Find where the budget leaks
Spend, conversion paths, and signal-quality gaps. We surface where the algorithm is optimizing for the wrong thing.
PLAYBOOK / VISIBILITY & DEMAND
Get found. Track every dollar back.
Three services that turn paid search, local listings, and analytics into one feedback loop. The algorithm starts optimizing for revenue. The dashboard stops disagreeing with your team.
01 / GOOGLE ADS MANAGEMENT
Spend that chases revenue, not clicks.
Most ad accounts optimize for clicks because that's all the algorithm got fed. Your CRM knows what closed. Connect them and the algorithm stops counting conversions and starts optimizing for revenue.
WHAT THIS COVERS
- Campaign setup, management, and ongoing optimization
- Performance Max, Search, and Local Service campaigns
- Ad copy informed by conversion data and search terms
- Search term analysis, negative keywords, placement exclusions
- Budget allocation and bid strategy optimization
- ROAS optimization with enriched conversion data
- Conversion tracking setup and attribution analysis
- CRM-to-ads data pipeline for revenue signal enrichment
HOW IT GOES
Segment by margin, not category
Campaigns split by margin band and funnel stage. Bidding gets real constraints that respect your bottom line.
Feed CRM revenue back to Google
Pipeline from your CRM to Google Ads via API. The algorithm stops counting form fills and starts chasing closed revenue.
Creative velocity, not set-and-forget
Negative-keyword sweeps, budget shifts based on real ROAS, and short-form/UGC creative tested at high cadence.
WHO THIS IS FOR
Restoration / HVAC / Plumbing
Shifted from volume-based leads to margin-band campaigns, with CRM close data feeding Google for algorithmic revenue optimization.
B2B with funnel-stage clusters
Search campaigns split by intent — awareness vs high-intent conversion — to stop wasting spend on unqualified traffic.
Multi-location networks
Performance Max + Local Service Ads aligned with each location's GBP. Qualified local traffic at scale, location-aware reporting.
QUESTIONS PEOPLE ASK
What's wrong with "set and forget" Google Ads automation?
Unconstrained automation optimizes for proxy metrics — clicks and form fills — not actual revenue. By enriching conversion data with CRM revenue signals, we constrain the algorithm to optimize for what actually matters: bottom-line ROI.
What is margin-band segmentation?
Instead of grouping campaigns by product or service category, we segment by profit margin. The bidding algorithm respects your bottom line and stops wasting budget on low-margin conversions.
How do you actually improve ROAS?
Three levers: enriched conversion data (real revenue back to algorithms), funnel-stage clustering (separate campaigns for different intent levels), and ruthless negatives to filter low-intent volume.
Do you handle Performance Max?
Yes. We reject the "black box" approach — granular PMax with margin-band segmentation, creative velocity testing, and enriched signals so the algorithm has real constraints.
What's creative velocity testing?
Testing short-form video and UGC against polished assets at high cadence. Authentic, high-velocity creative often identifies winning hooks faster than traditional production cycles.
Can you connect my CRM data to Google Ads?
Yes. We build the data pipeline that syncs actual revenue and lead-quality scores from your CRM back to Google Ads via API. The algorithm transforms from a conversion counter into a revenue optimization engine.
02 / GOOGLE BUSINESS PROFILE
Show up in the local pack. Stay there.
Profile setup is one-time. Profile optimization is weekly. Competitors who run the cadence outrank everyone who set theirs and forgot.
WHAT THIS COVERS
- Profile setup and optimization
- Category, service, and attribute updates
- Business description optimization
- Photo and media management cadence
- Review response strategy and templates
- Q&A section management
- Alignment with active Google Ads campaigns
- Performance monitoring and insights reporting
HOW IT GOES
Benchmark against competitors
Profile gaps, missing categories, weak photos, and Q&A blind spots — mapped against the businesses outranking you.
Rebuild for local signal strength
Categories, services, descriptions, attributes, and media — every lever Google uses to rank, set correctly.
Connect GBP with active ads
The reinforcement loop: organic local + Maps + paid placements show up together. Visibility compounds.
Run the weekly cadence
Review response, photo refresh, Google Posts publishing — the work that keeps the profile active and outranking competitors who forgot.
WHO THIS IS FOR
5+ location franchises
Standardized GBP optimization across all locations with consistent branding and a unified review-response strategy.
Service-area businesses
GBP aligned with Local Service Ads for maximum visibility in the local pack — restoration, HVAC, plumbing, roofing.
Service firms in target geos
Optimized for "near me" and service-specific searches in the geos where you actually want clients.
QUESTIONS PEOPLE ASK
Why does GBP matter for local visibility?
GBP is the primary data source for Google's local pack, Maps, and AI Overviews for local queries. An optimized profile directly influences whether your business shows up when customers search for services in your area.
How do you handle review management?
Response templates and a reply cadence — every review answered within 24 hours signals an active profile. We don't write fake reviews or engage in reputation manipulation.
Can GBP work alongside Google Ads?
Yes. Aligning GBP with active campaigns creates a reinforcement loop — organic local results, Maps, and paid placements appear simultaneously, maximizing visibility per query.
How often should GBP be updated?
Monthly minimum, weekly recommended for photos, posts, and Q&A. Google rewards active profiles with higher visibility in local search results.
Do you manage GBP for multiple locations?
Yes. We standardize optimization across all locations while keeping location-specific details accurate — photos, reviews, service-area descriptions.
How does GBP affect Maps rankings?
Profile completeness, review velocity, review sentiment, category accuracy, and consistent NAP (Name, Address, Phone) data all contribute to local ranking signals. We optimize every lever Google uses.
03 / ANALYTICS & PERFORMANCE REPORTING
One number everyone agrees on.
Browser tracking lost 20–40% of conversions to ad blockers and iOS. Server-side tagging brings them back. CRM revenue closes the loop. Reports stop disagreeing.
WHAT THIS COVERS
- Google Analytics 4 configuration and event setup
- Server-side tagging (sGTM) implementation
- Conversion tracking across all platforms
- Multi-touch attribution modeling
- Cross-channel ROI and ROAS reporting
- Real-time performance dashboards
- Client-facing reports with data interpretation
- Campaign audits comparing spend, conversions, and attribution
HOW IT GOES
Map the customer journey
Current tracking, data gaps, and the complete touchpoint flow — so we know what's missing before we deploy anything.
GA4 + sGTM + cross-platform
Server-side tagging deployed, conversion events configured, and platform connections wired (Ads, Meta, LinkedIn, etc.).
Multi-touch + CRM revenue sync
Attribution models that distribute credit across the journey. CRM revenue feeds back so ROI per channel reflects closed deals.
Reports humans can act on
Real-time dashboards plus a reporting cadence with interpretation — not just numbers, but what they mean for next week's decisions.
WHO THIS IS FOR
Multi-client reporting
Unified dashboards pulling from Google Ads, Meta, and CRM for each client — one source of truth across accounts.
Full-funnel revenue tracking
From first click to purchase, with revenue attribution per channel. The numbers stop disagreeing.
Offline conversion tracking
Form fills connected to closed deals in the CRM. The ad platforms learn what actually pays, not just what fills out a form.
QUESTIONS PEOPLE ASK
Why do I need server-side tagging?
Browser-based tracking loses 20–40% of data to ad blockers and privacy restrictions like iOS 14+. Server-side tagging (sGTM) bypasses these limits by processing data on your server before sending to platforms.
What's multi-touch attribution?
Instead of giving all credit to the last click, multi-touch distributes credit across every touchpoint in the journey. Reveals which channels drive awareness vs which close deals.
Can you connect my CRM data to analytics?
Yes. We sync CRM revenue back to analytics and ad platforms so you see actual revenue per channel — not just form fills or clicks.
How does GA4 work with BigQuery?
GA4 exports natively to BigQuery, enabling SQL-based analysis on raw event data. We configure the link, set up scheduled queries, and build dashboards that go beyond GA4's interface — cohort analysis, custom attribution windows, cross-platform joins.
How do you handle data discrepancies between platforms?
We establish a Single Source of Truth — typically the CRM — and build reconciliation reports that identify where and why platforms disagree on conversion numbers.
What does a performance report include?
Channel-level spend and ROAS, conversion attribution by model, trend analysis, recommendations for budget reallocation, and a clear interpretation of what the numbers mean for the business.
04 / THE OPERATING LAYER
Three services. One feedback loop.
Each piece on its own helps. Wired together, they compound. Money in, money tracked, money optimized. The algorithm and the dashboard finally agree.
GBP earns local visibility
Local pack, Maps, and AI Overviews surface the business when buyers search.
Ads compound the visibility
PMax, Search, and LSA reinforce the same searches in paid placements aligned with GBP.
Analytics tracks the truth
Server-side tagging captures what browser tracking missed. Multi-touch attribution shows the journey.
CRM closes the loop
Closed-deal revenue feeds back to Google Ads. The algorithm starts optimizing for revenue, not clicks.
WHAT YOU GET, EVERY TIME
Built so your team can run it after I leave.
Workflow mapped before tools are picked
Reporting layer built in, not bolted on
Documentation written for the team that has to run it
Ownership transferred — no monthly retainer required
PICK ONE TO START
Where is the ad budget leaking?
Ads, GBP, or analytics — name the gap. I'll come back with the audit, the fix, and what it would actually take to implement.