— Service
AD CAMPAIGNS
Full-stack paid media: account structure, targeting, creative, landing pages, conversion tracking, and weekly optimization built around your service area and offer.
Paid media for service contractors is not glamorous and it shouldn’t be. Ad Campaigns that actually work are engineered around urgency, seasonality, and clear intent — not vanity metrics. For roofing, HVAC, marine, epoxy, and general home services, the biggest failure is treating every platform the same. Google catches people when they’re ready to buy; Meta surfaces demand earlier and builds familiarity. A competent campaign strategy picks the right intent layer, tightens targeting to the serviceable area, and ruthlessly prunes ad creative and keywords that bleed budget without producing viable leads. That means dynamic keyword insertion for high-intent searches, localized ad copy that names neighborhoods and common local problems, and specific call-to-action variations tied to the service’s typical buying window (emergency leak vs. off-season upgrades). Tracking must be built to phone-call level — not just clicks — because these businesses live or die by calls and booked appointments. What really goes wrong without it: budgets get spent on clicks from tire-kickers, lead forms filled by competitors or home inspectors, and generic creatives that produce low-quality inquiries. You end up with a long list of contacts who never convert because the campaign didn’t qualify them before handing them off. Good campaigns script the funnel: high-intent search ads, retargeted social proof, and conversion-focused landing pages with clear scheduling or call routing. No poetry, just measurable pipeline activity and predictable CPL. If you want unpredictable spikes and inconsistent weeks, keep running uncoupled ads and hope for the best.
Service businesses with a real offer, a defined service radius, and a sales process that can actually handle the calls.
- Lower cost per booked call
- Cleaner attribution from ad to job
- A channel mix you can scale without lighting money on fire
Audit
Audit current accounts, offers, geo, creative, and landing experience. Identify the leaks before spending another dollar.
Build
Build the account structure, audiences, creative, landing pages, and conversion tracking from scratch on the right channel mix.
Launch
Launch with controlled budgets, test creative variants, and feed conversion data back to the platform from real booked calls.
Optimize
Weekly optimization based on cost-per-booked-call, not cost-per-click. Cut what doesn't book. Scale what does.
- Google Ads (Search + Local Services)
- Meta Ads Manager (Lookalike & Retargeting)
- Google Tag Manager + Server-side tracking
- CallRail (call tracking & recording)
- Dynamic landing pages with geo-insertion
- Blanket broad-match keywords with no negative list — yields irrelevant traffic and wasted budget.
- Using the same creative for search and social — misses platform intent and lowers conversion rates.
- Counting impressions and clicks as success — ignoring call-qualified leads and booked appointments.
— Ad Campaigns · Next step
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