Most tradies and service businesses eventually face the same decision. Do you pay for leads as they come in, or do you invest in your own lead generation through Google Ads?
Both approaches exist for a reason. They solve different problems, and understanding the difference matters if you want to avoid frustration or wasted spend.
How Pay-Per-Lead Platforms Usually Work
Pay-per-lead platforms are built for speed. You create a profile, choose your service area, and receive opportunities as they appear.
Typically, you pay to unlock a lead, then compete with a small number of other businesses for the same job. The platform sits between you and the customer, handling the initial connection.
This model appeals to businesses that want immediate access to work without setting up ads or marketing systems.
The Trade-Off With Pay-Per-Lead
The convenience comes with compromises.
Most pay-per-lead platforms involve:
- Competing with other businesses for the same enquiry
- Paying for access rather than guaranteed work
- Repeating the sales process for every lead
- Limited brand visibility outside the platform
In many cases, the customer is not choosing you specifically. They are choosing a shortlist.
That changes the dynamic of the conversation.
How Google Ads Works Differently
Google Ads operates upstream. Instead of entering a marketplace, your business appears at the moment someone searches for a service you offer.
There is no shared inbox. No bidding against other tradies for the same enquiry. The customer clicks your ad, lands on your page, and contacts you directly.
That shift alone changes the quality of the interaction.
Why Intent Matters More Than Volume
Pay-per-lead platforms often deliver volume first. Google Ads prioritises intent.
Someone using Google is actively trying to solve a problem. When they choose your ad and land on a focused page, they are already moving toward a decision.
This usually results in enquiries that are:
- More specific
- Less price-focused upfront
- More likely to convert into real work
Fewer leads can still mean better outcomes.
The Role of a Custom Landing Page
Google Ads works best when paired with a custom landing page rather than a generic website.
A strong landing page:
- Matches the exact service being searched
- Answers common questions immediately
- Builds confidence before contact
- Filters out low-intent enquiries
This means the selling often happens before the phone rings.
Short-Term Speed vs Long-Term Control
Pay-per-lead platforms are reactive by nature. You wait for opportunities, then decide whether to chase them.
Google Ads is proactive. You decide when to show up, what to promote, and where to focus.
That control allows businesses to:
- Prioritise higher-value jobs
- Adjust spend based on workload
- Build a predictable pipeline over time
It also reduces reliance on third parties.
Brand Ownership Is the Real Difference
One of the biggest distinctions between the two approaches is ownership.
With pay-per-lead platforms, the relationship belongs to the platform. If you stop paying, the visibility disappears.
With Google Ads, every impression builds recognition for your business. Even when someone does not enquire immediately, they see your name, your service, and your positioning.
Over time, that compounds.
When Each Approach Makes Sense
Pay-per-lead platforms can be useful when:
- You need work immediately
- You are filling short gaps in your schedule
- You are testing a new service or area
Google Ads makes more sense when:
- You want consistent enquiries
- You want warmer leads
- You want to reduce competition at enquiry time
- You want to build something that improves month after month
Many businesses use both, but with different expectations.
Choosing Based on How You Want to Work
The right choice depends less on budget and more on mindset.
If you want to chase individual jobs, pay-per-lead platforms can work. If you want enquiries to come to you already informed and interested, Google Ads paired with custom landing pages is the stronger long-term strategy.
The goal is not just more leads. It is better ones, on your terms.