Ads and SEO are both designed to achieve similar results: to drive traffic to your website, and to get you more leads for your business. So how do the two differ? They use very different methodologies, for starters. Ads are designed to be more of a hard sell, whereas SEO should build over time, helping people to find your website organically.
If you choose to use Ads, then you will pay for them on a pay per click basis. This can be beneficial, as you will only pay if you have got a good result. However, SEO can be more beneficial in the long term. This is because you will pay a set amount for it, so as you start to get more traffic and more conversions, it can become very profitable indeed. You do need to make sure that the rest of your website is set up for success though, which could cost you money.