PPC Management by City

Pay-per-click is the only advertising where you pay for interest instead of eyeballs. That is the good news. The bad news is that Google charges for the interest whether it buys or not, and most small business accounts are built to collect clicks the way a porch light collects moths: brightly, in quantity and to no one's profit.

The leak is rarely the ad. It is where the ad sends people. A homeowner searches for a water heater repair, clicks, and lands on a home page about the company's founding in 1987, a slideshow and a menu with forty choices. The click cost eleven dollars. The homeowner leaves in eight seconds to call someone whose page said water heater repair at the top. That is why every program we run starts with a landing page built for the ad, and why the first one is included.

The second leak is not knowing which searches produced customers. Without conversion tracking, an account optimizes for clicks because clicks are all it can see. With calls and forms traced back to the keyword, next month's budget moves to the searches that rang the phone, and the ones that only produced curiosity lose their funding.

Paid search works best beside the slower, cheaper work. Local marketing puts you in the map pack, SEO earns the organic results under the ads, and a website that converts makes all of it pay better. Ads are how you buy calls this month while the rest is earning its keep. For the details of how we build and run campaigns, see PPC advertising; for contractors in excavation, grading and land clearing, where Local Services Ads do not reach, see Google Ads for site work.

Start with your city below. San Antonio, Austin, Houston and Dallas each run a different auction, and every page explains the one you are bidding in.