Strategy First, Clicks Second
Search engines are pushing harder into "pay-to-play" territory. Between Local Service Ads, map pack ads, and crowded search results pages, even strong organic content can struggle to stand out.
It's tempting to skip ahead and start running ads, especially since some platforms don't even require a website. But here's the reality: ads only work well when they're supported by a solid digital strategy.
Before spending on ads, make sure your foundation can support the traffic:
- Clear, consistent messaging across all platforms
- Mobile-friendly, fast-loading site (if you have one)
- Strong service content + SEO for long-term visibility
- Updated listings & citations (Google, Apple, etc.)
- Trust signals like reviews, testimonials, and clear CTAs
Yes, it's possible to run lead form ads or LSAs without a site, but you still need a system in place to earn trust and follow up quickly. Otherwise, you're just renting attention with no plan to keep it.
Wondering if your foundation's strong enough to support ads? Let's take a look →
Q: "What types of ads should I be running and where?"
A: Great question and one that doesn't have a one-size-fits-all answer. But here's a simple breakdown of what ads are good for where:
- Search Ads (Google/Bing): Best for capturing people actively looking for what you offer. Great for high-intent services.
- Display Ads: Best for brand visibility and remarketing. They follow people around the web with a visual reminder of your business.
- Social Ads (Facebook, Instagram, LinkedIn): Ideal for targeting based on interests, behaviors, and demographics. Great for telling your brand story or promoting specific services.
- Remarketing Ads: These retarget visitors who've been to your site but didn't take action. They tend to convert at a higher rate than cold traffic.
- Local Ads (Map Ads, Local Services Ads): Perfect for businesses that depend on location-based searches, especially home services, legal, or healthcare.
Each platform has strengths. The key is matching your audience and goals to the right channel, not just the most popular one.
Pro Tip: Ads often perform better after 30–60 days of testing and refining. It's not always an instant win but it is a long game that works when done right.
Need help putting the puzzle together? We'll help you match the right tool to the right goal.
What Your Ad Budget Really Gets You
We get a lot of questions about what kind of results you can expect from different ad budgets. Here's how we typically approach it:
- Up to $1,000/month in ad spend:
We stick to the essentials like branded keywords and highly specific, lower-volume terms with affordable cost-per-clicks (CPCs). It's a solid start for visibility, but limited in reach and speed. - $1,500–$2,000/month:
This gives us more flexibility to go after competitive keywords and introduce display remarketing, which helps bring back visitors who didn't convert the first time. Depending on the industry, we may also begin testing Local Service Ads or Map Ads. - $3,000+ per month:
This is where we go all-in. We target high-CPC, high-converting keywords, roll out remarketing, and run individualized campaigns for key services or products. It's designed to drive ready-to-convert traffic now.
Across all tiers, results come faster when ads are paired with optimized site content, clear messaging, and ongoing SEO.
Bonus Tip: We also help clients assess whether they're under- or overspending based on their industry, audience, and goals. A $3,000 budget in one market might outperform $5,000 in another.
Ad spend is the fuel but strategy is the steering wheel. Want better results without wasting budget? That's our lane!
