It's the question every body shop owner asks when they start thinking about digital marketing: Should I pay for Google Ads or invest in SEO? The honest answer? It depends on your situation.
Google Ads: The Fast Lane
Google Ads put you at the top of search results immediately. You pay every time someone clicks, but you're visible from day one.
Pros of Google Ads
- Speed - Turn on ads today, get calls this week
- Control - You decide exactly which keywords to target
- Predictability - Spend more, get more leads (generally)
- Measurability - Know exactly what each lead costs
Cons of Google Ads
- Cost - Clicks run $15-30 each for body shop keywords
- Competition - Competitors can outbid you
- Temporary - Stop paying, stop appearing
SEO: The Long Game
SEO means optimizing your website and online presence to rank in "free" organic results. It takes longer but builds lasting value.
Pros of SEO
- Free Traffic - Once you rank, clicks don't cost anything
- Trust - Many customers skip ads and trust organic results more
- 24/7 Visibility - No daily budget caps
- Asset Building - Your rankings become a business asset
Cons of SEO
- Time - 3-6 months to see significant movement
- Uncertainty - Google's algorithm changes
- Ongoing Effort - Requires consistent work
The Real Answer: It's Not Either/Or
Here's what smart body shops do: they use both.
Phase 1: Start with ads to generate immediate leads while your SEO builds.
Phase 2: Simultaneously, start SEO work. Optimize Google Business Profile, build your website, create content.
Phase 3: As organic traffic grows, you can reduce ad spend.
Phase 4: Now you have leads from SEO (free) and can use ads strategically.
Which Should YOU Start With?
Start with Google Ads if:
- Your bays need to be full right now
- You have at least $1,500-3,000/month for ad spend
- You've never done digital marketing (quick wins build confidence)
Start with SEO if:
- You have 6+ months of runway before you need results
- Your budget is limited
- Your competitors have weak online presence
The biggest mistake? Doing nothing because you can't decide. Pick something. Start. Adjust as you learn.
Found this helpful?
Share it with other shop owners who could benefit from these insights.