Neither is strictly “better”—they serve different purposes and often complement each other. PPC can deliver quick results. If your boiler repair business has just launched a new promotion, you can start appearing at the top of Google search results within hours of setting up a campaign. However, PPC can be costly, especially in competitive markets, and once you stop paying, your visibility disappears.
SEO, on the other hand, focuses on earning organic rankings over time. It can be slower to show results but often provides more sustainable traffic once you’re established. People also tend to trust organic results slightly more than ads. For tradesmen needing immediate phone calls, PPC can be a great short-term strategy. Meanwhile, working on SEO ensures you build lasting online presence without constantly paying for clicks. Many successful trade businesses actually use both: PPC for instant visibility and SEO for long-term growth.