Should I run Google Ads or wait for SEO to kick in?
The short answer
Run ads if you need work in the next month and can afford a test budget; rely on SEO if you can wait a few months for enquiries that don't cost per click. Most small businesses do best running a small ad budget while the free side builds.
When ads make sense
You have capacity to fill now, a service with clear urgency (repairs, emergencies, bookings), and a page that answers the search you're bidding on.
Budget goes to Google directly, so count it separately from whatever you pay someone to manage it.
When ads waste money
No tracking, so you can't tell which clicks became calls. Ads pointing at a home page instead of the relevant service page. Broad keywords that attract people outside your service area.
A sensible split
Start small and narrow: your two or three highest-value services, your real service area, and a capped daily budget. Keep it running only if the calls justify it, and let the profile and site work build underneath.
Last reviewed 2026-09-22