Marketing · Google Ads
Search ads for people who need the job done this week.
Someone typing "roof leak repair" into Google at seven in the morning is not browsing. Google Ads puts you in front of that person today, and a search ad costs nothing until somebody clicks it. We build the campaigns around what buyers actually type, cut what wastes money every week, and count every call and form back to the search that produced it.
Running Google Ads already? Bring the account. We will go through the search terms report with you on the call.
- How it is sold
- One channel
- priced by its own monthly ad spend
- Time to judge it
- 90 days
- learn, cut, then judge
- Counted as
- Cost per booked job
- not clicks or impressions
- In your name
- The ad account
- its history and the card on file
What it is for
Search buys demand that already exists. That is why it is fast, and why it is expensive.
Social ads interrupt people. Search ads answer them. The person who types your service and their town has already decided they need it — the only question left is who they call, and the top of that page is the first answer they see. That is why paid search can produce calls inside the first month when almost nothing else can.
It is also why it gets expensive. Every competitor in your market wants the same searches, and the clicks are priced at auction. Most of the waste we find is not the bid. It is what the money is being spent on: broad keywords matching jobs you do not do, towns you do not serve, people looking for a job at a roofing company rather than a roofer. Cutting that is the first month of work, every time.
So the account is built narrow and widened only when the numbers earn it. Every call and every form is tracked back to the search that produced it, and the monthly report leads with what a booked job cost — because a cheap click that never books is still money gone.
What we do
What we build and run
Campaign build and management, ad copy, landing pages, call and form tracking and the monthly report come with every channel. On Google, that means this.
Build
- Keyword research from what buyers type, not what the trade calls it
- Campaigns split by service, so each has its own budget and its own number
- Ad copy written for the search, with call, location and sitelink assets
- A negative keyword list from day one: the jobs you do not do, the places you do not go
- Location targeting drawn to the area you actually serve
Run
- The search terms report read every week, and the waste cut
- Budget moved toward the services and hours that book
- Ads tested against each other, losers paused
- Performance Max and Shopping only where they fit the business
- Retargeting for people who visited and did not call
Measure
- Call tracking on the ads and on the site
- Form submissions counted as conversions, wired and tested
- Conversions reported by campaign and by keyword
- A monthly report that leads with cost per booked job
- A recommendation to cut whatever is not producing
The first 90 days
Paid search can produce in month one. It cannot be judged in month one. This is the order it runs in.
- 01
Audit or build
An existing account is audited first: the search terms, the tracking, where the money went. A new one is built narrow, around the services that make you money.
- 02
Month one: learn
Real searches, real clicks, real calls. Obvious waste is cut weekly, and nothing big changes on one week of numbers.
- 03
Month two: cut
The searches, ads, towns and hours that spent money without booking work are cut. Budget moves to what produced.
- 04
Month three: judge
Enough data to say what a booked job costs on Google, and whether it is worth it. If it is not, we say so.
Fit
Who Google Ads is for
Worth it when
- People search for your service by name — roof repair, AC not cooling, commercial cleaning
- A booked job is worth enough to pay for the clicks that do not book
- Someone answers the phone when it rings, or calls back inside the hour
- You need calls this month, not next year
Skip it when
- Nobody searches for what you sell, because it is new or hard to describe. That is a social problem, not a search one
- Your site cannot take a call yet. Fix the page first, and we will tell you so
- The job is small and the clicks in your market are expensive. We will run that math with you on the call
- You want to sit at the top of every search all day, whatever it costs
Google Ads: questions people actually ask
Do you mark up the ad spend?
No. The spend goes to Google on your own card, in your own account, at cost. Our fee is separate, and it is published.
How much should we spend on Google?
Enough to learn from in your market, and the honest answer depends on what a click costs there and what a job is worth to you. We work it out on the call. There is no minimum ad spend; if a budget is too small to learn from, we will say so rather than take the fee.
We tried Google Ads and it did not work. Why would this be different?
It might not be. But the usual reasons are visible in the account and fixable: broad keywords matching searches you would never want, no negative keywords, tracking that never counted a call, and every click sent to the homepage. We will open the old account on the call and tell you which it was.
Do you need our Google Business Profile?
It helps. Linking it lets your ads show your location. It is also a separate channel worth running in its own right, because the map results sit outside the ads entirely.
Who owns the account if we stop?
You do. It is in your name from day one, with us added as a manager. Stop working with us and it stays exactly as it is, history included.
How fast will we see calls?
Paid search can produce calls inside the first month. Whether those calls are worth what they cost takes the full 90 days to say.
Pricing
Pricing is published
Google Ads is one channel on the four packages, priced by its own monthly ad spend, with the setup fee and the term beside each package. The spend itself goes to Google on your own card.
Also on the marketing side
Everything else we run
- Meta AdsOne channel, priced by its spend
- TikTok AdsOne channel, priced by its spend
- WebsitesFixed price, yours at launch
- SEOOne channel, content and links included
- Google Business ProfileOne channel, local search
- ContentPart of the SEO channel
- BacklinksPart of the SEO channel
- Social postsOne channel, separate from ads
- Landing page funnelsIncluded with every channel
Bring your Google Ads account
Or bring nothing. Twenty minutes and we will tell you whether search is the right first channel for you, and what the first month would look like.