Why most trade businesses waste money on Google
Most home service accounts we audit are paying for searches that will never become jobs. Broad match pulls in "DIY roof repair", "plumber salary" and "how to reset a furnace". Nobody reads the search terms report, so the same waste repeats every month.
The second leak is measurement. If calls aren't tracked, Google only sees form fills, so it learns to find the cheapest form fill it can. Owners end up judging the account on clicks and impressions because there is nothing better to look at.
Then there is what's missing. No Local Services Ads, so competitors with the verified badge sit above you and pay per lead. And paid clicks land on the homepage, a page built for everyone, where most visitors leave without calling.
The AdScale System, applied to Google Ads + LSA
Diagnose
We pull 90 days of search terms, call logs and conversions, then show you exactly where the money went and what it booked.
Build
Campaigns split by service and city, so "emergency AC repair Dallas" never shares a budget with "AC tune-up". LSA profile set up and verified. Call tracking on every number.
Launch
Tight budgets, exact and phrase match, and negatives added weekly from real search terms. We listen to call recordings to grade lead quality.
Compound
Budget moves to the campaigns with the lowest cost per booked job. New services and cities are added once that number holds.
Everything it takes to run the account properly.
We write UGC scripts, hooks and creative briefs, and direct the creative. UGC creator fees are billed separately.
Search vs Performance Max vs Local Services Ads
Google Search
Search is where intent is highest. Someone typing "water heater replacement near me" needs the job done this week. We build Search around exact and phrase match, one ad group per service, and ad copy that names the city and the offer. It is the most controllable channel and usually the first to prove out.
Performance Max
Performance Max spends one budget across Search, Maps, YouTube and Display. Left alone, it chases cheap clicks. We fence it in with brand exclusions, location targeting and lead-quality signals from your CRM, and we only scale it once Search has given it good conversion data to learn from.
Local Services Ads
LSA puts your business above the regular ads with a verified badge, and you pay per lead rather than per click. It needs licensing, insurance and background checks to be in order. We handle the verification, keep your profile and reviews current, and dispute leads that shouldn't count.
How they work together
LSA catches "near me" calls at a fixed cost per lead. Search catches specific, high-value jobs. Performance Max adds Maps and YouTube reach once the tracking can tell it which leads booked. One budget plan, one report, one number: cost per booked job.
Trades we run this for
The playbook is the same. The keywords, seasonality and job values are not. A roofer's storm season and a plumber's burst-pipe week need different budgets, different ad copy and different landing pages.
What happens, and when.
AdScale vs a typical agency vs an in-house hire
Questions owners ask before they sign.
How much does this cost?
Plans start from $1,485 per month with a 90-day minimum engagement. Your fee depends on ad spend, the number of platforms, how many locations you serve and how much creative you need. Ad spend is paid directly to the platforms from your own account.
What's the difference between Google Ads and Local Services Ads?
Google Ads (Search and Performance Max) charges per click and gives you full control over keywords and copy. Local Services Ads charge per lead, show a verified badge, and sit above regular ads, but offer less control. Most trades benefit from running both.
What do I need to qualify for Local Services Ads?
Requirements vary by trade and location, but usually include licensing, insurance and background checks. We guide you through verification and keep the profile current.
How long until I see leads?
LSA and Search usually produce leads within the first few weeks of launch. The first 14 days are audit and build, so expect real data from around week three and a clear read on cost per lead by day 45.
Why is there a 90-day minimum?
It takes that long to build properly, launch, learn from real search terms and calls, and start shifting budget to what books jobs. Shorter engagements rarely get past the learning phase.
Do you track phone calls?
Yes. Call tracking is set up in week one on every number we advertise. Calls are recorded where legally permitted and graded for quality, so the platforms learn from booked jobs rather than clicks.
Who owns the ad accounts?
You do. We work inside your accounts with your permission. If you leave, the accounts, data and history stay with you.
Do you build landing pages?
We give landing page recommendations for every campaign, including structure and copy direction. If you need the pages built, we'll scope that on the strategy call.
Can you run ads across several cities?
Yes. Campaigns are split by service and location so each city gets its own budget, copy and reporting.
Do you write the ads and creative?
We write all ad copy, plus UGC scripts, hooks and creative briefs, and direct the creative. UGC creator fees are billed separately.
What reporting do I get?
A live dashboard and a monthly call. The headline numbers are cost per qualified lead, booked appointments and revenue where you share it.
Do you work with UK businesses?
Yes. We run accounts in the US and UK. UK accounts are billed in pounds, use UK spelling, and follow UK GDPR.