02
Google Ads
Campaigns on the searches that matter: emergencies, quotes, near me. You buy intent, not impressions.
Google Ads isn't running ads. It's buying purchase intent at a price that leaves you a profit, and knowing, to the penny, what every closed job cost you.
Who it’s for
- You have the capacity to take on more work today.
- You can commit at least $1,500/mo in media budget for 90 days.
- Someone answers the phone within 5 minutes during business hours.
Not for you if
- Your media budget is under $1,000/mo. There isn't enough data to optimize, and you'd be paying for the learning phase without ever reaching the profitable one.
- Your margin per job is under $150. The math doesn't work in most industries.
- You can't take on more clients.
Exactly what’s included
Before we spend a single dollar
- Audit of your existing account, or setup from scratch in your name.
- Keyword research by intent: emergency, quote, near me, brand and competitor. Each group gets bid differently.
- Competitor analysis: who's bidding, with what ads, and what landing pages they send traffic to.
- Structure by service and by margin. Not every service deserves the same CPC.
- Geography by radius or zip code, with exclusions for areas that don't work for you.
- Initial negative-keyword list of 500+ terms: free, how to, jobs, salary, DIY, used.
Campaign build
- Search campaigns segmented by service.
- Performance Max once there's enough data — not before. Launching it cold burns budget.
- Remarketing and RLSA for people who already visited you.
- Local Services Ads (Google Guaranteed) where it applies. For contractors, this is usually the best-return channel.
- Full extensions: call, location, sitelinks, callouts, prices and promotions.
- Dayparting: higher bids during the hours you actually answer.
- Separate Spanish and English ads with language targeting.
Real measurement
- Real conversion tracking: calls over 60 seconds, forms, WhatsApp, chat.
- Dynamic tracking numbers per campaign.
- Offline conversion import from the CRM. This is what separates a professional from someone who just watches clicks: we optimize for jobs sold, not forms submitted.
- Live dashboard: spend, CPL, calls, appointments, closed jobs and cost per job.
Ongoing optimization
- Weekly review of search terms and negative-keyword updates.
- A/B testing of ads and landing pages.
- Bid adjustments by device, time, location and audience.
- Monthly report reviewed with you on a call. Not a PDF nobody opens.
How setup works, step by step
Week 1
Audit & intelligence
Account review or setup, keyword research, competitor analysis, structure definition and technical tracking build.
Week 2
Build
ES/EN ad copy, landing pages, negative lists, full configuration and review with you before launch.
Day 10-14
Controlled launch
We start with a reduced budget to validate tracking and lead quality before scaling.
Week 3-4
Learning phase
Daily adjustments to negatives, bids and ads. It's normal for month 1 CPL to be the highest of the year.
Day 30
First real report
Numbers on the table and a joint decision: scale, adjust or cut what isn't working.
Day 60-90
Mature account
With closed-deal data imported, CPL typically drops 20% to 40% versus month 1.
Live in 10-14 days. Reliable data by day 30. Optimized account by day 90.
What we need from you
- Media budget committed for a minimum of 90 days. Cutting on day 45 throws away the learning-phase investment.
- Access to your Google Ads account, or authorization to create one in your name.
- Payment method loaded directly with Google. We never touch or store your card.
- A real commitment to answer within 5 minutes.
- Your closing numbers: what an average job is worth and what margin it leaves. Without this, we're optimizing blind.
- For Local Services Ads: a current license and proof of insurance.
What’s NOT included
- Media budget itself. That's paid directly to Google; we only charge for management.
- Meta Ads, TikTok, LinkedIn or YouTube. Those are separate services.
- A new website. We use yours, or build dedicated landing pages (included starting on the Growth plan).
- A results guarantee. We don't control the auction, competitors or seasonality. We control structure, data and speed of reaction.
- Google Guaranteed approval. We manage the process; Google grants the approval.
Third-party costs (paid to the provider, no markup from us)
Media budget paid directly to Google · Call tracking $30-90/mo depending on volume · Competitive-intelligence tools included in our cost.
What you can expect
$35-90
Typical CPL for plumbing & HVAC
$60-150
Typical CPL for roofing & remodeling
30-50%
Contact-to-appointment rate, if you answer fast
3x-8x
Target ROAS on local service with proper tracking
Month 1 is learning, not performance. Anyone promising profitability from week one is either inflating expectations or about to buy junk traffic to show you volume. Judge the account by month 3.
Questions we always get
Who owns the Ads account?
You do, in your name, from day one. If you leave, it stays with you, full history included. That history is worth real money: a 12-month account with data performs far better than a new one.
Is there a minimum contract?
We ask for 90 days so the data can mature, because cutting early guarantees you lose. After that, month to month with 30 days' notice.
Can you take over my existing account instead of creating a new one?
Yes, and it's almost always better because of the history. We start with a free audit and tell you exactly what's wrong, with screenshots. That audit is yours even if you don't hire us.
Why do you charge a percentage of spend on the higher plans?
Because the work scales with the budget: more campaigns, more areas, more creative, more analysis. If you'd rather have a flat fee at any level, let's talk.