Google Ads.
Search, Performance Max, Demand Gen, YouTube, Display, Shopping, Local Services Ads. Structured by intent, not by keyword groupings. Built for the actual decision the customer is making.
01 . Performance media
Paid media, operated by an operator.
Google, Meta, TikTok, LinkedIn, programmatic CTV and OOH. Segmented by intent, not by channel.
01 . Channels
The channels under our operation.
Meta.
Facebook and Instagram. Cold, warm, and hot audience tiers. CAPI implemented before a single campaign launches, because without server-side tracking, Meta attribution post-iOS 14 is fiction.
TikTok.
Where the audience and the unit economics support it. Creative-led, measured against blended CAC, not platform-reported ROAS.
LinkedIn.
For B2B and high-ticket home services with named-account dynamics. Account-based targeting, not spray-and-pray demographic targeting.
Programmatic CTV and OOH.
Digital billboards, transit, connected TV. Measured through search brand lift and geo-incrementality, not gut feel.
02 . Method
Four things most agencies don’t do.
Intent segmentation before keyword planning.
Emergency, replacement, and maintenance intent are completely different audiences. Different bids, different copy, different landing pages. Running them together wastes your highest-value budget on your lowest-value searches.
Performance Max structure before scale.
PMax is a black box that Google wants you to trust blindly. We don’t. We structure asset groups by category, control brand signal injection, monitor search term reports, and set conversion value rules that tell Google to prioritize high-value conversions.
Seasonality in advance, not in response.
For home services, we pre-adjust bids, budgets, and ad copy before the season shifts. Not two weeks after the phones go quiet.
Local Services Ads as a separate system.
LSA is pay-per-lead, not pay-per-click. For home services it’s the highest-intent placement on the page. Most agencies either ignore it or bolt it onto their reporting. We manage it separately, with a separate strategy.
Start with a thirty-minute call.
We’ll look at what you’re running, what’s working, and what isn’t. No pitch.