Start with a Lead Lifecycle Audit
We review how information moves between your advertising, website, CRM, reviews, and referrals. You'll see where leads are losing value and which connection should improve first.
Book Your AuditGoogle Ads built around the projects you want, not the clicks that are cheapest.
When a homeowner types "kitchen remodel Scottsdale" or "window replacement near me," they're ready to hire. We manage your Google campaigns so every dollar tracks back to estimates and closed jobs — not just form fills.
How Google Search Ads work inside the Lead Lifecycle Loop
Photo — 3:2
Reach homeowners who are actively looking for your service
Search ads appear when someone types a query with buying intent — "kitchen remodel estimate," "replacement windows installer," "deck builder near me." We build campaign structures around the project types your team wants more of, then filter out the searches that have never produced a signed job for you. The goal isn't traffic. It's the right traffic.
Photo — 3:2
Every inquiry carries its source through to your CRM
The standard agency stops at the form submission. We connect the keyword, ad group, and campaign to each inquiry from the moment it lands on your site. When your team records a won job, that signal returns and the budget shifts — more spend behind the campaigns that create revenue, less behind the ones that create noise. The system gets smarter the longer it runs.
Photo — 3:2
Ongoing management focused on closed revenue, not click volume
Each month we review campaign performance through your CRM outcomes: which keywords produced booked estimates, which produced sold jobs, and which produced inquiries your team had to filter out. We adjust bids, refine negative keyword lists, test ad copy, and align landing page messaging — all with the goal of lowering your effective cost per revenue dollar, not just your cost per click.
What changes when Google Ads optimizes to revenue instead of clicks
Most campaigns are tuned to minimize cost per click or cost per lead. The metrics that matter are downstream — and that's where the gap between agencies shows.
0%
of homeowners use search engines to find and compare contractors before making contact — Google is where intent becomes visible
0×
higher revenue per lead when closed-job data informs bidding decisions rather than form-fill volume alone
0 days
typical attribution window in home improvement — long enough that campaigns optimized to short signals get the wrong answer
0 scorecard
connecting ad spend, website conversions, CRM outcomes, and sold revenue — no separate reports to reconcile
Common questions about Google Ads for contractors
Search vs. other formats
Search ads appear when someone is already looking for your service
Search ads show up when a homeowner types a specific query into Google — they've already formed intent. Display and YouTube show up for people who haven't raised their hand yet. For most contractors, search drives the highest-quality inbound inquiries because you're reaching people at the exact moment they decide to look. The tradeoff: search has a smaller audience than display, but nearly every search is a signal of intent that a display impression isn't.
Keyword strategy
We start with the projects you want, then work backward to the searches that produce them
Keyword selection begins with your CRM: which service types and project values your team wants more of. We build targeting around specific service + location queries, build negative keyword lists to exclude searches that waste budget, and continuously remove keyword patterns your CRM shows have never produced a sold job. Broad match keywords feel efficient in Google's reporting but often fund the wrong search intent — we default to phrase and exact match and expand with evidence, not assumptions.
Full-system connection
The campaigns connect to your website and CRM — that's where the optimization happens
We manage the campaigns, but the connection to your website and CRM is what separates spend that improves from spend that just continues. Without source-to-sale tracking, Google only knows which keywords generate form submissions — not which ones generate $80,000 kitchen remodels. We build that connection as part of setup, not as an optional add-on, because without it we'd be optimizing to the wrong signal.
Timeline
Inquiries start quickly; meaningful revenue optimization takes two to three months
Search campaigns typically produce inquiries within the first two to four weeks. The more important question is how long before the campaign is truly optimized to your revenue data. That usually takes two to three months — enough time for a representative sample of closed jobs to accumulate and inform bidding decisions. Campaigns that get evaluated at week four are being evaluated before they have the data to be good. We set that expectation up front.
Existing accounts
We start with an account audit before recommending any changes
If you're already running Google Ads with another agency, we audit the account and the CRM connection before touching anything. If the campaigns are performing well at the revenue level, we'll say so. More often, the tracking stops at the form fill and budget decisions are being made without visibility into which campaigns produce closed work. That's where we'd focus first — fixing the measurement before adjusting the media.
Pattern 34 · Blog post · Index Contact Sheet
Before you buy more leads, fix the lifecycle that converts them
We help you connect lead scoring, follow-up, CRM visibility, reviews, and referrals so the leads you already pay for have a better chance to become booked work. Start with these notes to see where the lifecycle usually breaks.
Three simple steps to get started and see measurable results.
We start with the clearest opportunity, fix it, and show you what's improving.
Launch your agentic marketing stack
We build the new website, connect your existing ad accounts and CRM, and turn on the first approved orchestration workflows.
Track results and keep improving
We connect reporting to real sales outcomes, then improve the system based on what closes, stalls, and creates repeat work or referrals.