One of the most common questions we get from business owners across Brisbane—from Fortitude Valley startups to established manufacturing firms in Rocklea—is a simple one: "Should I be doing SEO or Google Ads?"
In the past, the answer was often a binary choice. But as we move through 2026, the strategy has shifted. It’s no longer about which one is better; it’s about which one fits your current cash flow and long-term growth targets.
If you’re wondering how to allocate your next marketing dollar, here is a practical roadmap based on where your business sits today.
Stage 1: The Launch Phase ($0 - $250k Revenue)
When you’re just starting out or working with a modest turnover, your biggest enemy is time. You need leads yesterday to keep the lights on and prove your concept.
The Strategy: Ad-Heavy Sprint
At this stage, you should lean heavily into Paid Ads (Google or Meta). Why? Because SEO is a marathon, and you need a sprint. Paid ads allow you to "buy" your way to the top of the search results immediately.Action Steps: 1. Focus on high-intent keywords: Don’t bid on broad terms. If you’re a Brisbane plumber, don’t just bid on "plumbing tips"; bid on "emergency plumber North Lakes." 2. Keep the landing page simple: Ensure your mobile experience is flawless. If your site is clunky, you're literally throwing money away. A quick mobile indexing checklist can help you ensure those paid clicks actually convert. 3. Set a strict daily budget: Start small, test what works, and only scale when you see a positive return on ad spend (ROAS).
Stage 2: The Growth Phase ($250k - $1M Revenue)
You have a steady flow of customers, but your lead costs are starting to bite. If you stop the ads, the phone stops ringing. This is the "dependency trap."
The Strategy: Building the Organic Foundation
Now is the time to start diverting a portion of your profits into optimising for search. You want to start building an asset that you own, rather than renting space from Google forever.Action Steps: 1. Content for the 'Middle of the Funnel': Start writing helpful articles that answer the specific questions your Brisbane customers ask. 2. Local SEO Dominance: Ensure your Google Business Profile is fully optimised. In Queensland, local search is king. 3. The 70/30 Split: Aim to spend 70% of your budget on Ads for immediate revenue and 30% on SEO for long-term cost reduction.
Stage 3: The Scaling Phase ($1M - $5M+ Revenue)
At this level, you aren't just looking for leads; you're looking for market dominance and brand authority. You likely have a healthy marketing budget, but you want to ensure it's spent efficiently.
The Strategy: The Hybrid Powerhouse
This is where you pivot your spending strategically. Your SEO should now be driving a significant portion of your traffic, allowing your Paid Ads to focus on high-ticket items or defensive branding (bidding on your own brand name so competitors don't steal your leads).Action Steps: 1. Data Integration: Use your Google Ads data to see which keywords convert best, then target those specifically with your SEO strategy. 2. Remarketing: Use paid ads to "follow" the organic traffic that didn't convert on the first visit. This is one of the most cost-effective ways to use ads at scale. 3. Technical Excellence: At this stage, small technical errors can cost you thousands in lost rankings. Ensure your site structure is clean and your "Thumb-First" mobile experience is top-tier.
Why the "One or the Other" Mentality Fails
Imagine you only used Paid Ads. Your cost per lead will almost certainly rise over time as competition increases. Conversely, if you only did SEO, you might wait 6 months for a phone call while your competitors snap up every ready-to-buy customer in Brisbane.
By matching your strategy to your revenue, you ensure that you have the cash flow to survive today and the organic strength to thrive tomorrow.
Ready to find your perfect balance?
Navigating the shift between paid search and organic growth doesn't have to be a guessing game. Whether you're a local tradie or a growing Queensland enterprise, we can help you build a roadmap that actually makes sense for your bank account.
Let’s chat about your growth goals. Contact the Local Marketing Group team today for a strategy session tailored to your business stage.