Growing Service Businesses with @GoogleAds | Proven Success Managing PPC Campaigns for Residential, Commercial, and Local Businesses
Orlando, FL
Joined May 2022
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Most of us don't need to spend thousands on consultants or masterminds.
You already know what to do lol.
Push more volume, follow up with leads, hire better people, or fix your system.
But instead we keep looking for the next strategy or shortcut. I've been guilty of this myself.
Most times you already know the answer.
It's just execution.
Almost every business that struggles with ads have this in common.
The owner is "managing the leads".
We track our best clients by size, industry, etc.
And the biggest factor that separates our best-performing clients from the ones struggling is having a dedicated person managing leads.
Could be a salesperson, admin, or someone else.
But when the owner takes on this role, most of the time it just never gets done.
If you're trying to scale your business with ads, take it from the data we've seen:
Get someone to manage your leads. Not yourself.
I love working with niches.
This is for a skilled nursing home.
They treat people with mental issues (dementia, alzheimers, etc) as well as short-term care.
LTVs can go up to $25K-$50K depending on how long the stay is.
And competition is small compared to almost any other business.
Fun to see the team making Google Ads print for essentially any service business.
Not working out sucks.
It’s been 3 weeks since the surgery and I shouldn't sweat bc of the wounds (and obviously not lift lol).
Itching to pull some iron.
$10K/mo in Google Ads is more profitable than $3K/month.
This is absolutely true.
When you are running at $100/day, your main goal is to get out of there lol.
Secure some jobs and double it to $200/day as soon as you can.
Especially in HVAC, roofing, and remodeling, your account is starving for data due to high CPCs and low conversions.
That's why a lot of small businesses say that marketing is "not consistent."
We have accounts that stay in the same range every month because they spend $15K+. Yes it's consistent.
It's not consistent in your situation because your account cannot even learn.
By definition, a Google Ads account requires a minimum of 15 conversions a month to learn. Look it up in the Google files.
Therefore, you want to get to 15 and beyond as quickly as possible.
Also, at the start manage lead quality in the front end, not on the back end.
Even though you might get some conversions that are not "perfect", still push them to the account.
Once you get to a stable number per month, start pushing qualified conversions, then appointments, then sales, etc.
TLDR: Spend more and your life will be much easier.
We’re back!
Got back home from Panama at dawn today.
PS. Traveling with a 5-month-old + a dog + a million bags ain’t easy lol.
The point of this post is that I feel SO in my zone now that I’m here.
Your environment 100% matters. If you feel off, try switching it up this week.
Time to execute.
Happy Q4.
You can't run every Google Ads account the same.
(Real story) We worked with a home remodeling company that had multiple locations.
We started with one, crushed it, and then they gave us 2 more.
They had the same offer, same service, same everything.
However, every account worked differently.
Different bidding strategies, different keywords, different ad copy.
Just because you crushed it for one company in one location, it doesn't mean that it will work for every company everywhere.
Miami, FL is not the same as Boise, ID.
You can start accounts with a similar structure but every move after that must be data-driven.
You can trash 99% of your KPIs tbh.
Scale to the moon by only focusing on these 3:
1) Cost Per Booked Appointment (Owner: Marketing)
2) Close Rate (Owner: Sales)
3) Churn (Owner: Ops)
Give each team clear KPIs, review them as a team every month, and growing a business becomes a math equation.
For those running a service business:
What hire unlocked everything for you?
In the agency space it's usually a strong COO or AM.
Curious about local SMBs.
Lead quality is a BIG problem in Google Ads if you run them wrong.
Most prospects that come to us have this exact issue.
In Google Ads, there are mainly 4 weapons you can use to improve lead quality:
1) Ad Copy
If you put "Free Roofs" in your headlines, don't expect prospects willing to pay.
Use your headlines to filter out bad leads. If you only accept certain insurance types or your service "Starts at $100/mo", say it.
2) Match Types
We mostly play between phrase and broad match in our accounts.
Phrase gives you MUCH more control than broad. If your lead quality is terrible with broad, going back to phrase can help tremendously.
We rarely need exact match for service businesses.
3) Negative Keywords
These are EXTREMELY important for local service businesses.
Review your search terms religiously every week and exclude people looking for jobs, supplies, DIY tutorials, etc.
You should also have a solid negative keyword list from day 1.
4) Campaign Type
This only made the list because if you're running PMax, that might be your problem.
PMax is VERY tough to nail for lead generation. We've made it work a few times. Search campaigns are still the winners.
It's on an account-by-account basis.
At the end of the day, getting more leads means nothing if they're not the right people.
I'd rather generate 30 qualified leads than 100 leads that waste my client's time.
Last 2 weeks were ROUGH.
1) On recovery (can’t sit much)
2) Hiring
3) Onboarding new clients
But we’re much better now. First week were I feel like "we're back."
LFG
299 days into 2026 and this Google Ads account is STILL converting at 12%+.
The more you spend, the more you learn:
1. Your ideal targets (tCPA, tROAS)
2. Your best keywords
3. Your best match types (phrase match in this one)
The longer you run Google Ads with good data the better it gets.
And we're going UP!
Google Ads are expensive for a (good) reason.
If you run em right, your day is filled with qualified people interested in your service.
Other channels might get you cheaper leads but then you need systems, salespeople, and follow-ups just to filter out the junk.
With Google Ads you’re targeting people already looking for your service.
You go straight for the kill.
That’s why we have clients closing 30-60%+ of their leads.
I prefer to pay more for leads ready to buy than less for leads I have to chase every day.
7 days post surgery and I’m finally starting to feel pain-free.
Your back gets sore AF after a procedure like this.
It’s been a tough week ngl.
→ I can only sit for 20–30 mins (work is tough)
→ I need help with most things
→ Even laying down hurts
But today has been excellent (knock on wood).
Got a lot of work done and finally starting to feel like myself.
Can’t wait to start lifting like a maniac again (jk).
Welp, that was fun.
It all started in 2018.
I competed in CrossFit since 2011. I was 15 years old.
For years, I trained 5 times a week, 2-4 hours a day.
Lifting weights, gymnastics, running, swimming, etc.
I was in decent shape, but one of my worst movements was running. I sucked at running.
So in 2018, I started running with a friend who was training to join the Navy.
I told him to just run. Don’t tell me how far or how long we’re running. I’ll just try to hold on.
One day, I went to the track the to run some regular splits.
Halfway through, my left leg started going completely numb.
I thought I just hadn’t stretched enough that day.
Tried again the next day. Same thing.
Long story short, I got an MRI and found out I had Grade 1 spondylolisthesis.
Basically, my L5 vertebra had slipped forward over S1, pulling my nerves (sciatica) going down my leg.
Grade 1 isn’t necessarily that serious. Plenty of people live with it.
So I did.
But one of my bad traits is that I’m a perfectionist and can’t leave problems hanging.
Fast forward to 2026.
I went to another spine surgeon who asked me to get new imaging, but this time standing up instead of lying down.
Turns out my Grade 1 was actually a Grade 3 when standing.
That means my vertebra had slipped significantly further than we originally thought (see attached).
Not good.
My doctor explained the risks and told me that the way to fix it was through surgery.
(I did my AI research and it ended up with the same conclusion).
Fortunately, he performs this surgery every week, so I decided to get it done.
And here we are.
Surgery was a success.
10/10.
I started walking a few hours after the surgery.
Mind blown.
First, I want to thank God because I truly believe He put this doctor in my way. This was too much for a coincidence.
Second, the cool thing is that my life will not change at all once I’m fully recovered.
My doctor said that I can do CrossFit in 4 months and an Ironman in 6.
(I am obviously not doing either of those lol).
But here’s another thing:
This whole experience has actually been excellent for me mentally.
For the first time in a long time, I’ve been forced to stop working, get out of the tunnel, and just think.
I’ve written down so many things I want to do when I get back that will remove limiting factors.
I was probably pretty burned out without even realizing it.
And funny enough, this couldn’t have come at a better time.
Something that initially seemed terrible ended up being a blessing in multiple ways.
There’s almost always something good in the bad. Sometimes you just have to look for it.
Thank God and can’t wait to get back to work!
Welp, that was fun.
It all started in 2018.
I competed in CrossFit since 2011. I was 15 years old.
For years, I trained 5 times a week, 2-4 hours a day.
Lifting weights, gymnastics, running, swimming, etc.
I was in decent shape, but one of my worst movements was running. I sucked at running.
So in 2018, I started running with a friend who was training to join the Navy.
I told him to just run. Don’t tell me how far or how long we’re running. I’ll just try to hold on.
One day, I went to the track the to run some regular splits.
Halfway through, my left leg started going completely numb.
I thought I just hadn’t stretched enough that day.
Tried again the next day. Same thing.
Long story short, I got an MRI and found out I had Grade 1 spondylolisthesis.
Basically, my L5 vertebra had slipped forward over S1, pulling my nerves (sciatica) going down my leg.
Grade 1 isn’t necessarily that serious. Plenty of people live with it.
So I did.
But one of my bad traits is that I’m a perfectionist and can’t leave problems hanging.
Fast forward to 2026.
I went to another spine surgeon who asked me to get new imaging, but this time standing up instead of lying down.
Turns out my Grade 1 was actually a Grade 3 when standing.
That means my vertebra had slipped significantly further than we originally thought (see attached).
Not good.
My doctor explained the risks and told me that the way to fix it was through surgery.
(I did my AI research and it ended up with the same conclusion).
Fortunately, he performs this surgery every week, so I decided to get it done.
And here we are.
Surgery was a success.
10/10.
I started walking a few hours after the surgery.
Mind blown.
First, I want to thank God because I truly believe He put this doctor in my way. This was too much for a coincidence.
Second, the cool thing is that my life will not change at all once I’m fully recovered.
My doctor said that I can do CrossFit in 4 months and an Ironman in 6.
(I am obviously not doing either of those lol).
But here’s another thing:
This whole experience has actually been excellent for me mentally.
For the first time in a long time, I’ve been forced to stop working, get out of the tunnel, and just think.
I’ve written down so many things I want to do when I get back that will remove limiting factors.
I was probably pretty burned out without even realizing it.
And funny enough, this couldn’t have come at a better time.
Something that initially seemed terrible ended up being a blessing in multiple ways.
There’s almost always something good in the bad. Sometimes you just have to look for it.
Thank God and can’t wait to get back to work!
This is a big opportunity for people that run PPC and LSA.
I would bet that 75%+ of people that have LSA on have never run PPC before.
Take advantage of this wave.
LSA is moving to Google Ads, and I just received the email saying we are moving in November.
But... We don't have anything setup in Google Ads since we have never done any PPC.
I need to get the current LSA account set up under Google Ads and also get the new acquisitions location set up for LSA.
Not sure if I want to try and get this done myself or hire a company to set it all up.
I don't have a lot of interest in paying for PPC management right now... So might have to do this on my own.
