PPC Campaigns Built to Turn Clicks Into Customers
More phone calls and booked work from Google Ads, Microsoft Ads, Meta, and high-intent search.
Google Ads, Microsoft Ads, Meta, and LinkedIn campaigns for service businesses, engineered around the metric that pays back: revenue per booked lead, not click volume. The account, landing pages, calls, forms, and CRM handoff all get judged together. Latest case study below: +76% Google Ads conversions on a 2.29% spend increase.
- Google Ads, Microsoft Ads, Meta, LinkedIn. Every channel where the cost-per-lead math closes
- Conversion tracking wired to your CRM, not just Google Ads (GA4 + CallRail + offline imports)
- Dedicated landing pages per intent. The home page is not a landing page
- Monthly reporting tied to leads and revenue. Google Partner. 5.0 across 30+ Google reviews
Partner
How a 78-year-old Gulf Coast glass company drove 76% more Google Ads conversions on a 2.29% spend increase.
Service businesses do not need more clicks. They need paid traffic that turns into calls, forms, booked jobs, and tracked revenue. The Dixie Glass campaign shows what disciplined PPC management does to that math. Dixie Glass, a third-generation Mississippi Gulf Coast glass company in business since 1946, came to Lithium with Google Ads campaigns that were spending without producing reliable tracked conversions. We rebuilt the campaigns around proper conversion tracking, tightened the keyword and match-type strategy, deployed dedicated landing pages, and wired CallRail through to GA4. Over twelve months, on only a 2.29 percent ad spend increase, Google Ads conversions climbed 76 percent and the campaign conversion rate landed at 15.57 percent. The lift came from cleaner intent, better measurement, and landing pages that gave paid visitors a clear next step.
DIXIE GLASS – GOOGLE ADS REBUILD
Three things PPC programs miss that we don't.
Most PPC waste hides inside tracking gaps.
Google Ads can show leads while the business still feels quiet because the campaign is optimizing toward shallow actions. A form thank-you page, a call extension, and a dashboard are not enough. We wire forms, click-to-call, call quality, CRM stages, and offline revenue back into the ad accounts so budget follows the work that actually books. That also keeps automated bidding honest when Google starts looking for the next conversion.
Ad copy and landing pages have to match buyer intent.
A high-intent searcher does not want a generic home page or a vague promise. They want the exact service, proof, price context, availability, and a fast way to talk to a real business. We split campaigns by intent, write ads that match the query, and send each important cluster to a landing page that confirms the promise above the fold. The click should feel like the next obvious step, not a reset.
PPC math closes on cost per booked lead.
Clicks, impressions, and even raw conversions are only leading indicators. The campaign wins when cost per qualified lead, close rate, and revenue make sense together. Our reports show what happened at the ad, keyword, landing page, and call-quality level so the next budget decision is based on payback rather than hope. If a campaign produces cheap calls that never close, we treat that as a problem, not a win.
Budget lost to low-intent searches
Every wasted click is a measurable dollar lost. Broad-match drift, weak negatives, loose geography, and generic keywords can drain a budget while the dashboard still looks busy. Lithium PPC programs are built around cost-per-lead math first, click volume second.
Landing pages that cannot convert
Service-business buyers prefer to tap a phone number rather than navigate a menu to find one. A page missing a clear offer, hero call button, proof, fast load time, and a sticky mobile path loses calls you already paid to earn through ads.
Tracking that misses booked work
A PPC campaign without proper conversion tracking, dedicated landing pages, and negative-keyword discipline is invisible in your CRM dashboard. The clicks may be there, the impressions may be there, but booked work stays flat. That is where most ad spend silently leaks.
Optimization judged by clicks
Buyers decide whether to keep scrolling in about five seconds. A paid landing page that shows no reviews, project proof, service clarity, or trust signal loses to a competitor who placed one strong credibility marker in the right spot.
Eight things we ship inside every PPC retainer, not as upsells.
Every PPC engagement gets the same audit discipline and campaign build, whether the budget is concentrated in Google Search or spread across Google, Microsoft, Meta, and LinkedIn. The work below is what turns paid traffic into a channel that holds up when the auction gets expensive. It also gives your sales team cleaner context when a lead comes in, so the follow-up can match the promise that earned the click.
Conversion tracking, properly wired
GA4 events on every form and click-to-call. CallRail call tracking with call quality scoring. Server-side conversion imports for Google Ads. Offline-conversion imports from your CRM, including HubSpot, Salesforce, and GoHighLevel. The algorithm cannot optimize toward leads it cannot see.
Dedicated landing pages per intent
Landing pages built for the buyer behind the keyword, not the home page. Single offer above the fold, tap-to-call thumb-zone-friendly, one form, one CTA, and a load time under 2.5 seconds on real mobile connections. Every high-intent keyword cluster gets its own page. When the site itself needs deeper conversion work, our web design team keeps paid traffic, SEO architecture, and page speed aligned.
Keyword strategy + match-type discipline
Keywords mapped to buyer intent, from research to comparison to decision, and tied to estimated revenue per lead. Match-type discipline prevents broad-match drift from eating budget on the wrong queries. Monthly negative-keyword review comes directly from the search-terms report.
Ad copy + Responsive Search Ads
Ad copy that names the actual service, not “quality work.” Responsive Search Ads with the maximum asset count, manual headline pinning where intent demands it, sitelinks tuned to buyer language, and structured asset extensions. Every variant is tagged for A/B analysis.
Geo-targeting + audience layering
Geo-targeting built around where profitable customers actually come from, not a lazy radius around the office. Bid modifiers are tuned to conversion data by service area. Audience layering uses in-market segments, remarketing pools, and customer-match uploads from your CRM.
Bid management + remarketing
Manual control on high-intent keywords, with Google tCPA and tROAS automation used where the data supports it. Remarketing audiences are segmented by funnel stage, with display, YouTube, and social campaigns layered on top of search for buyers who clicked but did not convert.
Reporting tied to revenue, not vanity
Looker Studio dashboard updating daily on impressions, clicks, conversions, conversion rate, CPL, and ROAS by campaign and ad group. Call quality is scored and reviewed monthly. The written report ties everything back to leads delivered, cost per lead, and revenue.
Optimization cadence that pays back
Daily monitoring during the first 30 days, weekly after that. Bid adjustments, ad copy rotations, and budget reallocations happen on real data: search-terms reports, conversion data by ad group, landing-page conversion rate, device performance, audience quality, and quality-score drift.
The verticals where our PPC playbook turns clicks into customers most reliably.
Lithium PPC is built for service businesses where a phone call, appointment, quote request, form submission, or booked job can be traced back to revenue. The verticals below are where paid search works best because buyer intent is clear, lead value is high enough to support the auction, and conversion tracking can separate real demand from noise. We care about the handoff after the click too, because speed-to-lead and sales follow-up often decide whether the campaign really pays back.
Home-services PPC for HVAC, plumbing, electrical, roofing, remodeling, restoration, pest control, cleaning, lawn care, and landscape companies. Emergency-intent searches need call-first campaigns, service-specific ad groups, fast landing pages, review proof, and tight negative keywords. We optimize around booked jobs and revenue per lead, not raw form volume. Seasonality, service urgency, dispatch capacity, and weekend coverage all shape how the budget is paced.
Dental and medical PPC for general dentistry, orthodontics, chiropractic, physical therapy, med spas, and specialty clinics. Procedure-specific ad groups, insurance-aware landing pages, provider proof, appointment conversion tracking, and call quality scoring help turn expensive healthcare clicks into scheduled patients. We separate urgent, cosmetic, recurring-care, and high-ticket procedure intent so the budget does not treat every patient search the same.
Contractor and builder PPC for remodelers, general contractors, commercial subs, roofing, siding, windows, and exterior companies. Project-type campaigns, quote-focused landing pages, financing language, gallery proof, and serious-intent forms help separate qualified projects from casual price shoppers. We also tune forms and calls around project size, timeline, location, and budget so the sales team can prioritize the best opportunities.
Legal and professional-service PPC for attorneys, CPAs, financial advisors, insurance agents, consultants, and B2B experts. Practice-area campaigns, consultation-booking landing pages, compliance-aware copy, secure intake paths, and offline conversion imports keep high-cost clicks tied to qualified conversations. Intake quality matters here, so we score calls and forms by case type, urgency, fit, and revenue potential.
Restaurant and hospitality PPC for restaurants, caterers, venues, breweries, hotels, and event spaces. We build local-inventory campaigns, reservation and event-booking conversion tracking, private-event landing pages, and remarketing audiences around guests who viewed menus, availability, catering packages, or room blocks. Campaigns can flex around weekday demand, private dining, seasonal events, corporate catering, wedding inquiries, and last-minute booking gaps.
Auto-services PPC for repair shops, body shops, detailing, tire stores, glass shops, and fleet maintenance providers. Emergency call-only campaigns, service-specific ad groups, OEM and vehicle-intent segmentation, dynamic call extensions, and parts-and-labor landing pages help capture demand when the buyer needs help now. We separate high-margin repair, maintenance, cosmetic, insurance, and fleet intent so the account does not chase every automotive click equally.
Specialty retail PPC for independent food, outdoor gear, home goods, books, furniture, apparel, and category-focused ecommerce brands. Google Shopping, Performance Max, local inventory ads, product-feed cleanup, store-visit conversion tracking, and segmented remarketing all work together to protect margin. Feed quality, promotion timing, inventory accuracy, and product-category structure matter as much as bid strategy.
B2B PPC for software, industrial services, professional services, manufacturers, consultants, and high-ticket lead-gen companies. We pair Google Ads with LinkedIn audiences, gated content, sales-qualified lead imports, long-cycle attribution, and CRM-stage reporting so cost per qualified opportunity matters more than cost per first-touch lead. Campaign structure follows buying committees, not just keywords, because the first search is rarely the whole sales cycle.
From audit to optimized campaigns, with weekly check-ins through the first month.
Profitable PPC is a compounding system, not a one-time launch. The Lithium process starts with an audit and conversion-tracking rebuild, then ships campaign optimizations on a weekly cadence with monthly reporting that ties impressions to booked work. Each phase has a job: clean the data, launch with intent, learn quickly, and move budget toward the searches that create real sales conversations.
Audit and strategy
We pull your Google Ads, Microsoft Ads, GA4, CallRail, and CRM data and audit your current campaigns against impression share, conversion rate, quality score, search-terms waste, and revenue per lead. You receive an audit deliverable in week one with priorities ranked by impact.
Conversion infrastructure
Before we touch ad copy, we wire conversion tracking properly. GA4 events on every form and click-to-call, CallRail through to Google Ads, server-side conversion imports, and offline-conversion imports from your CRM. The account only learns when the data is real.
Campaign build
Ad groups structured by buyer intent, ad copy with the maximum Responsive Search Ads asset count, dedicated landing pages built for each high-intent keyword cluster, geo-targeting tuned to profitable service areas, and campaign settings that match your actual sales process.
Launch and learning phase
We build your campaigns from the ground up: ad groups by intent, ad copy with the maximum Responsive Search Ads asset count, sitelinks tuned to buyer language, geo-targeting by profitable service area, and dedicated landing pages for the highest-intent keywords. Every campaign launches with a baseline negative-keyword list and a 30-day optimization plan already mapped.
Ongoing optimization
Daily monitoring during the first 30 days, weekly after that. We optimize on search-terms reports, conversion data by ad group, landing-page conversion rate, device and audience performance, and quality score drift. Bid changes are made from evidence, not habit.
Measurement and monthly iteration
Monthly written report tied to leads, cost per lead, and revenue from paid search. Strategy call with DJ Van Zanten to set the next month priorities. The strategy adjusts every thirty days based on what is actually moving the phone, not what looks good on a vanity chart. For teams that need faster routing or follow-up automation after the lead arrives, our AI systems work can connect the marketing handoff to operations.
What a service-business owner actually gets, by PPC approach.
Transparent pricing. Management starts at $500/month, separate from your ad spend.
Typical service businesses run $500 to $1,500 per month in management on top of $2,000 to $5,000 in monthly ad spend. Pricing scales with monthly ad spend, channel count (Google, Microsoft, Meta, LinkedIn), and how much landing-page production work the campaign needs. You will see the math on the first call, including where spend should start, what should wait, and what has to be fixed before more budget is useful. No haggling, no hidden upsells.
Service businesses Lithium runs PPC for.
Willard Power Vac
“Lithium Marketing has been amazing for our business. They have greatly increased our web traffic and helped us land hundreds of jobs.”
Drake’s 7 Dees
“Cost per lead is down, lead quality is up, and the monthly reports actually mean something. Lithium runs our Google Ads like they own the business.”
Rickabaugh Construction
“Working with Lithium Marketing has been awesome.”
PPC, straight answers.
A properly built PPC campaign can start producing tracked conversions within the first week of launch. The first 30 days are a learning phase where the algorithm calibrates, search terms reveal waste, and landing pages collect enough data for meaningful tests. Cost per lead usually stabilizes by month two and improves through month three as negative-keyword lists tighten, ad groups sharpen, and conversion-rate tests find winners. The first month is not quiet. It is where the account learns what to stop buying.
Google Ads buys immediate visibility for searches that matter today. SEO earns organic visibility over time and usually lowers blended acquisition cost as authority compounds. The strongest service-business programs use both: PPC creates lead flow and fast market feedback while SEO builds durable visibility across organic search, Map Pack, and AI answer surfaces. PPC also tells us quickly which offers, landing pages, and service lines deserve more organic investment.
Management starts at $500 per month, separate from your ad spend. Typical service businesses run $500 to $1,500 per month in management on top of $2,000 to $5,000 in monthly ad spend. The number depends on monthly spend, channel count, account complexity, conversion-tracking cleanup, and how much landing-page production work the campaign needs. You will see the math before anything is signed, including the minimum spend needed for the account to learn.
No reputable PPC agency guarantees a specific cost per lead or conversion rate, because both are controlled by the auction, seasonality, competition, offer strength, and your sales process. What we guarantee is the work: conversion tracking shipped properly, dedicated landing pages per intent, monthly negative-keyword review, weekly bid optimization, and reporting tied to revenue per lead. If the numbers do not close, we say that plainly and change the plan.
Quality Score is Google estimate of how relevant your ad and landing page are to the keyword. It directly affects cost per click and ad position. We optimize Quality Score on three vectors: expected click-through rate, ad relevance, and landing-page experience. That means stronger ad copy, tight ad-group themes, one core keyword set per ad group, dedicated pages per intent, fast mobile load, and message-match between the ad and page. Improving Quality Score is not cosmetic; it can buy the same lead volume with less wasted spend.
Three layers. Leading indicators: impressions, clicks, click-through rate, Quality Score, and search impression share. Mid-funnel: conversion rate by ad group, conversion rate by landing page, and call quality scoring on every tracked inbound call. Revenue: leads delivered, cost per lead, ROAS, and revenue attributed to paid search through offline conversion imports from your CRM. The dashboard updates daily, and the monthly summary explains what changed, what mattered, and what gets tested next.
Daily campaign monitoring during the first 30 days, weekly after that, bid and budget optimization, ongoing ad copy and creative testing, landing-page conversion-rate optimization, monthly negative-keyword review, audience segmentation refinement, call quality scoring, monthly reporting tied to leads and revenue, and a strategy call with DJ Van Zanten. The mix changes as the account matures, but tracking, landing pages, and accountability stay in the retainer.
Yes. PPC is usually the fastest channel for a new service business because it does not depend on review history or earned organic visibility, which take longer to build. A new business with a real offer, a clean landing page, and proper conversion tracking can produce tracked leads within the first week. We often pair an aggressive PPC launch with a measured SEO build over the next six months.
Your PPC strategy call is run by DJ Van Zanten, not handed to a junior account manager.
DJ Van Zanten joined Lithium as co-founder in 2018 and leads the strategic side of every client partnership. His approach is real-talk consulting: map out a simple, actionable plan, identify the revenue opportunities that matter most, and translate the technical work into business outcomes you can measure. Behind DJ on every PPC program, co-founder Kurt Schell directs the technical and content execution, drawing on more than twenty years of SEO, PPC, and conversion-rate work. The strategy call you book is the actual call you take, with the person who will be calling the shots on what to prioritize, what to ignore, and how to measure progress.
Get a free 30-minute PPC audit.
On the call we look at your current PPC campaigns against impression share, conversion tracking depth, search-terms waste, landing-page conversion rate, call quality, and the actual cost per lead your CRM is recording. We also look for gaps between paid search, SEO, landing-page quality, and follow-up speed because those gaps often explain why paid traffic feels expensive. You leave with a specific 30-day plan, whether or not you decide to work with us. There is no slide deck and no sales pitch.
- No-obligation 30-minute call with DJ Van Zanten, not a junior
- Written priority list of the top 5 to 10 changes that will move leads
- Google Partner with a 5.0 rating across 30+ Google reviews