The agency’s operating playbooks for running Google Ads on home service businesses — onboarding, optimization, and the cadences we live by. Used internally; published publicly so home service business owners (and the agencies who serve them) can run them too.
New-Client Google Ads Onboarding Master Playbook
The master playbook for everything from first intake call through campaign launch. The full launch sequence, end-to-end.
Offer Creation Framework
How to build offers that win in paid ads, SEO, and on a home service website. Fourteen offer angles, anatomy of a winner, ICP-to-angle decision logic, and how to compress the same offer for spoken, long-form, and 30-character surfaces.
How To Write Killer Google Ads
How to write Google Ads responsive search ads for home service businesses. Three RSAs per ad group, three psychologically distinct angles, every slot filled. The mechanics, the strategy, the angle-picking lenses, and a full worked example with 45 headlines and 12 descriptions.
Setting Up Local Services Ads
Start-to-finish setup for Google Local Services Ads on a home service business. What LSAs are, where they came from, what they look like on the page, how to build them the first time, and the advanced moves that get them spending and delivering once they’re live. Includes the “if it’s not spending” troubleshooting playbook and the ongoing-management discipline that keeps the algorithm serving you.
Inbound Lead Response System
How to handle every cold inbound lead (calls and form fills) so we book more of the ones we’re already paying for. Six scenarios covering the live call, form fill, missed-call recovery, the on-call discovery flow, follow-up cadence when they don’t pick up, and after-hours rules. For owners setting expectations, and CSRs running the phones.
The Conversion Depth Method
How to push booked-appointment and revenue data from any home service CRM back into Google Ads, so the algorithm optimizes against actual outcomes instead of raw leads. The Conversion Depth Method (Phase 1 raw leads → Phase 2 bookings → Phase 3 signed jobs → Phase 4 revenue), the two-layer architecture (per-CRM Layer 1, universal Layer 2 through a GHL sub-account), per-CRM recipes for 8 common CRMs plus a discovery checklist for unknown ones, verification, and known limits.
Optimization
What to do after a campaign goes live. Five documents that work concurrently:
- Google Ads Account Optimization: Overview — high-level map of every optimization by cadence, with deep-dive links
- Google Ads Daily Optimizations — 5 to 10 minutes per day per campaign, forever
- Google Ads Weekly Optimizations — 30 to 60 minutes per week per campaign, forever
- Google Ads Monthly Optimizations — 60 to 90 minutes per month, with two variants depending on bidding state
- The Switch — one-time event when a campaign transitions from Maximize Clicks to Smart Bidding
How to read this
These were written for the team running them. The voice is direct, opinionated, and assumes you understand Google Ads well enough to know what a search term report is. Nothing here is theoretical — every step is something that gets done on a real account during a real week.