Google Ads in Miami, built for a market that speaks two languages
Miami looks like one market and behaves like three: year-round residents, a winter population that doubles some neighborhoods, and a large share of searches in Spanish. Add hurricane season, which sends roofing and restoration demand vertical for months, and an account that was set up like it was Atlanta will waste budget. We build Miami accounts around language, season and neighborhood. and changes with the season.
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 Miami 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 (Miami-Dade, Hialeah, Doral, Kendall)
Portuguese and Haitian Creole in specific neighborhoods
City population
450k
Metro population
6.1M
Median household income
$54k
Cost of living index (US = 100)
123
Click cost index (US = 1.0)
1.35×
Time zone
Eastern
Areas we build around
9
Strongest lead-gen niches
Roofers, Water damage restoration, Dentists, Personal injury lawyers
Miami market dynamics
What is different about Miami.
Population 6.1M in the metro, cost of living 123 against a US average of 100, clicks at about 1.35× the national average. Here is how that changes the account.
Bilingual campaigns are not optional
A large share of high-intent searches in Miami-Dade are in Spanish. We run separate Spanish campaigns with Spanish landing pages and Spanish-speaking intake, and measure the cost per booked job for each language instead of blending them.
The season changes who is searching
From November to April the population in Miami Beach, Sunny Isles and parts of Broward rises with seasonal residents who need dentists, doctors, AC repair and legal help fast, and who are used to paying more. Budgets and offers shift with them.
Hurricane season rewrites the home services calendar
Roofing, water damage restoration, generators and impact windows spike from June through November and again after any storm. We pre-build storm campaigns so they can be switched on within hours, not weeks.
Three counties, three markets
Miami-Dade, Broward and Palm Beach differ in cost, competition and job value. A Coral Gables dental campaign should not share a budget with Hialeah, and Fort Lauderdale roofing should not compete with Kendall.
Clients in South Florida include a roofing company serving Miami-Dade and Broward, a personal injury firm in Downtown Miami and a dental practice in Coral Gables.
Cost by industry in Miami
What a lead costs here
Our national benchmarks by niche adjusted for Miami's click index of 1.35×. 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 Miami 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 Miami 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 Miami, 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.
Miami: Miami runs bilingual. Spanish searches get their own campaigns with Spanish ads, landing pages and intake, and are reported separately. Clicks cost about 1.35× the national average, with legal and roofing at the top.
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.
Miami: Florida licensing and the hurricane-season surge make LSAs busy here. Roofing, restoration and HVAC LSA leads spike from June to November, so the profile, license and reviews are verified before the season starts.
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.
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.
Miami: A large share of Miami-Dade callers expect a Spanish-speaking answer. Call ads in Spanish run only during the hours a bilingual person is on the phone.
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.
Miami: Pre-season YouTube bumpers in English and Spanish to past visitors work for roofers, restoration and HVAC in May, before the first storm sends everyone searching at once.
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 Miami. 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
Brickell & Downtown
Coral Gables
Aventura & Sunny Isles
Miami Beach
Highest incomes and case values; expect the highest CPCs
What the top advertisers here do, and how a smaller operator beats them.
You do not need the biggest budget in Miami. You need the tightest account and the fastest phone.
Roofing and restoration are the most contested niches; post-storm demand attracts out-of-state advertisers, so storm-ready pages and same-day promises win
Personal injury and immigration firms compete heavily in Spanish; English-only campaigns miss a large share of demand
Dental and cosmetic practices in Brickell, Coral Gables and Aventura face high CPCs but high case values; treatment-specific pages beat generic ones
Seasonal residents search for providers who accept out-of-state insurance and offer quick appointments; saying so in the ad wins the click
Seasonality
The Miami 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.
June–November
Hurricane season: roofing, restoration, impact windows and generators.
November–April
Seasonal residents arrive; dental, medical and AC service demand rises in coastal areas.
Year-round
AC repair never stops in Miami; expect steady HVAC demand with summer peaks.
January
Dental benefits reset and personal injury searches rise after holiday traffic.
Landing pages in Miami
English and Spanish versions of every landing page, with matching ads
Neighborhood and county named on the page; Miami-Dade and Broward are different searches
Storm-ready pages for roofing and restoration with a same-day promise
Financing and insurance-claim help front and center for high-ticket home services
Minimum budgets in Miami
Our national minimums adjusted for local click costs.
HVAC: $5,500 a month
Plumbing: $4,000 a month
Roofing: $8,000 a month
Electrical: $4,000 a month
Pest control: $4,000 a month
Water damage / restoration: $11,000 a month
Your numbers
What a monthly budget produces for a lead-gen business in Miami
Benchmarks from our accounts. Move the slider. Estimates, not promises.
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.
Do you run Spanish-language Google Ads in Miami?
Yes. Separate Spanish campaigns, Spanish landing pages and, if you have Spanish-speaking intake, Spanish call routing. We report cost per booked job by language.
How much does Google Ads cost in Miami?
About 1.3 to 1.4 times the national average per click. Roofing and personal injury are the most competitive; dental and HVAC sit in the middle.
What happens to my campaigns during a hurricane?
We pre-build storm campaigns for roofing, restoration and related services and switch them on when a storm is forecast, with budgets and ads ready. After the storm, we scale what is converting hour by hour.
Do you cover Broward and Palm Beach too?
Yes. Each county gets its own campaigns so budget follows where your jobs close, and so Fort Lauderdale searches are not paying Miami Beach prices.
Do out-of-state advertisers compete with me after a storm?
Yes, especially in roofing and restoration. They cannot match a local, storm-ready page with a same-day promise and a local phone number. We pre-build those pages and campaigns so you are live within hours.
Should I run Local Services Ads in Miami?
For home services, legal and dental, yes. Per-lead pricing is competitive in Miami and the Google Screened badge matters to seasonal residents choosing a provider they do not know. We run LSAs and search together.
Do you handle Broward and Palm Beach separately?
Yes. Each county gets its own campaigns and budgets so Fort Lauderdale searches are not paying Miami Beach prices, and so we can see where jobs actually close.
Can you write Spanish landing pages?
Yes. Our team writes Spanish ad copy and landing pages, and we route Spanish calls to Spanish-speaking intake where you have it.
Ask Hamid directly
Send your numbers and get straight answers in the written plan.
Send your details and Hamid reviews your account, your Miami 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.
