Why AI Means You Need Both Google Ads and SEO Working Together
By Brendan Byrne Friday, August 15, 2025
Search is no longer the simple “ten blue links” it used to be. In 2025, when someone searches for “best podiatrist near me” or “sports physio Sydney CBD,” they’re likely to see a Google AI Overview at the top, a local map pack, and a few ads — all before they even get to traditional organic results.
For allied health clinics, this means one thing: if you’re relying on only Google Ads or only SEO, you’re leaving patients on the table.
Today, I’ll show you why combining both is your best bet for getting found — and chosen — in the AI-driven search era.
How AI Overviews Are Changing Search
Google’s AI Overviews are like Cliff Notes for the internet — quick summaries that answer a searcher’s question instantly.
Here’s the catch:
- These summaries often appear above organic results.
- Your carefully optimised page might now be pushed below the fold.
- Paid ads still get premium placement — often above or alongside the AI content.
So while SEO is still crucial, it’s no longer the only path to the top.
The Role of Google Ads in 2025 Search
Think of Google Ads as your express lane to patient attention.
With paid ads, you can:
- Jump the queue for high-value searches like “women’s health physio Brisbane” or “podiatrist for plantar fasciitis.”
- Target precisely — by location, age, even interests and lifestyle.
- Respond instantly — launch a new service and be visible within hours.
This is perfect for competitive or time-sensitive searches where waiting for SEO to kick in isn’t an option.
The Role of SEO in 2025 Search
While ads give you speed, SEO gives you staying power.
- Builds long-term authority and credibility.
- Gets you into local map packs — prime real estate for local searches.
- Increases your chances of being cited in AI Overviews as a trusted source.
When patients see you in both ads and organic results, your trust factor skyrockets.
Why Both Work Better Together
Here’s the magic formula:
- Ads fill the gap while SEO builds your long-term rankings.
- SEO data tells you which keywords, locations, and demographics convert — so you can fine-tune your ad spend.
- Ads promote new services now, while SEO works to rank them in the background.
Example:
A Sydney physio is ranked #4 in organic results for “sports physio Sydney CBD.”
- Without ads: AI Overview + ads from competitors push them way down the page.
- With both: Their ad appears at the top, and their map listing appears in the local pack — double the exposure, double the chances of a booking.
Action Plan for Your Clinic
- Audit your current rankings and ads — where are you missing from the page?
- Identify high-value searches where you don’t appear in both spots.
- Create a joint calendar for ad campaigns and SEO updates so both strategies feed each other.
Final Word
In 2025, patient attention is more contested than ever. AI summaries, ads, and maps all compete for the top spots — and if you’re not there, your competitors will be.
If you want your clinic to show up where patients are actually looking, you need Google Ads and SEO working together.
📞 Need help building an integrated strategy? Contact One Orange Cow today, and let’s get your clinic in front of the patients who need you most.
