(Marketing Strategy)

How Google PPC Inflation Has Made It No Longer Affordable To Do Lead Gen

Ryan Chute
Ryan Chute
March 21, 2022
How Google PPC Inflation Has Made It No Longer Affordable To Do Lead Gen

You’ve been watching it happen, but like the first few months before Covid-19 exploded in early 2020, you’re still not convinced this is something to be worried about. It is. It is serious, and it is having a huge impact on your bottom line. Either by making your prices out of reach for more people or in the added advertising spend in a desperate bid to snag just one more lead, no matter what the quality or cost. And you know from experience that spending the money on PPC ads doesn’t always translate into the volume of appointments you need to generate the revenue that’s needed to pay for the spend. But you still spend the money, wringing your hands and staring at the ceiling for yet another sleepless night as you try to figure out how to make ends meet. In this article, I’m going to tell you how to do it with a far less risky strategy, though contrary to the convincing slurry of nonsense PPC people have been spinning for years. But first, let’s take a look at how things have come to pass. Your cost-per-click (CPC) is the result of an auction algorithm. Your position on the search feed is based on multiple variables to determine where your ads are placed, and how much you pay. These include factors such as your website’s quality score, your competitive landscape, your specific bidding strategy, and targeting.


Your website’s quality score has a huge impact on your CPC. Your website’s quality score is Google’s way of deciding who has the most relevant content based on the search query. Google will give preferential treatment to ads that it determines are most relevant. When the content on your landing page is more relevant than your competition, your ad has the opportunity to hold a superior position on the search feed. If the ad itself is poorly written or targets the wrong intended audience your click-trough-rate (CTR) will take a nosedive. The Google algorithm will take this as a signal your ads are not relevant enough, and they will start charging you more to appear in the same position.


Google Ads is first and foremost, an auction. For the most part, it behaves like an auction. The more parties who enter into the auction, the higher bids are likely to get. Not only are there a lot more competitors trying to eat your breakfast, but Google has also made changes to how people view the search content. Gone are the right sidebar ads in the coveted “above the fold” position, but now everything above the fold is likely to be a PPC Ad instead of your organic website.

Plumbing LA

Even after a first scroll, your prospect is likely to just see more ads…

Plumbing LA

And on mobile, it is just more of the same.

Plumbing LA mobile 2
Plumbing LA mobile

By combining less ad space with larger ads and more competitors, Google is able to charge significantly more for you to stay at the top of the page.


Probably the most diabolical of all the changes we’ve seen from Google is the shift away from “exact match” keywords to “close variants”. This expanded the “targeting” to show searches that are slight deviations from your keyword. Then Google Ads further diluted your “exact match” keywords to include searches that “share the same meaning” including implied words, synonyms, and paraphrasing. Why does this matter? If you intended to “target” a specific prospect looking for your goods, now all of the sudden you are showing up and potentially paying too much for broad keyword queries. This shoots up your CPC on non-related click-throughs, and worse yet, drives down your website’s quality score on those people who didn’t what your thing in the first place. But Google didn’t stop there. If you use one of the most common bidding strategies, Enhanced CPC, you’ve given Google’s algorithm the freedom to increase your bids when it sees an opportunity to “improve” your conversion rate. While originally tempered to a modest 30% bid increase, in 2017, Google raised its authority to increase your bid structure to whatever its AI feels prudent. And here you are thinking you were the boss. HA! Does this smell anything like Skynet? Anyone? I’ll be back.


So now if Google believes your “enhanced” CPC keywords could perform better with, say, a 75% bid increase – it will make the change automatically. Yooooooooouuuuuuurrrr welcome.


Google describes the zero moment of truth as the moment in time when a small segment of the 7% of your market needs your thing right now. Some of those 7% already have a service provider. Others can’t (or won’t) buy your thing. With the remaining segment holding the banner of “The Undecided”. Not too promising-sounding, is it? Roughly 50% of these people will be transactional-minded and since all things are essentially equal online, the cheap option is the only option. The other 50% of The Undecided are looking for the right place to buy from. The one that will provide quick and competent service at the right price. They are open to paying a bit of a premium for competence and convenience, but they are nobody’s fool. Since they have no affinity toward your brand, they still expect the lowest price. 70% of customers who are acquired through unbranded PPC remain casual or disengaged to your long-term sales efforts to convert them into a loyal customer.

This is the issue you face day in and day out when you are not a household name.

Targeting is yet another way to reduce the number of people who are likely to see your ad, let alone click through. When you eliminate demographic, psychographic, or even geographic factors, you are reducing the one and only chance you have of getting in front of the next big sale. All in a bid to keep your advertising budget in line from a company that is doing everything in its power to force you to spend more.


Everything discussed thus far is how Google is costing you money, but they aren’t your only nemesis. Your competitors are gunning for you too, and not just the guy down the street, but the multinational aggregators (like Yelp), your own suppliers, and manufacturers, and of course the endless stream of grifters looking to make the quick buck on the short con. From clicking on your ads and bouncing off your website, to more devious strategies like destroying your Local Service Ads (LSA) and Google Business Profile (formerly GMB) by putting in fictitious requests, everyone, it seems, are working as hard to succeed, as they are to see you fail. Lead gen companies (eg. Angie’s List, Home Advisor, and Yelp) are paying anything to capture your lead before you do, then selling that same lead back to you at a king’s ransom, along with 5 - 7 of your competitors. All while your suppliers and manufacturers are bidding up your keywords in an effort to “help” you get the sale based on their brand recognition, like somehow that’s supposed to make any sense to you. Finally, your ads often rely on cookies. Not the delicious kind, but the ones that tell you ad campaigns who to target. With more and more privacy legislation coming down the pipe every day, there will come a time that targeting aside from geography will no longer be an option. Even today, with the greater percentage of the planet using an iPhone, VPNs, and Incognito windows, targeting tactics are quickly receding into a bygone era.


Nothing. There is nothing you can do to save money in advertising. Saving money in advertising is like stopping your clock to save time. It just ain’t gonna work.

Yeah but, I can blah blah blah…

This is triage. _“You haven’t even heard what I was going to sa…”_Bup bup bup. It’s triage. You are bleeding out money. If you don’t stop the bleeding, your business will die.

  • Tightening your targeting will have you show up to fewer and fewer potential buyers.
  • Lowering your bids will lower your ability to show up where the prospect is looking.
  • Capping your ad budget will lower your quality score.
  • Creating demand is not a thing. You aren’t selling Viagra or ice cream.
  • Being a conscientious objector is not an option.

There are, however, a number of ways you can redirect your money. Over time, through a prudent commitment to a single marketing strategy, your marketing budget will continue to represent a lower percentage of your topline revenue. Here are the 3 things you can do right now to spend your marketing money more wisely:

  1. Change your mindset from lead gen to digital presence.
  2. Improve your website’s quality score.
  3. Fix your damn call center.
  4. Target with the right message in mass media to become a household name.

But wait, there's four....


Lead generation is the practice of offering a product or service that is more valuable than it’s cost in your prospects’ time, energy, or money. The epic failure that was Groupon is the quintessential example of lead generation at its worst. Lead generation erodes your company’s profitability, reputation, and has no ability to be recalled when it matters most in the heart and mind of your customer. Lead generation only attracts buzzards looking to feed on your carcass, licking the remnant proteins from your bones. Lead generation is an expensive red herring built on a foundation of false hope for both you and your customer. You believe you are attracting a person who might actually give a damn about you (spoiler alert, they don’t). Your prospect believes that your cheapy cheapy offer is indicative of your entire pricing model. When you’re “found out” you’re branded as a deceitful master bait and switcher. Next, you get kicked square between the reviews. That is, unless you really are the cheapest Charlie in town.Digital presence means showing up where the customer is looking when they are ready to buy your thing or use your service. Digital presence is about being hyper-specific in your ad copy to the longtail keyword query expertly targeting those in the market this very moment. Digital presence is about buying your own name, yes, but also buying those precious earworms that you’ve been embedding into their reticular activator (remember center) for months on mass media and social media. Digital presence is about showing up consistently and contributing something valid, relevant, and salient to the conversation. Digital presence means recognizing what to abandon, and what to keep online so that you maintain the integrity of what your brand stands for, and stands against. When you shift away from desperately grasping for any lead with a pulse, and instead, calmly sit under a tree of well-chosen keywords, presenting yourself in the very best light with each impression, you will attract your ideal customer avatar. Not everyone will be drawn to your company, and that’s okay, for the ones who do come calling will bring with them good tidings and a willingness to work with you today and every other day to come. Build your empire with these people. They are your people.


Your website is the lynchpin of your marketing strategy. It is arguably the most important tool in your toolbox for bridging the gap between your brand message and your client acquisition. Investing in your website is a wise decision, but that doesn’t mean you need to spend a lot of money on pretty.

Invest in the message.

Does your website message match your advertising message? Do you present things in an interesting and entertaining way? Do you make it easy to book an appointment? Do you oversimplify the navigation, flow, and intuitiveness? Keyword stacking and backlinking to link farms are old news. People will stay on your website if you have something entertaining, engaging, or useful to say. People will call your company if it feels right based on the things you’ve put out into the universe that they can pass judgment on. People want to deal with people. Warm, kind, and compassionate people. Competent, courteous, and proactive people. People are looking for signs of convenience. Of safety. Of value. People buy from people they know, like, and trust. People do not want to be sold. Say something interesting that matters, and leave out the unsubstantiated claims, salesy talk, and boring bits.


The biggest issue I see in the residential home service companies I serve is the call center. Using a brilliant tool from, I am able to see precisely what is happening with the calls. In over 90% of cases, home service companies are losing hundreds and thousands of calls. From straight hang-ups, to abandoned calls, to calls identified incorrectly as “not a lead”, the call center is the number one opportunity for instant growth. Unfortunately, only 1 in 10 owners knows where to look for the correct numbers on their inbound calls, and even they don’t go looking too often, if at all. Deploying DataTurk into my client’s businesses has been an unadulterated gamechanger in capturing the calls that are already calling in.


“All of this has happened before, and it will all happen again.”J. M. Barrie , Peter Pan

I first heard this quote on the 2004 adaptation of Battlestar Galactica, and it has haunted me since. The new ways of connecting are cheap knock-offs of the old ways. There are really no new ways to connect with each other, just new methods. When the shortcuts no longer connect, new shortcuts are created. But the road less traveled. This is the way to their heart. And only through the heart can you reach the mind. So, what is that road for advertising? Words. More specifically, the right words. Placed carefully together in delicious little morsels that your people salivate to devour. Sure, there will be some rapscallions looking for a free meal. That will never change. But there’s enough to go around for all of your invited guests. Feed their imaginations. Feed their soul. Take them on your journey. Show them who you are. Why they should pay attention to you. Why they should care. When you do, the ones who believe in you will follow. And the ones loitering about for a free lunch will move on to the next.

Target with your words.

Find a place where you can tell as many people as you can afford to tell and share your message as frequently as needed to get inside their heads. Then simply be where they go when looking for your thing. Your people will be drawn to you like a moth to a flame. Stepping into your gravity well. These are your people. Treat them well. Treat them so damn well that they go out and tell. Tell others about you…why you. Then do it again and again and again. In new and interesting ways. In video clips. In ads. In person. On blogs. Bring something fresh, and surprising, and delightful to the table. Be generous. Be kind. Be grateful. Be trustworthy. Help people win, and they will always make sure you win as well. No longer is there an efficiency of waiting for a customer to need your thing and you pay the HIGHEST bid to be on the top of the page. You will BLEED out money with this strategy, and in no way will you be guaranteed to get the lead even if they do click. You can absolutely make money generating overpriced leads at low margins. You can absolutely make sales, but don’t fool yourself into believing you are creating loyal, long-term customers.

The landscape has shifted significantly in the past 2 years, and flat plains you so casually walked across are now the Rockies. You’re going to have to change your shoes.

Jake Sorofman and Andrew Frank of Havard Business Review say, "This data can play a leading role in developing your strategy and bringing precision to execution, but it does nothing — absolutely nothing — to stir motivation and create the desire that makes cash registers ring. This data is important, but it’s content that makes the emotional connection". Wizard of Ads® are not going to help you "target" better. We are going to help you develop the very best content. And there's no one better equipped to conjure up a spellbinding message than a Wizard.

(Lead Gen)
(Online Advertising)
(Marketing Strategy)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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deserve this)