We model budgets from the bottom up: target monthly revenue → required deals → required qualified leads → allowable CPQL by channel. We then pressure‑test against local CPCs and impression share. If the model shows diminishing returns, we reallocate to higher‑yield channels (e.g., from broad social to Local Services Ads or branded PPC).
About the Author: Mark Riley
Mark Riley is a marketing executive and the founder of Riley Summers Marketing Group, where he leads customer acquisition strategy for home services businesses across paid search, Google Local Services Ads, local SEO and paid social media. He rose to VP of Digital at a national legal-marketing agency, where the digital programs he led generated a significant share of its revenue. Over a 15+ year career, he has managed more than $70 million in digital advertising spend, much of it in one of the most expensive and competitive advertising categories in North America. He measures marketing by what it costs to win a booked job, not by traffic or lead volume.