SEO isn't free, but the amount you spend effectively decreases over time as your traffic from your optimized funnels increases, attracting quality leads that convert. In comparison, PPC costs keep rising no matter how hard you work to optimize your ads for web traffic and conversions.
Recently cited data from Hunch Ads shows that Google and YouTube’s CPM is up by 108%, while Facebook ad cost has increased by 89% year-over-year. This means everyone has to stretch their marketing budget as running ads has gotten more expensive in general.