Direct Answer
SEO is the long-term practice of earning organic ranking through content, schema, and links — results compound over 4–12 months but stop costing per click. Google Ads pays for placement at the top of search results — results are immediate but stop the moment the budget pauses. Most service businesses run both.
Short version
“SEO earns rankings over months and stops costing per click. Google Ads pays for top placement instantly but stops the moment budget pauses.”
Average paid CPC for service-business categories: HVAC $25–$60, plumbing $30–$70, lawyer $80–$200 (WordStream 2024 industry benchmarks).
An SEO program that ranks #1 organically for the same query effectively earns those clicks for free, which is why SEO ROI compounds over 24+ months.
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