Google Ads & Local Service Ads

Local Service Ads sit above everything else, carry the Google Guaranteed badge, and charge you per lead. Google Ads sit below them, charge per click, and give you far more control over exactly which searches you appear for.

Most contractors want both. LSAs capture the highest-intent local searches cheaply; Google Ads cover the ground LSAs cannot target, including services and areas outside your LSA categories.

For most septic and home-service contractors, yes — LSAs are usually the cheapest qualified lead available, because you pay per lead rather than per click.

The catch is that LSA lead quality varies and Google will bill you for wrong numbers and out-of-area calls unless someone disputes them. We score every lead and file the disputes, which is a meaningful part of what the management fee buys.

Every call and message that comes through your ads is transcribed and scored, so you can see at a glance which were real jobs, which were price-shoppers, and which were spam worth disputing.

It is not a black box that decides for you. The recording and the duration are attached to every lead, so you can always listen to the call yourself and disagree with the score.

Our programme requires a minimum of $1,000 a month in ad spend. What is right above that is set by your market and by how much of it you are trying to cover.

There is a real ceiling worth knowing about: sometimes a channel is demand-capped rather than budget-capped, meaning there simply are not more searches to buy. When that is true, more money buys nothing, and we will tell you rather than take a percentage of it.

Nine times out of ten the problem is the page the ad points at, not the ad. If the ad promises a specific service and the click lands on a generic home page, the visitor leaves.

This is measurable rather than a matter of opinion: Google reports how much of your impression share you lose to ad rank versus budget, and it reports a Quality Score per keyword. Low Quality Scores with high rank loss means the destination page is the constraint, and adding budget will not move it.

No. We turn search partners off on every search campaign we run, across every client.

Search partners spend your budget on sites that are not Google, with materially worse intent and much less visibility into where the money went.

Both, deliberately. Call extensions on Google Ads use your real line with Google’s own call reporting, while tracking numbers are used where they will not break anything.

Putting a tracking number in a Google Ads call extension is a common mistake that breaks Google’s own call conversion reporting. The right answer differs per placement.