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Home / Digital marketing / PPC management
PPC management that brings in leads while SEO builds
Google Ads and Local Services Ads put you at the top of the page from day one. Campaigns run through an established network of PPC specialists, with strategy, tracking, and reporting handled by us, so paid and organic search work as one plan.
What's included
What PPC management includes
Google Ads search campaigns
Campaigns built around high-intent searches for each service and service area, with ad copy that matches the landing page.
Local Services Ads
Setup, verification, and ongoing management of Google's pay-per-lead ads, including lead quality monitoring.
Call and conversion tracking
Every call, form, and booking tied back to the campaign and keyword that produced it.
Negative keywords and budget control
Weekly search term reviews to cut wasted spend, with bids shifted toward the hours and areas that convert.
Landing page alignment
Ads point to pages built to convert, coordinated with your SEO content so both channels share the work.
Cost-per-lead reporting
A monthly report on spend, leads, and cost per lead, shown next to your organic results.
You get: leads from the first weeks, with cost per lead reported every month next to your organic results.
Who PPC management is for
It is a good fit if you
- Need leads now, before map and organic rankings build
- Are a new business with few reviews
- Want customers in a town outside your map radius
- Sell an urgent or high-value service, such as emergency repair or legal intake
- Have seasonal demand you want to turn up and down
Think twice if
- Your landing pages are slow or have no clear way to call. Ad clicks will be wasted. Fix the pages first with design and CRO.
- The budget only covers a few clicks a day in your category
Ad types
Where your ads appear
Pick a part of the program to see what we manage.
Text ads above the organic results, charged per click.
Campaign buildStructured by service and location.
Negative keywordsReviewed weekly so budget isn't spent on the wrong searches.
Ad copyTested against each other, with the weaker one replaced.
| Google Search Ads | Local Services Ads | |
|---|---|---|
| You pay for | Each click | Each lead |
| Where it shows | Sponsored results above and below organic listings | The very top, above Search Ads |
| What the searcher sees | Headline, description, and links you write | Business name, reviews, hours, and a Google Verified badge |
| Targeting | Keywords, locations, schedule | Service types and service area |
| Requirements | A Google Ads account and a landing page | License, insurance, and background checks, depending on the category |
| Best for | Specific services and full control over wording | Home services and professionals in eligible categories |
Local Services Ads pull your star rating and review count from your Google Business Profile. A stronger profile gets more leads from the same budget.
How it works
Audit, launch, optimize
Step 1
Audit
We review existing campaigns or competitor ads, tracking, and landing pages before spending a dollar.
Step 2
Launch
Campaigns go live with tight targeting, conversion tracking, and negative keyword lists already in place.
Step 3
Optimize
Search terms, bids, and ads get tuned weekly. Strategy and results get reviewed with you monthly.
PPC explained
What is PPC management?
Pay-per-click (PPC) advertising puts a business at the top of the results page and charges when someone clicks. For local businesses the two main formats are Google Search Ads and Local Services Ads (LSAs). LSAs charge per lead instead of per click and show a Google verification badge.
How ad placement works
Google runs an auction on every search. Position depends on the bid and on Quality Score, which is Google's rating of expected click-through rate, ad relevance, and landing page experience. A better ad and a better page win a higher position at a lower cost per click.
What PPC management involves
Account and conversion tracking setup. Keyword lists and negative keyword lists. Ad copy and landing pages. Bid and budget adjustments. LSA profile verification and lead monitoring. A monthly report on spend, leads, and cost per lead. Ad spend is paid directly to Google, so you always see what the clicks cost.
PPC vs. SEO
Ads produce leads the day they launch and stop when the budget does. SEO takes months and keeps producing after the work is done. Many businesses run ads while local SEO builds, then shift budget as organic leads grow.
Where ad budgets leak
- Broad keywords with no negatives. A divorce lawyer pays for "free divorce forms." A plumber pays for "plumbing jobs."
- Ads running when no one answers. A missed call from a paid click is money gone.
- Every ad pointing to the homepage. A search for water heater repair should land on a water heater page.
- No conversion tracking. Google optimizes toward clicks when it can't see which ones became leads.
- Location settings left on the default. Ads show to people interested in your area, not only people in it.
An audit of an existing account usually finds two or three of these.
What we report
Spend, leads, and cost per lead, by campaign. Where your intake allows it, booked jobs and cost per job. Clicks and impressions are included as context, not as the result.
How ads and SEO share work
Search term reports show which services people look for and which wording converts. We use that to decide which pages to write. As organic and map leads grow, ad budget moves to the towns and services where you don't rank yet.
Free paid ads guides and tools
- Local SEO vs. Google Ads budget calculator: A spreadsheet that compares cost per lead and revenue for ads and SEO over 12 months.
- See all tools and resources
PPC FAQ
Common questions about PPC
Should we run PPC if we're doing SEO?
Often, yes. Ads bring in leads while SEO builds, and search term data from ads shows which keywords are worth targeting organically.
Who manages the campaigns?
Campaigns run through an established network of PPC specialists. Steven handles strategy, coordination, and reporting, so you have one point of contact for all of search.
Is ad spend included?
No. Ad spend is paid directly to Google from your own account. Management is a $2,500 setup fee, then $1,500 a month or 25% of ad spend, whichever is greater.
Who owns the ads account?
You do. Campaigns are built in your Google Ads account, and the data stays with you.
How much should we spend on Google Ads?
It depends on click prices in your category and city. We estimate cost per lead before launch so you can decide.
How are management fees charged?
A $2,500 setup, then $1,500 a month or 25% of ad spend, whichever is greater. Ad spend is paid directly to Google and is separate from the management fee.
How soon will we get leads?
Search Ads can produce leads within days of launch. Local Services Ads take longer to start because of verification.
Do ads help our organic or map rankings?
No. Google states that advertising does not affect organic or map rankings.
What happens with bad Local Services Ads leads?
Google reviews lead quality and credits some invalid leads. We monitor leads and flag the ones that qualify.
Can we pause at any time?
Yes. Ads stop the day the budget stops, and the account and its history stay with you.
Pairs with design and CRO to lower cost per lead, and with the Local SEO program for long-term growth.