Local SEO — free calls, but it takes a little time
This is the best long-term money you'll spend. It gets you into the map pack, and once you're there, the calls are basically free — you're not paying per click.
The catch is it's not instant. Most contractors I work with hit the top 3 inside 90 days. If you can wait a couple months, this is where the real ROI is.
Google Ads — calls this week, but you pay per lead
Need the phone to ring now? Google Ads puts you at the very top today. Local Service Ads especially — those "Google Guaranteed" ones where you pay per lead, not per click.
Perfect for a slow season, or when you're brand new and nobody knows your name yet. The downside is simple: you stop paying, the calls stop.
Meta / Facebook Ads — stay top-of-mind in your town
People in your town scroll Facebook and Instagram every day. Meta ads put you in front of them before they even start searching.
Best for seasonal offers and for staying in front of people who already checked out your site. It's not usually where I'd start, but it's a strong addition once the other pieces are working.
The honest answer — what to start with
If you can wait a little, start with local SEO. It's the cheapest calls you'll ever get and it compounds.
If you need work now, run Google Ads to bridge the gap while the SEO builds underneath it. Then taper the ads as your map ranking takes over.
Most contractors end up with a mix. But the order matters, and it depends on your cash flow — not on whatever an agency is trying to sell you.
What I'd do with a $1,000 budget
Honest version: I'd put the bulk into local SEO to build the asset that keeps paying, and hold some back for a small Google Ads campaign to catch calls while the ranking climbs.
Once you're solidly in the top 3, shift more of that budget toward Meta to stay top-of-mind and catch the seasonal stuff.
Want me to map it out for your trade and your town? Send me your business name and I'll tell you exactly where your first dollar should go.