Google Ads
Managed as a system with tracking and CRM attached, not as an ad account with a budget in it.
How much should a service business spend?
Enough to buy meaningful data. For most Australian trades that is fifteen hundred to three thousand a month in media before performance can be judged honestly. Below that the sample is too small and every decision is a guess dressed as optimisation.
Ads or SEO?
Ads buy demand today, SEO compounds it over months. If the phone needs to ring this week, start with ads. If a quarter can be waited out, SEO is cheaper per lead in the long run. Most businesses that grow well run both, with ads funding the wait.
How is performance judged?
Not on clicks, and not really on cost per lead. Conversions are tracked into the CRM with Enhanced conversions, so campaign, keyword and ad can be traced to a booked job. A keyword that produces cheap enquiries that never close is worse than an expensive one that does.