At Riley Summers, we manage Google Ads for home services businesses around the jobs they want more of. We handle the campaigns, search terms, ads, landing pages, tracking and budget, measure results against booked jobs rather than clicks, and charge a flat monthly management fee.
On this page
- Who PPC Management Is For
- What's Included in PPC Management
- How We Evaluate PPC Results
- What We Usually Find in Existing PPC Accounts
- How PPC Management Starts
- What's Separate From PPC Management
- Related Resources
Who PPC Management Is For
Our PPC management is built for home services businesses that want more of particular jobs, not simply more leads. That might be an HVAC company that wants more system replacements, a plumbing company that wants more water heater installations, or a roofing company that wants full replacements over small repairs.
We see the best results with businesses that have made a commitment to marketing their business, where:
- The owner knows which services they want to grow.
- The business serves a defined area, whether a few cities, a county or a wider region.
- The owner wants results measured against booked jobs, not just lead counts.
Whether a business already runs Google Ads or is starting fresh, we begin with the same question: which jobs are worth winning?
Your Google Ads account
The account belongs to your business, not to us.
Ad spend on your card
Google bills your business directly. We charge only our fee.
One flat fee
Our management fee doesn't change with your ad spend.
60-day out
No long-term contract, from the start.
What's Included in PPC Management
Every PPC engagement covers the full account, from how the campaigns are built, managed, audited and analyzed to the results they provide.
Campaign management
We organize campaigns around the services the business wants and the intent behind each search, keeping services separate where the budget allows. Campaigns usually run around the clock, with the schedule adjusted to the needs of the business. We can also add remarketing on Google to stay in front of people who clicked an ad but haven't booked yet.
Keywords and search terms
We choose the searches the ads can show for, then review the searches that actually trigger them. Terms that spend money without producing good leads are removed.
Ads and messaging
Ad copy is written for each service the business wants to focus on. We study competitors' ads to find the strongest angle for the business in its market.
Landing pages
Each service gets its own dedicated landing page, with its own contact form and call tracking. Every lead reaches the business's chosen phone number or email with its source attached.
Account ownership and tracking
The Google Ads account belongs to the business, and ad spend is billed directly to the business's own card or bank account. We charge only our agreed management fee. We also set up call tracking, analytics and click-fraud protection in the business's own name, so the business owns every account and keeps full access.
Reporting and competition
Monthly reports show leads by campaign and in total, across calls, forms and other contact methods. We also watch the competition and flag changes, such as a new competitor entering the market or rivals bidding more aggressively.
Budget management
We recommend the budget we believe it will take to get the job done, but it's a recommendation only. We understand that not every business has the resources to take on every opportunity in its market, so we optimize the campaigns to produce the best results possible within the budget the owner sets. If the budget isn't enough to compete at all, we'll say so, because at that point the spend is simply wasted. We keep spend steady month to month, and when we see more opportunity, such as a busy season, we contact the owner in advance, explain what's available, and the owner decides. Our management fee doesn't change with ad spend, so a recommendation to spend more is never about our fee.
How We Evaluate PPC Results
Clicks and leads show that the campaigns are active. Booked jobs show that they're working, so that's the standard we work toward.
Each month, we ask the business for a list of the jobs it booked, with job values where the owner is happy to share them. We match those customers back to the calls, contact forms and live chats the campaigns produced. That shows which campaigns and services are producing work, not just inquiries. We count a job when it's sold, not when an estimate is booked. Where a customer contacted the business more than once, we credit the job to the most recent contact and keep the first source on record.
Because of how we set up our campaigns, the business is in front of high-intent customers almost as soon as the campaigns go live. During the first four weeks, we refine lead quality through hands-on campaign management. Once the campaigns leave Google's learning phase, lead volume typically builds, depending on budget, and we feed call and form conversion data back into Google's machine learning to keep improving who the ads reach.
When leads look healthy but booked jobs aren't following, we check both sides: the campaigns themselves, and what happens once a lead reaches the business. That can include ghost calling, where, with the owner's knowledge, we call the business as a customer would to hear how calls are handled.
For more on how we connect leads to booked work, see Booked-Job Attribution. The decisions behind a profitable paid search account are covered in Paid Search Advertising.
What We Usually Find in Existing PPC Accounts
These are the problems we most often find when we review a home services business's existing Google Ads account.
Keywords that use up the budget
Campaigns spend on unrelated keywords, or on terms close to the right ones that cost far more and bring clicks but no leads. Many of these are Google's own recommended keywords, which agencies often add to campaigns without question.
What we do instead
We build keyword lists around the services the business actually wants, and every keyword has to earn its place.
Match types mixed together
Different match types are combined in a way that makes it hard to control which searches trigger the ads, so budget leaks into loosely related searches.
What we do instead
We structure campaigns so the business stays in control of what it pays for.
Nobody tracking which keywords produce good leads
Some keywords use up budget month after month without producing work, and no one notices because results are only reported as totals.
What we do instead
We track performance by keyword and cut the ones that don't earn their spend.
Ad copy that doesn't match the services
Generic ads that could belong to any competitor, not aligned with the work the business wants to win.
What we do instead
We write ads for each service and position them against what competitors are saying.
Landing pages that don't fit the campaign
Poorly designed pages, or pages that don't match the campaign sending traffic to them, such as a general homepage for a search about one specific service.
What we do instead
Each service we manage gets its own landing page, built for the campaign that sends traffic to it.
Ads running outside the service area
We've seen campaigns running well beyond the business's market, sometimes outside its state.
What we do instead
We keep targeting to the area the business actually serves.
Recognize any of these in your account?
We'll review your Google Ads account and show you where the budget is going, and where it isn't producing work.
Request a free PPC auditHow PPC Management Starts
- Free PPC audit. If the business is already advertising, we review how its account is set up and where the spend is going. If it's just getting started, we look at where paid search could fit.
- Discovery. We learn which services the owner wants more of, the area the business serves, and its sales history by ZIP code, going back as far as possible. We also look at whether the market holds opportunity for other services the business offers.
- Budget recommendation. Based on the competition in the market, we recommend the budget we believe it will take to get the job done. The owner decides what to invest.
- Setup. We build the campaigns, landing pages and tracking, with the Google Ads and tracking accounts in the business's own name. Setup is a one-time fee.
- Launch and ongoing management. Once the campaigns go live, we manage them continuously, with monthly reporting and an annual review of the account with the owner.
Engagements are billed at a flat monthly management fee, with a 60-day out from the start. There's no long-term contract.
What's Separate From PPC Management
Every agency defines PPC management differently, and many never discuss what's left out. We set it out plainly. PPC management covers the full Google Ads account, and a few related services are available separately, depending on what the business needs.
Local Services Ads. Google's pay-per-lead ads are managed as their own service. See Local Services Ads.
Enhanced reporting. A paid addition that includes monthly meetings and deeper call reporting, such as first-time versus repeat callers, missed calls, and calls that became booked jobs.
CRM integration. Connecting campaign leads to the business's own customer records is additional work, available where the business's systems allow.
Website work. We don't build or manage the business's own website. Our landing pages are built for the campaigns, so the business's site doesn't need to change.
Other channels. Social media, YouTube and other advertising are separate services. See our services.
Related Resources
Find out where your Google Ads budget is going.
If you're already running Google Ads, we'll review how your account is set up, which searches your budget is paying for, and where it's producing work. If you're starting fresh, we'll look at where paid search could fit your business.
Request a free PPC audit