SEO vs PPC: What’s Right for Your Business?

The Debate: SEO vs PPC for Local Businesses

If you're a local business owner wondering whether to invest in SEO or PPC, you're not alone. From Craigieburn to Canberra, businesses across Australia face this digital fork in the road every day.

This blog will break it down so you can choose what works best—or how to use both together.

At Double Bricks Digital, we work with e-commerce, real estate, hospitality, and medical businesses to help them master both SEO and PPC. This guide is packed with insights from that real-world experience.

Key Differences Between SEO and PPC

SEO (Search Engine Optimisation)

SEO brings organic traffic to your site without paying for each click. You invest in good content, site performance, and keyword strategy. Over time, your site starts ranking on Google naturally.

Example: A plumber in Epping publishes a blog titled “Top 5 reasons your hot water system keeps leaking.” It ranks on page one. Calls come in—all without paying Google.

PPC (Pay-Per-Click)

PPC is where you pay to appear at the top of Google search results. You only pay when someone clicks. It’s fast, targeted, and scalable.

Example: A new removalist in Craigieburn launches a Google Ads campaign for “cheap movers near me.” The ad is live within hours, and inquiries roll in immediately.

Both are effective. The choice depends on your goals.

How SEO vs PPC Affects Local Business Success

Suburbs like Mickleham, Lalor, and Greenvale are rapidly growing—and so is the digital competition. Businesses in Brisbane, Adelaide, and Perth face similar challenges.

What's Changing:

·        SEO builds authority and trust but takes time.

·        PPC provides fast results but can get expensive.

·        Using both helps dominate search results.

That’s why Double Bricks Digital crafts hybrid strategies for long-term wins and short-term sales.

When Should Local Businesses Use SEO?

1. You’re building a long-term brand

SEO is perfect if you want steady leads over time. It’s how real estate agents, clinics, and builders stay top-of-mind.

2. You want traffic without paying per click

Once your pages rank, they keep bringing visitors—no ad budget required.

3. You write content with lasting value

Think: “How to prepare your home for sale” or “Best dental care tips for kids.”

4. You want to earn more trust

Most people trust organic listings more than ads. A high SEO rank sends a message: “This business knows its stuff.”

5. You’re playing the long game

If you’re in this business for years to come, SEO is the foundation.

When Should You Run PPC Campaigns?

1. You need leads now

Launching a new service? Got a seasonal promo? PPC can help you start strong.

2. Your industry is competitive

Dentists, lawyers, and electricians know: if you're not on top, someone else is.

3. You want to test keyword ideas

Not sure if your audience prefers “removalist” or “movers”? Use PPC to find out.

4. You want total control

Adjust targeting by suburb, set daily budgets, and track exact conversions.

SEO vs PPC: Comparison Table

Why You Should Use Both SEO and PPC

1. PPC helps you test, then SEO takes over

Find what converts with PPC. Then write SEO content for long-term wins.

2. SEO visitors who didn’t convert? Retarget with PPC

Bring them back with ads and special offers.

3. Take over the search page

When does your ad AND your blog show up? You own that customer’s attention.

4. Use PPC data to shape SEO headlines and pages

If a PPC ad for “cheapest tilers in Thomastown” works, create an SEO page with the same messaging.

Tools to Help You Succeed

• Google Search Console – See what keywords are ranking.
• Google Ads – Track and optimise paid traffic.
• GA4 – Understand user behaviour from both channels.
• SEMrush / Ubersuggest – Research competition and find new keywords.

Final Thoughts

SEO and PPC aren’t rivals. They’re teammates. SEO gives you lasting credibility and free traffic. PPC gives you quick wins and test data.

At Double Bricks Digital, we help local businesses across Australia get the best of both. Whether you're in ecommerce, dental, real estate, or hospitality—we build visibility, leads, and growth. Get in touch with us —we're here to help.

Let’s build something together.