PPC vs. SEO for Contractors: Matching Your Marketing Goal with the Right Strategy

Pay-per-click (PPC) ads and website search engine optimization (SEO) are both effective strategies to drive traffic to your construction company’s website. However, if you’re a contractor looking for clients, you must consider your business goals to determine which technique can best help you grow your business.

Paid ads can provide immediate results, while an SEO campaign can set you up for success in the future. Consider this advice as you try to determine what combination is most appropriate for your contracting company.

I Need More Clients This Week: PPC

Pay-per-click ads appear at the top of search results and provide a link to your site. You pay each time someone clicks on an advertisement, so your PPC campaign must target the right keywords to attract leads that turn into clients.

For example, an electrician doesn’t want to appear in search results for people looking for a plumber and vice versa. Therefore, a contractor must invest in keywords related to their business’s services while excluding searches that aren’t relevant to their company.

It’s also best practice to focus on keywords in targeted cities and counties your company serves so you can reach customers across your territory without paying for clicks that don’t lead to new jobs.

Remember that once search engines direct prospective clients to your site, you need to have well-engineered web pages for each ad that explain your services and provide your email address, phone number, or a “contact us” form to make it easy for people to hire you without needing to navigate all over your site.

I’m Ready to Make a Long-Term Business Investment: SEO

Established businesses may benefit from SEO, which bumps up your website on a search engine results page without having to buy ads. The non-paid section displays what is known as organic search results.

A contractor can improve their site’s ranking in organic results by investing in the expertise of marketers who know how to strategize and optimize the website to please Google’s ever-changing algorithm.

Once visitors arrive at your webpage, be sure to provide useful information so that they will stick around and keep coming back, all of which will also raise your company’s SEO. By incorporating video, customer reviews, blog posts, and social media integration, contractors can further raise their profile.

Remember to mention all the areas you serve to show up on digital maps and online searches. This is commonly known as local SEO.

Think “SEO and PPC” Instead of “SEO vs. PPC”

PPC and SEO strategies can jointly be part of a successful digital marketing campaign. Still, if you have to decide between them, it’s important to consider which technique fits your business’s growth strategy.

If you own a young contracting firm, or if you’ve tried PPC and SEO on your own without the results you hoped for, consider hiring a marketing professional. Our team at Clicks Geek has experience working with contractors and can help you land on a successful strategy to attract new clients and book more jobs. Please call us at 917-310-1597.


Ed Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.

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