The Booked retainer
More of the right inquiries, on purpose, each one traced to what it cost.
Monthly retainer plus your ad spend, quoted at discovery.
Why ads come last
An ad is money spent to send someone to your business. If they cannot find you afterwards, or do not trust what they find, the money sent them to a closed door.
I learned the other half the hard way. A Google search campaign for a client in a brand new category: three weeks, zero impressions. Nobody was searching for it. Search captures demand that already exists. It cannot create it. So before I spend your money on demand, Found and Trusted prove it is there.
One exception. Trades with proven demand can run Google's Local Services Ads earlier, pay per lead, on your own spend, from the end of Found. I will tell you if that is you.
Each campaign gets its own offer
Not a generic ad account. Each campaign starts with an offer built for it: the hook, what the person gets for reaching out, what is included, what you stand behind, and why now. Built and tested per campaign, because that is where your offer meets strangers and has to win in five seconds.
A page for every ad, and every inquiry traced to its source
No paid click lands on your homepage. Each ad gets a page that says the same thing the ad did. Every call and every form is tagged with the search or the ad that produced it. You read it in your monthly report and in your client portal, campaign by campaign. You see what each inquiry cost. The lazy agency's one-bucket report is not possible here, by design.
Your front office, ready
More inquiries into an unanswered phone are wasted. Every campaign ships with a sales script for the calls it will bring, a follow-up cadence for the ones that do not book on the first call, and written answers to the objections the ad will raise. Your front desk gets it before the first ad runs.
How it is measured
Qualified inquiries. What each one cost. What they turned into, in the numbers you already keep.
The target is set from your own four numbers at discovery, your average ticket, your margin, your close rate and your capacity, not from an industry average. Each campaign closes on its own numbers.
It starts after Trusted
Or after a full audit shows Found and Trusted are already done. Ads on top of a finished foundation. Not instead of one.
Questions I get
- I just want ads.
- I hear it. Here is the straight answer: I will run a full audit first. If your facts, your profile, your site and your outside presence pass the exit criteria of the first two phases, we start here. If they do not, I will show you exactly what fails, and ads wait.
- Which platforms?
- Google Search, Meta, and Performance Max where it earns its place. Local Services Ads for trades, which can start earlier. Picked per campaign from where your demand is, not from a menu.
Start with your scorecard.
Monthly retainer plus your ad spend, quoted at discovery.