Owner's questions

Questions owners ask before they hire anyone

These come up on almost every call we take, and the answers are the same whether or not anyone signs anything. We have written them out here in the words we would use on the phone. More get added as they come in.

• Why does my company rank on the map at the office but not across town?Because the map has no single rank.→
• How much should a roofer spend on Google Ads?Enough to buy a sample big enough to learn from, and no more than the jobs it produces are worth.→
• How much should an HVAC company spend on Google Ads?It depends on which half of the business the ads are for, because HVAC is two businesses wearing one name, and they want two different budgets.→
• Why did my leads drop and my rankings did not?Because rankings measure whether people can find you, and leads measure whether the finding turned into a call and the call reached you.→
• What does a marketing agency actually do every week?The honest answer for a lot of the industry is: less than the retainer implies.→
• Should ad spend be inside the retainer or on top of it?Either can work.→
• Why is my agency's report all clicks and no calls?Because clicks are free to report and calls are work to report.→
• What is AI search and does it matter for a contractor?AI search is when someone asks a question and gets an answer instead of a list.→
• How long does local SEO take before the phone changes?Usually months, not weeks, and the honest range depends on where you are starting from.→
• Who should own my domain, my ad account and my Google Business Profile?You.→