Paid Advertising & PPC

Before touching bids, we make sure calls, forms and chats are tracked and de-duplicated. Over half the accounts we inherit are optimizing toward events that aren't real leads, which means every past conclusion was suspect.

Campaigns segmented by service and service area, negatives maintained weekly, budgets weighted toward the keywords that produce booked jobs rather than cheap clicks. Performance Max gets guardrails, not a blank check.

Sending paid traffic to a generic homepage wastes a third of the budget before the phone can ring. Every campaign gets a matching page with the offer, the proof and the fastest possible path to contact.

Google is folding Local Services Ads into Google Ads as a pay-per-lead campaign type, and we run it as part of the same account: Google Guaranteed verification, service areas and budgets, plus weekly disputes on wrong-area, spam and existing-customer leads so they don't cost you anything.

The Business Profile behind those ads decides how often they show and what leads cost, so we manage the profile and the campaigns as one unit.

This is the right first move if you are already spending on Google Ads and cannot say what a booked job costs you, or you have a team that can answer the phone and room in the calendar that SEO will take months to fill. It suits trades with clear, urgent searches and real ticket sizes, where a click at twenty or thirty dollars can turn into a four-figure job: plumbing, HVAC, roofing, foundation and moving all qualify. Google's pay-per-lead ads, the Local Services Ads with the Google Guaranteed badge, belong here too, because they bill per call rather than per click and sit above the map results.

It is the wrong first move in three cases. If nobody picks up after five or on Saturdays, you are paying for calls that go to voicemail, so intake comes first. If the landing page loads in six seconds and hides the phone number, conversion work comes first, because every click is arriving at a page that loses it. And if the budget is small enough that a week of clicks is a single job, the account never gets enough data to learn from, and the money does more in local SEO and reviews. We would rather tell you that than run an account that cannot win.

Week one is access and tracking. The ad account stays in your name with us added as a manager, and the first job is making a lead mean a phone call or a real form, nothing else, so the account optimises toward the right thing. You get a written read of where the current spend is going. Week two the account is restructured: wasteful searches blocked, campaigns split by job type, budget moved toward what books jobs, and the landing page fixed if it is the weak link. Pay-per-lead verification starts the same week if it fits your trade.

Weeks three and four, the changes run and we prune daily: the automated checks flag spend spikes and broken tracking the day they happen. By day thirty you have the first honest monthly report, with the platform charge and our fee shown as separate lines, which Google's own advertiser guide says you are entitled to at a minimum, and cost per call and per booked job rather than cost per click. Paid is the fastest channel to move, so the first report usually already looks different from the last one you got.

A foundation repair company in Colorado Springs came to us spending real money on Google Ads with tracking that counted things that were not leads, so the account was optimising toward the wrong outcome. We rebuilt what counted as a lead, blocked the searches that never produced an inspection, split the campaigns by job type and moved budget to what booked. Roughly seventy thousand dollars a year of waste came out of the account, and with the site fixes that ran alongside it, sessions rose 2.3 times in ninety days. That account is the template for how we run paid: fix the measurement, then the structure, then spend. Faith's piece on ranking for the wrong keywords is about the organic version of the same mistake.