SEO vs PPC: Which should a local service business do first in 2027?

By Carryl Harvey, Web Master, BCB Marketing

Almost every conversation I have with a client comes to the same two questions early on, when we're still laying the groundwork: How quickly can we get our website to show on the first page of Google? And should we be using Google Ads or focusing on search engine optimisation (SEO)?

They want to know when they'll start seeing results from their marketing efforts.

That's a fair question. I currently work at BCB Marketing with numerous Bluebird Care clients on website maintenance, performance and search visibility. I get asked this a lot by local businesses, along with questions like "How long does it take to see improvements in SEO?" and "What's this going to cost me per lead?"

Here's my honest answer. Google Ads (also called PPC, or pay per click) will put you in front of people faster, but it's SEO that sets a local business up for long-term success.

Most clicks don't go to the ads

A study by Graphite in January 2026, which looked at data from over 40,000 of the largest websites in the US, found that a whopping 90% of clicks from Google go to regular search results, not ads. Only about 10% of clicks go to ads. Another analysis by Backlinko, which looked at over four million search results, found that the top result in the regular search listings gets 27.6% of clicks.

Think about it: with ads, your visibility ends the day the campaign does, but a great website can keep attracting visitors for years. And when people in your area search for what you offer, like families looking for care, your name keeps popping up, so by the time they're ready to reach out, they already know who you are.

Good things take time

So, you're wondering why SEO takes so long to show results? It's not because we're slow, it's just that Google needs time to find your new pages, figure out what they're about, and decide if they can trust them. Google also has to compare your site to others that have been around for years, so it's not an overnight process. Google's Maile Ohye said in a Google Webmaster video that in most cases it takes around four months to a year to see real improvements from SEO efforts. And here's the thing, it can't be rushed. What really helps is making sure your website foundation is set up properly.

Foundations come first

If there's one thing I'd want every business to take from this, it's that a solid SEO foundation and a well-built, optimised website should be the starting point.

Yes, you'll need to write, but not forever

For our Bluebird Care clients, everything we write is built around the phrases people genuinely search for. Each client's site already lists services like live-in care and home care, but those pages are general. So we create dedicated SEO landing pages for each key service, written around what families actually type into Google, and link to them from across the site. SEO blogs and customer stories follow, all keyword-led and all pointing back to those pages.

Once that first push is done, it's more like servicing a car than building one. You refresh what's there, fill the gaps, and keep an eye on the reporting.

Local is where it really counts

When people search for something in their area, like a plumber in a specific town or a dentist in a certain neighbourhood, the location is a key part of the search. For example, if someone is looking for care for a family member, they're not just searching for "home care", they're looking for care in a specific place, like Wimbledon or near their mum's house in Morden. Google looks at a few main things when deciding which local results to show: how well you match what the person is searching for, how close you are to them, and how well-known and trusted you are.

We create local landing pages for a reason. Bluebird Care Merton serves a big area, including Wimbledon, Raynes Park, Mitcham, Morden and parts of New Malden. It's tough for one page to cover all these areas effectively, so we make separate pages for each main location, such as one for Wimbledon and another for Raynes Park, each written for the people who live there.

You can really see the impact. When you look at the reporting, these pages start to move closer to the top and their ranking for certain keywords gets better. Combine this with a complete and up-to-date Google Business Profile and real reviews from customers, and you're giving Google exactly what it wants: relevance and prominence.

What I'm keeping an eye on for 2027

Four things, and they're all connected.

The first is AI answers at the top of Google. According to an Ahrefs study from February 2026, the top result gets around 58% fewer clicks when an AI summary appears above it. This is global data, not just the UK, and Google disagrees with findings like this, but the overall trend is still pretty clear. Vague pages are easy to skip, but clear, specific ones still earn the click.

The second is people using AI tools like ChatGPT, Gemini, and Google's AI Overviews to find local businesses. In fact, a study by BrightLocal in 2026 found that 45% of consumers in the US are now using these tools to get recommendations, a big jump from just 6% the year before. The good news is that making your business visible to these AI tools, which is called GEO or generative engine optimisation, is similar to doing good SEO: pages that answer real questions, and a business that's clearly trusted locally.

The third is reviews and your Google Business Profile. BrightLocal's Local Consumer Review Survey 2026 found consumers increasingly expect high star ratings and recent reviews. For a care provider, or any business where trust is everything, that's not something to leave to chance.

The fourth is ads becoming more automated. Google began moving older search campaign settings over to its newer AI-driven set-up, called AI Max, in September 2026, with Dynamic Search Ads (the ads Google builds automatically from your website) following in early 2027. The more Google automates, the more the page people land on matters.

Where do Google Ads fit in?

Sometimes you need visibility before your website has had time to build up its organic rankings. That might be because you've just launched a new website, opened a new location, have a seasonal promotion to push, or offer a service people need urgently.

If someone's boiler breaks down, they're unlikely to spend time working their way through several pages of Google results. They need a solution now. Google Ads can put your business in front of them while your organic visibility develops.

The quick version

How long does SEO take?
Around four months to a year to see real improvements.

Is Google Ads worth it for a local business?
It can be, as a short-term boost, provided your website turns visitors into enquiries.

SEO or PPC first for a new business?
Build the SEO foundations from day one, and use ads to cover the gap while they take hold.

Do I have to write content forever?
Not forever. After the first push, it's refreshing and filling gaps.

What does a lead cost?
It depends on where you are, what you're offering and how many others are competing for the same searches, so be cautious if someone quotes a fixed figure.

If you're not sure where to begin, get your website in good shape first, build your SEO around what people in your area are actually searching for, and use Google Ads to cover the gap while it takes hold. Done in that order, each part supports the next.

If you'd like a hand getting your website optimised and working harder for you, contact BCB Marketing.

Carryl Harvey has 25 years in marketing and works with our local business clients at BCB Marketing.