Google ads and SEO are two completely different concepts. In the long run, the primary goal is the same. You’re meant to get up there in search engines and draw more clientele.
Google ads can put you on top straight away, but it’s expensive. Prices vary based on the location, keywords and industry, as well as how competitive the respective market is. Your link will also be displayed as sponsored, so some users will ignore it.
On the other hand, SEO takes longer, but results are more stable and solid. Besides, it’s considered to be of better value for money than Google ads.