SEO vs Paid Media: What Actually Drives Leads Today?

In this episode, I sat down with midwife, doula, and all-around Rockstar Jillian Young to have a grounded conversation about what really drives business results online. Spoiler: it’s not just SEO.

For years, business owners have been told to chase search rankings like a badge of honor. But when it comes to SEO vs paid media, only one of them consistently delivers predictable, scalable leads—and it’s not the one with the elusive Google rankings.

The Harsh Truth About SEO

Don’t get me wrong—SEO has its place. When done correctly, with strategy and real oversight, it can support a business over time. But let’s call out what’s really happening: in today’s market, SEO is oversold, misunderstood, and often implemented by people who have no business offering it.

I recently spoke with a business owner who proudly launched 20 different websites, all SEO-focused, for different cities. Each site had duplicate content, a D-minus design, and claimed “page one rankings.”

But when I asked him a simple question—“Are you getting calls?”—he said no.

This is the core problem with SEO-first thinking: rankings without conversions are meaningless.

Why Paid Media Works

When we look at SEO vs paid media, the contrast is clear. Paid media—Google Ads, Meta Ads, targeted placements—lets you control the narrative. You can test messaging. You can reach your exact customer. And most importantly, you can measure the result.

Jillian pointed out something important: today’s consumers are scrolling, not searching. They’re discovering brands while browsing—not typing keywords into Google and comparing ranking results. If you want to show up, you have to show up in their feed.

That’s exactly what paid media does. It gets in front of your ideal customer before they even know they need you.

Why SEO Still Has a Place—Just Not the First One

I’m not anti-SEO. I’ve spent a small fortune on organic rankings. But it’s the last money I spend each month—not the first. SEO should supplement a well-built funnel, not be expected to generate it on its own.

You need content, tracking, and attribution. You need to know that your investment in SEO is returning revenue, not just vanity traffic.

And if that’s not the case? Shift gears.

Final Thought: Results Over Rankings
As Jillian said, many businesses are stuck in what used to work. But web strategy evolves, and success today looks different than it did five or ten years ago.

SEO vs paid media isn’t a theoretical debate—it’s a question of what actually grows your business.

So: is your marketing producing real results? If not, it’s time to rethink the playbook.

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