Paid ads don’t create demand.

They capture it.

We run paid ads for service businesses using a Google-first, system-driven approach — built to support real operations, not inflate dashboards.

Paid ads work best when they’re treated like a business lever, not a lottery ticket.

Anti-agency

Paid ads work when they intercept intent.

Most people think paid ads are about getting more traffic.

They’re not.

They work when they show up at the exact moment someone is ready — comparing options, solving a problem, or making a decision.

How to think about paid ads in a service business

This video provides operating context before diving into platforms.

Google Ads

When someone needs a service, they search.

Google Ads is the backbone of paid advertising for service businesses because it reflects active intent, not passive attention.

People searching:

“junk removal near me”

“dumpster rental today”

“emergency HVAC repair”

aren’t browsing.

They’re ready.

That’s why most paid strategies start here.

HOW WE RUN GOOGLE ADS

Readiness over reach.

Most agencies optimize for:

• clicks
• impressions
• CPC
• CTR

We optimize for:

• call quality
• booking behavior
• pacing and volume control
• feedback from the business

More leads don't help if:

• phones aren’t answered
• follow-up is slow
• margins get squeezed

Paid ads should amplify a working business — not expose weak processes.

PAID ADS ONLY WORK INSIDE A SYSTEM

Ads live in Attention — not Sales or Service.

If Sales or Service is broken, ads get blamed.

Services that support this phase:

Google Ads management — high-intent demand capture with pacing and control

Conversion-focused landing pages — built to reduce friction and support urgency

CRM & follow-up infrastructure — ensuring every paid lead is captured and worked

THE OPERATOR REALITY CHECK (OPPORTUNITY COST)

You can learn to run paid ads yourself. Most operators eventually don’t.

Yes, you can learn paid advertising.

I did.

And I learned it the hard way — late nights, wasted ad spend, and years keeping up with platforms that never stop changing.

What most operators eventually realize is that paid ads are a full-time discipline.

Every hour spent managing platforms is an hour not spent:

• selling the business
• leading people
• following up with customers
• building long-term relationships

It’s the same reason you don’t run your own accounting or file complex taxes yourself.

You could — but the opportunity cost is massive, and the margin for error is real.

Delegation isn’t about capability. It’s about focus.

WHAT ABOUT OTHER AD PLATFORMS?

Google is the foundation. Others are situational tools.

Bing often mirrors Google intent — especially in:

• older demographics
• desktop-heavy markets
• certain local areas

When it makes sense, Bing can extend demand capture efficiently.

Meta is NOT demand capture.

It’s reinforcement.

We use it selectively for:

• local awareness
• retargeting
• trust reinforcement

Meta works best when paired with Google — not used as a replacement.

AI-driven discovery is evolving.

What matters isn’t novelty — it’s intent alignment.

We test emerging platforms:

• inside our own business first
• with clear expectations
• tied back to outcomes

We don’t chase platforms. We adopt what supports the system.

WHAT WE PAY ATTENTION TO (AND WHAT WE DON’T)

We pay attention to:

• which leads close
• call quality
• readiness
• business feedback
• pacing and volume

We don't obsess over:

• vanity benchmarks
• inflated impressions
• “winning” auctions that don’t convert

Paid ads aren’t about winning platforms.



They’re about supporting the business.

WHO THIS WORKS BEST FOR

This approach works best for service businesses that:

• want demand they can actually handle
• care about lead quality over volume
• understand growth takes iteration
• value clarity over feel-good hype

It may not be a fit if you’re looking for:

• instant scale without infrastructure
• guaranteed outcomes
• volume without accountability

If this approach resonates, the next step isn’t choosing a platform — it’s choosing how paid ads should fit into your business.