Local marketing compared
SEO, Google Ads, Facebook, Instagram, Checkatrade-style lead sites, and word of mouth: what each one does, what it costs, and which enquiries actually turn into booked work for owner run trades.
Social, ads, or local SEO: who is ready to book?
Social builds familiarity. Ads rent attention. Local SEO catches the search right before someone rings a competitor.
Social media
- People scroll. Most are not ready to book today.
- Posts disappear in days unless you keep paying time or boost budget.
- Hard to tie a Facebook like to a paid job.
Paid ads
- You pay for every click, whether they ring or not.
- Traffic stops when the budget stops.
- Same search, four rivals outbidding you tomorrow.
Local SEO
- They typed the service and the town. High intent.
- Enquiries go to your number, not a shared directory lead.
- Visibility compounds instead of switching off overnight.
Also read: SEO vs Google Ads · what Digistruct includes.
What should a local tradesperson spend on first?
Short answer: If your phone is quiet when people search “your trade + Warrington”, fix Google visibility and your website before you pour money into social posts or shared lead sites. Referrals stay important. Paid search helps when you need calls this week.
This page is not a pitch to ignore everything except SEO. It is a straight comparison so you can see where your money goes and what you still own at the end of the year.
Digistruct builds websites and runs local SEO. I do not manage Facebook ads, Instagram content, or Checkatrade accounts. That keeps this honest.
Six ways local businesses get enquiries
Local SEO + website
- People search when they need you: “plumber Warrington”, “PS5 repair near me”
- You own the site, profile, reviews, and rankings
- Enquiries go to your number, not a shared inbox
- Builds over months; does not switch off when spend stops
Google Ads (PPC)
- Top-of-page visibility while budget runs
- Good for launch, season spikes, testing a new area
- Pay per click whether they ring or not
- Traffic drops when spend stops
Facebook / Instagram ads
- Interrupt people scrolling; lower intent than search
- Can work for visual trades and retargeting
- Needs creative, landing page, and constant testing
- Often expensive per booked job for emergency trades
Organic social posting
- Free to post; your time is not free
- Reach is limited unless you pay to boost
- Likes from mates do not equal map-pack rankings
- Useful for trust and portfolio, weak alone for calls
Lead generation sites
- Checkatrade, Bark, MyBuilder, Rated People, etc.
- Subscription plus fees; same lead to several firms
- Race to reply; price shoppers common
- You rent visibility; cancel and it vanishes
Referrals & van signs
- Still the backbone for many good trades
- Slow to scale; hard when you move area or trade
- Does not help strangers searching Google today
- Best combined with being findable online
Why search beats scroll for most trades
Short answer: Someone typing “boiler repair Warrington” or “window fitter near me” has already decided they need help. Someone scrolling Facebook has not. That difference shows up in conversion rates and job value.
Phoenix Windows & Doors went from quiet Google visibility to a steady stream of enquiries because Lee showed up for window and door searches in Warrington, not because he posted daily on Instagram. Console Dr ranked for PS5 repair searches Mark’s customers already use. See case studies.
Social media can support trust: before-and-after photos, review screenshots, short clips of work. It rarely replaces the map pack for urgent or high-ticket local jobs on its own. See the comparison above.
Paid ads: Google vs Facebook
Short answer: Google Ads target active search intent. Facebook and Instagram ads target demographics and interests. For local service businesses, search ads usually convert better per pound spent, but both need a site that turns clicks into calls.
Google Ads compete on keywords your competitors bid on too. Costs rise in busy sectors (roofing after storms, heating in winter). If the landing page is slow or hides the phone number, you burn budget. See local SEO vs Google Ads and clicks but no calls.
Facebook ads suit awareness: new shop front, conservatory offers, branded vans. They are harder to make pay for one off emergency call-outs unless you know your numbers cold.
Lead sites vs owning your enquiries
Short answer: Directories and lead platforms sell the same enquiry to multiple businesses. You pay every month whether you win the job or not. Local SEO sends people to your site and your Google profile so the call lands on your phone.
Lead sites have their place when you are brand new and invisible everywhere. Long term, most owner run trades I speak to in Warrington want fewer shared leads and more direct calls where they set the price. See lead sites vs SEO above.
A sensible stack for most owner run trades
- Foundation: Website built to convert, Google Business Profile sorted, local SEO aligned to how customers search. (what is local SEO?)
- Trust: Ask for Google reviews after good jobs. Reply to every review.
- Referrals: Keep doing good work. Make it easy to find you online when someone gets your name.
- Optional paid: Google Ads for a launch month or quiet spell. Social ads only if you track cost per booked job.
- Lead sites: Trial with eyes open. Compare cost per won job vs SEO over 12 months.
Digistruct’s package is step one: £500/month or £4,000/year including the website, profile work, and reporting. Local SEO cost UK · pricing.
Quick answers.
What is the best marketing for a local tradesperson?
For most owner run trades, local SEO plus a website that converts beats social posting alone because customers search when they are ready to book. Referrals still matter. Paid ads help for short bursts.
Is SEO better than social media marketing?
For high intent jobs, yes. Social builds familiarity but rarely replaces showing up on Google Maps when someone types the service plus your town. See the marketing comparison on this page.
Does Digistruct run Facebook ads or social media?
No. I focus on conversion websites, Google Business Profile, and local SEO. Hire a specialist for ads or social if you need them alongside SEO.
Want this fixed on your business?
Book a free audit. I will review your site, Google Business Profile, and rankings in plain English.