This is a question that many businesses ask: Should I spend more on SEO, Google Ads, Or Video Content? Especially when budget is limited, and more importantly, time is finite for the marketing team.
My answer is … It depends.
What are you trying to do or achieve? How much money do you have? And how quickly do you need results?
By the way, one important note: there are certainly more levers you can pull in marketing, but I’m focusing on these 3 channels because these 3 are things that will feed into and enhance the other channels like Social Media or Website improvements.
So understanding how each of these work, could save you money and resources because they will inform how you create your marketing strategy.
So let’s break it down simply. No jargon, No sales pitch. Just an honest comparison from someone who uses video in all three of these channels all the time.
SEO: The Long Game
Search Engine Optimization (SEO) is all about playing the long game. If you’re looking to build a strong, sustainable online presence, SEO is your go-to. It’s like planting a tree—takes time to grow, but once it does, the shade is there for years.
Key Uses:
- Building long-term organic traffic
- Establishing authority and credibility
- Targeting informational queries
- Improving overall website user experience
Advantages:
- Sustainable long-term results
- Higher click-through rates for organic listings
- Cost-effective in the long run
- Builds trust and credibility
Disadvantages:
- Takes time to see results (often 6-12 months)
- Requires ongoing effort and content creation
- Results can be affected by algorithm changes
SEO is a powerhouse when it comes to building trust and authority. But the reality is, it’s a slow burn.
It is particularly scary for new businesses, when you are wondering why your web traffic can be counted with 2 hands for over 6 months.
You’re not going to see overnight success, but when those results do come, they stick around.
For those looking for a quick win, there’s…
Google Ads: The Quick Win
Google Ads is the sprinter. This pay-per-click (PPC) platform gets your business in front of potential customers fast—like, really fast. The trade-off? You’ll need to keep feeding the machine (Google Adwords) to maintain visibility.
Key Uses:
- Generating immediate traffic and leads (assuming that you have done it right)
- Targeting specific keywords and audiences
- Promoting time-sensitive offers or events
- Testing new markets or products quickly
Advantages:
- Immediate visibility and results (Be wary that this could be positive or negative results)
- Precise targeting options
- Measurable ROI and performance data
- Flexibility to adjust campaigns quickly
Disadvantages:
- Can be expensive, especially in competitive industries and keywords
- Requires ongoing investment to maintain visibility (anything from $1000 – $10000/mth)
- Less trust from some users who prefer organic results
Google Ads is perfect for businesses that need results yesterday. Whether you’re launching a new product or running a limited-time offer, this tool can drive traffic and conversions in the blink of an eye.
The caveat to this is that you need also need to do it correctly. It is best to get a Google Ads expert to help you if you really want to achieve results.
But remember, those clicks come at a price—both in terms of budget and trust. Some users are inherently wary of ads, preferring organic results that don’t feel like they’re being sold to.
Inbound Video Marketing: The Relationship Builder
Inbound Video Marketing, and Content Marketing in general, is the art of drawing customers in with valuable, engaging content. Think of it as the ultimate relationship builder, nurturing your audience through every stage of the buyer’s journey.
Key Uses:
- Building brand awareness and thought leadership
- Educating and nurturing prospects
- Addressing customer pain points and questions
- Creating a loyal audience and community
Advantages:
- Builds lasting relationships with customers
- Versatile content can be repurposed across channels
- Supports both SEO and paid advertising efforts
- Positions brand as an industry authority
Disadvantages:
- Requires consistent content creation
- Can take time to build an audience
- Needs a clear strategy and buyer persona understanding
- Results can be harder to measure directly
Inbound Video Marketing is where your brand’s personality can truly shine. It’s not just about selling; it’s about telling a story, solving problems, and becoming a trusted resource for your audience.
The challenge? It takes time and effort to create the kind of content that resonates deeply with your audience. But when done right, the payoff is a loyal customer base that sees your brand as more than just a product or service.
Which one to Use? The Ultimate Strategy
Okay, here’s my take on this: You shouldn’t just pick one. The best digital marketing strategy involves a combination of all three. But they don’t deserve equal weight, especially when money and resources are limited.
- SEO lays the foundation and should never be skipped. It builds long term organic traffic over time. Think of it as the foundation that everything else will add to and improve. Yes, even Google Ads and Video will add to your SEO.
- Google Ads provides immediate visibility. It is expensive, but a potential use is for you to very quickly test your keywords for SEO. You can use Ads to test your messaging too to see what resonates with your audience. But if cost is prohibitive, then you will not lose much if you don’t use it.
- Inbound Video Marketing is where the compounding effect happens. Videos can be used as part of the SEO strategy. Where Google Ads will stop being effective once you stop the Ads, inbound video marketing can be used to test your keywords and messaging, while building trust, likeability and credibility factors.
This is because video content doesn’t just sit on one channel. You can use it in your Google Ads too, and if you use it on your Socials, or even YouTube Shorts, you can really test how your messaging resonates with audiences. All this while building your Brand as well.
In other words, video content can do some of the work of SEO, and Ads, while neither SEO nor Ads can build trust, likeability and credibility.
By combining all three, or at least 2 of the above, you are really covering your bases. Using video content marketing to tie all three and the rest of your marketing strategy together, you will build a really strong strategy over time. One that doesn’t need to be overly expensive.
Final Thoughts: What’s Your Play?
The right strategy always comes back to three questions: What are you trying to achieve? How much can you spend? And how quickly do you need results?
If budget is tight, start with SEO and video. They take longer but they compound over time and don’t stop working the moment you stop paying.
If you need results fast and have the budget, add Google Ads. Use it smartly though. Test your keywords and messaging, then feed those insights into your SEO and video strategy.
And if you can only pick one? Video. Not because I’m biased, though I’ll admit I am, but because it’s the only one that can do the work of all three simultaneously.
Frequently Asked Questions
What is the difference between SEO and Google Ads?
SEO is a long-term strategy that builds organic traffic and credibility over time. You don’t pay for clicks directly but you invest in content, structure, and authority. Google Ads is a paid strategy that delivers immediate visibility — you pay every time someone clicks your ad. SEO results grow slowly but compound over time. Google Ads results stop the moment you stop paying.
How long does SEO take to show results?
SEO typically takes 6 to 12 months before you see meaningful results. It can feel slow, especially for new businesses watching their web traffic in the early months. But once those results come, they tend to stick around and compound over time. SEO is a long game worth playing, but it needs to be combined with other strategies if you need results sooner.
Is Google Ads worth it for small businesses?
It depends on your budget and goals. Google Ads can be expensive, particularly in competitive industries, with budgets ranging from $1,000 to $10,000 per month. If cost is prohibitive, you won’t lose much by skipping it — especially if you’re investing in SEO and video marketing instead. However one smart use of Google Ads for small businesses is testing keywords and messaging quickly, then feeding those insights into your SEO and video content strategy.
What is inbound video marketing?
Inbound video marketing is the practice of using video content to draw customers in rather than interrupting them with ads. It includes video testimonials, case study videos, educational content, and brand story videos that address your audience’s questions and pain points at different stages of the buyer’s journey. Unlike Google Ads, inbound video marketing builds trust, likeability, and credibility — things that paid advertising alone cannot do.
They are used on various channels like YouTube, social media, and even on proposals and print.
Should I use SEO, Google Ads, or video marketing for my business?
Ideally a combination of all three — but they don’t deserve equal weight, especially when budget is limited. SEO lays the foundation and should never be skipped. Google Ads provides immediate visibility but stops working the moment you stop paying. Inbound video marketing is where the compounding effect happens — it can support your SEO, amplify your ads, and build trust simultaneously. If you can only pick one, video marketing is the most versatile investment because it can do some of the work of both SEO and paid advertising while building brand credibility at the same time.
Ready to make video work harder in your marketing strategy? Book a free discovery call and let’s work out where video fits best for your business and your budget. Book a Free Discovery Call
