Short Answer: In 2025, SEO is the long game and PPC is the quick win. One builds authority that compounds over time, the other buys visibility that disappears when the budget runs out. Neither has “won” outright. The smarter play is knowing when to lean into each, especially as AI Overviews reshape the search page.

Introduction

Search has changed. Google’s AI Overviews now dominate the top of results, shoving ads and organic listings lower. Businesses that used to rely on predictable blue links or ad slots are suddenly competing with AI-generated answers.

So the question isn’t simply “Is SEO better than PPC in 2025?” It’s “Which channel actually gets me seen in an AI-first ecosystem?”

SEO in 2025: The Compounding Play

SEO has always been slower, but in 2025 it’s also smarter. AI-driven results don’t surface messy content. They prioritize structured, factual, entity-rich answers. Search Engine Land’s analysis makes it clear: AI isn’t killing SEO. It’s exposing weak strategies and rewarding strong ones.

Why SEO still matters:

• It compounds over time. One strong page can drive traffic for years.

• Rising CPCs make SEO cheaper long-term. Search Engine Land reports PPC costs are climbing across most industries.

• Links and authority still influence AI visibility. 73% of SEOs believe backlinks impact AI Overviews.

And here’s a strategic edge: not every keyword even triggers an AI Overview. If you focus on those, you can capture organic traffic without AI interference. I break this down in my guide to optimizing for keywords that don’t trigger AI Overviews.

PPC in 2025: Speed Dial (with Shopping Ads in the Mix)

PPC is still unmatched for speed. Launch a campaign today and you can see results tomorrow. That immediacy makes it valuable for product launches, flash sales, and testing new offers.

But the playing field has shifted. Adthena’s analysis of 10.4 million SERPs shows AI Overviews are pushing many ads further down the page, reducing above-the-fold visibility. At the same time, Google has started weaving Shopping ads directly into AI Overviews for commercial queries. Search Engine Land’s report on the AI-powered shopping ecosystem explains how product listings now appear alongside AI summaries, while traditional text ads are forced to compete for less space.

What this means for advertisers:

• Shopping campaigns are gaining more prominence in AI-driven results

• Text and search ads are fighting over fewer prime slots

• Non-branded CTRs are declining, and CPCs are climbing as competition intensifies

The opportunity lies in adapting. If you run e-commerce campaigns, Google’s Merchant Center upgrades now let you create AI-generated product images and videos that feed into Shopping placements. Performance Max campaigns can distribute your product listings across search, shopping, display, and AI Overview surfaces at once.

So PPC is still effective, but the strategy has changed. Focus on hybrid campaigns where Shopping ads cover the commerce intent, while search ads and display campaigns support brand visibility.

Cost & ROI: Who Wins?

PPC is inflating. You’re paying more for fewer clicks, and AI Overviews are squeezing ad inventory. Shopping ads are gaining visibility, but at the expense of traditional text ad real estate.

SEO takes more upfront effort. Structured content, schema, entity signals, and authority building are required, but once traction kicks in, it compounds.

There’s also the risk of overlap. If you’re paying for ads on terms you already rank for, you’re essentially buying traffic twice. Search Engine Land suggests co-optimization. Let SEO own its natural strengths while PPC covers the gaps.

When to Lean on SEO, PPC, or Both

• Choose SEO if you want long-term growth, authority, and sustainable traffic

• Choose PPC if you need leads immediately, you’re testing a new market, or your industry is hyper-competitive

• Choose both if you want stability and speed. SEO builds the base, PPC accelerates momentum

The Future: Search in an AI-First World

AI Overviews are rewriting search behavior. Ads are pushed lower. Organic links are squeezed. Shopping ads are increasingly woven into AI summaries, changing how consumers interact with SERPs.

But SEO isn’t dead. As Search Engine Land argues, if AI wiped out your SEO results, the foundation wasn’t strong to begin with. Brands with clean, authoritative content are already appearing in AI-generated summaries.

Businesses are taking notice. A BrightEdge survey found 68% of organizations now treat SEO as the backbone of their AI-search strategies. Pair that with 2025 SEO trends like E-E-A-T, original content, and entity optimization, and it’s clear: SEO is merging with AI itself.

FAQs

Is SEO cheaper than PPC in 2025?
Yes, over time. PPC costs are inflating as AI Overviews cut ad slots, while SEO is an investment that compounds.

Does PPC still work with AI Overviews?
Yes, but text ads have less room. Shopping ads are gaining more visibility in AI surfaces, which makes product-driven PPC more valuable.

Should small businesses start with SEO or PPC?
If you need results today, PPC helps. But ignoring SEO means you’ll always be paying rent.

Will SEO replace PPC?
No. They solve different problems. The strongest strategies blend them.

Conclusion

So, is SEO better than PPC in 2025? Neither stands alone. SEO is your compounding engine. PPC is your speed dial. Both are under pressure from AI Overviews, but both still matter.

The winners in 2025 won’t pick one side. They’ll combine them. Use SEO to feed AI, target keywords that avoid AI Overviews, and build trust, while using PPC to capture quick wins and Shopping ads to secure visibility in Google’s new AI-powered commerce ecosystem.

That’s the mix that works now.

Need help with SEO or PPC? Contact me today for content that work for you.