SEO and Google Ads is essential. At Swaich Web Design, we specialise in both strategies, helping Auckland businesses rank higher, generate more leads, and grow faster.
Want help choosing the right mix of SEO and Google Ads?
Need a team that knows how to deliver results on a budget?
Let’s chat!
Contact Swaich Web Design (SEO Auckland Company) for a free strategy session and see how we can help your business grow online.