Make better website and marketing decisions before you spend.

Use this checklist before a new launch, during a redesign, or whenever the website receives traffic but too few qualified inquiries.

Includes

• Make the service, coverage, customer fit, and next step clear without making visitors hunt.
• Give important services their own useful pages and connect them through crawlable internal links.
• Test the complete phone and form experience on real devices, then verify the measurement separately.

Both channels can put a business in front of active searchers, but they operate differently. This guide helps owners choose based on goals, economics, readiness, and time horizon.

Includes

• Google Ads buys eligibility to enter auctions; local SEO works to improve unpaid visibility and relevance over time.
• Neither channel fixes unclear services, weak landing pages, missed calls, or an undefined service area.
• Compare qualified lead and customer outcomes, not clicks from Ads against rankings from SEO.

Build a measurement process that follows calls and forms into qualified opportunities without pretending that every customer journey can be attributed perfectly.

Includes

• Define inquiry, qualified lead, estimate, and customer as separate stages before configuring reports.
• Track successful form submissions and useful call information, then test that the business receives each lead.
• Preserve consent, privacy, account ownership, and operational reliability when choosing tools.