[ 04 · Paid Ads ]

Paid Ads.
Google Ads built on cost-per-call, not cost-per-click.

Most local businesses we audit are wasting 40–70% of their Google Ads budget. Not because Ads doesn't work — it's the highest-intent traffic source on the internet — but because their account is structured for clicks, not calls. We rebuild around the only metric that matters: cost per qualified lead. If a campaign isn't ringing the phone or filling the form, we kill it. No exceptions, no excuses.

Scope this service → Free audit first
[ 01 · Why it matters ]

The case for
getting this right.

01

Google Ads is the only marketing channel where you can buy a phone call from a high-intent prospect for a fixed cost. SEO takes months. Social takes thousands of impressions. Ads takes 30 minutes to launch and the phone can ring tomorrow.

02

But Ads is also the easiest channel to lose money on. Default settings, broad match, no negative keyword hygiene, and Smart Campaigns are all designed to maximize Google's revenue, not yours. The difference between a good account and a great account is 2–3× the lead volume on the same budget.

03

Call-tracking is non-negotiable. If you can't tie the call back to the keyword, the ad, the landing page, and the device — you're guessing. We wire CallRail or WhatConverts into every account so optimization is data-driven, not vibes-driven.

[ 02 · What you get ]

Six deliverables.
One outcome.

Every engagement ships these. No ambiguity, no scope drift, no 'we'll get to that later.' If it's listed below, it's part of the work.
01 Google Ads build + ongoing optimization
02 Call-tracked landing pages (CallRail + DNI)
03 Negative keyword hygiene (weekly)
04 Ad extension + asset experimentation
05 Geo-bidding + dayparting by service area
06 Transparent monthly reporting with live dashboards
[ 03 · Process ]

Four phases.
No mystery.

01 —

Account audit

If you have an existing account, we audit every campaign, ad group, keyword, and landing page. You get a written diagnosis of where the leak is.

02 —

Rebuild on call economics

New structure: tight ad groups, exact + phrase match, aggressive negatives, conversion-tracked landing pages, call asset wired in.

03 —

Optimize relentlessly

Weekly negatives, ad copy variants, bid-strategy testing, dayparting, geo-bid adjustments. The boring discipline that compounds.

04 —

Report what matters

Monthly: cost per call, cost per qualified lead, conversion rate, search-term sanity. No screenshots of impressions. No 'engagement.'

[ 04 · Engagement ]

What working
with us feels like.

Cadence

Monthly retainer + media spend passthrough. Weekly optimization cadence — negatives, copy tests, bid adjustments.

Touchpoints
  • → Account audit or fresh build delivered in week one
  • → Weekly negative keyword + search-term review
  • → Bi-weekly ad copy / landing page iteration
  • → Monthly live-dashboard review — cost per call, cost per qualified lead, conversion rate
Reporting

Live dashboard (Looker Studio or Google Ads reports) showing cost-per-call, cost-per-qualified-lead, and search-term sanity in real time. No screenshots of impressions. No 'engagement.'

[ 05 · Expected outcomes ]

What you can
realistically expect.

Honest milestones, not sales promises. Exact timelines vary by starting position, competition, and how quickly decisions get made — but this is the shape of a typical engagement.
Week 1

Account audit or new campaign structure delivered. Call tracking + conversion events wired.

Week 2

Campaigns live. Phone can start ringing within 48 hours of launch.

Day 30

First negative-keyword pass complete. Initial bid + match-type adjustments based on real search data.

Day 90

Cost per qualified lead stabilized. Smart bid strategies triggered once conversion volume supports them.

[ 06 · Engagement tiers ]

Three ways
to work together.

Different businesses need different engagement sizes. The tiers below are framing, not pricing — every scope is priced after a discovery call. Anchored to fit, not to package.
Tier 01

Audit

Fit Already running Ads and want an independent read on whether the account is leaking money.

Includes
  • ✦ Full campaign + landing page audit
  • ✦ Search-term + waste report
  • ✦ Prioritized fix list
  • ✦ Written diagnosis
Shape

One-time engagement. You can implement internally or hand it back to us to execute.

Most common
Tier 02

Managed

Fit Want Ads run correctly — weekly optimization cadence, call tracking, transparent reporting.

Includes
  • ✦ Everything in Audit
  • ✦ Ongoing campaign management
  • ✦ Weekly negatives + search-term review
  • ✦ Landing page / ad copy iteration
  • ✦ Monthly live-dashboard reporting
Shape

Ongoing retainer. Media spend passthrough separately. Minimum media spend: $1,500/mo.

Tier 03

Scale

Fit Multi-location, multi-service, or higher-spend accounts where structure and governance matter as much as optimization.

Includes
  • ✦ Everything in Managed
  • ✦ Per-location campaign structure
  • ✦ Advanced attribution modeling
  • ✦ Cross-channel budget coordination with SEO + GBP
Shape

Scales with spend + complexity. Built for accounts where a wrong decision costs real money.

Not sure which tier fits? Run the visibility check → we'll recommend.
[ 07 · Proof ]
$0
Wasted spend (that's the goal)
CASE

Sutter Roofing Systems — Google Ads managed account

See the full portfolio →
[ 08 · FAQ ]

Questions,
answered honestly.

01 What's a healthy cost-per-lead for my industry?
+
Wildly variable. Plumbing emergencies: $40–$80. HVAC installs: $60–$150. Personal injury law: $200–$600. Dental implants: $80–$200. Roofing: $50–$150. We'll benchmark your actual market in the audit and set realistic targets.
02 What's the minimum budget to run Ads?
+
$1,500/mo is the floor where we can structure a campaign that actually works. Below that, we recommend starting with SEO + GBP first and layering Ads in once you have a budget that can sustain a real test.
03 Do you do Performance Max?
+
Selectively. PMax works for some local categories and burns money in others. We test it inside a controlled budget, never as the default campaign type. Google's auto-bidding wants to spend your money — we make sure it spends it well.
04 Can you take over an existing account or do you have to start fresh?
+
Both work. We'll audit what you have and recommend rebuild vs. optimize-in-place. Sometimes the existing structure is salvageable. Sometimes it's a rats' nest of legacy decisions and starting fresh is faster.
05 Will I own the account?
+
Yes, always. We work inside your Google Ads account, not a manager-owned wrapper. If you ever fire us, you keep everything — campaigns, history, conversion tracking, the lot. That's table-stakes ethics.
[ Related disciplines ]
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Read full →
02 · Google Business Profile

The most-ignored money-maker in local marketing.

Read full →
[ 09 · Start ]

Ready to scope
paid ads?

Free 30-minute call with Bryan. No pitch deck, no sales team. We'll tell you honestly whether Paid Ads is the right next move for your business — or whether something else should come first.

Book a call → Or call 707-593-7539