Local SEO Ranking Explained: Google Business Profile vs Website SEO vs Ads

If you own a spa, roofing company, HVAC business, or any kind of local service business, you’ve probably wondered: “Do I really need a website? Or should I just run ads? Or should I focus on my Google Business Profile?”

The truth is, all three—Google Business Profile (GBP), website SEO, and PPC ads—play a role in getting customers. But they’re not all created equal, and knowing the difference can save you money while helping you win more local business.

Google Business Profile: Your #1 Tool for Local Leads

For local businesses, your Google Business Profile (the map listing that shows your name, reviews, and directions) is usually the single most important thing to rank. Why?

Because when someone searches “spa near me” or “roof repair near me”, Google shows the Map Pack first—those top 3 business listings with reviews and a map. Studies show that nearly 80% of people click on these local listings before scrolling down to websites.

So if your profile is fully optimized—right categories, services, fresh photos, reviews—you’ll naturally grab way more attention than businesses stuck on page two of Google.

Website SEO: Fighting for a Smaller Slice of the Pie

Maybe you’re paying an agency hundreds to even thousands of dollars every month for “website SEO” and wondering why the phone still isn’t ringing. The truth is — website SEO only controls a small slice of the traffic.

After Google shows ads and the Map Pack, only about 16% of searchers ever click into the website results. And most of those clicks don’t go to small businesses—they go to giants like Yelp, Angi, or even Reddit. That leaves very little traffic for local businesses fighting for scraps.

Now, having a website is still important. It’s your digital storefront, where customers check your services, book appointments, or see proof that you’re legitimate. But when it comes to generating new leads, website SEO by itself usually isn’t the main driver—it’s your Google Business Profile that gets you in front of 80% of local searchers.

PPC Ads: Paying for the Shortcut

Then there’s PPC ads (Google Ads, Local Service Ads). Ads can get you on top of the search results instantly, but there’s a catch—the second you stop paying, your leads stop too.

For contractors or spa owners in competitive markets, ads can get expensive fast. And customers know when something is an ad; they often scroll past. On average, only about 4% of people click ads, compared to the 80% clicking the Map Pack.

Ads can still work, especially if you need quick results or want to promote a seasonal special. But long-term, they’re like renting a house instead of owning—it costs a lot without building equity.

So What Should You Focus On?

For most local businesses, the winning formula looks like this:

Google Business Profile for quick wins and steady leads

Website SEO for long-term trust and visibility

Ads only as a supplement, not the main strategy

Bottom line: If you’re not showing up in Google’s Map Pack, you’re invisible to most of your customers.

Nail that first, and everything else (your website and ads) will work that much better.