How It Works
A straightforward process, from our first conversation to results you can measure: quality leads and booked jobs.
Get in Touch & Discovery Call
(30 mins, free call)
I plan your campaigns around your services, location, budget, and how your customers search. Then I build everything: keywords, ads, and conversion tracking, so we can see what’s working as the data comes in.
Strategy & Setup
(1-2 weeks)
Once everything’s reviewed, your campaigns go live, usually within a week or two of getting started. From there, I check performance weekly and adjust bids, keywords, and ads based on the data Google has collected.
Launch & Optimize
(From launch, weekly)
Fill out a short form. I’ll review your business and any ads you’re running, then we’ll have a call to talk through your goals. You’ll leave with clear next steps, whether or not we work together.
Report & Plan
(Every month)
You get a clear monthly report on ad spend, leads, cost per lead, pls booked jobs and cost per booked job when you share which leads became work. We review it together and plan for the next 30 days.
How Google Ads Actually Works
Google Ads operates on a pay-per-click (PPC) model: you pay when someone clicks your ad.
The Google Ads Auction
Each time someone searches, Google decides in a split second which ads to show and in what order. You set the most you’re willing to pay for a click, but the highest bid doesn’t automatically win. Google also weighs how relevant your ad and page are to the search. Your actual cost often comes in below your bid and changes from search to search. That’s why a well-built campaign can beat a bigger budget with sloppy targeting.
Cost per click isn’t a fixed price, which is why it’s difficult to give a set cost without looking at your market. Four things move it the most:
Your industry: Searches for urgent or high-value jobs, like an emergency repair or a full roof replacement, tend to cost more because each customer is worth more to your business.
Your location: Clicks in a big city, like NYC or LA, usually cost more than in a small town, since more businesses are competing for the same searches.
Competition: The more companies bidding on the same searches, the higher the price tends to go.
Ad quality: Relevant ads and a useful landing page typically earn better positions at a lower cost. This is the one factor you can improve, and it’s where careful setup pays off.
What Affects Your Cost Per Click
Google Ads produces a lot of numbers, and many of them look impressive on a report without telling you whether your campaign is working. Here’s how I separate them.
The results I focus on
Leads: phone calls and form submissions
Cost per lead: what you pay, on average, for each one
Booked jobs: the number you care about most. Google can’t see this on its own, so I’ll ask which leads turned into work, and we’ll track it together
Impressions, clicks, and similar numbers don’t tell you if a campaign is working, but they can show where to look when it isn’t.
Lots of views but few clicks: the ad needs work
Lots of clicks but few calls: the page needs work
Missing out on searches: budget or ad quality is holding you back
More visibility isn’t automatically better. Paying more to show up everywhere can push each lead’s cost past what the job is worth.
Why it matters: Say two campaigns pay the same per click
Campaign A: 100 clicks, 15 leads, $1,000 spent: $67 per lead
Campaign B: 500 clicks, 20 leads, $5,000 spent: $250 per lead
Campaign B got more clicks but cost almost four times as much per lead. That’s why my monthly report leads with leads and cost per lead, not clicks.
Numbers That Matter vs Numbers That Look Good
Example numbers only. Your results will depend on your trade, market, and campaign.
Let’s see if Google Ads makes sense for you!
We’ll look at your business, your goals, and your current marketing before deciding whether Google Ads makes sense for you.