Do Not Pay Google to Send People to a Website That Cannot Convert.
I run paid search and paid social for established businesses after the landing page is ready. Clicks are cheap to brag about. A form fill or a text is the point.
Ads Get Expensive When the Site Is the Problem.
Spend can put you in front of people today. If targeting is sloppy, the ad and the page do not match, or tracking is junk, the budget just leaves.
Too broad
Every keyword in the industry. You pay for research, homework, and people in another state.
Ad says one thing
The page says another. They feel baited. They leave. Quality Score notices too.
Clicks, no jobs
Slow page, buried form, no text number. You bought traffic for a site that cannot close.
Pretty dashboards
Impressions and CTR are not a P&L. Did anyone submit the form?
The Click Has One Job: Get Them to Contact You.
Ad, offer, page, form. One story. If any piece is generic, you are renting attention for someone else’s homework.
Target
The searches and people connected to work you actually want. Not “everyone 25–65.”
Match
The headline is the search. The page is the same promise. No bait-and-switch.
Convert
One page, one offer, a form that is not a chore, and a text number if they prefer it.
Measure
Which ads and pages produce inquiries. Kill the rest.
I Start With What a Lead Is Worth. Then Whether the Page Can Close.
If the site cannot convert, ads just light money on fire. See website development. I will not open an ad account on a homepage that still says everything and nothing. If a campaign needs extra media buying, I bring in help for that job.
- What a good lead is worth
- Which service is worth paying for clicks
- Does the page match the ad
- Google first, Meta if it fits
- Forms and texts tracked before spend scales
The ad is the expensive doorbell.
The page, the offer, and follow-up decide if anyone answers. I look at that before I touch bid strategy.
The Mix Depends on the Offer. Not a Bundle.
I will not split a small budget across five networks so the report looks busy. Search first when people are already looking.
Google Search
High-intent keywords, tight ad groups, the same promise on the page. This is usually where paid should start.
Meta
Facebook and Instagram when you have an offer and creative worth showing. Not a substitute for search if nobody is browsing.
Landing pages
One offer. No nav to hide in. Form or text. Built in WordPress and Divi so you can edit it.
Conversion tracking
Form submits and key clicks in Google Ads / Meta. I do not install a tag soup “just in case.”
Retargeting
After there is enough traffic to be worth it. Retargeting a dead page is still a dead page.
Ongoing cuts
Search terms, ads, bids, the page. Keep what produces inquiries. Pause the rest. That is the job.
If I Cannot Explain Why an Ad Is On, It Comes Off.
Quality Score, landing-page experience, and cost per inquiry. Not a 40-tab looker studio nobody reads.
The ad matches the search
One message per ad group. Generic copy across every campaign is how you overpay.
The page has to work on a phone
Fast, obvious, one next step. Google grades this. So do people.
Inquiries
Form fills and texts. Not phone clicks you asked me not to drive.
Page First. Then Launch. Then Cut What Does Not Work.
I will not “set it and forget it.” A campaign that is not reviewed is a leak.
Plan
Offer, who it is for, what a lead is worth, what counts as a conversion.
Build
Campaigns, ads, the page, tracking. Nothing launches until the form is tested.
Launch
Go live. Confirm conversions fire. Watch the first search terms like a hawk.
Cut and keep
Negatives, ads, bids, the page. Lead quality over cheaper clicks.
Ads Expose a Weak Website Fast.
If the site is slow or vague, paid traffic makes the problem expensive. Fix the page, then spend.
After ads are working, we can add:
- Website fixes if the bounce is the leak
- More landing pages for more offers
- SEO so you are not renting every visit
- Retargeting once volume exists
- CRM if follow-up is the actual problem
Paid Advertising FAQs
Straight answers. I will not promise a ROAS number on a first message.
Do you manage Google Ads?
Yes. Google Search is usually first. Tight keywords, matching pages, conversion tracking. I do not turn on every campaign type Google suggests.
Do you manage Facebook and Instagram ads?
Yes, when the offer and the creative are ready. Meta is not a rescue plan for a weak search account or a homepage that does not convert.
Do I need a dedicated landing page?
Usually. Send the click to a page that is about that offer. Sending paid traffic to a busy homepage is how you buy bounces.
How do you measure campaign performance?
Form fills, texts, cost per inquiry, whether those inquiries are real. Clicks and impressions are not the scoreboard.
How much should I spend on advertising?
Enough to learn, not so little it never gets data. I would rather run one channel properly than starve five. I will not invent a number that makes the sale.
If You Are Spending on Ads and the Form Is Quiet, Tell Me What’s Going On.
Send a message or text 407-588-9786. I reply within one business day. I do not take inbound calls.