Quick answer
Google Ads suits businesses that need enquiries this week or are testing a new service, typically costing £3–£15 per click in UK trades. SEO takes three to six months but produces compounding, lower-cost enquiries. Most local businesses run ads for immediate demand while SEO matures.
What ads are good at
Speed and control. You can be visible for 'emergency electrician near me' within hours, choose exact locations and hours, and stop when you are busy. The cost stops the moment you stop paying.
What SEO is good at
Compounding return. A page that ranks keeps producing enquiries without per-click cost, and it supports your credibility in a way an ad slot does not. The trade-off is time.
How to combine them
Use ads on your highest-margin, highest-intent services while your organic pages build. Use the search-term report from your ad account as free keyword research for your SEO pages — it shows exactly which phrases converted.
Both need a good landing page
Neither channel works on a slow, unclear website. Sending paid clicks to a weak page is the fastest way to waste a budget.
Frequently asked questions
- What is a realistic Google Ads budget for a UK trade?
- Most local trades need £300–£800 a month to gather meaningful data and maintain consistent visibility in a single town.
- Can I do SEO and ads at the same time?
- Yes, and it is usually the best approach — ads cover the gap while SEO compounds.
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