- 01
Work out what a job is worth to you
Average job value, how many you can service in a week, and what you are willing to pay to win one. Every other decision — which channels, how much, which suburbs — falls out of those three numbers, and nobody can make them for you.
- 02
Start where demand already exists
Paid search first, because you are meeting people who have already decided they need what you sell. Awareness channels come later, once there is something producing to fund them.
- 03
Refuse the searches that waste money, up front
A trade starter pack of negatives goes into every new campaign before launch, built from the junk searches earlier accounts in your trade already paid for. If we rebuild a campaign you already run, it keeps its live negatives. Either way, you are not paying to learn what we already know.
- 04
Split by job, not by business
Blocked drains, hot water and gas fitting are three different customers with three different urgencies. One campaign covering all three runs one ad that suits none of them, and the click price says so.
- 05
Target the area you actually drive to
Suburb, postcode or a radius around you, with presence targeting so you pay for people who are there rather than people reading about it. And an ad schedule that matches the hours somebody answers the phone.
- 06
Fix the page before blaming the ad
Paid traffic sent to a homepage converts badly at any budget. The page has to answer the ad's promise in its first screen, on a phone, in one thumb-scroll. If your site cannot do that yet, we build the page.
- 07
Fill in the free real estate
Sitelinks, callouts, structured snippets, call and location assets. Each one is more of the results page occupied by you and less by the business bidding against you, at no extra cost per click.
- 08
Read the search terms every working day
The actual words people typed. Waste gets negated, and the terms that produced customers get a place of their own. It is the least glamorous job on the account and the biggest single lever on cost per job.
- 09
Sort out the Google Business Profile
For a local service business the map pack often produces more calls than the website. Categories, service areas, service list, photos and a review habit — unglamorous, free, and routinely left half-finished.
- 10
Report it in the language you use
Enquiries, cost per enquiry, what changed and why, what happens next. If a line in the report needs a glossary, it does not belong in the report — and you can ring the person who wrote it.
