Your budget should buy re-roofs, not third quotes for somebody's insurance claim.

It is month to month, so you turn the budget down when the diary is full and back up when the forecast turns. What we would not do is switch the account off completely. A cold account has to relearn who is worth showing to, and it does that in the exact week you needed it sharpest. A small holding budget out of season and the real budget when the weather turns is the cheaper way round.

Not to zero, but a long way down. Most of that traffic comes in on broad match and on searches about claims and paperwork rather than about getting a roof fixed, so those go on the negative list and get tended every week. The ad copy does the rest, saying who you are for and what a survey involves. Once calls are tracked back to the keyword, we can see which searches send the number collectors and stop paying for them.

By paying for the searches that lead to them and refusing the ones that do not. Repair searches and replacement searches are not the same words, so they get their own campaigns, their own budgets and their own bids. Then you get cost per booked job by keyword, so you can see what a replacement enquiry costs you against a patch. Some repair work is still worth buying, because that customer can call you back for the whole roof, and that call is yours to make, not the algorithm's.

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 thin budget also spends out early in the day and misses every call that comes after lunch. A cheaper agency takes the retainer and lets you find that out in month six.

Ask them one question: what did a booked job cost me last month? If the answer comes back in clicks or impressions, they were selling you traffic. Most inherited accounts 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. We fix those first, then tie every booked job to the keyword that caused it.

You own all of it. The account is in your name, the card on it is yours, ad spend goes straight to Google and is never marked up, and the tracking sits in your own containers. If the cost per booked job is not moving the right way by day 30, you hear it from us first, and the advice will be to pause rather than spend more. It is month to month, so there is no twelve-month contract to sit out.