Isn’t this just Google Ads?

No, and the difference matters to your wallet. Ads are rented visibility: the moment you stop paying, you stop showing. SEO is earned visibility: you rank because your pages genuinely answer what people search for, and those rankings keep working long after the work is done.

The two do different jobs and work best together. Ads deliver leads today and let you test which searches actually book jobs. SEO takes those lessons and turns them into rankings you own, which usually cost less per lead over time.