If you want more enquiries from Google, there are two main routes: paying for adverts with Google Ads, or improving your organic rankings through SEO (search engine optimisation). Both can work well for builders and trade businesses, but they suit different situations.
How Google Ads works
With Google Ads, you pay to appear at the top of the results for searches you choose, such as “emergency roofer” or “house extension builders”. You set a budget, choose the areas your ads show in and usually pay each time someone clicks.
- Fast: ads can start appearing within days.
- Controllable: you can turn spend up when you need work and down when you are fully booked.
- Measurable: with proper tracking, you can see which ads lead to calls and enquiries.
- Ongoing cost: when you stop paying, the visibility stops too.
How SEO works
SEO is the work of making your website and Google Business Profile as relevant and trustworthy as possible for the searches your customers make. It covers technical improvements, helpful service pages, local signals and reviews.
- Builds over time: results usually take months rather than days.
- Lasting: good rankings keep bringing in enquiries without paying for every click.
- Trust: many customers place more trust in organic results and Maps listings.
- No guarantees: Google decides rankings, so honest SEO is about improving your chances rather than promising positions.
When Google Ads makes more sense
- You need enquiries soon — for example, you have a gap in your diary.
- You want to promote a specific, higher-value service.
- Your website is new and does not rank yet.
- Your work is seasonal and you want to switch visibility on and off.
When SEO makes more sense
- You want a steady flow of enquiries without paying for every click.
- You are planning for the next year or two, not just the next month.
- You work in a defined local area where you can realistically compete.
- You are happy to invest time in content, photos and reviews.
Why many contractors use both
For a lot of trade businesses, the best approach is a combination: Google Ads to generate enquiries while SEO builds up, then adjusting the balance as organic visibility improves. Both work far better when they point to a fast, clear website with an easy way to get in touch.
Questions to ask before you spend anything
- Which jobs do I actually want more of?
- Which areas do I want to work in?
- How much work can I realistically take on each month?
- Will I be able to see which enquiries came from which source?
The answers will usually point you towards the right starting point. If you would like an honest view of your options, have a look at our Google Ads management and local SEO services, or get in touch for a free, no-obligation conversation.