Every week a tradie asks us some version of the same question: should I pay for Google Ads, or put that money into SEO and get “free” traffic instead?
The straight answer is that they do different jobs, and the right order depends on one thing: how soon you need the phone to ring.
What Google Ads actually does
Google Ads puts you at the top of the results for searches like “emergency plumber napier” today. You pay per click, and when the campaign is run tightly (right services, right areas, junk searches stripped out) those clicks turn into calls and quote requests within days of going live.
The catch: the moment you stop paying, you disappear. Ads are a tap, not a tank.
What SEO actually does
SEO earns you a spot in the unpaid results and the map pack. It takes months to build because Google has to learn to trust your site, your reviews and your Google Business Profile. But once you’re there, the same search that costs you money through ads starts sending you customers for free, and it keeps doing it while you sleep.
The catch: it’s slow, and anyone who promises you page one by Friday is lying to you.
The order we recommend for most trades
- Start with ads. Cash flow beats patience. A tight campaign proves which searches actually turn into booked jobs, usually within the first month.
- Build SEO underneath. Reviews, your Google Business Profile, and pages for each service and area. The ads data tells you exactly which searches are worth ranking for, so nothing is guesswork.
- Rebalance as SEO picks up. As free clicks grow, the ad budget either comes down or gets pointed at the next service or area you want to grow.
Businesses that show up in the ads, the map pack and the organic results at the same time take a disproportionate share of the calls. That’s the end state worth building towards.
The one mistake to avoid
Don’t buy SEO alone because it sounds cheaper. Six months of SEO retainer with no leads in the meantime costs more than it looks, and you have no data about which searches pay. Ads first isn’t us upselling you; it’s the fastest way to find out what works before you invest in ranking for it.
Google Ads vs SEO in NZ: quick comparison
| Google Ads | SEO | |
|---|---|---|
| First enquiries | Days | 2 to 3 months for movement, 6 to 12 for real results |
| What it costs | $2 to $6.50 a click for most NZ trades regionally, more in metros | Time, or $300 to $600/mo for local SEO |
| Stops when | You stop paying | Rarely, if the work was done properly |
| Best at | Urgent, high-intent jobs: burst pipes, no power, no hot water | Planned work and the map pack searches people run near home |
| Biggest risk | A badly built account burning budget on junk searches | Six months of retainer with nothing to show |
Google Ads vs SEO FAQ
Should a tradie do SEO or Google Ads first in NZ?
Ads first for almost every trade business, then SEO underneath. Ads produce enquiries within days and, more usefully, tell you which searches actually turn into booked jobs. That data is what makes the SEO work worth doing instead of guessing at keywords.
Can I run both at once?
Yes, and that is the end state we build towards. Showing up in the ads, the map pack and the organic results for the same search takes a disproportionate share of the calls, because you look like the obvious local option three times over.
Is SEO cheaper than Google Ads for trades?
Per lead, eventually, yes. In the first six months, no, because you are paying and waiting. Compare them on cost per won job across a year rather than on the monthly invoice.
Does running Google Ads help my SEO ranking?
No. Google has been clear that paying for ads does not affect organic rankings. What it does help is your SEO strategy: the search terms report shows you exactly which searches convert, so you rank for the ones that pay rather than the ones with the biggest volume.
If you want a straight answer for your own trade and area, get a free leads audit and we’ll show you the numbers.