When you ask Google or ChatGPT how many e-commerce companies rely on ads, one thing becomes clear: paid campaigns are almost unavoidable. A staggering 98 percent run PPC campaigns with Google Ads (wordstream.com). Still, many SEO agencies seem to suggest the opposite – claiming that SEO can make online shops more independent from click prices and competition. But can that really work, or is it ultimately impossible to go completely without ads?
Evolution of the SERPs as a “problem”
Google’s search results pages are becoming increasingly user-friendly, offering filter options and visual elements that, years ago, were reserved for online shops or content providers.
While ranking well in the organic search results can appear trustworthy, one has to ask how many clicks from sales-relevant search queries actually still go to those results.
Google now offers numerous filter functions, allowing users to refine their search directly on Google—even when starting with short-tail keywords—rather than on the actual online shop’s website. And when it comes to visibility, paid search results clearly have a much higher chance of getting clicks.
And what about content?!
One could argue that this mainly affects product-based search queries (as well as service-related queries), but not search queries for audience-relevant content.
However, it’s worth taking a critical look here as well, because AI tools are currently posing serious competition for these types of search queries.
Studies show that search giant Google could come under pressure in the coming years. Experts at Gartner predict that by 2026, up to 25% fewer traditional search queries will be made, as users increasingly turn to AI-powered assistants like ChatGPT and Google Gemini. Instead of clicking through long lists of search results, users are increasingly expecting direct, precise answers – a shift that could revolutionize the digital ecosystem.
Google Ads: Visibility beyond traditional search
A key advantage of Google Ads is the ability to gain visibility even for topics that don’t exactly match the user’s original search intent. While organic results are tightly bound to specific keywords, paid ads allow you to reach potential customers in related or complementary areas. This is especially valuable for cross-selling, brand awareness, and tapping into new target audiences.
Another advantage: Landing pages for Google Ads can be designed to be much more promotional. Since they don’t rely on SEO ranking factors or organic visibility, you can use more direct calls-to-action (CTAs), conversion-optimized copy, and sales-driven elements to guide users toward a specific action. Unlike SEO pages, which often depend on content relevance and independence from Google, ads landing pages can be fully focused on performance.
Are there still good reasons for “SEO”?
Yes, even if it may seem like ads are essential, that doesn’t mean SEO should be ignored entirely. Despite bleak forecasts, Google remains a dominant force.
Even though ChatGPT is gaining popularity as an alternative, it currently accounts for only 0.27% of daily search queries. So yes, the AI hype is real – but it hasn’t replaced traditional search just yet.
Ultimately, a solid strategy is to run ads for specific queries with purchase or booking intent while also maintaining strong organic visibility for those same searches. In addition, audience-relevant content in a blog or magazine can attract visitors and users, since far fewer ads are typically shown for these types of queries.
The two screenshots illustrate the challenges publishers across all industries face—even with content-based search queries.
| Feature | Google Ads (Paid Search) | SEO (Organic Search) |
| Costs | Cost per click (CPC) | No direct costs, but investment in content & optimization |
| Visibility | Immediate placement in top positions | Takes time to build rankings |
| Sustainability | Traffic stops as soon as the budget runs out | Long-term impact, even without ongoing costs |
| Flexibility | Quick to scale, precise targeting by keywords | Adjustments take effect over the long term |
| Competition | High competitive pressure, rising CPCs |
Conclusion: SEO and ads – not an either-or, but a combination
Anyone looking to succeed in e-commerce—or any other industry—can hardly avoid paid advertising these days. The dominance of Google Shopping and PPC campaigns shows that, especially for transaction-oriented search queries, ads take the lead. But does this mean the end of SEO? Not necessarily.
SEO remains a vital part of any online strategy—not only to become more independent from rising click prices in the long term, but also to generate reach through audience-relevant content. However, the rules of the game are changing: Google is increasingly prioritizing direct answers, multimedia content, and AI-powered solutions, which means traditional organic search results may lose visibility.
The best strategy? A hybrid approach. Those who use ads strategically for high-conversion keywords, focus on long-term visibility with SEO, and provide content in various formats (text, video, infographics) have the best chance of long-term success. The digital landscape is evolving – those who stay flexible, stay visible. ?
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