The Core Difference
PPC (Pay-Per-Click): You pay for immediate visibility. Your ad appears at the top of search results, and you pay each time someone clicks. Results are instant but stop when you stop paying.
SEO (Search Engine Optimization): You invest in earning organic rankings. Results take months but compound over time and don't require ongoing ad spend.
Both work. The question is which makes sense for your situation right now.
When to Prioritize PPC
1. You need leads immediately
New facility? Low occupancy? PPC delivers leads within days. We've launched campaigns that generated phone calls within 24 hours of going live.
2. You're in a highly competitive market
In dense urban markets, organic rankings can take 12+ months to achieve. PPC lets you compete immediately while building SEO.
3. You have a specific promotion
Running a first-month-free special? PPC lets you push that message to exactly the people searching right now.
4. You want to test messaging
PPC provides fast feedback on what resonates. Use it to test headlines and offers before committing to SEO content.
When to Prioritize SEO
1. You're playing the long game
SEO compounds. The content and authority you build today keeps working for years. A well-optimized facility page can generate leads indefinitely.
2. Your ad costs are unsustainable
In some markets, storage keywords cost $15-30+ per click. If your cost-per-lead is too high, SEO provides a more sustainable alternative.
3. You want to reduce dependency on ads
Relying entirely on PPC is risky. Algorithm changes, competitor bidding wars, or budget cuts can tank your leads overnight. SEO provides stability.
4. Your facility has unique advantages
If you're the only climate-controlled facility in your area, SEO content targeting that differentiator can capture qualified traffic cheaply.
For detailed tactics, see our guide on improving your organic Google ranking.
Our Recommendation: Do Both (Strategically)
For most facilities, the answer isn't either/or. Here's the approach we use:
Phase 1: Launch PPC for Immediate Leads
Get campaigns running while SEO builds. Focus budget on high-intent keywords like "storage near [city]" and "[city] storage rental."
Phase 2: Build SEO Foundation
Optimize your GBP, fix technical issues, and create location pages. This is a 3-6 month effort. This includes optimizing your Google Business Profile, which is critical for local visibility.
Phase 3: Shift Budget as SEO Gains Traction
As organic rankings improve, you can reduce PPC spend on keywords where you now rank well organically. Reinvest savings into other channels or markets.
Budget Allocation Example
For a single facility in a moderately competitive market:
- Months 1-6: 70% PPC / 30% SEO
- Months 7-12: 50% PPC / 50% SEO
- Year 2+: 30% PPC / 70% SEO
This isn't a rigid formula—it depends on your market, competition, and goals. But it illustrates how the balance should shift over time.
Key Metrics to Track
For PPC:
- Cost per click (CPC)
- Cost per lead (CPL)
- Conversion rate
- Return on ad spend (ROAS)
For SEO:
- Organic traffic
- Keyword rankings
- Organic leads
- Click-through rate from search results
The Bottom Line
PPC and SEO aren't competitors—they're complementary. The right mix depends on your timeline, budget, and competitive landscape.
If you're not sure where to start, learn about our PPC and SEO management services or contact us for a free consultation.