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
The master playbook for everything from first intake call through campaign launch. The full launch sequence, end-to-end.
Optimization
What to do after a campaign goes live. Five documents that work concurrently:
- Overview — system map, gates, and the Day-1 health check
- Daily — 5 to 10 minutes per day per campaign, forever
- Weekly — 30 to 60 minutes per week per campaign, forever
- Monthly — 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.