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.
Voice answer (≤30 words)
“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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