Almost every small business owner asks this question eventually. And most agencies give you the answer that benefits them most — not the one that's best for you. Here's the honest version.
What Google Ads actually does
Google Ads puts your business at the top of search results — immediately. You bid on keywords, and when someone searches for them, your ad appears. You pay per click. For local tradespeople, that's typically £3–£30 per click depending on the trade and location.
The upside: instant visibility. The downside: the moment you stop paying, you disappear completely.
What SEO actually does
SEO is the work of earning a position in Google's organic results — without paying per click. It takes 3–6 months to see meaningful results, but the traffic is free and compounds over time.
When Google Ads makes sense
- You need leads immediately — not in six months
- You're testing a new service or market
- Your business is highly seasonal
- You have a clear budget and can measure ROI directly
When SEO makes sense
- You want long-term, stable traffic that doesn't cost per click
- You're competing locally, not globally
- You're building a business for the long term
- You want an asset that increases in value over time
The honest recommendation
For most local businesses: use SEO as the foundation, and use Google Ads tactically during slow periods or for specific high-value campaigns. They're not mutually exclusive. But a business that relies only on Google Ads is paying forever for customers that should be finding you for free.
Build the asset first. Rent the attention while you're building it.
Not sure what's right for your business?
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