Reach & Acquisition · SRV-REF-04
Advertising: Google, Meta & Yelp
Paid acquisition across Google Search & Local Services Ads, Meta (Facebook & Instagram), and Yelp, built on conversion tracking so every dollar maps to a call or a booked job, not a vanity metric.
“Stand up Google Search + Local Services Ads, Meta retargeting, and Yelp Ads on one tracked pipeline, reporting cost per lead, not impressions.”
A good ad sends people to your site. If that site is slow or vague, you're paying to lose them faster. So I treat advertising as the front door to everything else, and only run it when there's something worth driving traffic to.
I keep it to the channels that actually move the needle for local and service businesses: Google, Meta, and Yelp. Each one catches a different moment.
Google Ads: catch the people already looking
Someone typing "emergency roof repair near me" has their wallet out. Google Search ads put you at the top of that exact moment: intent you don't have to manufacture. I build tightly themed campaigns, write the copy, set the geo and budget guardrails, and wire conversion tracking so every dollar is traceable to a call or a form, not a vanity click.
Google Local Services Ads: pay per lead, with the Google Guarantee
For home services especially, Local Services Ads sit above everything else: the listings with the green "Google Guaranteed" checkmark. You pay per lead, not per click, and only for contacts that match the work you actually do. I handle the Google Guaranteed setup (license, insurance, and background-check verification), define your service areas and job types, and manage the incoming leads, including disputing the junk ones so you're only paying for real prospects.
Meta: Facebook & Instagram for demand you create
Not everyone is searching yet. Meta is where you build awareness, show the work, and stay in front of people who visited but didn't call. I run the audience targeting, the creative, and the retargeting, so the prospect who browsed your site on Tuesday sees you again on Thursday.
Yelp: high-intent local, where reviews close the deal
For home services, restaurants, and local trades, Yelp is where people arrive ready to hire. I manage Yelp Ads and the profile around them so you show up against competitors at the moment of choice, and the reviews do the convincing.
How I run it
- Tracking first. Conversion events, call tracking, and UTMs before a dollar is spent, so we measure leads, not impressions. This is where Advertising leans on the Digital Foundations layer.
- Tight feedback loops. Weekly reads on what's converting; budget moves toward what works and away from what doesn't.
- Real numbers. Cost per lead and cost per booked job, not "engagement."
Ads are an amplifier. Point them at a site that converts and a tracking layer that tells the truth, and they compound. Point them at neither and they just burn cash.