Jared Webber

Google Ads | Local SEO

[Jared Webber @LifeTimeValue_]

Garage door client served 12 cities from one office. Invisible on Maps in 11 of them.

Added staffed virtual offices in the 4 highest-value cities. Distinct GBPs. Unique phones.

6 months later: top 3 rank in all 4. Calls more than doubled.

[Jared Webber @LifeTimeValue_]

Google is pushing broad match as the default everywhere.

Mature account with clean data: broad plus smart bidding wins.

New account: it's a money pit.

Exact first. Earn the data. Layer phrase. Layer broad at 30 conversions a month.

[Jared Webber @LifeTimeValue_]

Stopped doing free audits last year.

Charging $1,500 now. Refunded if they sign.

Close rate jumped from 1 in 8 to 1 in 3.

Prospects with skin in the game stop shopping and start deciding.

Don't train people to take and leave.

[Jared Webber @LifeTimeValue_]

Restoration client. 47 to 84 reviews in 60 days.

Automated request 24hr after job close. Text first, email at day 3.

GBP moved from page 2 to top 3 for service searches. LSA leads up ~40% at flat spend.

Velocity is the lever.

[Jared Webber @LifeTimeValue_]

Three conversion action mistakes in almost every Google Ads account:

Every form submission counted. Spam trains smart bidding.
Multiple conversions set to primary. Bidding has no north star.
Phone calls firing on every click. Set the minimum duration.

[Jared Webber @LifeTimeValue_]

Lost a client because I optimized too fast.

Paused a campaign that looked weak. Smart bidding lost signal across the account. CPL doubled. Phone stopped ringing.

Now I leave campaigns alone 4 weeks before I touch them.

Slow is fast.

[Jared Webber @LifeTimeValue_]

Dumpster rental is a fleet business pretending to be a marketing business.

A container sitting in the yard 2 weeks is worse than 3 same-day rentals at lower margin.

We throttle ad spend when capacity hits 85%. Marketing has to match operations.

[Jared Webber @LifeTimeValue_]

Radius targeting is the lazy default.

25 miles around the office catches wrong cities and wasted clicks.

Zip-level targeting gives you control. Match jobs by zip against spend by zip. Push winners. Cut losers.

That's where the compounding is.

[Jared Webber @LifeTimeValue_]

I used to write ad copy without listening to a single sales call.

Read the website. Looked at the About page. Wrote generic headlines.

Now I ask for 5 calls before I write a single ad.

Customer language goes in the copy. Conversions follow.

[Jared Webber @LifeTimeValue_]

HVAC ad spend shouldn't be flat.

AC demand spikes Jun-Aug. Heating Nov-Feb. Shoulder months are tune-ups.

Same monthly cap means underspending in summer or overspending in spring.

Build a 12-month flight plan. The bid strategy stays. The cap changes.

[Jared Webber @LifeTimeValue_]

Garage door operator. 50 locations. Phone numbers inconsistent at 31 of them.

Same address. Different phones across Google, Yelp, Citysearch, local papers.

Rebuilt the data layer. 60 days.

Organic call volume up 30%. Same content. Same ads.

NAP moves ranking.

[Jared Webber @LifeTimeValue_]

GBP categories are one of the most misused fields in local SEO.

Primary is the only one that carries real ranking weight.
Secondary helps Google read breadth, not rank.
Stuffing 9 categories signals low confidence to Google.

Pick the category you want to rank for.

[Jared Webber @LifeTimeValue_]

@irentdumpsters Every construction site has like 3 or 4 dumpsters and 1 toilet

[Jared Webber @LifeTimeValue_]

I used to let clients write their own ad headlines.

They came back with 12 versions of "Best plumber in Dallas".

Quality score tanked. CPC climbed.

Now I write headlines, client writes proof and offer.

Roles in an ad account matter more than people think.

[Jared Webber @LifeTimeValue_]

Hail event in Dallas. "Hail damage roof" search volume 3x within 6 hours.

LSA leads on dialed-in accounts ran 4 to 5x normal within 24 hours.

Winners weren't the biggest. They had verified address, recent review velocity, accurate lead marking.

[Jared Webber @LifeTimeValue_]

Bid strategy sets the ceiling for what your Google Ads account can do.

Manual CPC: thin data, you need control.
Max Conversions: real volume, daily budget is your only governor.
Target CPA: mature account, known CPL target.
tROAS: only with imported value data.

[Jared Webber @LifeTimeValue_]

Google is giving new advertisers $20k in ad credit for $10k in spend over 60 days.

= ~$5k/mo for 2 months. Google Ads at 67% off.

Built for $1M+ contractors not on Google yet, or B2B brands avoiding paid search.

Want in? Hit me up.

[Jared Webber @LifeTimeValue_]

Told a client to pause Google Ads for 30 days last fall.

Landing page was a homepage. Calls rolled to voicemail after 5pm. No follow-up sequence.

Rebuilt those.

Relaunched. CPL barely moved. Cost per booked job dropped by more than half.

Traffic wasn't the problem.

[Jared Webber @LifeTimeValue_]

@coleruudjohnson Scrape

[Jared Webber @LifeTimeValue_]

Plumber account. Same business. Split into two campaigns.

Emergency: $35 to $50 CPC, 1 in 3 calls to job, $1,800 ticket.
Planned: $9 to $14 CPC, 1 in 8 calls to job, $4,200 ticket.

Run both in one campaign and you average the picture and lose the signal.