When potential customers need a product or service, they often begin with a Google search. They may search for a general service, such as “roofing company near me,” or include a specific location, such as “accountant in Florence, Alabama.”

Search is changing. Instead of receiving only a traditional list of website links, people may now see AI-generated responses that summarize information, answer questions and recommend helpful resources.

Google Ads and search engine optimization can both help customers discover your business, but they work in different ways.

Google Ads provides paid visibility in selected search results and other placements. SEO focuses on improving your website’s visibility in organic, or unpaid, search results. The right choice depends on your goals, timeline, competition, budget, and current online presence.

Your Google Business Profile is often one of the first things potential customers see when searching for your business. Before visiting your website or calling your office, they may use your profile to review your hours, services, photographs, location, and customer feedback.