ποΈ Thinking in marketing systems.
π Founder, Built To Optimize
π£ Google Ads for Service-Based Businesses.
ποΈ Bucket List of National Parks (20)
Branded campaigns are the most underrated campaigns in Google Ads.
"But I rank #1 organically for my name..."
Congrats. Your competitor is running ads on your branded keywords and showing up beside you.
$5-15/day protects your brand. Worth every penny.
LSAs get overlooked because they're technically not "Google Ads."
But for service businesses? They're often the most efficient lead source in the entire account.
π― Pay per lead, not per click
π‘οΈ Google Verified badge
π₯ Top of page above regular ads
Run them alongside your search campaigns, not instead of them.
Full breakdown: https://t.co/7cAZrCZ7Km
People always ask "what should my Google Ads budget be?"
Wrong question.
The right question: "Am I showing up at every stage of my buyer's journey?"
LSAs = yes
Search = yes
PMax = maybe
Branded = probably not
Fix that first. Then talk budget.
Maximize revenue without draining your budget.
The secret? Optimize your targeting and refine your ad copy.
Drop the underperforming campaigns early to protect your margins.
Keep your CPA low, your ROI high, and your business growing.
Monday is June 1st. ποΈ
If you haven't looked at your ad accounts in a while, this is your sign:
π Pull up the dashboard.
π° Check your CPL.
π Pause what isn't earning its keep.
10 minutes now can save you hundreds next month. Let's start June strong! π
Heading into June with one takeaway from May:
The gap between good and great Google Ads isn't talent or budget.
It all comes down to structure and discipline. π
Build the framework, check it monthly, and let data guide you.
Simple. Effective. Repeatable.
What's your cost per lead (CPL) right now? π€
For local service businesses running Google Ads, there is a clear spectrum between an efficient account and a major budget leak:
πΉ Under $25 β Crushing it. Protect the setup! π₯
πΉ $25β$75 β Solid, but room to optimize. π οΈ
πΉ $75β$150 β Structure check needed. Look for keyword overlap. π
πΉ $150+ β Red flag. Time to fix the foundation. π
If your structure is a mess, you're volunteering to pay a premium for leads that should cost a fraction of the price.
Where does your account land? Drop your number below or DM me to get your framework dialed in before June! π
May recap from our accounts:
β’ 600+ leads from a single service business account
β’ PMax generating leads at $9-17 each
β’ Bidding switch = 2x efficiency for a roofing company
β’ Simplest structures = best results
June goals: do it again. π
Your end-of-May Google Ads checklist:
β Review campaign structure
β Check bidding strategy fit
β Audit budget allocation
β Pause underperformers
5 minutes of review right now can save you hundreds in wasted spend next month. Start June with a clean slate! π
Memorial Day thought:
The businesses that win at advertising aren't the ones with the biggest budgets.
They're the ones who check their numbers every month and make small, smart adjustments.
Consistency beats creativity in paid ads. Every time.
Stop fishing with one hook. Stack your Google Ads funnel to win:
π£ LSAs (Urgent intent) | Search (Precision) | Branded (Defense) | PMax (Scale)
Each layer has a clear job. No overlap. Just consistent leads.
"My Google Ads aren't working." π ββοΈ
9/10 times, the ads are fine. Your structure is the problem.
π« Overlapping campaigns | πΈ Starved budgets | π Set-and-forget bidding
Stop rewriting your copy. Fix the framework first. Always. π οΈ
Still running Search-only on Google Ads? You're volunteering to pay a premium for leads. π
Look at the data:
πΉ PMax CPL: $9.62 (17 leads)
πΈ Search CPL: $88.75
PMax isn't a replacement for Search, itβs a multiplier that finds high-intent users on YouTube, Gmail, and Maps. π Stop leaving cheap leads on the table!
One campaign was costing a client $1,271 per lead.
Another campaign in the SAME account? $17 per lead.
Same account. Same login. Same credit card.
Budget allocation is everything.