Google Ads, measured all the way to the sale

Paid search for home service contractors and B2B teams, with call tracking, CRM, and offline conversions built in.

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A Google Ads search result turning into tracked revenueA sponsored Google Ads result for a local service company, with a cursor about to click it, connected to a rising line showing a 6.4x return on ad spend and $48,240 tracked to closed jobs.Google Adslocal service company near meSponsoredYour Local Service Companyyourcompany.comLicensed, insured, and local. Fastscheduling and upfront pricing.6.4×ROAS$48,240 tracked to closed jobs

Google's automation is only as good as what you feed it.

Targeting, bidding, and creative are handled by Google now. Those systems learn from the conversion data you send back, which means the account performs at the level of that data and no higher.

Most accounts send form fills and phone calls with no idea which ones turned into work. The bidding does exactly what it's told and finds more of the same, including the tire kickers.

The Google Ads conversion feedback loopA clockwise loop of four stages — an ad click on Google Ads, a call or form, a lead tracked in the CRM, and a closed job with real revenue — whose conversion data feeds back to Google Ads.measuredto the saleAd clickGoogle AdsCall or formPhone or webCRMLead tracked$Closed jobReal revenueConversion data

What this usually looks like.

Optimizing on the wrong thing

Your campaigns count form fills. Some of those close and most don't, and Google can't tell the difference because nobody told it.

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Phone leads nobody can trace

Most local work closes over the phone, and most accounts have no record of which campaign produced the call or what happened after it.

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Leads that go cold waiting

A lead answered in five minutes is worth a multiple of the same lead answered in an hour. Usually that gap is a missing system, not a sales problem.

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A little about me.

I've been working in digital marketing for 20 years. I started out doing it for my own websites, but soon began helping local small businesses in the San Francisco Bay Area get found online. Over time, that grew into working with technology companies in Silicon Valley and beyond, some of them spending over a million a month on paid search.

I'm also a programmer. I build the tracking systems, reporting stacks, and automation behind the campaigns I run, which is why I can promise measurement most agencies rent from a vendor.

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I build the tools I run client work on.

Pydak is a CRM for local service businesses. It tracks a lead from the first call through to the closed job, and sends that outcome back to Google Ads so the bidding learns from revenue instead of form fills.

It exists because I kept needing it. The tracking layer this site talks about is not something I assemble from vendor subscriptions, it's software I wrote and maintain.

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Stay in the loop

Occasional notes on running Google Ads now that the platform runs itself, plus what I'm building. No schedule, no spam.

Need help getting your Google Ads measured properly?

Tell me what you're running and what isn't working. If it's a fit, I'll say so, and if it isn't, I'll tell you that too.

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