Imagine you have built up a successful company in Switzerland. Your products or services are first-class, your regular customers are satisfied - but there's a problem: nobody can find you online. This is a scenario that many SMEs are confronted with. So the question is: how can you efficiently bring more potential customers to your website - SEO or Google Ads?
The two main strategies that companies use to be visible in Google search are SEO (search engine optimisation) and Google Ads (paid advertising). But which is the better choice? And is it perhaps worth combining the two?
For many years, we have been providing support as experts for Google Ads and SEO help local businesses to attract new customers via their website. In this article, we take a close look at both methods and help you find the right strategy for your business.
1. the basics: SEO or Google Ads?
Before we dive into the details, let's briefly clarify what SEO and Google Ads actually are.
What is SEO?
SEO stands for Search engine optimisation. The aim is for your website to appear higher up in Google's organic (non-paid) search results. This is achieved by optimising your content, making technical improvements to your website and gaining backlinks from other sites.
Advantages of SEO:
- Sustainable visibilityOnce in 1st place, you benefit from visitors on a permanent basis.
- Building trustUsers often trust organic results more than adverts.
- Cost efficiencyNo click costs you money directly (apart from the costs for SEO measures).
Disadvantages of SEO:
- Long waiting timeIt can take months before the first successes become apparent.
- Regular work requiredGoogle often changes its algorithms, which makes adjustments necessary.
- High competition: In popular sectors, it is difficult to assert oneself against established websites.
What are Google Ads?
Google Ads (formerly Google AdWords) is the Paid advertising on Google. Companies can place adverts that appear at the top of the search results - even before the organic hits.
Advantages of Google Ads:
- Immediate results: As soon as you start a campaign, visitors can come to your website.
- Precise target group managementYou can determine who sees your advert (e.g. by location or interests).
- ScalabilityYou can flexibly adjust the budget and therefore the clicks.
Disadvantages of Google Ads:
- Cost-intensiveClick prices are high in many sectors, especially in Switzerland.
- No organic effect: As soon as you stop paying, your visibility disappears.
- Display fatigueCertain users deliberately skip adverts and click on organic results.
2 When is SEO worthwhile?
SEO is ideal if you want to grow in the long term and are prepared to invest time and resources.
Which companies benefit most from SEO?
- Companies with local servicesRestaurants, dental surgeries and craft businesses benefit from local SEO.
- Online shopsWhoever sells products benefits enormously from a good Google ranking.
- B2B service providerSEO helps to attract qualified leads who are looking for specialised services.
- NichesCompanies that have to contend with less competition or specialise in a particular product/service can build up a high search rank more quickly.
An example with SEO
We have been helping a dental practice in Zurich to optimise its website for Google for years. It took about six months, but after that the site ranked for terms like "Dentalhygiene Zürich" and consistently brought in bookings - without having to spend a single franc on advertising.
3 When are Google Ads worthwhile?
Google Ads is ideal if you Fast results and are prepared to pay for it.
Which companies benefit most from Google Ads?
- New companiesImmediate visibility to win your first customers.
- Products / services with high marginsIf a customer brings you a lot of sales, a high click price can be worthwhile.
- Seasonal offersEvents, holiday offers or Christmas promotions benefit from the fast reach.
- For companies with a lot of competitionIf you operate in an industry with a lot of competition and large established providers, it is easier to win customers with Google Ads.
A case study from practice
A small Swiss family business specialising in the sale and installation of towbars relied exclusively on Google Ads. Within three months, we generated over CHF 26,000 in sales with a budget of CHF 3,000. This would not have been possible in such a short time without Google Ads.
4. the hybrid strategy: combining SEO and Google Ads
From my own practical experience, I personally recommend a Combination of SEO and Google Adsto win customers in the short term and build a strong online presence in the long term.
What does a successful hybrid strategy look like?
- Get started immediately with Google AdsGenerate traffic directly while SEO optimisation is running.
- Build up SEO in parallelCreate content, make technical improvements and build backlinks.
- Customise Google Ads bit by bitAs soon as SEO is successful, use Google Ads to target search terms that are not easily visible via SEO. Create special campaigns for certain promotions (Black Friday, Christmas, etc.)
My tip: Don't forget retargeting!
Google Ads is an ingenious combination Retargeting with SEO. Visitors who came to your website via SEO but did not make a purchase can be retargeted with targeted Google Ads.
5 Conclusion: Which strategy is right for you - SEO or Google Ads?
There is no standardised answerbecause it depends on your industry, your budget and your goals. Here is a brief guide to help you decide:
- If you are planning for the long term and want organic visitors → SEO
- If you want instant results and full control → Google Ads
- If you want the best of both worlds → Combination of SEO and Google Ads
No matter which strategy you choose, one thing is certain: SEO or Google Ads for Swiss companies are crucial for online visibility and long-term success. It's better to start now than to let your competitors pull away!
Still unsure?
Let us help you non-binding advice. We help you to develop the optimal strategy for your company with a lot of practical experience and a large number of results from other customers!