Start with a clear offer
Make sure your service is understandable and the landing page gives visitors a useful next step.
When paid search may fit
Ads can reach people searching for a service while campaigns run. You need budget, conversion tracking and a process for responding.
When SEO may fit
SEO develops discoverability through useful content, technical quality and reputation. It needs sustained attention and has no guaranteed deadline.
Judge quality, not just volume
Count which enquiries match your service and become customers. Many irrelevant contacts may be less useful than fewer suitable leads.
Combine when it makes sense
Use campaign questions to improve content and useful service pages as landing pages. Advertising does not buy a better organic ranking.
Further reading: Google’s SEO Starter Guide
Prepare your project brief