Google ads and SEO are both great and both serve different purposes. Although they ARE both trying to reach consumers specifically searching in Google, Google ads (aka pay-per-click) are paid media and SEO is organic (free to click!). With Google Ads, you get results immediately but you PAY for it, and once you stop paying, your traffic goes away completely. Depending on the industry, it's also typically much more competitive than SEO. SEO takes more time to get to the top but once you get there, website traffic starts to snowball and the traffic stays even if you aren't making SEO optimizations all the time. And best of all it drives traffic for FREE!