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.
If you want a straight answer for your own trade and area, get a free game plan and we’ll show you the numbers.