Both Search Engine Optimisation (SEO) and Google Ads are valuable marketing channels in 2026, but they function very differently: Google Ads provides immediate, paid visibility through auction-based advertising, while SEO aims for organic (unpaid) visibility by improving a website’s relevance to search queries.
As of December 2025, Google Ads operates on a Pay-Per-Click (PPC) model. Advertisers bid on keywords relevant to their business, and ads are displayed based on bid amount and ‘Quality Score’ – a metric assessing ad relevance, landing page experience, and expected click-through rate. In 2026, Google Ads now includes Performance Max campaigns, utilising AI to optimise bids and ad placements across Google’s network (Search, Display, YouTube, Discover, Gmail, and Maps). SEO, conversely, involves optimising website content and technical aspects to rank higher in Google’s organic search results. Google’s ranking algorithms, constantly updated, assess factors like keyword relevance, content quality, website authority (determined by backlinks from other websites), mobile-friendliness, and page speed. Australia-specific considerations include compliance with the Australian Consumer Law regarding advertising claims, and ensuring website accessibility standards are met. Google’s Search Generative Experience (SGE), rolling out in phases throughout 2025 and continuing in 2026, impacts both, potentially altering search result presentation and user behaviour.
Ultimately, Google Ads delivers immediate results contingent on budget, while SEO builds long-term visibility through algorithmic assessment and ongoing optimisation.
