A common stigma towards digital marketing is that it’s “just a money pit”.

Well it ain’t – not if you know what you’re doing.

The truth is, throwing money at paid ads with the expectation to make quick returns is rarely a recipe for success without substantial research and expertise for that medium of advertising.

Sometimes, paid advertising isn’t right for you at all. But for others, paid ads can be a goldmine. So how do you know if you should go down the paid route or stick to a more organic path?

Paid advertising & Google Ads

Paid advertising, particularly PPC (pay-per-click) ads can be a powerful tool when used strategically and by a professional. It offers immediacy and precision in reaching your target audience, but at a price.

If you have little-to-no marketing budget, going all-in on Google Ads might not be feasible, particularly if you operate within a highly competitive marketplace (actually, we’d consider that insane).

In highly competitive industries, the cost of paid advertising can be eye-watering. If your niche has stiff competition, you might need to allocate a significant budget to stay visible.

However, if you operate within a small niche with only a select few competitors and have a decent budget to hand, Google Ads could be a great option. But we only recommend doing so with the help of an experienced professional, as Google Ads requires close, regular attention to ensure that you are paying for clicks only by those relevant to those searching for your product or service type.

Organic marketing & content strategy

On the flip side, organic marketing, centred around content strategy and search engine optimisation (SEO), offers a more sustainable and cost-effective approach. While it may not deliver immediate results like paid advertising, it can provide long-term benefits that compound over time.

Creating valuable, relevant content that resonates with your target audience can establish your brand as an authority in your industry. This not only attracts potential customers but also builds trust and credibility, essential for sustained success.

One significant advantage of organic marketing is that you don’t need a million pounds in the bank. In fact, you just need to give yourself time to do it, or pay for an expert that can do it for you. With dedication and consistent effort, you can generate organic traffic to your website and social media profiles, all without spending a penny on advertising.

Sorry Ed Sheeran, sometimes the best things in life do actually come free to us.

Furthermore, organic traffic tends to be more engaged and interested in your offerings since they find you through their search queries, indicating an existing need or interest. This can lead to higher conversion rates compared to paid traffic, which often includes a broader audience that may not be as qualified without weeks or even months of further optimisation.

So which should you choose?

This depends entirely on your budget, your product or service, the level of competition in your niche, your short term and long term goals and the expertise you have access to. If you have all of the above set-in stone but are looking for expertise, we can help.