Advertising — Google, Meta & Yelp

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.