We Heard You
Your team is ready to grow. The leads need to keep up.
"I just need more because we are aimed to be bigger."
You're currently spending $25,000/month on Yelp, Thumbtack, and Houzz. Those platforms deliver shared leads that go to multiple contractors at once. You're competing for every appointment before a conversation even starts.
The plan below builds a lead engine that delivers exclusive, qualified appointments directly to your team. No shared leads. No bidding wars. Every appointment is yours alone.
Why Your Google Ads Failed
And exactly how we fix it
Your first Google Ads campaign actually worked and generated leads. The second one didn't. Here's what went wrong:
The Phased Lead Engine
Start with Google. Optimize. Then expand.
Google Search Ads (PPC)
This is the engine. Your last agency couldn't spend your budget because they didn't build the campaigns correctly. We take a fundamentally different approach.
Campaign Architecture
We build separate campaigns for each service type so every dollar is targeted and trackable. No broad, generic campaigns that waste spend.
Keyword Strategy
- Separate campaigns by service: kitchen remodel, bathroom, ADU, full home, additions
- Tight keyword themes per ad group (exact + phrase match)
- Negative keyword filters block waste: DIY, jobs, ideas, tutorials, images, free, cheap
- Geo-targeting across the full Bay Area with bid adjustments by city performance
- Device optimization (60%+ of remodeling leads come from mobile)
Custom Landing Pages
- Dedicated landing page for each service campaign (kitchen, bath, ADU, full remodel)
- Built specifically for conversions: clear offer, social proof, one call-to-action
- No sending traffic to your homepage or a generic "services" page
- Ongoing conversion rate optimization (CRO): we test headlines, layouts, forms, and CTAs to continuously improve your lead-to-appointment rate
- Pages load fast, work on mobile, and match the ad message exactly
Search Demand in Your Market
Thousands of Bay Area homeowners search for remodeling services every month. Here's a snapshot of the opportunity by service category:
| Service Category | Monthly Searches (Bay Area) | Avg. CPC | Competition |
|---|---|---|---|
| Kitchen Remodeling | 400-700 | $8-$18 | High |
| Bathroom Remodeling | 300-500 | $8-$18 | High |
| ADU / Additions | 500-900 | $15-$45 | High |
| Full Home Remodel | 200-400 | $12-$25 | Medium |
| General Contractor | 600-1,200 | $4-$12 | High |
| "Near Me" Service Terms | 400-800 | $10-$30 | High |
| Cost / Quote Intent | 300-500 | $6-$15 | Medium |
| Home Renovation (broad) | 500-1,000 | $5-$12 | Medium |
Sources: Google Ads industry benchmarks (BG Collective, LocalIQ, 2026), Bay Area metro estimates. Ranges reflect seasonal variation and keyword groupings.
Your last campaign couldn't spend $8,000/month. With this keyword strategy targeting all service types across the full Bay Area, spending $8-10K/month is not only possible, it's the starting point.
ROI Tracking & Attribution
You'll know exactly where every appointment comes from and what it costs. No guessing.
What We Track
- Call tracking (CallRail): dedicated phone numbers per campaign, so every call is attributed to the exact ad and keyword that generated it
- Form submissions tracked per landing page with source attribution
- Cost per lead and cost per qualified appointment broken out by campaign and service type
- Which keywords and ads are driving real appointments vs. tire-kickers
What You See
- Monthly reporting dashboard with spend, leads, appointments, and cost-per-appointment by channel
- Campaign breakdown: which services generate the most appointments at the lowest cost
- Keyword performance: top winners and losers by conversion
- Monthly strategy call to review results, agree on appointment count, and plan next month's optimizations
Ongoing Optimization
Launching campaigns is step one. The real value is in what happens after:
- ✓ Pause underperforming keywords, scale winners
- ✓ A/B test ad copy and extensions
- ✓ Adjust bids by time of day and device
- ✓ Expand negative keyword list as data comes in
- ✓ Test headlines, hero images, and form layouts
- ✓ Optimize call-to-action placement and copy
- ✓ Add social proof elements (reviews, project photos)
- ✓ Improve page speed and mobile experience
Google Local Service Ads (LSA)
LSA runs alongside your search campaigns. Different placement, different lead type, same goal.
Google Local Service Ads High Intent
- Google Guaranteed badge shows above all other ads (including PPC)
- You pay per lead, not per click
- Higher booking rate than standard ads (leads are calling directly, not browsing)
- We handle full application, profile setup, and ongoing management
- Live within 2-3 weeks of application approval
Meta Ads (Facebook / Instagram)
Once Google channels are proven and generating appointments, you may want a third source. Meta Ads reach homeowners who aren't actively searching but match your ideal client profile: homeowners, specific income brackets, home values, and relevant interests. We build qualification forms to filter out low-intent leads. Meta management pricing discussed in our strategy session.
What This Looks Like for You
As your appointment volume grows, your all-in cost per exclusive appointment drops below what you're currently paying for shared leads. Every appointment is yours alone.
| Qualified Appointments | Ad Spend | Our Fee | Total Monthly | Cost Per Appointment |
|---|---|---|---|---|
| 20 appointments | $8,000 | $4,000 | $12,000 | $600 |
| 40 appointments | $14,000 | $4,000 | $18,000 | $450 |
| 60 appointments | $20,000 | $4,000 | $24,000 | $400 |
| 80 appointments | $25,000 | $4,000 | $29,000 | $363 |
| Qualified Appointments | Ad Spend | Base + Appt Fee | Total Monthly | Cost Per Appointment |
|---|---|---|---|---|
| 20 appointments | $8,000 | $2,000 + $1,500 | $11,500 | $575 |
| 40 appointments | $14,000 | $2,000 + $3,000 | $19,000 | $475 |
| 60 appointments | $20,000 | $2,000 + $4,500 | $26,500 | $442 |
| 80 appointments | $25,000 | $2,000 + $6,000 | $33,000 | $413 |
60 appointments highlighted = your target to close the gap. Ad spend goes directly to Google. Fees shown at quarterly billing rates.
You pay per qualified appointment, not per lead. Raw form fills, wrong-area inquiries, spam, and no-shows don't count. Only real homeowners with real projects who actually book a consultation.
Two Ways to Work Together
Choose the model that fits how you think about spend
Option A: Simple & Predictable
Monthly: $4,200/mo.
Option B: Performance-Aligned
Monthly: $2,200/mo base. Per-appointment fee invoiced monthly.
Ad spend is separate and goes directly to Google/Meta. We recommend starting at $8,000-$14,000/month, scaling based on how many appointments you want to generate. You control the budget.
What counts as a "qualified appointment"?
Included in Both Plans
Phased Rollout
Phase 1 Launch
- LSA application and profile setup
- Google Ads campaign build and launch
- Dedicated landing pages per service
- Call tracking setup
- AI appointment setter live
Phase 2 Optimize + Expand
- Optimize Google channels based on real data
- Scale budget on winning campaigns
- Add Meta Ads if desired (pricing TBD)
- Lead nurture sequences active
- Review generation sequences active