Services / Paid Ads (Meta + Google)
Paid Ads Engineered For Booked Jobs.
Meta and Google Ads built around your unit economics, not impression budgets. ZIP-code targeting for service businesses. Investor profile targeting for property investment. New-patient offers for dental. Buyer-intent creative, not vanity reach. CPLs that hit your booked-job math.
$25
Avg CPL
6x
Peak ROAS
Week 1
Time To Live
Why Most Paid Ads Don't Deliver Booked Jobs.
Running ads is easy. Running ads that deliver booked jobs at a profitable CPL is operational discipline. Three reasons most paid ads fail.
Of Ad Spend On Wrong Targeting
Generic Targeting Wastes Budget.
Targeting 'homeowners 25-65 nationwide' wastes 80% of your budget. Service businesses need service-area targeting (ZIP-code level), intent-based targeting (recent search behavior), and exclusion targeting (not your competitors, not your existing customers).
Of Ad Spend Wasted On Bad Creative
Creative That Doesn't Convert Burns Budget.
The platforms reward creative that performs. Stale creative compounds bad results. Most agencies refresh creative quarterly. The platforms require monthly refresh on active campaigns. Creative volume matters as much as creative quality.
Attribution From Ad Clicks
Most Agencies Stop At Lead Form Submissions.
Lead volume isn't ROI. Booked-job attribution is. Most agencies report 'leads' but don't connect them to closed deals. We track ad source through CRM all the way to booked job, then optimize spend toward channels that close, not channels that click.
Three Phases. From Test To Scale.
We don't dump money into ads on day 1. Test, optimize, scale. Each phase has clear performance gates before we move to the next.
Phase 1: Test (Weeks 1-4)
Campaign launch with multiple audience sets, multiple creatives, multiple offers. Goal: identify winning combinations at your target CPL ceiling. Tight spend control during testing.
Phase 2: Optimize (Weeks 4-12)
Cut losers, scale winners. Refine targeting, expand audiences, refresh creative. CPLs typically drop 30-50% in this phase. Booked-job conversion improves.
Phase 3: Scale (Month 3+)
Increase spend on proven campaigns. Add adjacent audiences. Test new channels. Maintain CPL discipline as you scale. Most clients scale 3-5x ad spend while maintaining or improving CPL during this phase.
What's In Every Paid Ads Engagement.
Meta Ads Setup + Management
Facebook + Instagram campaigns. Audience builds, creative production, ongoing optimization, conversion event tracking.
Google Ads Setup + Management
Google Search + Performance Max + display retargeting. Keyword strategy, ad copy, landing page optimization.
LinkedIn Ads (B2B Verticals)
For property investment and B2B clients. Targeted campaigns to decision makers, HNW investors, and partners.
Creative Production
Performance creative (video, static, carousel). Refresh monthly. Built around buyer intent, not brand aesthetics.
Audience + Targeting Strategy
ZIP-code targeting, lookalike audiences, custom audiences from CRM data, exclusion targeting. Built for service businesses.
Ad-To-Booked-Job Attribution
Tracks every ad click through to booked job in CRM. Reports show CPL, MQL cost, booked-job cost, and ROAS by channel.
Paid Ads is the paid acquisition channel within the ACQUIRE layer. Works in parallel with SEO (organic acquisition). Most service businesses need both: SEO for compounding long-term traffic, Paid Ads for immediate pipeline and predictable lead volume. Together they cover the full acquisition funnel.
Real Campaign. Real Results.
Direct example of paid ads engineering. Same testing-to-scale methodology applies across home services, property, dental, and DTC verticals.
Common Questions.
Ad spend is separate from our management fee and billed directly by you to Meta, Google, and LinkedIn. Recommended minimum: $3,000-$5,000/month in ad spend for service businesses (we manage the campaigns; you pay the platforms). Below that threshold, testing data is too thin to optimize. Most clients land at $5,000-$15,000/month ad spend within 90 days.