How Much Should You Invest in SEO vs. PPC as a Small Business?

When you're a small business owner with a limited marketing budget, one of the biggest questions you face is: Where should I invest my dollars—SEO or PPC? The answer depends on your goals, timeline, and the nature of your business. At Klor Marketing, we work with small businesses across the Hill Country and beyond to create smart, tailored strategies that deliver real results. Here's what you need to consider when deciding how to allocate your marketing spend.

What Is SEO and Why Invest in It?

Search Engine Optimization (SEO) focuses on improving your website's visibility in organic (unpaid) search results. It involves optimizing content, improving site structure, targeting relevant keywords, and earning credibility with search engines like Google.

Pros of SEO:

• Long-term, compounding ROI

• Builds brand authority and trust

• More cost-effective over time

• Supports all stages of the buyer journey

Cons of SEO:

• Results take time (usually 3-6 months or more)

• Requires ongoing content and technical updates

• More competitive in saturated markets

What Is PPC and When Is It Worth It?

Pay-Per-Click (PPC) advertising refers to paid ads that appear on platforms like Google Search and social media. You pay each time someone clicks on your ad. Google Ads is one of the most popular PPC platforms for local businesses.

Pros of PPC:

• Fast, immediate visibility

• Highly targeted (by location, keyword, audience behavior)

• Easy to scale and test

• Great for promotions or seasonal offers

Cons of PPC:

• Costs can add up quickly

• No long-term equity (traffic stops when you stop paying)

• Requires continuous monitoring and optimization

So, How Should You Split Your Budget?

There’s no one-size-fits-all answer, but here are a few general guidelines based on typical small business needs:

If you're just getting started:

• Focus: 70% SEO / 30% PPC

• Why: Build a strong foundation with SEO, but use PPC for quick wins and traffic while SEO ramps up.

If you're launching a new product or offer:

• Focus: 40% SEO / 60% PPC

• Why: PPC can help get attention fast, especially for time-sensitive campaigns.

If you're in a highly competitive market:

• Focus: 50% SEO / 50% PPC

• Why: You'll need both long-term strategy and short-term visibility to stand out.

If you have a strong local presence already:

• Focus: 60% SEO / 40% PPC

• Why: Leverage your existing visibility and brand trust with local SEO while capturing additional demand with paid ads.

The smartest marketing strategies often include both SEO and PPC. SEO sets the foundation for long-term growth and organic visibility. PPC fills the gaps, drives fast results, and supports campaigns that need immediate traction.

At Klor Marketing, we help small businesses create customized digital strategies that make the most of every dollar. If you're unsure where to begin or how to balance your marketing budget, we're happy to chat.

Need help deciding between SEO and PPC? Let’s find the right balance for your business. Schedule a discovery call today and let’s talk about what makes the most sense for your goals.