Google Ads: instant demand, recurring cost
Google Ads put you at the top of search results within hours of approval. You pay per click, and the moment you stop paying, the traffic stops.
Best for: urgent lead generation, new markets, seasonal campaigns, testing offers and demand validation.
Typical cost per lead for UK service businesses: £20–£80 depending on category.
SEO: compounding asset, slower build
SEO takes 60–120 days to show meaningful movement, but the rankings you build become an owned asset. Every month after that adds revenue without adding spend.
Best for: long-term lead generation, brand authority, capturing research-stage buyers, reducing dependency on paid channels.
Typical cost per lead after 6 months: £5–£25 depending on category — usually a fraction of paid.
When to run both
Most successful service businesses run both. Paid ads cover the gap while SEO compounds. After 6–12 months, organic typically delivers 60–70% of total enquiries at a lower cost per lead, and paid is reduced to fill capacity gaps and capture branded searches.
When NOT to invest in either
If your website doesn't convert, neither will. Both SEO and Google Ads multiply whatever your site already does — a 1% conversion rate just means you pay more for the same enquiries. Fix the conversion site first, then drive traffic.