Google Ads and Search Engine Optimisation (SEO) are both methods used to increase a website’s visibility on Google Search, but they function very differently: Google Ads is a paid advertising system, while SEO focuses on improving organic (unpaid) search rankings.

Google Ads, as of December 2025, operates on a pay-per-click (PPC) model. Businesses bid on keywords relevant to their products or services; when someone searches for those keywords, the business’s ad may appear at the top or bottom of the search results page. Ad campaigns are managed through the Google Ads platform, now including Performance Max campaigns which utilise AI to optimise ad spend across Google’s network – Search, Display, YouTube, Discover, Gmail and Maps. Australian businesses can set budgets and track performance metrics like clicks, impressions, and conversions directly within the platform. SEO, conversely, involves optimising website content and technical aspects to rank higher in organic search results. This includes factors like keyword research, on-page optimisation (title tags, meta descriptions), off-page optimisation (link building), and technical SEO (site speed, mobile-friendliness). Google’s algorithms, updated frequently – with the Helpful Content update continuing to refine results in 2026 – determine organic rankings. Google Search Console provides data on a website’s organic performance, including keyword rankings and indexing status.

Essentially, Google Ads provides immediate visibility through paid placements, while SEO aims for long-term visibility through algorithmic ranking.