Latest thinking
Notes from running lead-gen accounts every week since 2014. No trend pieces. Only what moves cost per booked job.
Why Local Services Ads beat search for most trades, and why you still need both
Google Guaranteed leads cost a fraction of search clicks for plumbers, HVAC and roofers. Here is how the two work together and where LSAs fall short.
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Cost per lead is the wrong metric for a lead-gen business
Why optimizing Google Ads for cheap leads fills your phone with people you cannot help, and what to measure instead.
The 4pm call test: what we do before we touch your account
Before we sign a client, we call their office the way a customer would. What happens next tells us more than any audit.
How much should a home services business spend on Google Ads?
A practical way to set a Google Ads budget for HVAC, plumbing, roofing and electrical businesses, starting from the jobs you want, not from what you can afford.
Performance Max for lead gen: when to turn it on, and when not to
Performance Max can scale a lead-gen account or fill it with junk. The difference is what it learns from and when it is switched on.
What a Google Ads report should say, in one page
Most agency reports are twenty pages of charts and no answer. Here is the one page an owner actually needs each month.
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Google Ads Scorecard
Score your account in three minutes and get the fixes ranked.
Free toolBudget & Results Projector
What $3k, $5k or $10k a month produces in your niche.
Free toolAI Readiness Check
Twelve questions on how much of your marketing runs on AI.
ResultsProven results
Eight accounts, before and after, with the numbers our clients get paid on.
AboutOur story
How an operator who ran AdWords in 2014 built the agency he could never hire.