I run your Google Ads as one part of the whole plan, optimize it for cost per booked job instead of clicks and cheap leads, and stay accountable to one number: profitable jobs in your CRM.
Most companies treat Google Ads as a box an agency manages: spend the budget, send a clicks-and-leads report, repeat. As your fractional CMO, I treat Google Ads as one lever inside your whole growth plan, and I own the outcome the way a full-time marketing leader would. That means I'm not chasing a low cost per click for its own sake, I'm accountable for whether the paid spend turns into calls and booked jobs.
The first thing I fix is what we measure. Most Google Ads reports show clicks, impressions, and a cheap cost per lead, but a lead is not a job. I put call tracking on paid and wire CallRail and the GCLID into your CRM so we can see which campaigns and keywords actually became calls and booked work, then judge the account on cost per booked job and ROAS, not clicks and cheap leads. For home services, that means structuring campaigns by service and intent (emergency repair is a different search than a high-ticket replacement), tight match types and location targeting, strong negative keyword lists, and intent-matched landing pages where the ad, keyword, and page line up.
The difference from an agency is scope and accountability. A paid agency works in a silo, separate from your Local Services Ads, your SEO, and your intake, so the same high-intent searches get paid for twice and nothing reinforces. I run Google Ads as part of the whole picture, coordinate it with LSAs and SEO so we aren't double-covering demand, send the booked-job revenue back to Google so it bids toward work that closes, and make sure the calls the spend produces get answered fast. One person owning the number, not a vendor reporting clicks.
Senior marketing leadership and hands-on execution for home services operators who need Google Ads run by someone accountable to booked jobs.
10 years embedded in HVAC, plumbing, pest, electrical, and roofing, running paid search budgets against real call volume. I know what makes a home services campaign book jobs profitably, not just generic PPC theory.
I've generated $100M+ in revenue and 2M+ leads. Clicks and cost per lead are means to an end. I tie Google Ads to calls and booked jobs so we know the spend is actually producing revenue.
Google Ads for home services isn't a standalone channel. It overlaps with your Local Services Ads, your SEO, and your intake, all competing for the same searches. I run them as one system so the budget goes where it pays.
I wire CallRail and the GCLID into your CRM so we can see which campaigns and keywords actually turn into jobs, then feed that revenue back to Google so it bids toward work that closes.
How I audit, restructure, and scale your paid search spend so it produces calls and booked jobs, not just clicks and cheap leads on a report.
I start with a full audit: where the budget is going today, your cost per lead and cost per booked job, wasted spend on bad search terms, how you overlap with Local Services Ads and SEO, and what competitors are bidding on. That tells us where the money is leaking before we touch anything.
I put call tracking on paid and connect CallRail and the GCLID into your CRM, so every paid call and form is captured and tied to outcomes. Now Google Ads is measured on cost per booked job and ROAS, not clicks and cost per lead in a dashboard.
I rebuild the account around how people actually search: emergency and repair separated from high-ticket replacement and install, tight match types, location targeting on the areas you serve, and a strong negative keyword list. The goal is to stop paying for clicks that were never going to book a job.
A paid click is wasted if it lands on a generic homepage. I make sure the ad, the keyword, and the landing page all line up, with conversion-focused pages built around the specific service and intent, so more of the clicks you pay for turn into calls.
I send the booked-job and revenue data from your CRM back into Google so the bidding optimizes toward work that actually closes, not just whatever click is cheapest. Then I prune wasted spend, tighten negatives, and shift budget toward the campaigns and keywords producing real jobs.
Every week or two I report on CPL, cost per booked job, CAC, and ROAS from your CRM, not just impressions and clicks. Then we put more into the services and campaigns that are actually producing profitable jobs and cut the ones that aren't.
The same operator playbook I've used to scale home services brands to $100M+ in revenue, applied to how Google Ads actually produces booked jobs.
Agencies report clicks, impressions, and a low cost per lead. I connect paid to your CRM so we see which campaigns and keywords actually became calls and booked jobs, then send that revenue data back to Google so it bids toward work that closes. A cheap lead that never books is a more expensive lead than it looks.
Emergency repair and high-ticket replacement are completely different searches with different value, so I don't lump them together. I split campaigns by service and intent, use tight match types and location targeting, and run a strong negative keyword list so you stop paying for clicks that were never going to turn into a job.
Most wasted spend isn't the bid, it's the disconnect. The ad promises one thing, the keyword means another, and the click lands on a generic homepage. I make sure the ad, keyword, and landing page all align, with conversion-focused pages built for the specific service, so more of the clicks you already pay for convert.
If you can't tie a click to a job, you're optimizing blind. I wire CallRail and the GCLID into your CRM so we know which keywords and campaigns produced real booked work, then feed that back into Google's bidding instead of trusting whatever conversion the platform counts by default.
Google Ads, your Local Services Ads, and SEO all touch the same searches, so it's easy to double-pay for demand you'd capture anyway. As your fractional CMO I coordinate them so the same search isn't covered twice, and I move budget to whichever channel produces the cheaper booked job.
A paid click is wasted if the phone rings out or the lead sits for an hour. Before I pour budget into Google Ads, I make sure calls get answered and speed-to-lead is fast, because fixing intake lifts booked jobs from the spend you're already running more than any bid change.
A paid agency sells you clicks and a low cost per lead. As your fractional CMO, I own the outcome. Here's the difference where it matters for Google Ads.
Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.
