Account and Campaign Setup
Campaign and ad group structure built around your services, with location targeting set to presence in the towns you serve rather than Google's default, which also counts people merely interested in the area.
Google Ads put you in front of people searching for what you sell today, not in three to twelve months. That makes them the honest answer when a business needs the phone to ring now, when the season is short, or when the organic work is real but has not compounded yet.
You set the budget, the towns and the services you want leads for, and you can move it up or down as your season does. The management fee is separate from your ad spend and stated up front, so you always know what goes to Google and what comes to me. If the numbers stop making sense, you will hear it from me first.
The first month is build and calibration. After that the work is steady: watch the search terms, cut the waste, and put budget where the leads are.
Search ads reach people at the moment they are looking for what you do, which is why they can produce calls in the first week rather than the first quarter. Most ads clear Google’s review inside a business day, so a campaign built on Monday can be working by Tuesday. You set the budget and it moves with your season, up when you have capacity and down when you are booked. The management fee is separate from spend and stated before we start, and if your budget is too small to compete in your market, I will tell you that rather than take the fee.
A one-time build: keyword research, campaign and ad group structure, geographic targeting, ad copy, and conversion tracking verified before a dollar of budget goes out the door.
Accounts drift. Search terms change, costs move, and waste accumulates quietly. This is the monthly work of cutting the waste and moving budget to what is producing leads, with the fee stated separately from spend.
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It depends on what a customer is worth to you and how competitive your market is. What matters more than the number is that the account is tracked properly, so you can see the cost per lead and decide whether to spend more or stop. Worth knowing: the figure you set is an average daily budget, so Google can spend up to twice that on a busy day and balances it out across the month, with the monthly total capped at about 30.4 times the daily figure. The management fee is quoted separately from spend.
Quickly, compared with anything else you can do. Most ads clear Google’s review inside one business day, so a campaign can be live the day after it is built. Give it two to three weeks of real data and you can see which searches are producing calls and which are burning money. The first month is build and calibration; after that the work is steady.
Sometimes. Performance Max is a single campaign that runs across Search, YouTube, Display, Gmail, Discover and Maps, and Google's reps push it hard. It can work once there is real conversion data for it to learn from, but it hands a lot of control to Google, so it needs brand exclusions, negative keywords and channel reporting to stay honest. For most local service businesses a properly structured Search campaign comes first, and Performance Max is considered after that rather than instead of it.
If you are a licensed home service business, Local Services Ads are usually worth trying first, because they sit at the very top of the results with a Google Verified badge and you pay per lead rather than per click. Google Ads cover far more service types and give you much more control. From August 2026 Google is moving Local Services Ads into Performance Max campaigns with pay-per-lead goals, so the two end up managed in the same place. Plenty of businesses run both.
No. Ads buy visibility for as long as you pay. SEO earns it and keeps it. Running ads while the organic work compounds is the usual sequence, and once the organic side is producing you can often reduce spend rather than stop.
Yes, and it is worth knowing about. Google is folding Dynamic Search Ads into AI Max, its AI-driven matching for Search campaigns. New Dynamic Search Ads campaigns are being retired and existing ones upgrade automatically, with AI Max deciding more about which searches trigger your ads, which headlines show and which page people land on. Your URL controls and settings carry over. It makes search term review, negative keywords and good landing pages more important rather than less, and the honest test is what it does to your cost per lead.
