I get asked this a lot. Should I pay for Google Ads or invest in SEO? The honest answer is it depends on your situation, but I can tell you what I've seen work for tradesmen in Manchester, and it might not be what you expect.
What Google Ads costs tradesmen
Google Ads (also called PPC, pay per click) puts you at the top of Google immediately. For tradesmen in Manchester, the cost per click for terms like "plumber Manchester" is somewhere between £5 and £25 per click.
If you're paying £12 per click and only 1 in 10 clicks turns into a phone call, you're paying £120 per lead. For a £200 boiler service, that's a loss. For a £5,000 bathroom renovation, it's a bargain.
What SEO costs tradesmen
SEO is slower. You won't see results in the first week. Most tradesmen start seeing a real difference after 3 to 6 months of consistent work. But the cost per lead drops over time rather than staying flat.
A plumber in Chorlton was spending £800 a month on Google Ads and getting about 15 leads. We shifted that budget to SEO. After six months, he was getting 35 leads a month from organic search, working out at about £23 per lead.
PPC stops when you stop paying
This is the biggest difference. With Google Ads, the moment you turn off your budget, your visibility disappears. You're renting space at the top of Google.
With SEO, the work you do builds on itself. A page that ranks well will keep sending you leads month after month, even if you reduce your SEO spend later.
When PPC Makes Sense
- 1. Just started and need enquiries now
- 2. High-value work covers click costs
- 3. Testing demand for a new service
When SEO Makes Sense
- 1. Can wait 3-6 months for results
- 2. Want long-term compound growth
- 3. Lower cost per lead over time
A real example
A builder in Stockport used PPC to test demand for loft conversions. He ran ads for a month, got 8 enquiries, and booked 3 jobs worth a total of £36,000. That told him the demand was there, and he invested in SEO. Now those leads come in organically.
The best approach for most tradesmen
If you've got the budget, do both. Use PPC to get leads coming in immediately while your SEO builds up. As your organic rankings improve, you can reduce your PPC spend.
If you've only got budget for one, and you can afford to wait 3 to 6 months, go with SEO. The long-term economics are better for most tradesmen.
If you want to talk through which approach makes sense for your business, give Martin a call at SEO 4 Tradesmen. We'll look at your situation and give you an honest answer about where your money is best spent.