Every small business owner asks the same question: should I spend on SEO or Google Ads? The honest answer is both — but not in the same proportion for every industry.
Google Ads: fast, expensive, temporary
Ads deliver traffic today. Turn them off, traffic stops. In competitive verticals (personal injury, HVAC, plumbing) clicks routinely cost $25–$100+. Great for demand-capture and launch phases.
SEO: slow, compounding, permanent
SEO takes 60–90 days to show meaningful lift and 6–12 months to compound. Once you rank, that traffic is essentially free forever — and reviews, content and GBP make it hard for competitors to displace you.
The right mix by industry
Home services (HVAC, plumbing, roofing): 70% SEO/GBP, 30% Ads during peak seasons. Restaurants: 90% SEO/GBP, 10% Ads for events and openings. Legal, dental, medical: 60% SEO, 40% Ads. Auto dealers: 50/50.
Frequently asked questions
What's the ROI of SEO?
Once ranking, SEO commonly returns 5–10x ongoing spend for local small businesses. Ads typically return 2–4x at scale.
Can I do just Google Ads?
You can, but you'll spend more every year forever. SEO compounds; ads don't.
Do I need Google Ads if I rank organically?
For high-intent emergency terms ("emergency plumber near me"), running ads on top of organic still pays. For everything else, organic is usually enough.