Google catches people already looking. Meta puts you in front of the ones who need you but haven't thought to search. That is a much bigger group, and it is why most local businesses start here.
Somebody scrolling Instagram at nine at night is not looking for a gutter cleaner. But their gutters are still full, and they have been putting it off for a month.
On Google, whoever they find is competing with four other tabs they already opened. On Meta you are the one who reminded them the problem exists. There is no comparison window because nobody else is in the conversation yet.
Meta lets us draw a circle around the neighborhoods worth serving and stay inside it. No wasted spend showing your ad to somebody an hour outside your drive time.
Local service is visual work. A clean gutter next to a clogged one says more in half a second than any headline. Search ads are text. This is not.
You are not bidding against every competitor for the same handful of high intent keywords, so the cost to reach someone is usually lower. The tradeoff is they are colder, which is exactly what the follow-up system is for.
Not a vague retainer. Here is the list.
Built around your service area and budget rather than a template. Fewer, better funded campaigns beat a dozen starved ones every time.
Radius, homeowner status, age range, and the interests that actually correlate with buying. Then we cut what is not converting.
Images and video built from your real work photos. Before and after, the job in progress, the finished result. Never stock.
Multiple angles per campaign so we can see which message your market responds to instead of guessing once and hoping.
Installed and tested before launch. Without it you are spending blind and Meta cannot optimize toward the people who actually book.
Kill what is losing, scale what is working, refresh creative before it burns out. This is the part that compounds.
The people who clicked and did not book are the warmest audience you have. Most agencies never build this.
Leads, cost per lead, and what changed. In a message you can read in a minute, not a dashboard you never open.
Ads are not a set and forget purchase. This is the loop that runs every week you are a client.
Spend, leads, cost per lead, and which specific ads produced them. Broken out by campaign, not averaged into one useless number.
Ads spending without producing get turned off. No sentimentality about creative we liked making.
The winners get more room. Done gradually, because moving budget too fast resets the learning and tanks performance.
Where most of the gain comes fromEvery ad dies eventually. When frequency climbs and clicks fall, it is burned out and new creative goes in before results drop.
What happened, what changed, what is next. Plain English. You can ask why about any line of it.
This loop is the actual service. Anyone can launch a campaign once. The difference between an account that gets cheaper over time and one that quietly bleeds is whether somebody is doing this every single week.
Worth saying out loud, because it saves us both a wasted month.
There is not enough data coming in to optimize against. You end up paying management fees on an account nobody can actually improve yet.
Meta leads are colder than search leads and they go quiet fast. If nobody is calling them back within the hour, we are buying leads for your competitor.
If you cannot take on more work, more leads is not the problem to solve. Raise your prices first, then come back.
The first two to three weeks are the algorithm learning who your buyer is. It usually gets cheaper after that. Going in expecting day one returns leads to killing campaigns right before they work.
You do, directly. Your card sits on your ad account and Meta bills you. We never touch your ad spend, which means you can see every dollar and nobody can pad the numbers. Our retainer is separate and billed by us.
Yours. We get access to an account you own rather than running you through ours. If we part ways you keep the account, the pixel, and all the audience data that has built up. Agencies that run you through their account are holding it hostage on purpose.
Yes, and this is the most common holdup. Phone photos of real jobs work fine, better than stock actually. Before and after, mid job, the finished result. We will tell you exactly what to shoot. If you genuinely have nothing we can start with simpler creative, but photos of your own work will always outperform it.
Week one is build and launch. Weeks two and three the algorithm is learning and the numbers bounce around, which is normal and not a reason to panic. By week four we usually have enough data to know which angle and audience is working and start pushing budget behind it.
If money is tight and people already search for what you do, start with Google, since that traffic is warmer and converts faster. If you need volume, your service is visual, or you are trying to create demand rather than catch it, start with Meta. On the call we will look at your actual situation instead of guessing here.
Book the call. If Google or fixing your follow-up is the better first move, that is what I will tell you.
