The primary difference between paid search and organic search is the cost. SEO is great for the long term health of your company to protect your online reputation and ensure your building an asset (your website) which can consistently attract customers and produce new sales opportunities. PPC is great when you need leads now. If you're in a market with well established competitors which might take several months to out rank through SEO, PPC can get you in position quickly to get more sales opportunities as fast as possible. PPC does cost more than SEO due to the competitive bidding of advertisers, which is why most businesses choose HLM to have both strategies in motion at the same time to get leads now while growing their business for the future.