Paid Advertising Management
Put your budget behind a path that turns clicks into booked work.
A managed paid advertising program across Google Search, Local Services Ads and Meta. We start with the offer and the economics, build the campaigns, creative and landing pages as one path, track each enquiry to a booked next step, and keep testing what earns its spend.
- Three-month minimum
- Ad spend billed separately
- Google · Local Services · Meta
- Offer and economics
- What deserves spend, before spending
- Campaigns and creative
- Search, Local Services and social ads
- Landing pages
- One promise from ad to enquiry
- Tracking
- From spend to enquiry to booking
Buying attention only pays if the path holds.
Paid ads can put you in front of buyers sooner than organic work can. But a click is only the start of the cost. If the page is slow, the call rings out or nobody follows up, the budget leaks away and the report still looks busy.
So we treat advertising as one path, not a channel. The ad, the page, the call or form and the follow-up are built and checked together, and we measure each step through to a booked next step.
is how Google charges for Local Services Ads: advertisers pay for valid leads rather than clicks, and can dispute leads that do not qualify.
Managing these ads includes reviewing and disputing leads, not just setting a budget.
Google, Local Services Help: How leads work · context →paid-search landing-page conversion rate in Unbounce’s 2024 commercial and professional services sample.
Give paid campaigns a tracked destination and measure what happens after the click.
Unbounce, Conversion Benchmark Report, 2024 · context →Eight workstreams from offer to booking.
The strategy chooses the channel, not the other way around. We decide where spend belongs during planning, then run everything between the budget and your calendar.
8 workstreams
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Offer and economics review
Who you want, what you are offering, what a booked job is worth and what you can afford to pay for one. Spend follows the answer.
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Google Search campaigns
Campaigns built around the searches people make when they are ready to act, with tight keyword control and negative keywords to cut waste.
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Local Services Ads
Setup and management of Google’s pay-per-lead ads where your category qualifies, including verification, service areas and lead disputes.
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Meta campaigns
Facebook and Instagram campaigns that reach people before they search, with audiences, offers and lead forms designed for your area.
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Creative production and testing
Ad copy, images and short videos built around the agreed offer, with planned tests so each round teaches us something.
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Landing pages
Fast, focused pages that carry the ad’s promise to one clear next step, instead of sending visitors to find their own way around your site.
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Conversion tracking
Calls, forms and bookings tracked back to the campaign, with offline outcomes fed back to the ad platforms where your setup allows.
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Budget pacing and optimization
Bids, budgets, search terms and placements reviewed on a set cadence, with controlled changes people can explain.
One promise, carried from campaign to conversation.
We build the creative and the landing page as one path. The message that earns the click continues on the page, the form asks only what the next step needs, and the handoff is tested before any budget runs.
When an enquiry arrives, it goes straight to the person or team who answers it. That handoff is where paid budgets quietly leak, so we check it as part of the campaign, not after it.
- Offer
What you are promising, and to whom.
- Ad
The message that earns the click.
- Landing page
The same promise, with one next step.
- Enquiry
Routed to your team as it arrives.
- Booked next step
What we measure the campaign against.
How the first year unfolds.
Paid media can produce enquiries within weeks, but the first month is about building the path and the measurement. Efficiency comes from tested changes over the months that follow.
- Month 1
Plan and build
- Offer and economics review
- Tracking plan and setup
- Campaigns, creative and pages built
- Handoff tested before launch
- Months 2–3
Launch and learn
- Campaigns live with controlled budgets
- Weekly search-term and placement reviews
- First creative and page tests
- First cost-per-booking read
- Months 4–6
Optimize
- Budget moved to what books
- Winning campaigns expanded
- New creative rounds
- Offline outcomes fed back
- Months 7–12
Scale with control
- New audiences or channels if justified
- Seasonal planning
- Landing page iterations
- Quarterly economics review
We never promise a return on ad spend. We report spend, enquiries and booked next steps as far as your tracking can verify, and we say where the trail is partial.
What a typical month includes.
Channels, budgets and the testing plan are agreed in your proposal. The monthly report shows every change we made and why.
- Weekly campaign checks and search-term cleanup
- Budget pacing against your agreed limits
- New ad creative and test variations
- Landing page updates and tests
- Tracking checks from click to booking
- A written report with a change log
- A monthly review call
- Ad spend
- $7,412
- Enquiries from calls and forms
- 138+17
- Booked appointments
- 61was 49
- Cost per booked appointment
- $121.51was $139.20
- Tests run this month
- 4
Specialists on every part of the path.
A strategist owns your account and the economics. Specialists build and run each part of the path.
Campaign strategist
Owns the offer, targets and budget decisions, and runs your monthly review.
Media buyer
Builds and manages campaigns, bids, audiences and search terms.
Creative lead
Writes and designs the ads and landing pages around the offer.
Tracking specialist
Sets up and checks tracking from click to booked appointment.
Platform automation and AI help with bidding, reporting and creative variations. People set the strategy, approve every ad and decide what to change.
Is this the right time?
A good fit when
- A booked job is worth enough to pay for the enquiry that leads to it.
- You can handle more enquiries promptly, including calls.
- You can commit a monthly ad budget for at least three months.
- You want measurement that goes past clicks.
Put these in place first
- Calls and forms are answered and followed up quickly.
- We can access or create your ad, analytics and tracking accounts.
- Your offer and service area are settled.
Scope and terms
3-month minimum term
Volumes, priorities and price are set out in your proposal before work starts. You can buy this service on its own or alongside the Growth System.
Included
- Strategy, campaign management, creative and landing pages
- Tracking setup and ongoing checks
- Weekly optimization, monthly report and review call
Agreed separately
- Ad spend, paid directly to the platforms
- Full website rebuilds (see Website Design & Optimization)
- Professional photo or video shoots
What buyers ask us about Paid Ads.
How much should we spend on ads?
It depends on your area, your competition and what a booked job is worth. We work it out in the economics review and recommend a starting budget with room to test. Ad spend is paid directly to the platforms, separately from our fee.
How fast will we get enquiries?
Campaigns can produce enquiries in the first weeks after launch. The first months are also a learning period, so cost per booking usually improves as tests build up. We do not promise a figure.
Google, Local Services Ads or Meta: which is right for us?
Search and Local Services Ads reach people already looking. Meta reaches people before they search. Many businesses start with search and add Meta once the path is proven. We recommend a mix in the economics review.
What is changing with Local Services Ads?
In 2026 Google began moving Local Services Ads into Google Ads as Performance Max campaigns that still charge per valid lead, starting with selected US home services. Past performance data does not carry over, so we export your reports before a move and manage the new campaigns alongside the rest of your account.
We offer lending, insurance, housing or jobs. Is Meta different for us?
Yes. Meta requires ads for financial products and services, housing and employment to be declared as a special ad category, which limits the targeting options. We set campaigns up within those rules from the start.
Do you build landing pages?
Yes. Campaign landing pages are part of the service, built around each offer. Rebuilding your whole website is a separate project.
Who owns the ad accounts?
You do. We work inside accounts in your business’s name, so the history and data stay with you.
How do you measure results?
Spend, enquiries and booked next steps, tracked as far as your setup allows. Where an enquiry cannot be traced to a campaign, we say so rather than guess.
What happens after the three-month minimum?
The program continues on the terms in your proposal. By then we have real cost-per-booking data, and we use it with you to decide the next quarter’s budget and tests.