Editorial still life — a media buyer's desk with printed ad-creative contact sheets, an abstract search-results layout printout, a small radius-targeting map, an open journal with a hand-drawn channel-allocation pie chart, mechanical pencil, ceramic coffee cup, and a single coral grease-pencil mark
Service · Paid ads

Paid ads built for outcomes, not impressions.

We run Google, Bing, Local Service Ads, Meta, and Nextdoor as one paid-media operating system. Right channels, disciplined bids, real attribution — reviewed every month so the budget moves toward what's actually working.

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The problem

Most paid budgets are funding the wrong things.

On a typical contractor ad account we audit, roughly a quarter of the monthly spend is lighting up irrelevant search terms, demographic ranges, or radius zones Meanwhile, the highest-intent placements — Local Service Ads, top-bracket Google search, in-feed Nextdoor — are either off entirely or under-funded.

There are typically three failure modes — channel selection (the budget runs on the wrong platform for the offer), targeting and bid discipline (broad match, no negatives, single bid strategy across every campaign), and attribution (nobody can say which ad turned into which booked job). Each card below maps to one of them.

How it runs

A monthly cycle, not a launch-and-pray.

Ads aren't a project — they're an operating cadence. Every month we run the same four-phase loop so the budget keeps moving toward what's working and away from what isn't.

Week 1

Audit

Pull the prior month's data — spend, leads, cost-per-lead, booked-job revenue per channel. Mark wasted spend, dormant ad sets, and the campaigns earning their keep.

Week 2

Reallocate

Move budget toward the channels and ad sets that produced booked revenue. Pause or restructure the ones that didn't. Adjust bids, geo, and match types based on what the data showed.

Week 3

Test

Ship the next round — one new creative variant, one new audience, one new landing-page experiment. Single-variable tests so we can read the result cleanly next cycle.

Week 4

Report

One report — spend, leads, cost-per-lead, booked-job revenue per channel — plus the decisions queued for next month. No 40-tab dashboards. Then the cycle restarts.

What we run

Three levers under one operator.

Compass-rose icon representing multi-channel selection 01 — Channel selection

The right platform for the job.

Emergency plumbing belongs on Local Service Ads and Google search. High-ticket roofing belongs on Bing for the older demographic and on Meta for visual demand-gen. Recurring services belong on Nextdoor for the local-trust effect. We pick channels per offer, not per fashion.

  • Google Search + LSA + Performance Max
  • Bing Search (older / wealthier demo)
  • Meta + Nextdoor (demand + trust)

Industry benchmark

Local Service Ads typically deliver cost-per-lead 30–50% lower than standard search ads in home-services verticals.

Concentric target icon representing targeting and bid discipline 02 — Targeting & bids

Tight match, tight geo, tight bids.

Most accounts we inherit are running broad match with no negatives, in a 25-mile radius around a depot the operator hasn't dispatched out of in years. We tighten keyword match, build a real negative list, redraw the service area, and split bid strategies by funnel stage.

  • Match-type discipline + negative-keyword list
  • Service-area + radius + zip-list targeting
  • Bid strategy per stage (capture / nurture)

Industry benchmark

Roughly the top four ad slots in Google Search capture the majority of paid clicks for high-intent service queries.

Funnel with traced path icon representing attribution 03 — Attribution

Every booked job traced to a source.

Call-tracking numbers per channel. Form fields tagged with UTM source. CRM stage and revenue mirrored back to Google and Meta via offline conversion uploads. By the end of the first cycle, every booked job has a traceable source — and the monthly reallocation has real numbers under it.

  • Per-channel call tracking + UTM hygiene
  • Offline conversion uploads (Google / Meta)
  • Revenue → ad-set in one weekly view

Industry benchmark

Multi-channel campaigns with unified attribution tend to lift conversion ~20–25% over single-channel attribution.

FAQ

The real questions.

Who owns the ad accounts — you or me?
You. Every Google, Bing, Meta, and Nextdoor account is created under your business from day one. We get manager-level access; you keep the keys. If we ever part ways, every account, every history, every audience, every conversion record stays with you.
What's the minimum monthly ad budget that makes sense?
For a single-vertical contractor in one metro, the floor where the data gets statistically useful is usually around $2,000–$3,000/month in media spend (separate from our management fee). Below that, you're not running ads — you're guessing. We'll tell you on the audit call whether your number is enough for the offer.
Which channels do you run, and how do you pick?
Google Search, Local Service Ads, Performance Max, Bing Search, Meta (Facebook + Instagram), and Nextdoor. We pick per offer and per market — emergency services live on LSA + Google; high-ticket renovation work runs Bing + Meta; recurring/local services lean on Nextdoor. We don't run TikTok or YouTube for contractors unless there's a specific reason it earns its place.
How do you actually attribute a booked job to an ad?
Per-channel tracking phone numbers, UTM-tagged form submissions, and offline conversion uploads pushing your CRM's booked-job revenue back to Google and Meta. By the end of the first monthly cycle, every booked job has a traceable source. That's how the reallocation in Week 2 has real numbers under it instead of platform-reported "conversions."
How fast will I see results?
Lead volume from Google Search, LSA, and Meta usually shows in the first 2–3 weeks. Cost-per-lead and channel mix stabilize by month 2 once the attribution model has a full cycle of data under it. Compounding gains — better audiences, sharper creative, lower cost-per-lead — show up month 3 onward.
How will I know it's working?
One monthly report — spend, leads, cost-per-lead, booked-job revenue per channel — plus a 30-minute call to walk through the next month's reallocations and tests. No 40-tab dashboards, no impression-share theater. The numbers that pay for the ads are the only numbers we report on.
Want one?

Free ad-account audit.

Give us read-access to your Google, Bing, or Meta ad accounts. In 30 minutes we'll show you the leaks — wasted-spend report, targeting gaps, attribution gaps, channel-mix recommendation. No obligation, no pitch deck. You walk away with a written punch list whether you hire us or not.

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