If you’ve hired a marketing agency and nobody on your side has time to hold them to a plan, that role has a name. Here’s what agency oversight actually involves, what it costs, and how to decide whether you need it.
Wrong number, wrong trade, out of your area: bad leads happen on Performance Max pay-per-lead just like they did on Local Services Ads. Here’s how credit requests work now, what to document, and how to keep the rest of your leads clean.
Googling your own business tells you almost nothing about where you rank. Here’s why your results are personalized, what to look at instead, and how to check your real visibility in a few minutes.
Moving from Local Services Ads to Performance Max pay-per-lead changes what you see, what you pay for, and what you have to check. Here’s a week-by-week picture of the first 60 days for a home service business.
Most home service businesses sell over the phone, but the ad reports stop at the click. Here’s the call tracking setup that’s actually worth having, and the parts you can safely skip.
When your Local Services Ads account migrates to Performance Max, the old dashboard closes and the lead history goes with it. Here’s exactly what to export, in what order, and how long it takes.
Demand for most home services swings hard by season, but ad budgets usually sit flat all year. Here’s how to find your real demand curve and shape spend around it.
Hiring a marketing manager, using an agency, or bringing in fractional leadership all solve different problems. Here’s how to tell which one your home service business actually needs right now.
Cost per lead is the number every ad platform shows you. Cost per booked job is the one that decides whether the month worked. Here’s how to calculate both and what to do when they disagree.
Google is folding Local Services Ads into Performance Max pay-per-lead campaigns. Here’s what changes, what you lose on migration day, and the short list I’d work through first.
Most owners hire marketing help based on the pitch instead of the plan. Here is how I would judge a consultant if I were the one buying — including the red flags.
An agency builds and runs the work. A CMO decides what the work should be and owns the result. Here’s what a fractional CMO does, and what it’s like to actually work with one.
Most owners can tell me their monthly ad spend. Far fewer can tell me what it produced. These are the seven numbers that answer the question.
Your Google Business Profile is the cheapest lead source you own, and it’s usually the most neglected. Here’s the checklist I run on every account I take over.
Fractional CMO is a title that explains very little. Here is the real job, with examples of the work — including the part where I teach you to read your own numbers.
