Build first. Spend second. Report in sentences.

The rule

Traffic last

A campaign can only be as good as the page it lands on and the tracking behind it. So the site, the call routing and the conversion tracking are finished before a single ad runs. It feels slow in week one and it is the reason month two is not spent undoing week one.

We also start narrow — a tight radius, a small daily budget, a short keyword list — and widen only what earns it. Widening early is how a budget disappears into searches from three towns over that were never going to book.

Tracking

A call is a call, not a click

Plenty of reporting counts a tap on a phone-number link as a lead. Bots tap. People misdial and hang up in four seconds. Neither of those is a customer, and counting them makes a campaign look healthy while it quietly loses money.

We track calls as calls, through a forwarding number, with a minimum duration before anything counts. You get the length and the area code. It is a smaller number than the other kind of reporting produces, and it is the true one.

Boundaries

What we will not do

We will not write fake reviews or testimonials. Not for your site, not for ours. It is illegal, it is obvious, and it puts your Google profile at risk.

We will not use cheap-and-nasty ad copy.“Cheapest in town” attracts people who will haggle on the doorstep. We write for quality and urgency instead — it is a smaller pool of callers and a better one.

We will not lock you in. No annual contract, and you own the website, the ad account and the tracking number the whole time.

We will not take you on if we cannot help. Some trades and some margins do not support paid search. We would rather say that on the first call than take three months of retainer to discover it together.