For Lead Gen Businesses
Law firms, contractors, clinics, local services. We build Google Ads accounts around calls, booked appointments and signed clients - not clicks and form fills nobody follows up on.
If any of these sound familiar, the problem is usually the account structure and tracking, not the channel.
The account produces form fills and calls, but half are spam, price shoppers, or people outside your service area. Cost per lead looks fine while cost per actual client is a mystery.
Most of your real business arrives by phone, but the account only counts form fills. Google optimizes toward the minority of your data and the best campaigns look like the worst ones.
Your agency reports impressions, clicks and CTR. You want one number: what did a signed client cost this month, and is it going up or down. Nobody seems able to answer it.
Everything is built around one question: what does a qualified lead cost, and what does it turn into.
Intent-tiered keyword strategy split by service line, so budget follows job value instead of whatever converts cheapest.
Calls counted as conversions with duration thresholds, and CRM outcomes imported back so bidding learns from booked jobs and signed clients.
The Google Screened and Guaranteed layer run alongside Search, compared honestly on cost per booked job rather than cost per lead.
Service-specific pages with click-to-call first on mobile, and lead quality feedback loops that filter out the searches producing junk.
Most lead gen accounts we take over share the same flaw: they are optimized for the wrong event. Form fills are tracked, phone calls are not, and nothing that happens after the lead - answered, qualified, booked, signed - ever reaches the account. Google then does exactly what it is told and buys the cheapest conversions available, which are usually the worst leads. Our first job is wiring the account to reality: calls counted with duration thresholds, and CRM outcomes imported back against the original click.
Structure follows service lines and job value. An emergency call-out and a five-figure project are different businesses with different schedules, messages and economics, so they get separate campaigns and budgets. Geography stays tight enough that every click is a job you would actually take. And Local Services Ads run alongside Search, not instead of it, because the cheap capped layer and the scalable controlled layer do different jobs.
We publish the exact playbooks we run. Whether you are a law firm, a plumber, a roofer, or a med spa, the guide for your industry shows precisely how we think before you ever get on a call with us.
And before any of it, know your ceiling: our free break-even CPA calculator works out the most you can pay for a lead, a qualified prospect and a customer before ads lose money - with junk leads priced in, no email gate.
Book a free call and we will trace it through your account live.
Free, detailed, and the same thinking we apply to managed accounts. Start with yours.
More industries on the full industries hub.
An honest fit check saves both of us a discovery call.
Enough to buy meaningful data at your market's click prices, which for most local services means $2,500-5,000 per month to start, and considerably more in legal. The deciding number is cost per signed client against what a client is worth, and we work that out with you before scaling.
There is no universal figure, and cost per lead alone is misleading. A $400 lead that signs at 40% beats a $100 lead that signs at 5%. We track leads through to qualified and signed so the account is judged on what a client costs, not what a form fill costs.
Yes, and for most service businesses it is the first fix. Calls are counted as conversions with a duration threshold so wrong numbers do not pollute the data, and where a CRM exists we import booked and signed outcomes back into Google Ads.
Usually both. LSAs deliver some of the cheapest leads available but cap out and give you little control. Search costs more per lead and is the lever you can actually scale. We run them together and compare on cost per booked job.
Leads typically start within days of launch. Judging quality and true cost per client honestly takes 60-90 days, because offline outcomes need time to accumulate and feed back into bidding. We set expectations by quarter, not by week.
Yes. Most of our lead gen accounts are in the USA, UK, Canada, Australia and India. Click prices and buyer behavior differ by market, so targets are set per market rather than copied across.
Book a free 30-minute audit call. We will open your account live and show you where the budget leaks.
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