SetupCategories and service areas
Primary category, secondary categories, service area drawn to where your trucks actually go. Wrong here and nothing downstream helps.
Services
Everything between the search and the signed ticket.
Five services, run by one team, because the failures happen between them: ads ringing a phone nobody answers, or a search campaign paying for a customer who then reads a Business Profile with no reviews.
01 · Local Services Ads
The slot above the ads
Local Services Ads sit above paid search. Google bills them per lead, meaning per phone call or message that comes through the listing. Getting in means a license and insurance check, a background screen, and then living with Google's ranking, which weighs review count, response time and how many leads you dispute.
Most contractors get the badge and then leave the account alone. It drifts: junk leads go undisputed, the response-time average slides after one bad week of answering, and the ranking follows.
- License, insurance and background paperwork through to approval
- Budget and bid caps set per job category
- Credit disputes filed weekly on wrong-number, out-of-area and sales calls
- Review requests routed to the profile that needs them
What we watch
- Response time
- Missed calls hurt ranking as well as revenue. This is the first number we pull in an audit.
- Dispute rate
- Unfiled disputes are money left with Google. Filed late, they are usually refused.
- Job mix
- Leads that arrive tagged as one thing and turn out to be another are worth catching before the budget follows them.
02 · Maps
Google Business Profile
For a no-cool call in August, the map pack is often where the decision gets made. The homeowner sees three listings with a rating and a distance, and calls one of them.
ReviewsA request after every ticket
Tied to job completion in your field software, so the ask goes out while the technician is still in the driveway. We handle the responses too, including the one-star ones.
DefenseSpam listings reported
Fake addresses and keyword-stuffed names crowd the pack in most metros. We file removals and re-file when they come back.
03 · Paid search and pages
Repair, replacement, maintenance
In most accounts we inherit, an $89 diagnostic call and a $14,000 system replacement bid against each other out of the same daily budget.
We split them. Each of the three gets its own campaign, landing page and cost-per-booked-job target, and each gets paused or pushed on its own schedule.
CampaignsCampaign structure
- Repair, replace and maintenance separated end to end
- Negative keyword lists reviewed every week
- Emergency and after-hours schedules that follow the weather
- Call-only ads where the search intent is a phone call
PagesLanding pages
- One page per city and per system type, each written by a person
- Financing terms and rebate deadlines above the fold
- Phone number as the primary action on mobile
- Form submissions delivered to dispatch, with a text alert
04 · Call handling
Answered calls
In most audits the contractor has enough leads and is losing them at the phone: the second call while the CSR is on the first, the 6:40 p.m. ring, the Saturday that goes to voicemail because the person covering it also had a wedding.
A homeowner with a dead system calls the next listing instead of leaving a message.
- Overflow answering, with a script your CSR helped write
- Missed-call text-back within a minute, day or night
- Every call recorded and scored: booked, quoted, spam, existing customer
- Jobs pushed into ServiceTitan, Housecall Pro or FieldEdge with the source attached
Where the reporting comes from
The weekly booked-job count comes from people listening to the recordings and marking each call. Form fills and conversion pixels are not counted as bookings.
When your dispatch board and our report disagree, we go to the recording.
05 · Brand
Fleet, print and the rest
Brand work is why a homeowner searches your company name instead of "ac repair near me". Those calls cost less and book more often.
WrapsRead at 40 mph
Fleet graphics with a phone number large enough to read from two lanes over.
PrintMail to the routes you drive
Neighborhood mail around clusters of jobs you already have, timed to the season and to the age of the systems in that subdivision.
Yard signsPlaced at every install
Placed at installs, collected on a schedule, printed to survive a summer.
AudioRadio and streaming spots
Scripts and production for local radio, podcasts and streaming audio.
Not sure which one you need
Send last month's call log and ad accounts. The audit tells you which of these you need before anyone quotes a retainer.