GOOGLE ADS MANAGEMENT
Ads That Pay for Jobs — Not Clicks.
Google will happily spend your budget on students, job seekers, and people two suburbs outside your service area. Our job is making sure every dollar chases a buyer: the burst pipe at 11pm, the custody search from a parked car, the intake call that books. Built for contractors, law firms, and clinics.
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Cost / Lead
Booked Calls
Ad Spend
RESULTS OVER RANKINGS
What You're Actually Buying
Most SEO reports are built to look good, not to be checked. Sessions up. Impressions up. Nobody’s phone ringing more. Here’s what we count instead.
Keywords chosen by intent, cut by evidence.
Tight keyword sets around the searches that end in a hire — and a negative list that grows every week, so you stop paying for “how to,” “DIY,” “salary,” and every other click that was never a customer.
Ads matched to the moment.
Emergency budgets alive at 11pm and asleep when you can't answer. Seasonal ramps before the season, not during it. Call-only ads where the buyer wants a human, not a website. And Local Services Ads where your trade qualifies — often the cheapest lead in the account.
A landing page that finishes what the ad started.
Great ads pointed at a homepage still lose. Every campaign gets a page that continues the exact promise of the ad — one service, one area, one obvious next step.
Tracking that ties spend to jobs.
Call tracking per campaign, form attribution, and a monthly answer to the only question that matters: which keyword paid for which job.
You own the account. You see everything we do in it. If we part ways, it all stays with you.
THE FOUNDATION OF GOOGLE ADS
Where Ad Budgets Actually Go to Die
Broad match with no negative keywords
Google's default settings are built to spend, not to filter. Without a weekly-pruned negative list, a plumbing budget buys clicks from people fixing their own tap.
Every ad pointed at the homepage
The ad promised emergency water heater repair; the homepage offers a menu. The visitor came for one thing, was shown ten, and left. That's not an ads problem — but it kills ad results.
Set up once, never touched again
An ad account decays. Search terms drift, competitors bid, prices rise. An account nobody enters weekly is a subscription Google charges for doing nothing.
Optimized for clicks, because nobody wired up the phone
Without call tracking, the account optimizes for what it can see — clicks and form fills. Most of your real leads are calls. So the machine learns to buy the wrong thing, efficiently.
The audit finds which of these is happening in your account. Bring your last invoice — we’ll show you where it went.
Should You Even Hire an Ads Agency?
Run it yourself WHO IT'S FOR
Small budget, just one service, and focused on a single city
Who it's for WHO IT'S FOR
You already have marketing staff and $20k+/month in spend
Hire us WHO IT'S FOR
Established business, real budget, no time to babysit an account
Whichever row you’re in, take the audit. If your account is fine, we’ll tell you it’s fine.
GOOGLE ADS LEAD GENERATION — EXAMPLE
Google Ads Lead Generation Campaign
Our team was hired to launch search ads for a business generating more quality leads and lower their cost per lead with a data-driven Google Ads strategy.
- Trenchless Performance Summary
| Keyword | Leads | Avg. CPC | Clicks |
|---|---|---|---|
| directional bore drilling | 30 | $9.64 | 272 |
| underground boring | 25 | $8.02 | 150 |
- Ermen Systems Performance Summary
| Keyword | Leads | Avg. CPC | Clicks |
|---|---|---|---|
| mechanical ventilation heat recovery | 30 | €1.31 | 290 |
| decentralised heat recovery ventilation | 22 | €1.28 | 110 |
- HD Engines Performance Summary
| Keyword | Leads | Avg. CPC | Clicks |
|---|---|---|---|
| cummins engines for sale | 35 | $4.49 | 113 |
| caterpillar engine for sale | 22 | $2.72 | 169 |
- JJ Engine Parts Performance Summary
| Keyword | Leads | Avg. CPC | Clicks |
|---|---|---|---|
| Cummins engine parts | 65 | $4.03 | 376 |
| caterpillar engine parts | 52 | $5.09 | 285 |
THE ROADMAP TO GROWTH
What Happens When, Honestly
Week 1 Account build or rebuild
Keyword sets, negatives, tracking wired, landing pages aligned. Nothing launches until tracking works.
- You see: the account structure and what we cut from the old one.
Week 2–3 First leads
Real ones, tracked to the keyword. Cost per lead is high at first — that's normal and temporary.
- You see: first tracked calls and forms, with the search term attached.
Week 4–8 The pruning phase
Every week: cut what spent without booking, move budget to what booked. Cost per lead falls as the waste list grows.
- You see: cost per lead trending down week over week.
Day 60–90 Stable, efficient account
Now we scale what's profitable — more budget only where the numbers already work.
- You see: a cost per lead you can plan a year around.
THE SAME PLATFORM
A Different Fight in Every Niche.
Six markets, six different ways to waste money. Pick yours.
Ads for HVAC & Plumbing
Emergency dayparting, call-only ads, budgets that follow the weather.
Ads for Trenchless
Exact-match only; thirty phrases worth bidding on, and none of them are “drilling.”
Ads for Snow Removal
The whole budget lands August–October, when contracts are actually signed.
Ads Questions We Get Every Week
How much ad spend do I need?
What do you charge — a percentage of spend?
Flat management fee. Not a percentage of what you spend — so we don’t earn more by spending more of your budget. We get paid for results, not for how much of your money moves through the account.
Who owns the ad account?
How fast will I see leads?
Google keeps calling me with “free recommendations.” Should I apply them?
What about Performance Max / AI campaigns?
Will you work with my competitor?
No. Exclusivity by niche and service area, same as everything we do.
See Where Last Month's Budget Went
Free ads audit: we open your account, show you where last month’s budget actually went, and tell you what we’d cut first — whether you hire us or not.
Don't want a call?
Send your website address and I’ll record a 5-minute video showing the three things costing you the most leads. No pitch, no meeting. You’ll have it within two business days.