This is rarely an either-or choice. The two channels behave differently, and the right balance depends on your goals, your timing and your budget.
How they differ
Google Ads buys visibility while the budget lasts. Traffic can start quickly and stops when you stop paying.
SEO builds visibility that you earn over time. It takes longer to start, but the pages you build can keep attracting visitors without a charge for each click.
When ads make sense
Paid search suits time-sensitive offers, new businesses that need visibility quickly and searches where organic results are very hard to win.
When SEO makes sense
SEO is a strong fit when your customers research before buying, when you can create genuinely useful content and when you want durable visibility that is less dependent on ongoing ad spend.
Using them together
Many businesses use ads for early demand while SEO matures, and the data from paid campaigns can show which terms actually convert. Over time you can rebalance based on results.
How to decide
Start from your goals and timelines. Ask what a customer is worth, how quickly you need results and whether you have the capacity to support either channel properly.