Google Ads in Denver, where hail and snow set the calendar.
Denver is a 3-million-person metro with incomes well above the national average, a hail season that makes it one of the busiest roofing markets in the country, and a winter that keeps HVAC and plumbing on emergency footing for months. The suburbs from Boulder and Arvada to Aurora, Littleton and Castle Rock each have their own housing stock and job values. Click costs run about 1.2 times the national average. We build Denver accounts by suburb and by season, keep hail budgets on standby, and track calls to booked jobs so the bids follow the areas that pay. We build accounts that are ready for both.
LEADSTACK™ Five layers. One account that keeps growing.
Most Google Ads accounts are one campaign wearing five hats. LEADSTACK is how we build a lead-gen account instead: the campaign types stacked in the order that pays, each layer fed by the booked jobs the layer below it produced. Below, the stack as we build it for a Denver lead-gen business.
Remarketing · videoSupport
Remarketing · displaySupport
Performance MaxScale
Local Services AdsCore
SearchCore
One campaign, five jobs
Booked jobs → Google
0:00 · The leak
You are paying for clicks. You need booked jobs.
Most accounts we audit have one campaign doing five jobs, broad match with no negative list, and Google optimizing toward form fills it never sees close. That is where the budget goes.
0:38 · Layer 1 · Search
Capture the demand that already exists.
Exact and phrase match, split by service value and urgency, with call ads while someone answers the phone. The base of the stack and usually 55 to 70 percent of the budget.
1:12 · Layer 2 · Local Services Ads
Pay per lead, above the ads.
Where the category qualifies, the Google Screened or Guaranteed badge sits above every search ad. We run it beside search, dispute junk leads weekly and compare cost per booked job each month.
1:40 · Layer 3 · Performance Max
Scale, but only on real data.
Performance Max finds more of the people who already book with you, if it is fed booked-job conversions and fenced with brand exclusions and search themes. Switched on in month two or three, never on day one.
2:10 · Layer 4 · Remarketing on display
Bring back the 95 percent who left.
Most visitors do not call on the first visit. A small display budget, 30-day windows and one message per service keeps the quote request alive for a few dollars a day.
2:35 · Layer 5 · Remarketing on YouTube
Be the name they remember.
For long decisions like a roof, an implant or an injury case, six-second bumpers to past visitors cost cents per view and lift branded search and close rate.
3:05 · The loop
Booked jobs flow back to Google. Bids follow revenue.
Offline conversion imports tell Google which clicks became customers, so every layer bids toward the cases that pay. By month three the target is hit, or our fee drops to zero until it is.
Film in production · storyboard preview0:00 / 3:40
The film is being shot with Hamid this quarter. Until it is live, the storyboard above walks the same chapters.
The figures that shape every account we build here. Population and income set demand and job values; the click index sets what noise costs.
Languages that matter in campaigns
English
Spanish (west Denver, Aurora, Commerce City, Thornton)
City population
715k
Metro population
3.0M
Median household income
$85k
Cost of living index (US = 100)
112
Click cost index (US = 1.0)
1.2×
Time zone
Mountain
Areas we build around
8
Strongest lead-gen niches
Roofers, HVAC, Plumbers, Dentists
Denver market dynamics
What is different about Denver.
Population 3.0M in the metro, cost of living 112 against a US average of 100, clicks at about 1.2× the national average. Here is how that changes the account.
Hail is the roofing calendar
The Front Range gets more damaging hail than almost anywhere in the country. Every summer storm fills the auction with roofers from a dozen states. Local companies win with the storm campaign, the claims-help page and the standby budget ready before June, and the affected suburbs named in the ad.
Winter is an emergency season
Furnace failures, frozen pipes and snow-load roof leaks run from November to March. HVAC and plumbing accounts here need winter emergency campaigns with their own budgets and call-only ads that run while dispatch answers.
Suburbs carry the value
Cherry Creek, Highlands Ranch, Boulder, Castle Pines and Golden carry the highest home values and job values; Aurora, Thornton and Commerce City carry volume at lower CPCs. We build separate campaigns per suburb cluster.
Growth on every edge
Castle Rock, Parker, Erie, Broomfield and the north metro are filling with new households that have no dentist, plumber or lawyer yet. New-resident campaigns there are often the cheapest booked jobs in the account.
Clients in the Denver metro include a roofing company in Littleton, an HVAC contractor covering the north metro and a dental practice in Highlands Ranch.
Cost by industry in Denver
What a lead costs here
Our national benchmarks by niche adjusted for Denver's click index of 1.2×. Cost per booked job assumes the typical close rate for that niche. Use these to sanity-check any proposal you receive.
Which Google Ads campaign types we run for a Denver lead-gen business, and which we skip.
Every campaign type Google offers has a job. Most accounts we audit run the wrong ones, or run the right ones in the wrong order. This is the mix for a Denver lead-gen business, in the order it is switched on.
CoreRuns from day one and carries most of the budget.
ScaleAdded once booked-job tracking is proven, usually month two or three.
SupportA small budget with one specific job.
Not hereWe would not run it for this account, and we say why.
SearchLSAPMaxDisplay RMKVideo RMK
Starting split of the monthly budget in Denver, rebalanced every month by cost per booked job. Shares are the midpoint of each range.
Core55–70%of budget
Search
Responsive search ads · exact and phrase match
Why it is core
Captures people typing the problem into Google right now. Split by service value and urgency so bids follow revenue.
Denver: Campaigns run per suburb cluster, with hail and winter emergency campaigns built in advance and held at $0 until the forecast turns. Cold-snap and hail bid rules raise the emergency bids automatically on the days demand spikes.
How we set it up
One campaign per intent tier, never one campaign for everything
Exact and phrase match with a shared negative list from day one
Ad schedule and bid adjustments around open hours
Location targeting by service area, not a city-wide radius
Core10–25%of budget
Local Services Ads
Google Screened / Google Guaranteed · pay per lead
Why it is core
The badge unit above the search ads for eligible service categories. You pay per lead, not per click.
Denver: Colorado licensing is verified at onboarding so the badge is live before hail season. Roofing LSA leads jump for weeks after a storm and need daily dispute reviews.
How we set it up
License, insurance and background checks submitted and kept current
Junk leads disputed every week
Reviews synced from Google Business Profile
Cost per booked job compared with search every month
Scale10–20%of budget
Performance Max
Asset groups across Search, YouTube, Display, Gmail and Maps
Why it is a scale layer
Finds more of the people who already convert with you. Only useful after it has clean booked-job data to learn from.
Denver: For roofers and HVAC in Denver, Performance Max with job-site photos of local subdivisions works once 20 or more booked jobs are imported. Brand exclusions keep it off your own name.
How we set it up
Never switched on before offline conversions are flowing
Brand exclusions and search themes on every asset group
One asset group per service, with real photos rather than stock
Lead form questions that filter price shoppers
SupportInside search
Call ads
Call-only ads and call assets on mobile
Why it is a support layer
Puts a tap-to-call number in front of people on their phone during the hours someone will answer. Every call is recorded and scored.
How we set it up
Runs only while the phone is staffed
Calls under 60 seconds left out of the conversion count
Recordings scored weekly so the ad group learns from booked calls
Support3–6%of budget
Remarketing (display)
Display ads to past visitors and past callers
Why it is a support layer
Brings back the visitors who did not call or book the first time. Cheap, and it lifts the conversion rate of every other layer.
How we set it up
Audiences by page visited at 7, 30 and 90 days
Frequency capped at three a day
One message per service, with the offer in the headline
Customers who already booked are excluded
Support2–5%of budget
Remarketing (video)
YouTube bumpers and skippable in-stream to past visitors
Why it is a support layer
Keeps your name in front of people mid-decision for a few cents a view. Best where the buying decision takes days or weeks.
Denver: Six-second drone bumpers to inspection-page visitors before hail season keep a roofer top of mind when the storm hits and the auction fills.
How we set it up
Six-second bumper cut from a phone-shot founder video
Audiences shared from the search and display campaigns
Measured on branded search lift and assisted bookings, not views
Not here0–10%of budget
Demand Gen
Visual prospecting across YouTube, Discover and Gmail
Why we skip it
Puts a visual offer in front of lookalike and in-market audiences before they search. Earns its place only for high-ticket, image-led services.
What would change our mind
Lookalikes built from booked customers, not site visitors. Job-site or before-and-after creative. Capped at ten percent of budget until cost per booked job matches search.
A radius around the office is not a strategy in Denver. Each tier gets its own campaigns and budget so bids follow where jobs actually come from. Tiers move as your data comes in.
Tier 1 · bid up
Cherry Creek and Washington Park
Highlands Ranch and Castle Pines
Boulder
Highest incomes and job values; the highest CPCs in the metro
Tier 2 · core
Littleton and Lakewood
Arvada and Broomfield
Parker and Castle Rock
Strong volume with moderate CPCs; new-resident demand on the south and north edges
Tier 3 · test
Aurora
Thornton and Commerce City
Erie and Longmont
Added as capacity allows, with separate budgets so they cannot drain Tier 1
Competition in Denver
What the top advertisers here do, and how a smaller operator beats them.
You do not need the biggest budget in Denver. You need the tightest account and the fastest phone.
After hail, out-of-state roofers flood the auction for weeks; local firms win on address, license, reviews and claims help in the ad
Private-equity-backed HVAC and plumbing groups bid metro-wide; local companies win with suburb-level ads and live answers on cold snaps
Dental groups dominate Cherry Creek and Highlands Ranch generic terms; single practices win on new-resident offers and treatment pages
Law firms compete hard on family and DUI terms; smaller firms win on practice-area specificity and consult booking
Seasonality
The Denver calendar
Budgets that stay flat all year waste money in quiet weeks and starve the account in busy ones. We plan by week around these moves.
November–March
Furnace and boiler failures, frozen pipes, snow-load leaks; HVAC and plumbing CPCs spike on cold snaps.
April–May
Spring projects: electrical, garage doors, pest; roofing inspections before hail season.
June–September
Hail season: roofing and restoration surge per storm; AC repair peaks in July and August.
With DGENCY—leads / month—customers / month—revenue / month
Assumes cost per lead $110 → −30% and lead-to-customer rate 30% → +25% after tracking and structure are fixed, at $2,200 per customer. Open the full projector to use your own numbers.
Proof
The proof is in the booked jobs
Numbers our clients get paid on, from accounts in home services, legal and healthcare.
HVAC
Summit Air & Heat
Phoenix, AZ · $9,000/mo ad budget
−58%Cost per booked job ($142 to $59)
+188%Booked jobs per month in 5 months
Rebuilt call tracking, cut 1,900 wasted search terms in month one, moved budget to AC replacement in summer and furnace in winter.
8 client stories
★★★★★
“Three agencies before DGENCY. Every one of them sent me a report with a bunch of graphs. Hamid sent me a spreadsheet of booked jobs and what each one cost. That was the whole difference.”
Rick MorenoOwner, Canyon Air Conditioning
★★★★★
“They told me in the first call that my landing page was the problem, not the ads. I did not want to hear it. They were right, and signed cases went from four a month to fourteen.”
Danielle HarperManaging Partner, Harbor Injury Law
★★★★★
“We are a small practice. I was worried we would be too small for a real agency. Hamid looks at our account personally and my front desk knows exactly which new patients came from ads.”
Dr. Sana PatelOwner, Bright Smile Dental
★★★★★
“Our old agency reported clicks. DGENCY reports booked jobs, and the number went from 61 to 140 a month on the same budget once the tracking was honest.”
ME
Marcus EllisonOwner, Summit Air & Heat
★★★★★
“Hamid called our office as a customer before we signed and told us we missed a 4pm call. That is the level of detail. Cost per booked job is down 38 percent.”
LO
Lena OrtizGeneral Manager, TrueLine Plumbing
★★★★★
“Three quotes a week became eleven. The difference was the search terms they cut and the financing line they put in the ad. Nothing fancy, just correct.”
GW
Grant WhitakerOwner, Bluegrass Roofing
★★★★★
“We are a two-attorney firm. They gave us a plan for $5,000 a month and did not try to sell us $20,000. Consults are up 70 percent and the fee is flat.”
PN
Meera NairPartner, Keystone Estate Law
★★★★★
“Quarterly plans at $41 each from Local Services Ads and search together. Our previous agency never turned LSAs on. They did it in week two.”
The same process on every account. Management from $999 a month, never a percentage of spend; your ad budget is paid to Google in your own account. Three-month minimum, then month to month, with the fee dropping to zero if we miss the written target.
01
Weeks 1–2
Audit and tracking rebuild
We audit the account line by line and rebuild the measurement so that only real leads count.
02
Week 2
Blueprint
A written plan that maps your budget to the services and areas that make you the most money.
03
Weeks 3–4
Build
New campaign structure, ad copy and landing pages, built in your account, owned by you.
04
Month 2 onward
Run, learn, scale
Weekly hands-on optimization with AI doing the heavy lifting and Hamid making the calls that matter.
One-time
$299
Account audit
A line-by-line review of your existing Google Ads account, tracking and landing pages, with a written list of what to fix and what it is costing you. Credited toward setup if you continue.
Full hands-on management by Hamid and an experienced Google Ads strategist. Fee scales with the complexity of the account (service lines, locations, campaign types), not with your ad spend.
Everything in phases one to three: tracking rebuild, blueprint, campaign build and the first landing pages. Priced by the number of service lines and locations.
More on the FAQ page, or send your numbers with the growth plan request.
How much does Google Ads cost in Denver?
About 1.2× the national average per click, so a little above what the same search costs in a mid-sized market. Roofing during hail season and legal are the most expensive; garage doors and pest control sit near the middle. Cherry Creek, Boulder and the southeast suburbs cost more per click than Aurora or the north metro.
What budget do I need to start in Denver?
At least $125 a day for most niches, and $6,000 or more a month for legal. Below that the account cannot buy enough clicks to learn which areas and searches turn into jobs. Roofers should plan a standby budget for June to September that can triple the everyday spend after a hail event.
Which parts of Denver do you target?
Only the areas you serve and can reach quickly. Downtown, LoDo and the Highlands, Cherry Creek and Washington Park, Aurora, Lakewood and Golden, Littleton and Highlands Ranch and Arvada, Westminster and Broomfield each get their own campaign or ad group, so budget and bids follow where your jobs close, and areas you do not serve are excluded explicitly.
How do you handle hail season for Denver roofers?
Storm campaigns, ads and a claims-help landing page are built before June and held at $0. When hail hits, they switch on within the hour with a pre-agreed standby budget and the affected suburbs named in the ads. The everyday campaigns keep running.
Should I target Boulder and Castle Rock from the same account?
From the same account, but as separate campaigns. They are 50 miles apart with different competitors and job values, and if your crews only cover one, the other is excluded.
How do you handle the winter emergencies?
Winter emergency campaigns for HVAC and plumbing have their own budgets and call-only ads that run while dispatch answers, with bids that rise on cold-snap days. Calls are recorded and scored so the campaigns learn from booked jobs.
What do the strongest Denver advertisers do differently?
They have hail and winter budgets ready, split by suburb, name the suburb in the ad, answer the phone live, and import booked jobs back into Google so the bids learn from revenue.
Are you based in Denver?
We are a remote-first US team with clients across the country, including Denver. Every call is with Hamid or your account strategist, scheduled in Mountain time.
Ask Hamid directly
Send your numbers and get straight answers in the written plan.
Send your details and Hamid reviews your account, your Denver market and your competitors before the call, then walks you through the five changes that would move your cost per booked job the most. Twenty minutes, a written plan, no obligation.
Step 01
Tell us about your business
Two minutes on the form.
Step 02
We do our homework
Website, landing pages, market and, with read access, your account.
Step 03
You get the plan in writing
A one-page plan you keep either way, and a call to walk through it if you want one.
