Indianapolis PPC Campaigns Built to Turn Clicks Into Customers
More phone calls and booked work from Google search, and now from AI search too.
Google Ads, Microsoft Ads, and Meta campaigns for Indianapolis service businesses, engineered around the only metric that pays back: revenue per booked lead, not click volume.
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.
Indianapolis service businesses run in a Midwest crossroads auction where pharma money (Eli Lilly), a major health system (IU Health), and a fast-rising tech footprint (Salesforce, Infosys) sit on the same keyword sets as the dense residential service economy from Broad Ripple to Carmel. 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 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.
DIXIE GLASS — GOOGLE ADS REBUILD
Three things Indianapolis PPC programs miss that we don't.
Indianapolis's metro auction leaves no room for sloppy tracking.
Indy CPCs in legal, healthcare, and pharma-adjacent B2B verticals push well above national averages because Eli Lilly money, IU Health, and a deep Salesforce-and-Infosys tech base have pulled real ad budgets into the auction. The math only closes when conversion tracking is wired end to end and broad match is shut down before it eats budget.
Indianapolis buyers don't click generic Midwest ad copy.
Indianapolis is a Donut-versus-Marion-County market on most keyword sets, and ad copy that lumps Carmel, Fishers, and Geist into the same campaign as Broad Ripple or Fountain Square loses Quality Score. We pin geo modifiers in headlines and segment ad groups by Marion County core versus Hamilton and Hendricks County intent.
Indianapolis PPC math closes on cost per booked lead, not impressions.
Indy metro impression share is expensive to win and meaningless if the phone is not ringing. We report leading indicators weekly during launch, then leads, cost per lead, and revenue every month against your CRM. The strategy call is built around what actually closed.
Ranking for queries that do not convert
In Indianapolis, where Bay Area business-services CPCs run $7 to $12, every wasted click is a measurable dollar lost. Lithium’s PPC programs are built around the cost-per-lead math first, click volume second.
Technical debt blocking growth
Service-business buyers prefer to tap a phone number rather than navigate a menu to find one. A site missing a click-to-call link in the hero, and a sticky mobile bar that keeps it within thumb reach during scroll, loses the calls you paid to earn through ads.
Generic content that says nothing local
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 the booked work is flat. That is where most of the Indianapolis ad spend silently leaks.
No measurement tied to revenue
Buyers decide whether to keep scrolling in about five seconds. A site that shows no reviews, no project photos, no service-area clarity, and no trust signal in the hero loses every time to a competitor who placed a single five-star rating in the right spot.
Eight things we ship inside every Indianapolis PPC retainer, not as upsells.
An Indianapolis PPC program needs every line item in this list working together. The Indy metro is competitive enough that one neglected layer (tracking, negatives, landing-page speed) can flip a profitable campaign into wasted spend inside a week.
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 (HubSpot, Salesforce, 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 a mid-tier Indianapolis mobile network. Every high-intent keyword cluster gets its own page.
Keyword strategy + match-type discipline
Keywords mapped to buyer intent (research, comparison, decision) and tied to estimated revenue per lead. Match-type discipline that prevents broad-match drift from eating budget on the wrong queries. Monthly negative-keyword review 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 Indianapolis buyer language, and structured asset extensions. Every variant tagged for A/B analysis.
Geo-targeting + audience layering
Geo-targeting at the suburb level, not the metro level. Bid modifiers tuned to your actual conversion data across the neighborhoods you serve. Audience layering with in-market segments, remarketing pools, and customer-match uploads from your CRM. The right click, the right place, the right time, at the right bid.
Bid management + remarketing
Manual control on high-intent keywords, Google’s tCPA and tROAS automation where the data supports it. Remarketing audiences segmented by funnel stage, with display, YouTube, and Discovery campaigns layered on top of search for Indianapolis buyers who clicked but did not convert. The full funnel, not just the first click.
Reporting tied to revenue, not vanity
Looker Studio dashboard updating daily on impressions, clicks, conversions, conversion rate, and ROAS by campaign and ad group. Call quality scored and reviewed monthly. Monthly written report ties everything back to leads delivered, cost per lead, and revenue. The same numbers Lithium uses internally to manage your program.
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 and audience performance. Every change is logged and tied to a measurable outcome.
The verticals where our Indianapolis PPC playbook turns clicks into customers most reliably.
Indianapolis’s economy is anchored by pharma and life sciences around Eli Lilly’s global headquarters, the healthcare gravity of IU Health and Community Health Network, the tech footprint built around Salesforce Tower and the Infosys hub, the motorsports and sports-tourism economy tied to the Indianapolis 500 and the Colts and Pacers, and the home-services trades supporting one of the largest residential markets in the Midwest. These are the verticals where our PPC programs deliver the most consistent cost-per-lead math.
HVAC, plumbing, electrical, and roofing trades in Indianapolis run hard against Midwest summer humidity, deep winters that crack pipes and ice-dam roofs, plus spring storm and hail season that drives roofing demand from Broad Ripple and Meridian-Kessler out through Geist and Carmel. We build emergency-intent call-only campaigns, geo-target Indianapolis plus Carmel, Fishers, Greenwood, and the surrounding Marion and Hamilton County footprint, and run tap-to-call landing pages that load fast on mid-tier mobile networks. Cost per lead typically lands $60 to $130 once optimized.
Independent dental and medical practices in Indianapolis operate in the orbit of IU Health (the state’s largest health system), Community Health Network, Ascension St. Vincent, and Eskenazi Health. We run procedure-specific ad groups, insurance-friendly landing pages that name the carriers accepted, and conversion tracking through the booking platform, not just form submissions. The Carmel and Geist affluent-family demographic over-indexes on orthodontic, cosmetic, and Invisalign intent.
Indianapolis contractors and builders work a mix of historic-home restoration in Meridian-Kessler, Broad Ripple, and the Old Northside, new-build luxury work pushing through Carmel, Zionsville, and the Geist reservoir corridor, and commercial buildouts across the I-465 ring. We run project-type ad groups, image and YouTube creative shot at real Indy-area jobsites, and quote-form landing pages with realistic price-range expectations so the call comes in qualified.
Indianapolis attorneys handle a heavy mix of pharma-related product liability work tied to Eli Lilly, personal injury along I-65, I-70, I-69, and I-465, family law, criminal defense, employment law for the Salesforce and Infosys workforce, and corporate work for the regional financial-services base. We run practice-area campaigns tied to real buyer intent, write ad copy that meets Indiana State Bar advertising rules, and tie consultation-booking landing pages to CallRail so the high-CPC legal click traces to a booked call.
Indianapolis’s restaurant and hospitality scene runs from Mass Ave’s Bottleworks district to Fountain Square’s bar-and-restaurant row to Broad Ripple Village to the dining cluster on Carmel’s Main Street. Volume spikes hard around the Indianapolis 500 in May, the Brickyard, Colts and Pacers home games, and the convention calendar at the Indiana Convention Center. We build local-intent search campaigns, OpenTable and Resy conversion tracking, event-driven scheduling, and geo-fenced ad groups during peak windows.
Auto repair, body shops, detailing, and fleet maintenance in Indianapolis handle a commuter base running I-465, I-65, and I-70, plus the corporate fleet traffic tied to the pharma, healthcare, and tech employer base. We run emergency-intent call-only campaigns, OEM-targeted ad groups (Carmel and Geist have real Tesla, BMW, and Audi density), parts-and-labor landing pages, and dynamic call extensions during shop hours. Geo-targeting extends along I-465 to catch breakdown searches.
Indianapolis’s specialty retail concentrates around the Mass Ave corridor, Broad Ripple Village, Carmel City Center and the Arts and Design District, and the Fashion Mall at Keystone. We run Google Shopping campaigns with product feeds, local-inventory ads, store-visit conversion tracking, and remarketing audiences segmented by product category. Performance Max handles awareness; manual search captures the high-intent decision.
Indianapolis’s B2B economy is anchored by Eli Lilly’s pharma vendor and CRO ecosystem, the IU Health and Community Health vendor base, the Salesforce and Infosys tech-services orbit, the logistics and distribution footprint built around the FedEx hub at the airport, and the Indianapolis 500 motorsports-engineering supply chain. Sales cycles run long and often account-based. We run LinkedIn-paired Google Ads campaigns, gated-content lead-gen funnels, and long-cycle attribution wired through HubSpot or Salesforce. Cost per qualified opportunity matters more than cost per first-touch click.
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.
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, and search-terms waste. We map your service mix, real Indianapolis buyer journeys, 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 algorithm cannot optimize toward leads it cannot see, so this gets done first or everything else compounds slower.
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 at the suburb level (tuned to the neighborhoods you actually serve), and a baseline negative-keyword list. Every campaign launches with a 30-day optimization plan already mapped.
Launch and learning phase
We build your Indianapolis campaigns from the ground up: ad groups by intent, ad copy with the maximum Responsive Search Ads asset count, sitelinks tuned to Indianapolis buyer language, geo-targeting at the suburb level, 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 adjustments, ad copy rotations, and budget reallocations happen on real data, not gut feel. Every change is logged and tied to a measurable outcome.
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’s priorities. The strategy adjusts every thirty days based on what is actually moving the phone in Indianapolis. Not what looks good on a vanity chart.
What a Indianapolis service-business owner actually gets, by PPC approach.
Transparent pricing. Management starts at $500/month, separate from your ad spend.
Typical Indianapolis 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. 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.”
Indianapolis PPC, straight answers.
A properly built Indianapolis campaign starts producing tracked conversions within the first week of launch. The first 30 days are a learning phase where the algorithm calibrates on real Marion and Hamilton County data and we filter Bloomington, Lafayette, and Muncie spillover out of the search-terms report when it does not convert at Indy rates. Cost per lead typically stabilizes by month two and improves through month three as negatives tighten and landing pages get conversion-rate-tested. We report weekly during the first month, monthly after that.
Indianapolis CPCs sit above the national average across most verticals, with trades running $6 to $11 and legal pushing $25 to $60 once personal-injury and pharma-liability competition factor in. The pharma, healthcare, and tech employer base has pulled real ad budgets into the auction. PPC works in Indianapolis when the campaign architecture isolates Marion County core from the Hamilton County Donut. Properly run Indianapolis campaigns deliver cost per leads under $120 in trades and under $260 in legal.
Management starts at $500 per month, separate from your ad spend. Typical Indianapolis service businesses run $500 to $1,500 per month in management on top of $2,500 to $5,000 in monthly ad spend. The Indy metro commands real ad spend across most verticals to compete against well-funded Carmel and Fishers competitors. The number depends on monthly ad spend, channel count (Google, Microsoft, Meta, LinkedIn), and how much landing-page production work the campaign needs.
No reputable PPC agency guarantees a specific cost per lead or conversion rate, because both are controlled by the Google Ads auction, the season, and your offer. Indianapolis especially varies by season, with summer HVAC and storm-driven roofing demand spiking and the 500 driving hospitality and retail intent in May. 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.
Quality Score is Google’s estimate of how relevant your ad and landing page are to the keyword. It directly affects your cost per click and ad position. We optimize Quality Score on three vectors: expected click-through rate (better ad copy, headline pinning where intent demands it), ad relevance (tight ad-group themes, one core keyword set per ad group), and landing-page experience (dedicated pages per intent, fast mobile load, message-match with the ad). A 7+ Quality Score on high-volume keywords often saves Indianapolis clients 30 to 50 percent on cost per click compared to a 4 or 5.
Three layers. Leading indicators: impressions, clicks, click-through rate, Quality Score, and search impression share in the Indianapolis auction (which is competitive enough to require careful budget pacing). Mid-funnel: conversion rate by ad group, conversion rate by landing page, and call quality scoring on every CallRail-recorded inbound. Revenue: leads delivered, cost per lead, ROAS, and revenue attributed to paid via offline conversion imports from your CRM. The dashboard updates daily and the written report ships monthly with a strategy call.
Daily campaign monitoring during the first 30 days (weekly after), bid and budget optimization, ongoing ad copy and creative testing, landing-page conversion-rate optimization, monthly negative-keyword review tuned to the Indy geo, audience segmentation refinement, call quality scoring, monthly reporting tied to leads and revenue, and a strategy call with DJ Van Zanten. Indianapolis retainers above the base tier include landing-page production and CRM offline-conversion wiring.
Yes. PPC is the fastest channel for a new Indianapolis business because it does not depend on review history or earned visibility, which take years to build against entrenched Indy metro competitors. A new business with a real offer, a clean landing page, and proper conversion tracking can produce tracked leads within the first week. We typically pair an aggressive PPC launch with a measured SEO build over the next six months so the blended cost per lead drops as earned visibility compounds.
Your Indianapolis 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 Indianapolis 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 Indianapolis PPC audit.
On the call we look at your current Indianapolis PPC campaigns against impression share, conversion tracking depth, search-terms waste, landing-page conversion rate, and the actual cost per lead your CRM is recording. 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