How we structure accounts, shown in detail.
These are illustrative build patterns, not client case studies. When we have results we can substantiate and permission to publish, they will replace this page.
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Why there are no numbers on this page. Almost every agency portfolio you will read contains percentage improvements with no baseline, no timeframe and no way to verify them. We would rather show you the thinking and let you judge it than publish figures you have no reason to believe. If you want references, ask — we will connect you with clients who agreed to it.
Build pattern one: emergency home service
Situation. A single-location trade business, two trucks, serving a metro area. Previously ran one campaign named after the business, broad match, whole-metro targeting, all calls counted as conversions.
Structure we would build. Three campaigns, each with its own budget: emergency, scheduled service, and planned replacement. Emergency runs on exact and phrase match, tight radius, with a bid schedule matching when somebody actually answers. Scheduled service carries the bulk of volume. Replacement runs a smaller budget it cannot lose to the other two.
Tracking. Calls over a duration threshold, forms and WhatsApp taps separated. Replacement quote requests valued at several times a service call. Feedback loop with whoever answers the phone to mark which enquiries became booked jobs.
Pages. One page per campaign. Emergency page leads with response time and service area. Replacement page leads with financing and brands.
What we would watch in month one. Search term waste, the share of calls that are genuine, and whether the replacement campaign is getting impression share or being crowded out.
Build pattern two: professional practice with high-value procedures
Situation. A practice offering both routine and high-value services, where the routine work converts easily and the high-value work pays for the business.
Structure we would build. Complete separation, with the high-value campaign protected by its own budget and a higher target cost per acquisition. Routine services run as an acquisition channel with an explicitly lower ceiling, understood as a way of bringing people into the practice rather than as a profit centre.
Tracking. Booked appointments rather than form fills, with attendance fed back where the booking system allows. Separate conversion actions and values per procedure type.
Pages. One page per procedure. Insurance position or financing stated clearly near the top, because in these categories it is the first filter most people apply.
What we would watch. Whether the high-value campaign is winning enough impression share, and whether the enquiries it produces are qualified or just numerous.
Build pattern three: long sales cycle, high ticket
Situation. A category where the gap between enquiry and signed contract is measured in months — remodeling, solar, commercial work — and where cheap leads are actively harmful because they consume sales time.
Structure we would build. Narrow keyword set with an aggressive negative list, qualification built into the ad copy and the landing page, and remarketing running from day one because almost nobody converts on the first visit.
Tracking. Offline conversion import is mandatory here rather than optional. The account needs to learn from consultations booked, proposals sent and contracts signed — because optimising to form fills in this category reliably produces the worst possible leads.
Pages. Budget ranges published. Process and timeline explained. Project galleries that do most of the selling.
What we would watch. Cohort behaviour by month of origin rather than monthly cost per lead, because a month-one lead may sign in month four and a monthly average hides that entirely.
What we would show you instead of a portfolio
Before you commit to anything, you get a free written audit of your own account or market. That document contains specific findings about your situation — real search terms, real numbers, real recommendations — which tells you far more about whether we know what we are doing than any case study could.