SEO and Google Ads both put you in front of people searching for what you do. They are not the same thing, though, and if you only have the budget or the patience for one to start, it helps to understand the trade-off.
Google Ads: pay for the top spot, today
With Google Ads, you pay to appear at the top of the results for chosen searches. Turn it on and you can be getting enquiries the same day. Turn it off and the enquiries stop. It is fast, predictable, and easy to measure, but you pay for every click, and the moment you stop paying, you disappear.
SEO: earn the top spot, over time
Search engine optimisation, or SEO, is the work of earning your place in the normal (unpaid) results and the map. It takes longer to build, usually one to three months before you see real movement, but the traffic it brings does not cost you per click, and it keeps working while you sleep.
Ads are like renting your spot at the top. SEO is like owning it. Most businesses eventually want both.
The honest trade-off
Ads give you speed and control but cost money continuously. SEO is slower to start and needs consistent work, but compounds into a lasting asset. Neither is "better", they solve different problems.
Which should you start with?
If you need enquiries now, or you are launching something and want immediate visibility, start with ads. If you are playing a longer game and want customers who cost less over time, invest in SEO. In practice, most local businesses do best starting ads for quick wins while building SEO in the background, so that as the SEO grows, they can spend less on ads.
The takeaway
Start with ads for speed, build SEO for the long term, and let the two support each other. Not sure which fits your situation and budget? A free audit will give you a straight answer.