Stop paying for the one wasp nest that never comes back.

That is the enquiry most owners want less of, and it is usually the account causing it, not the market. Wide keywords pull in anyone with a single nest or one mouse, and they are gone the week it is dealt with. We build the campaigns around the searches that describe recurring and commercial work, add negatives for the rest, and say plainly in the ad copy that you work on contracts. The aim is fewer enquiries, and more of them worth putting on the round.

Almost never. The searches change through the year, so the campaigns and the budget move with them rather than switch off and start cold. We watch which problems people are actually typing week by week and shift the money there. It also keeps you in front of people before the next wave, instead of bidding against everyone else on the first hot weekend.

Yes, and they belong in separate campaigns. A restaurant manager facing an inspection, a landlord and a letting agent search in different words than a homeowner who has heard something in the loft. Mixing them into one campaign is how the budget goes quietly to the wrong one. We split them, so you can see what each type of work costs to win and move money towards the one you want more of. If you only want commercial, we only run commercial.

About $2.5k£2k a month in ad spend, on top of the fee. Under that the management fee eats the budget before you have bought a click, so we say no and sell you an hour of consulting at $140£110/hr instead. A cheaper agency takes the retainer and lets you find out in month six.

You do, all of it. The account, the data and the card are in your name, so you can check the spend any day of the week, and it runs month to month with no twelve-month contract. Ask the last agency what a booked job cost you last month. If the answer comes back in clicks or impressions they were selling you traffic, and most accounts we inherit fail on the same three things: broad match with no negative list, tracking that counts button clicks instead of phone calls, and nobody touching the account between reports.

Then we tell you to pause, not to spend more. If the cost per booked job is not moving the right way by day 30, you hear it from us first. Nothing is locked in, so you can stop at the end of any month and the account keeps running without us. We would rather lose the retainer than run a budget we cannot defend with a booked-job number.