As a business owner, we are generally interested in longer sustaining results. If we talk about Pay-Per-Click ad campaigns on Google or some other search engine, we can have the new clients coming in as long as the PPC campaign is running. As soon as we stop the PPC campaign, there is a sudden decline in the number of new clients. On contrary, a good SEO campaign produces longer sustaining results. For example, when you launch a plumber SEO campaign for, you will see the good rankings in a few weeks or months. Once the keywords are ranked on top SERPs, they will stay there for quite some time even after you stop the SEO activities. We can say that in terms of longer sustaining results, SEO is always better than PPC.