How to pick, and when to move
Four plans is three too many if nobody explains which one you are. Here is the actual logic.
Start with what is broken, not with the budget
The most common mistake is picking a tier by what feels affordable and then discovering it does not include the one thing that was holding the business back. If the website cannot convert, more traffic makes the problem more expensive rather than less. If the site converts fine and nobody is finding it, paying for another rebuild is money set on fire. Diagnose first. The free audit exists for exactly this and does not require talking to us.
Seasonality decides more than revenue does
A trade with a hard season, and in the north that is most of them, needs the spend shaped around the season rather than flat across the year. Search work has to be in the ground months before the demand arrives, because a page published in January does not rank by February. Paid can be turned up the week you need it. Which of those you lean on changes which plan makes sense, and it changes through the year.
When to move up
When the current plan is working and the constraint has moved somewhere else. If search is producing and the site is converting and the bottleneck is now that you are invisible in three of your six towns, that is a real reason. Moving up because the numbers plateaued for a month is usually not.
When to move down, or stop
We will tell you. If a plan is not earning its cost we would rather resize it than watch you cancel everything in frustration a quarter later. Contracts here are not the mechanism that keeps clients, and a client who stays because leaving is painful is not a reference.
What none of the plans include
Guaranteed rankings, guaranteed lead counts, or a number promised before we have seen your market. Anyone quoting you those has either not looked or is counting on you not checking. Rankings depend on competitors who also get a vote.