Pay-Per-Lead vs Monthly SEO: Which is Right for Your Business?

When it comes to getting leads online, home service businesses typically have two options: pay for each lead individually, or invest in monthly SEO to build long-term organic visibility. Both models work — but they work differently, and the right choice depends on your situation.

How Pay-Per-Lead Works

With pay-per-lead (PPL), you only pay when you receive a verified lead — typically a phone call or form submission from a potential customer in your service area. The agency builds and manages the lead generation infrastructure, and you pay a set price per lead.

Typical cost: $25-150 per lead depending on your industry and market.

Pros of Pay-Per-Lead

• Zero risk — you only pay for actual leads
• Predictable cost per acquisition
• No upfront investment
• Easy to calculate ROI

Cons of Pay-Per-Lead

• You don't own the website generating leads
• Lead quality can vary
• Cost per lead may increase over time
• You're dependent on the provider

How Monthly SEO Works

Monthly SEO is a retainer model where an agency continuously optimizes your website and online presence. Over time, this builds organic rankings that generate leads without per-lead costs.

Typical cost: $500-2,000/month for home service businesses.

Pros of Monthly SEO

• You own the website and the rankings
• Cost per lead decreases over time as rankings improve
• Builds a long-term business asset
• Compounds — results get better the longer you invest

Cons of Monthly SEO

• Takes 60-90 days to see significant results
• Monthly cost regardless of lead volume (initially)
• Requires patience and trust in the process

Which Should You Choose?

Choose pay-per-lead if: You need leads immediately, have a tight budget, want zero risk, or are just starting out and need cash flow first.

Choose monthly SEO if: You're thinking long-term, want to build a business asset, have steady cash flow to invest, and are willing to wait 2-3 months for the flywheel to spin up.

The best approach? Many of our clients start with pay-per-lead to get immediate results and cash flow, then transition to monthly SEO once they see the value and want to build long-term equity. The two models aren't mutually exclusive.

We offer both pay-per-lead and monthly SEO programs for home service businesses. Reach out and we'll help you figure out the right starting point based on your market, budget, and goals.