Call, form, or booking request: choosing the conversion path for a local service landing page
How to choose the primary conversion on a local-service page. Urgency, ticket size, and capacity decide between a call, a form, and a booking request.
Guides
Reference pages, filed by how you will use them.
Not quick tips. These are the pages you come back to when you are about to commit budget: calculators you can run, checklists you can work through, playbooks for a specific problem, and the frameworks the whole account is judged against. Read them in any order, and bring the hardest number to the call.
- 24 reference pages
- Every figure sourced or labelled illustrative
- I reply within 12 hours.
Filter by type
Documents you can act on, not blog filler.
Why Google Ads clicks do not become calls or quote requests
Clicks arrive, then disappear. The four post-click failures to check in order: message mismatch, friction, mistrust, and broken routing.
What should a local service business count as a conversion?
Decide which calls, forms, messages, bookings, and offline outcomes to count as Google Ads conversions, and how to choose primary versus secondary actions.
Google Ads auto-applied recommendations: what local-service owners should approve or disable
How Google Ads auto-apply recommendations work, which changes to approve by hand, and how to protect budget, targeting, tracking, and lead quality.
Emergency vs scheduled work: when one budget should not cover both
Emergency and scheduled work are different buying situations. When to separate the campaigns, how to budget each, and how to track the path to a job.
What to do when Google Ads spends but the phone does not ring
A 12-step sequence for a local-service account: confirm spend, clicks, call assets, routing, reporting, location, hours, search terms, and booking.
Google Ads landing-page audit for local service businesses
A nine-point landing-page audit for local-service Google Ads: message match, service and area clarity, call routing, proof, speed, mobile, tracking.
Why Google Ads leads are not turning into jobs
Diagnose where the lead-to-job path breaks: query quality, service area, offer, tracking, call handling, qualification, booking, capacity, and economics.
How to audit Google Ads location targeting for a service-area business
Audit Google Ads location targeting for a service-area business using Presence settings, location reports, search terms, calls, and booked jobs.
Google Local Services Ads lead credits: what counts as a valid lead?
What Google may treat as a valid LSA lead, how automated credits work, and why a credited lead is not automatically a booked or profitable job.
Local Services Ads move into Performance Max: what to check before and after migration
Google is moving Local Services Ads into pay-per-lead Performance Max inside Google Ads. What stays the same, what changes, what to back up, and what to test.
Missed calls are a marketing cost: how to measure the revenue you lose
A missed call is not automatically a lost sale, but it is a measurable risk. Build the revenue-at-risk model before you touch the budget.
Performance Max for local service businesses: what you can measure and what you cannot
When Performance Max fits a local service business, what its automation can measure, what it cannot verify alone, and how to test it against jobs.
How to read a Google Ads Search Terms Report
Read the Google Ads search terms report in plain language: classify each query by service, location, and intent, then keep, exclude, or check it.
Cost Per Booked Job calculator: the number behind your lead cost
Calculate Cost Per Booked Job, compare it against the contribution one booked job can carry, and see what a platform lead report leaves out.
How to set a proving period for a new Google Ads campaign
How to set a Google Ads proving period, spend cap, conversion window, and verdict date before scaling or stopping a local-service campaign.
How to audit your Google Ads conversion tracking
Audit Google Ads conversion tracking for duplicate events, failed forms, call quality, primary conversions, offline outcomes, attribution, and booked jobs.
Negative keywords for local-service Google Ads campaigns
Find, classify, and scope negative keywords in Google Ads without blocking valuable local-service searches or treating every non-converting query as waste.
How to set up call tracking for a Google Ads campaign
Google Ads call tracking: call assets, website calls, forwarding numbers, duration thresholds as proxies, and reconciling calls against booked jobs.
How to calculate a Google Ads budget before you launch
Calculate a planning budget from job value, contribution margin, cost per booked job, capacity, and the spending limits Google actually documents.
Google Ads vs Local Services Ads: which channel fits your business?
Compare Google Ads and Local Services Ads on billing, control, lead quality, attribution, capacity, and cost per booked job before you choose.
Local Services Ads verification requirements and checklist
What Local Services Ads verification may require: Business Profile, licenses, insurance, background checks, reviews, and what the badge does not mean.
How to set a Local Services Ads budget without guessing
Set a Local Services Ads budget from lead demand, charged-lead cost, booked-job rate, and capacity, and see how the monthly maximum really works.
The Google Ads tracking checklist for local-service businesses
A pre-launch tracking checklist for forms, calls, GTM, GA4, conversion actions, consent, identifiers, deduplication, and booked-job reconciliation.
No guides of that type yet.
Start here
Three numbers are enough to start.
- What the last marketing attempt cost, all-in
- What a booked job is usually worth
- How many jobs you can take on now
Send what you have. A missing number is not a blocker. Working it out is part of the audit. No contracts, ever. I reply within 12 hours.
Send the numbers
What is happening with your advertising?
Spend, leads, and what you suspect is going wrong. I reply within 12 hours.