If you’re scaling a business, one of the most important marketing decisions you’ll make is whether to invest in Local SEO or Google Ads first. Make the wrong call, and you could end up burning cash on underperforming ads or missing out on organic traffic that compounds over time.
In this post, we’ll break down the pros and cons of each approach, when to use them, and how to make the right call based on your goals, growth stage, and timeline.
Local SEO: The Long Game That Pays Off
Local SEO helps your business show up in Google’s Map Pack and local search results. It takes time to build, but once you rank, traffic and leads come in without ongoing ad spend.
- Optimizes your Google Business Profile and local listings
- Improves visibility on mobile and “near me” searches
- Generates leads consistently without paying per click
- Builds trust with reviews, photos, and local authority signals
If you serve a local area and want a sustainable stream of leads, Local SEO is the foundation. It’s the equivalent of owning the land your business is built on.
Google Ads: Fast Results with a Cost
Google Ads get you to the top of search results instantly. But when you stop paying, your visibility stops too.
- Great for time-sensitive offers and lead gaps
- Ideal for testing new markets, services, or locations
- Gives you full control over budget, keywords, and targeting
- Pairs well with landing pages for high-conversion campaigns
Think of paid ads as renting premium space. You can drive results quickly, but the meter is always running. Done right, it’s a powerful tool for acquiring leads fast.
So Where Should You Start?
If you’re a business in the $1M to $10M range, here’s how we recommend thinking about it:
Start with Local SEO if:
- You want long-term inbound growth
- You’re building authority in a defined service area
- You can wait a few months for results in exchange for lower long-term costs
Start with Google Ads if:
- You need leads right away
- You’re testing new offers or locations
- You have budget but limited time to wait on SEO
Do both if:
- You want to drive leads now and lower cost over time
- You need a blend of predictable traffic and sustainable growth
- You’re building a marketing engine with short- and long-term ROI in mind
Frequently Asked Questions
How long does Local SEO take to work?
Typically, Local SEO efforts take three to six months to show meaningful improvements, depending on competition and existing online presence.
Can I run Google Ads without doing SEO?
Yes, but you’ll miss out on organic traffic and long-term cost savings. Paid ads can deliver quick wins, but they aren’t a substitute for sustainable visibility.
Do I need a big budget for Google Ads to work?
Not necessarily. A targeted campaign with strong messaging and landing pages can deliver ROI even on a modest budget, especially if your industry has low to medium competition.
Is it worth doing both at the same time?
Absolutely. SEO builds momentum over time, while ads keep leads flowing now. Together, they can deliver short-term conversions and long-term growth.
What’s the biggest mistake businesses make with Local SEO?
Ignoring their Google Business Profile or failing to maintain accurate NAP (Name, Address, Phone) information across listings. Consistency and reviews matter more than most businesses realize.
Final Thoughts
Local SEO lays the groundwork. Google Ads helps you move fast. When both are working together, your visibility grows, leads flow in, and your cost-per-acquisition improves over time.
Want help building a strategy that works? Book a free discovery call. We’ll help you create a plan that delivers leads now and momentum later.
Sources
- Moz – Local SEO vs PPC: Which One Delivers Better ROI?
- Forbes – Digital Marketing Budgeting for SMBs
- WordStream – Google Ads Benchmark Report