How we actually run paid ads.

We read the existing Google Ads and Meta Ads accounts on the discovery call, share what we see live, and follow with a written audit covering campaign structure, conversion tracking, spend allocation, audience and geo targeting, and creative.

If we identify that paid ads is not the right channel for the business right now, we will say so. About one in five discovery calls ends without a retainer pitch.

GA4 and Google Tag Manager audited or installed; phone-call tracking deployed via Dynamic Number Insertion; offline conversions wired from the CRM back to Google and Meta; Meta Conversion API server-side endpoint configured.

Most accounts arrive with conversion tracking that double-counts, misattributes, or silently fails on iOS. We do not move forward until the data is clean and audited.

Account architecture is rebuilt from the ground up. On Google: separate campaigns by service area, intent layer, and ticket band. Performance Max with proper signal feeding. Local Service Ads where the client qualifies. On Meta: cold prospecting, warm retargeting, and customer-list lookalikes structured around the sales cycle.

Landing pages are built only where the existing site fails to convert. We do not rebuild client websites; we build a focused page on a subdomain or path and instrument it correctly.

We work on the accounts a minimum of three days per week. Each Monday produces a written changes-log entry. Each Thursday produces a one-page dashboard for the client: spend, leads, cost per lead, lead-to-booked-job rate, and a plain-English note on what we are testing.

We do not make changes for the sake of making changes. If the account is working, we leave it alone and ship more creative. Most underperforming retainers we inherit are over-optimized; the team kept fiddling instead of letting data accumulate.

Weekly: a Thursday email with the dashboard and one paragraph. Anyone on the leadership team can read it in 90 seconds.

Monthly: a written summary of what shipped, what worked, what did not, and what is queued for next month. Plus a 30-minute call if the client wants one.

Quarterly: a strategic review of the channel mix, spend allocation, and whether the engagement model still fits the business. This is when we propose increases, decreases, or scope changes.

Months one through three pay for the learning phase. The retainer earns itself in months four through twelve, when CPL declines, lead quality improves, and the client begins picking which leads to take rather than chasing all of them.

By month nine, most retainers we run have lower cost per booked job than any third-party reference we have for the category. By month twelve, the client owns a clean account, a tested creative library, and historical data that compounds into the next year.