Usually, yes. But not always, and not right away.
When SEO makes sense
People already search for what you sell. You can wait a few months for results. Each customer is worth enough to justify the effort. If that's you, SEO often becomes your cheapest source of leads over time.
When it doesn't
If nobody searches for your product yet, SEO has nothing to catch. Build demand with social media and ads first. And if you need sales this month to survive, SEO won't save you. Run Google Ads.
A simple way to check
Estimate how many leads SEO could bring if you ranked for your main keywords. Multiply that by your close rate and customer value. Compare the total with the monthly cost. If the numbers don't work on paper, they won't work in real life either.
SEO and ads together
This isn't an either-or decision. Ads get you leads now and show which keywords convert. SEO lowers your cost per lead later. I generally use both.
Written by Aman Potlia.