Introduction | |
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Should I focus on SEO, Google Ads, or Social Media for my business? | If you're a small business owner trying to decide where to invest your limited marketing budget, you're facing one of the most important strategic decisions for your growth. The short answer? It depends on your goals, timeline, and budget—but there's a clear decision framework to help you choose. The reality: SEO delivers the best long-term ROI but takes 6-12 months to show results. PPC (Google Ads, paid search) generates leads immediately but requires continuous spending. Social Media builds brand awareness and community but rarely drives direct sales alone. The best strategy? Most successful Australian businesses use all three—strategically. In this comprehensive 2025 guide, we'll break down the exact costs, timelines, ROI expectations, and best-use scenarios for each channel. You'll leave with a clear decision framework customized to your business stage, industry, and goals. |
Keep reading for detailed comparison tables, cost breakdowns, and a decision framework
Let’s start with a comprehensive side-by-side comparison:
| Factor | SEO | PPC (Google Ads) | Social Media Marketing |
|---|---|---|---|
| Monthly Cost | $1,000–$5,000 | $2,000–$10,000+ (incl. ad spend) | $1,000–$4,000 |
| Time to Results | 3-6 months initial, 6-12 months significant | 24-48 hours | 1-3 months engagement, 3-6 months sales |
| Long-term ROI | ⭐⭐⭐⭐⭐ (5:1 to 12:1) | ⭐⭐⭐ (2:1 to 4:1) | ⭐⭐⭐⭐ (3:1 to 8:1 with good content) |
| Sustainability | Results compound over time | Stops when you stop paying | Requires consistent effort |
| Cost Per Click | $0 after ranking (just ongoing SEO cost) | $2–$50+ per click depending on industry | Varies, $0.50–$5 on social ads |
| Control | Limited (Google algorithm changes) | High (precise targeting, instant on/off) | Moderate (algorithm + organic) |
| Targeting Precision | Intent-based (people actively searching) | Very high (keywords, demographics, location) | Demographic/interest-based |
| Click-Through Rate | 3-5% for top 3 positions | 2-8% depending on ad quality | 1-3% for organic, 0.5-2% for ads |
| Best For | Long-term sustainable growth | Immediate leads, testing, time-sensitive | Brand awareness, engagement, community |
| Traffic Quality | ⭐⭐⭐⭐⭐ (high intent) | ⭐⭐⭐⭐ (good intent if targeted well) | ⭐⭐⭐ (lower intent, discovery phase) |
| Scalability | Moderate (limited by keywords and competition) | High (limited only by budget) | Moderate (limited by audience size and engagement) |
| Measurability | Moderate (attribution complex) | High (clear attribution) | Moderate (brand impact hard to measure) |
| Technical Complexity | High (requires expertise) | Moderate (accessible but easy to waste money) | Moderate (content creation is key) |
| Competitive Difficulty | Varies by industry (difficult in competitive markets) | Pay to play (anyone can compete with budget) | Moderate (content quality matters most) |
| Offline Impact | Minimal | Minimal | High (brand recognition crosses offline) |
SEO is the practice of optimizing your website and online presence to rank higher in organic (unpaid) search engine results when people search for relevant keywords.
When someone searches “plumber near me” or “digital marketing agency Sydney,” Google ranks websites based on 200+ factors including content quality, technical optimization, website speed, mobile-friendliness, backlinks, and user experience.
SEO involves optimizing all these factors to earn higher rankings, which drives free, organic traffic to your website.
| Timeline | SEO ROI | PPC ROI | Social Media ROI | Combined Strategy ROI |
|---|---|---|---|---|
| Month 3 | Negative (still building) | 0.5:1 to 1.5:1 | Negative | Negative to 0.5:1 |
| Month 6 | Negative to 0.5:1 | 1:1 to 2:1 | 0.5:1 to 1:1 | 1:1 to 1.5:1 |
| Month 12 | 1:1 to 3:1 | 2:1 to 3:1 | 1:1 to 2:1 | 2:1 to 4:1 |
| Month 18 | 3:1 to 6:1 | 2:1 to 4:1 | 2:1 to 4:1 | 3:1 to 6:1 |
| Month 24 | 5:1 to 12:1 | 2:1 to 4:1 | 3:1 to 7:1 | 5:1 to 10:1 |
| Month 36+ | 8:1 to 15:1+ | 2:1 to 4:1 | 4:1 to 8:1 | 6:1 to 12:1+ |
Winner: SEO for long-term ROI, PPC for immediate ROI, and a combined strategy for balanced, scalable growth.
Important: SEO requires a minimum 6-12 month commitment. Businesses that stop SEO after 3-4 months rarely see meaningful ROI.
Actions: Technical fixes implemented, initial content published, foundation built
Results: Minimal traffic increase (5-15%)
Leads: Very few additional leads
Actions: Rankings begin improving, content gaining traction, backlinks starting to impact
Results: Moderate traffic increase (20-40% from baseline)
Leads: 2-5 additional qualified leads/month
Actions: Multiple keywords ranking page 1, traffic compounding monthly, brand visibility increasing
Results: Significant traffic increase (50-150% from baseline)
Leads: 10-30 additional qualified leads/month
ROI: Approaching or achieving positive ROI
Actions: Dominant positions in key terms, sustainable traffic flow, reduced cost per acquisition
Results: Strong traffic growth (100-300%+ from baseline)
Leads: 20-60+ additional qualified leads/month
ROI: Strong positive ROI (3:1 to 8:1)
Actions: Market leadership position, compound effect of content, lowest cost per lead of any channel
Results: Continued growth with decreasing effort
Leads: Primary lead source for business
ROI: Exceptional (8:1 to 12:1+)
PPC is a digital advertising model where you pay each time someone clicks your ad. The most common PPC platform is Google Ads (formerly Google AdWords), which displays ads above organic search results.
You bid on keywords (e.g., “emergency plumber Sydney”), create text or display ads, and pay only when someone clicks. Your ad position depends on your bid amount, ad quality score, and relevance.
Text ads appearing above organic results
Highly targeted to search intent
Best for capturing immediate demand
Cost: $2–$50+ per click depending on industry
Typical spend: $1,500–$8,000/month ad budget + $500–$2,000 management
Banner ads on websites across the internet
Better for brand awareness than direct response
Lower cost per click but lower intent
Cost: $0.50–$3 per click
Typical spend: $1,000–$5,000/month ad budget
Product-focused ads showing image, price, reviews
Essential for e-commerce
High conversion rates
Cost: $0.30–$2 per click
Typical spend: $2,000–$10,000/month for e-commerce
Ads following website visitors across the web
High conversion rates (already familiar with brand)
Lower cost per conversion
Cost: $0.50–$5 per click
Typical spend: $500–$2,000/month
Pay-per-lead model for service businesses
Appears above regular search ads
Google guarantees and background checks
Cost: $15–$100+ per lead depending on service
Typical spend: $500–$2,000/month
For Australian businesses targeting local markets likeSydney, Newcastle, or the Central Coast,Local SEO servicesdeliver exceptional ROI by capturing high-intent local searches.
| Investment Level | Monthly Cost | Ad Spend | Management | Expected Results |
|---|---|---|---|---|
| Minimal PPC | $1,000–$2,000/month | $800–$1,500 | $200–$500 (DIY or basic) | Limited reach, testing only |
| Small Business PPC | $2,000–$4,000/month | $1,500–$3,000 | $500–$1,000 | Consistent lead flow, manageable scale |
| Standard PPC | $4,000–$8,000/month | $3,000–$6,000 | $1,000–$2,000 | Strong lead generation, competitive presence |
| Aggressive PPC | $8,000–$20,000+/month | $6,000–$15,000+ | $2,000–$5,000 | Market dominance, maximum visibility |
Important: Budget split is typically 75% ad spend, 25% management for professional campaigns.
| Industry | Avg Cost Per Click | Avg Conversion Rate | Cost Per Lead |
|---|---|---|---|
| Legal Services | $25-$70 | 5-8% | $350-$1,000 |
| Insurance | $15-$45 | 6-10% | $200-$600 |
| Home Services (plumbing, electrical) | $10-$30 | 8-12% | $100-$300 |
| Real Estate | $8-$25 | 5-9% | $120-$400 |
| Healthcare | $5-$20 | 7-12% | $60-$250 |
| Professional Services | $5-$15 | 6-10% | $70-$200 |
| E-commerce | $0.50-$3 | 2-5% | $15-$80 |
| Retail | $0.80-$2.50 | 3-7% | $15-$50 |
| Education | $3-$12 | 8-15% | $25-$120 |
| Hospitality | $1-$5 | 4-8% | $15-$80 |
Results: Immediate impressions and clicks
Leads: First leads within 24–48 hours
Results: 20–100 clicks depending on budget
Leads: 2–10 leads depending on industry
ROI: Usually negative (testing phase)
Results: Improving CTRs and conversion rates
Leads: 5–20 leads/month
ROI: Approaching break-even or slight positive
Results: Stable performance
Leads: 10–40 leads/month depending on budget
ROI: Positive (typically 2:1 to 3:1)
Results: Optimized performance
Leads: Scaled based on budget increase
ROI: Stable positive ROI (2:1 to 4:1 typical)
Important: Unlike SEO, PPC ROI doesn't typically improve dramatically over time. The ROI you achieve by month 6-12 is generally your steady-state ROI. To grow leads, you must increase the budget proportionally.
You bid on keywords (e.g., “emergency plumber Sydney”), create text or display ads, and pay only when someone clicks. Your ad position depends on your bid amount, ad quality score, and relevance.
Cost: $2–$50+ per click depending on industry
Typical Spend: $1,500–$8,000/month ad budget + $500–$2,000 management
Cost: $0.50–$3 per click
Typical Spend: $1,000–$5,000/month ad budget
Cost: $0.30–$2 per click
Typical Spend: $2,000–$10,000/month for e-commerce
Cost: $0.50–$5 per click
Typical Spend: $500–$2,000/month
Cost: $15–$100+ per lead depending on service
Best for: Home services, professional services
Social Media Marketing involves creating and sharing content on platforms like Facebook, Instagram, LinkedIn, TikTok, and Twitter to build brand awareness, engage your audience, and drive traffic to your website.
You create valuable, entertaining, or educational content that resonates with your target audience, building followers and engagement over time. Social media primarily builds brand awareness and community rather than capturing immediate purchase intent like search marketing.
Cost: $800–$3,000/month (professional management)
Time Commitment: 5–15 hrs/week (DIY)
Cost: $1,000–$5,000/month ad spend + management
CPM: $5–$20 per 1,000 impressions
CPC: $0.50–$5 per click
Cost: $200–$5,000+ per post depending on influencer size
Time: 30–60 min daily minimum
For social media marketing in Sydney and across Australia, professional management ensures consistent, strategic content that builds your brand while you focus on your business.
| Platform | Best For | Avg Cost Per Click (Ads) | Engagement Rate | Business Type |
|---|---|---|---|---|
| B2C, local businesses, broad audiences | $0.50–$2 | 0.5–1% | Most businesses | |
| Visual brands, lifestyle, retail, hospitality | $0.70–$3 | 1–3% | B2C, visual products/services | |
| B2B, professional services, recruiting | $2–$7 | 0.4–0.8% | B2B, professional services | |
| TikTok | Younger demographics, entertainment, viral content | $0.50–$3 | 5–10%+ | B2C, youth market, entertainment |
| Twitter/X | News, tech, real-time engagement, customer service | $0.50–$2 | 0.3–0.6% | Tech, media, public figures |
| YouTube | Video content, tutorials, product demos | $0.30–$3 (TrueView) | Varies by video | Education, entertainment, product demos |
| DIY, home decor, fashion, recipes, wedding | $0.10–$1.50 | High (saving/sharing) | Visual/lifestyle B2C |
You bid on keywords (e.g., "emergency plumber Sydney"), create text or display ads, and pay only when someone clicks. Your ad position depends on your bid amount, ad quality score, and relevance.
Important: Budget split is typically 75% ad spend and 25% management for professional campaigns.
Results: 50–500 followers
Engagement: Low (building awareness)
Leads: 0–2 direct leads
ROI: Negative (investment phase)
Results: 100–1,000+ followers
Engagement: Moderate, improving
Leads: 2–5 monthly
ROI: Still negative to break-even
Results: 500–3,000+ followers
Engagement: Strong for good content
Leads: 5–15 monthly
ROI: Approaching positive (1:1 to 2:1)
Results: 1,000–10,000+ followers
Engagement: Reliable engagement on posts
Leads: 10–30 monthly
ROI: Positive (2:1 to 5:1)
Results: Continued growth
Leads: Steady flow + brand lift benefits
ROI: Strong (3:1 to 8:1)
Important: Social media ROI is hardest to measure directly because much of the value is brand awareness and community that influences purchase decisions indirectly.
Let’s break down the total investment over time:
| Channel | Setup | Months 1–6 | Months 7–12 | Total Year 1 | Cost Per Lead (Month 12) |
|---|---|---|---|---|---|
| SEO | $2,000 | $18,000 ($3k/mo) | $18,000 ($3k/mo) | $38,000 | $50–$150 (decreasing) |
| PPC | $1,000 | $30,000 ($5k/mo) | $30,000 ($5k/mo) | $61,000 | $100–$400 (stable) |
| Social Media | $1,500 | $12,000 ($2k/mo) | $12,000 ($2k/mo) | $25,500 | $80–$300 (variable) |
| Comprehensive (All 3) | $4,000 | $60,000 ($10k/mo) | $60,000 ($10k/mo) | $124,000 | $40–$120 (best overall) |
| Channel | Year 1 | Year 2 | Total (2 Years) | Cost Per Lead (Month 24) | ROI Year 2 |
|---|---|---|---|---|---|
| SEO | $38,000 | $36,000 ($3k/mo) | $74,000 | $30–$80 (still decreasing) | 6:1 to 12:1 |
| PPC | $61,000 | $60,000 ($5k/mo) | $121,000 | $100–$400 (stable) | 2:1 to 4:1 |
| Social Media | $25,500 | $24,000 ($2k/mo) | $49,500 | $60–$250 (improving) | 3:1 to 7:1 |
| Comprehensive (All 3) | $124,000 | $108,000 ($9k/mo) | $232,000 | $25–$80 (lowest) | 5:1 to 10:1 |
Key Insights:
• Social Media is cheapest short-term but delivers the slowest direct lead generation.
• PPC is most expensive long-term but delivers immediate results.
• SEO has the best long-term ROI but requires patience and upfront investment.
• Combining all three strategically delivers the lowest overall cost per lead by year 2.
| Timeline | SEO ROI | PPC ROI | Social Media ROI | Combined Strategy ROI |
|---|---|---|---|---|
| Month 3 | Negative (still building) | 0.5:1 to 1.5:1 | Negative | Negative to 0.5:1 |
| Month 6 | Negative to 0.5:1 | 1:1 to 2:1 | 0.5:1 to 1:1 | 1:1 to 1.5:1 |
| Month 12 | 1:1 to 3:1 | 2:1 to 3:1 | 1:1 to 2:1 | 2:1 to 4:1 |
| Month 18 | 3:1 to 6:1 | 2:1 to 4:1 | 2:1 to 4:1 | 3:1 to 6:1 |
| Month 24 | 5:1 to 12:1 | 2:1 to 4:1 | 3:1 to 7:1 | 5:1 to 10:1 |
| Month 36+ | 8:1 to 15:1+ | 2:1 to 4:1 | 4:1 to 8:1 | 6:1 to 12:1+ |
Winner:
• SEO for long-term ROI
• PPC for immediate ROI
• Combined Strategy for balanced, sustainable growth
| Channel | Avg Conversion Rate | Lead Intent Level | Sales Cycle Length | Customer Lifetime Value |
|---|---|---|---|---|
| SEO (Organic Search) | 10–15% | ⭐⭐⭐⭐⭐ Very High (actively searching for solution) | Short to Medium | Above average (trusted authority) |
| PPC (Paid Search) | 8–12% | ⭐⭐⭐⭐ High (actively searching) | Short to Medium | Average |
| Social Media Organic | 2–5% | ⭐⭐ Low to Medium (discovery phase) | Medium to Long | Variable |
| Social Media Paid | 5–10% | ⭐⭐⭐ Medium (targeted interest) | Medium | Average |
Winner: SEO delivers the highest-intent leads and long-term value — with PPC as a strong second for faster conversions.
Recommendation: 60% PPC, 30% SEO, 10% Social Media
Reasoning:
Need leads immediately to validate business model
Can't wait 6-12 months for SEO results
Use PPC to generate cash flow while building SEO foundation
Minimal social media just to establish presence
Monthly Budget:
PPC: $2,000-$4,000 (including ad spend)
SEO: $1,000-$2,000 (foundation building)
Social Media: $300-$800 (basic presence)
Recommendation: 50% Local SEO, 30% PPC, 20% Social Media
Reasoning:
Local SEO delivers exceptional ROI for service-area businesses
PPC maintains steady lead flow during SEO ramp-up
Social media builds community and local reputation
Monthly Budget:
Local SEO: $2,000-$4,000
PPC: $1,200-$2,400
Social Media: $800-$1,600
For Sydney, Newcastle, or Central Coast markets, Krrisp Digital’s local SEO expertise helps dominate local search results and Google Maps rankings.
Recommendation: 40% SEO, 40% PPC, 20% Social Media
Reasoning:
Shopping ads and PPC deliver immediate sales
SEO builds sustainable long-term traffic
Social media drives brand discovery
Monthly Budget:
SEO: $2,400-$6,000
PPC: $2,400-$6,000
Social Media: $1,200-$3,000
Recommendation: 55% SEO, 30% LinkedIn, 15% PPC
Reasoning:
B2B buyers do extensive research (SEO captures this)
LinkedIn is the dominant B2B platform
PPC for high-value keywords and retargeting
Monthly Budget:
SEO: $2,750-$6,600
LinkedIn: $1,500-$3,600
PPC: $750-$1,800
Recommendation: 70% PPC during peak, 70% SEO during off-season
Peak Season (3-4 months):
PPC: $5,600-$10,500
SEO: $1,600-$3,000
Social Media: $800-$1,500
Off-Season (8-9 months):
SEO: $2,100-$4,200
PPC: $600-$1,200
Social Media: $300-$600
Recommendation: 60% SEO, 25% PPC, 15% Social Media
Reasoning:
High-value clients do deep research (SEO is crucial)
PPC is expensive but effective
Social media builds trust and authority
Monthly Budget:
SEO: $3,000-$9,000
PPC: $1,250-$3,750
Social Media: $750-$2,250
Recommendation: Choose ONE channel and do it well
Option A: SEO Only ($1,500-$2,000/month)
Best long-term investment
Requires patience (6-12 months)
DIY social media on the side
Option B: PPC Only ($1,500-$2,000/month)
Immediate leads
Limited budget means limited reach
Focus on conversion optimization
Option C: Social Media Only ($1,200-$1,800/month)
Build community and brand awareness
Best for visual businesses (food, fashion, design)
DON’T: Split $2,000 three ways — you’ll be ineffective at everything.
A: There’s no universal “better” option—it depends on your goals, timeline, and budget. SEO delivers the best long-term ROI(5:1 to 12:1 after 18-24 months) but takes 6-12 months to show results. PPC generates immediate results(24-48 hours) but requires ongoing spend and delivers moderate ROI (2:1 to 4:1). Social Media builds brand awareness and communitywith variable ROI (3:1 to 8:1) that’s harder to measure directly. Most successful businesses use all three strategically:PPC for immediate leads while building SEO for sustainable growth, with Social Media amplifying brand awareness across the customer journey.
A: SEO costs $1,000-$5,000 per monthwith results appearing in 3-6 months and compounding over time. Over 12 months, SEO typically costs $12,000-$60,000 total. PPC costs $2,000-$10,000+ per month(including ad spend and management) with immediate results that stop when spending stops. Over 12 months, PPC costs $24,000-$120,000+. While PPC is more expensive month-to-month, it delivers immediate leads. SEO is cheaper long-term and delivers better cost-per-lead after 12-18 months. Cost per lead comparison:SEO reaches $30-$80 by month 24 while PPC remains at $100-$400 per lead indefinitely.
A: SEO delivers the highest long-term ROI(5:1 to 12:1 after 18-24 months) but requires patience through the initial investment period. PPC delivers moderate ROI(2:1 to 4:1) that appears immediately but rarely improves significantly over time—your month 6 ROI is typically your steady-state. Social Media delivers variable ROI(1.5:1 to 8:1) depending heavily on industry, content quality, and platform fit, with brand awareness benefits that are harder to measure directly. Combined strategy:Businesses using all three channels strategically achieve overall ROI of 5:1 to 10:1 by year 2, with the lowest cost per acquisition because each channel supports the others.
A: PPC delivers results within 24-48 hoursof launching campaigns—ads show immediately and clicks/leads start flowing. Social Media shows engagement within days(likes, comments, shares) but meaningful business results (leads, sales) take 3-6 months of consistent effort to build audience and trust. SEO takes 3-6 months to see initial ranking improvementsand 6-12 months for significant traffic and lead generation. However, SEO results compound over time—a first-page ranking continues driving traffic without ongoing costs, while PPC stops immediately when you stop paying. Timeline patience pays off:Businesses that stick with SEO for 18-24 months achieve the lowest overall customer acquisition costs.
A: Start with PPC ifyou need leads this month, have a budget for ongoing ad spend ($2,000+/month), are testing messaging and offers before committing long-term, have time-sensitive promotions or seasonal peaks, or operate in a new business that needs immediate cash flow validation. Start with SEO ifyou’re building for long-term sustainable growth, have 6-12 months before needing significant results, want to reduce customer acquisition costs over time, have limited ongoing marketing budget, or can afford patience for better long-term ROI. Ideal strategy: Do both—use PPC to generate immediate leads and cash flow while simultaneously building SEO foundation for long-term cost reduction. Allocate 60% to PPC initially, shifting to 60% SEO by month 12-18 as organic traffic ramps up.
A: Minimum effective budgets by channel:SEO requires $1,000-$2,000 per month minimumfor 6-12 months to see meaningful results. PPC requires $2,000-$5,000 per month(including ad spend) ongoing—less than this limits reach and testing capability. Social Media requires $1,000-$3,000 per monthfor professional content creation and management. Comprehensive strategy using all three channels requires $4,000-$10,000 per monthfor small businesses. Recommended allocation: 40% SEO, 40% PPC, 20% Social Media, adjusting based on what’s working best. Reality check:Businesses spending less than $3,000/month total typically struggle to see meaningful results across any channel—better to focus budget on one channel done well than spread too thin across multiple channels done poorly.
A: Technically yes, but effectiveness varies dramatically. DIY SEOtakes 10-20 hours per week and typically delivers 30-50% of professional results due to lack of expertise in technical optimization, link building, and content strategy. DIY PPCoften wastes 40-60% of ad spend through poor keyword selection, weak ad copy, incorrect bidding strategies, and lack of conversion tracking—the money you “save” on management you lose to inefficiency. DIY Social Mediatakes 5-15 hours per week with inconsistent results unless you have natural content creation skills. Reality:Most business owners get better ROI hiring professionals after calculating the opportunity cost of their time (what else could you do with 20-30 hours/week?) and the performance difference (professionals deliver 2-3x better results). Exception:If marketing is your core competency or you’re naturally skilled in one area, DIY that channel while outsourcing others.
A: Local businesses benefit most from Local SEO(50% of budget) combined with targeted PPC (30%) and local social media (20%). Local SEO priorities:Google Business Profile optimization (reviews, photos, posts), local citations (directories), location-specific content, geo-targeted keywords, and review generation strategy. Local PPC:Google Local Services Ads (pay per lead), local search campaigns, geo-targeted display ads. Social Media:Facebook and Instagram for community building, showcasing work, customer testimonials. ROI for local:Local SEO delivers exceptional ROI (8:1 to 15:1 after 12-18 months) for service-area businesses because local search volume is concentrated and competition is manageable. Example budget ($4,000/month):$2,000 Local SEO, $1,200 Local PPC, $800 Social Media. Learn more aboutlocal SEO for businesses in Newcastle,Central Coast, and across Australia.
A: Social Media is superior for brand awareness and community building, delivering impressions, engagement, brand recall, and emotional connection through visual content and two-way conversations. Social media creates the “know, like, trust” factor through consistent presence and personality. SEO is superior for capturing intent-driven trafficwhen people are actively searching for solutions you provide—it captures existing demand rather than creating it. The ideal strategy combines both:Use Social Media to build awareness, showcase your personality, and stay top-of-mind with potential customers. Use SEO to capture that awareness when those same people later search for your solution category. Example customer journey:See your business on Instagram (awareness) → Follow and engage over weeks (consideration) → Search “best [your service] near me” when ready to buy → Find your website organically (conversion). Social Media creates demand; SEO captures existing demand.
A: Recommended budget allocation depends on business stage:
Startups (need leads now):60% PPC, 30% SEO, 10% Social Media—prioritize immediate lead generation while building foundation
Growing businesses (6-12 month horizon):50% SEO, 35% PPC, 15% Social Media—balance immediate needs with long-term building
Established businesses (long-term optimization):60% SEO, 25% PPC, 15% Social Media—maximize lowest-cost channel while maintaining presence
E-commerce:40% PPC, 40% SEO, 20% Social Media—balance immediate sales with long-term product discovery
B2B:55% SEO, 30% LinkedIn, 15% PPC—thought leadership and content marketing dominate
Important:Adjust based on what’s currently working best for YOUR specific business. If SEO is driving 70% of your best leads, allocate more there. If PPC has 5:1 ROI while SEO is still building, maintain higher PPC investment. Review and rebalance quarterly based on actual performance data, not just theory.
A: Most expensive PPC industries in Australia (2025):Legal services ($25-$70 per click), insurance ($15-$45), loans and finance ($12-$40), medical and healthcare ($8-$30), home services in competitive metros ($10-$30), and real estate ($8-$25). Why so expensive:These industries have high customer lifetime values (a legal client might be worth $10,000-$100,000), intense competition, and willingness to pay for qualified leads. Cost mitigation strategies:Focus on long-tail, specific keywords rather than broad terms, use negative keywords aggressively to eliminate wasteful clicks, optimize landing pages obsessively (every 1% conversion improvement = big savings), implement remarketing to capture almost-converters, and combine with SEO so you’re not 100% dependent on paid traffic. Budget reality:If your industry averages $30/click and you need 100 clicks to get one customer, that’s $3,000 cost per acquisition—you must have customer lifetime value that supports this.
A: Not recommendedfor most businesses. While it’s tempting to cut PPC once SEO delivers traffic, maintaining both delivers better overall results:PPC captures different search variations SEO might miss, PPC ads appear above organic results (capturing first-page real estate), remarketing keeps you visible to people who found you organically, PPC allows rapid testing of new products/services before investing in SEO, and dual presence (ads + organic) increases overall click-through and builds trust. What you CAN do:Reduce PPC budget by 30-50%once SEO is strong, focusing PPC spend on highest-converting keywords, competitive terms where you rank #4-10 organically, and remarketing. Data shows:Businesses running both PPC and SEO together capture 50-90% more traffic than either alone would deliver, because total clicks from dual presence exceeds what either would achieve independently.
A: Social Media ROI is the most challenging to measure accuratelybecause much value comes from brand awareness and community that influences purchases indirectly. Direct measurement methods:Track UTM parameters on links from social posts to attribute website visits and conversions, use social media-specific promo codes to track sales, monitor direct messages and comments that turn into leads, track social media-referred customers in your CRM. Indirect value measurement:Measure brand search volume growth (people searching your company name after discovering on social), survey new customers about how they heard about you, track engagement rate as a proxy for awareness, monitor share of voice compared to competitors, measure customer lifetime value of social-referred customers vs other channels. Tools:Use platform analytics (Facebook Insights, Instagram Insights), Google Analytics for traffic and conversions, social media management tools (Hootsuite, Sprout Social) for comprehensive reporting. Realistic expectation:Accept that 30-50% of social media value is difficult to attribute directly—it’s awareness and community building that supports all other marketing.
Industry standard:Small businesses should invest 7-12% of gross revenuein marketing, with 60-80% of that on digital channels. Breakdown by business stage:Startups and aggressive growth companies invest 12-20% of revenue, established businesses with steady growth invest 7-10%, mature businesses with market leadership invest 5-7%. Example calculation:$500,000 revenue business should budget $35,000-$60,000 annually ($3,000-$5,000/month) for digital marketing. Reality check:Businesses investing less than 5% of revenue in marketing typically struggle to grow or even maintain current revenue levels due to customer churn and market changes.
Organic social mediais free content you post to your business pages—posts, stories, videos that reach your followers and their networks through sharing. Reach has declined dramatically:Organic posts now reach only 2-6% of your followers due to algorithm changes prioritizing personal content over business posts. Paid social mediais advertising you pay for to reach specific target audiences beyond your followers. Key differences:Organic builds community and engages existing audience at no cost but limited reach; Paid reaches specific demographics and interests, delivers measurable business results, but requires ongoing budget. Best strategy:Use organic to maintain relationships with existing communities and provide value, use paid to reach new audiences, promote specific offerings, and drive conversions. Think of organic as relationship maintenance and paid as business development.
Honest answer: Unlikely to get significant results in 3 months, but you’ll see early indicators. What you CAN expect in 3 months:Technical issues fixed, new content published and indexed, some long-tail keyword improvements (less competitive terms), foundation built for future growth, tracking and measurement in place. What you WON’T get in 3 months:First page rankings for competitive keywords, substantial traffic increases (maybe 15-30% at most), significant lead generation from organic search, full ROI on your investment. Exception:Very new websites in non-competitive niches sometimes see faster results, but this is rare. Why it takes time:Google needs to see consistent signals over months, backlinks take time to build, content authority develops gradually, algorithm updates happen, competition doesn’t stand still. Businesses that quit SEO after 3-4 monthswaste their entire investment—they paid for the foundation but quit before the house was built.
Different purposes:Google Adscaptures existing demand (intent-based) when people actively search for solutions—best for direct response and lead generation. Facebook/Instagram Adscreate demand and awareness (interest-based) by showing offers to people who match target demographics but aren’t actively searching—best for brand building and discovery. Google Ads advantages:Higher purchase intent, better for immediate conversions, works well for service businesses, easier attribution. Facebook Ads advantages:Lower cost per click, better for visual products, excellent targeting by demographics/interests, great for brand building, works well for e-commerce and B2C. Cost comparison:Google Ads typically $2-$50/click depending on industry; Facebook Ads typically $0.50-$3/click. **Best strategy: Use both—**Google to capture people actively searching, Facebook to build awareness and stay top-of-mind. For comprehensivesocial media marketing combining organic and paid strategies, professional management ensures budget efficiency and creativity that converts.
Hire an agency if:Your marketing budget is under $10,000/month (not enough to justify full-time specialist salaries), you need diverse expertise (SEO, PPC, social, content all require different skills), you want scalability without hiring headcount, you’re in growth mode and need immediate expertise, or you lack internal marketing leadership. Build in-house if:Your marketing budget exceeds $15,000-$20,000/month consistently (can justify full-time roles), you have a large enough team to cover all specialties, you need deep industry-specific knowledge an agency might lack, you have strong internal leadership to manage team, or you’re in a very unique niche where outside expertise is limited. Hybrid approach (best for many):Keep strategy and brand in-house, outsource specialized execution (SEO, PPC) to agencies. Cost comparison:Agency costs $3,000-$8,000/month all-inclusive; In-house marketing manager $70,000-$100,000/year plus benefits, tools, and training. Agency advantages:Immediate access to a team with diverse skills, no hiring/training overhead, built-in backup if someone is sick/leaves, exposure to learnings from dozens of clients.Working with an experienced digital marketing agencyprovides comprehensive expertise without the overhead of building an in-house team.
Recommended posting frequency by platform:Facebook:3-5 posts per week (quality over quantity—algorithm penalizes excessive posting), Instagram:4-7 posts per week plus daily stories, LinkedIn:2-5 posts per week (weekdays perform best), Twitter/X:3-10 tweets per day (conversation-focused platform), TikTok:3-7 videos per week minimum (consistency critical), Pinterest:5-10 pins per day (content discovery platform). Reality check:Consistency matters more than frequency—posting 3x per week consistently beats sporadic daily posting. Quality threshold:Never sacrifice content quality for frequency. One excellent post per week beats seven mediocre posts. Resource planning:Each quality post requires 30-60 minutes of creation time—plan accordingly. DIY realistic goals:If managing yourself, commit to sustainable frequency you can maintain: 3x per week on 1-2 platforms is realistic; daily across 4 platforms is unrealistic without dedicated resources. When to increase:Increase frequency only after mastering consistency at current level and if engagement metrics support it (don’t post more if engagement drops).
With $3,000/month total budget, choose ONE channel and do it exceptionally well rather than splitting three ways:
Option 1: SEO Focus($2,500 SEO + $500 basic social presence)—Best for businesses that can wait 6-12 months, want lowest long-term cost per lead, have good search volume for their services, and can create content regularly.
Option 2: PPC Focus($2,500 PPC including ad spend + $500 basic social presence)—Best for businesses needing leads immediately, able to convert leads efficiently, in moderate competition industries (not $50/click), and testing new markets or products.
Option 3: Hybrid($1,500 SEO + $1,500 PPC)—Best for businesses that need some leads now but want to build foundation, have a 3-6 month runway, and operate in moderate competition markets where limited PPC budget is still effective.
DON’T: Split $1,000 across each channel—you’ll be completely ineffective in all three. Better strategy:Excel at one channel first, then add a second channel once the first is performing. Many successful businesses started with just PPC for 6-12 months while building SEO, then reduced PPC as SEO delivered results.Contact Krrisp Digitalfor a customized strategy recommendation based on your specific business, industry, and goals.
Krrisp Digital’s comprehensive digital marketing servicescover SEO, PPC, social media, and strategic planning—eliminating the need to coordinate multiple vendors while ensuring all channels work together synergistically.
At Krrisp Digital, we don’t believe in one-size-fits-all marketing strategies. We analyze your specific business, competition, goals, and budget to recommend the ideal mix of SEO, PPC, and Social Media for YOUR situation.
Channel Expertise– Specialists in SEO, PPC, and Social Media all under one roof
Strategic Approach– We start with your business goals, then build the right channel mix
Transparent Reporting– Clear ROI tracking across all channels
Integrated Campaigns– All channels work together, not in silos
Local Expertise– Deep understanding of Australian markets and competition
Proven Results– Portfolio of successful multi-channel strategies for small businesses
Not sure whether to invest in SEO, PPC, Social Media, or a combination?Book a free 30-minute strategy consultationwhere we’ll:
Call us:1300 64 33 86
Email:[email protected]
Visit:krrispdigital.com.au
The question isn’t “SEO vs PPC vs Social Media?”
The question is: “What combination of channels will help MY business achieve OUR goals within OUR budget and timeline?”
The most successful businesses use all three strategically—letting each channel do what it does best, creating a marketing machine greater than the sum of its parts.
Ready to build your ideal marketing strategy?Let’s talk.
