They are in the market to buy when they search for your product. So, the conversion process to a lead or sale from search engine traffic is often a lot higher than other forms of interruptive styles of advertising. Paid traffic from search engines is also getting more expensive. Despite the early investment required to position a website well, over time the ROI from SEO traffic can be much higher than that from paid traffic. Success in SEO will result in your website being highly visible in search engines and with all else being equal, result in an increase of free, search driven traffic to your website Conversion Rate Optimization is a logical next service. This service will look specifically at the way the website interacts with the traffic it receives (from all sources) and endeavors to improve the way the website uses traffic, maximizing lead generation If SEO is resulting in positive lead generation, a google ads campaign will complement this by generating more traffic (AdWords traffic tends to be additional, incremental to SEO traffic. It is an extra rather than a replacement) The AdWords conversion rate should be higher than SEO as it will be more specific and can be complemented with specific landing pages to support lead generation. Other digital marketing strategies designed to do the things SEO does can be implemented, such as building a database of prospects, nurturing strategies (email marketing), Social Media lead generation.