Bear 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 Bear 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.
Bear service businesses sit inside the Wilmington-Newark suburban auction along the Route 40 and US-13 corridor, where the cheapest click is rarely the cheapest lead. 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 Bear PPC programs miss that we don't.
Bear sits inside a four-state auction that punishes broad geo-targeting.
Bear is twenty minutes from Wilmington, forty from Philadelphia, thirty-five from the Maryland line, and a short hop to North East and the Cecil County market. A standard radius bid in New Castle County throws money at Pennsylvania and Maryland clicks that will never become customers. We tighten geo by zip cluster and state line so the budget actually stays inside the Bear service area.
Bear buyers research like Wilmington and Newark commuters, not small-town customers.
The Bear customer base skews professional, often working at the DuPont and Chemours orbit, JPMorgan Chase Delaware, or in healthcare across the Christiana Care system. Generic ad copy gets skipped for the ad that names the service, the part of town, and a real offer. We pin headlines that match the Glasgow, Newark, and Wilmington-suburb intent and route each variant to a landing page that confirms the same promise.
Bear PPC math closes on cost per booked lead, not cross-state impressions.
Impression share in the New Castle County auction looks healthy if you let the radius drift into Pennsylvania and Maryland, and means nothing if the phone is not ringing inside the actual Bear service area. We report leading indicators weekly during launch, then leads, cost per lead, and revenue every month against your CRM. The conversation is about whether the campaign paid back inside Delaware, not whether the dashboard moved.
Ranking for queries that do not convert
In Bear, 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 Bear 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 Bear PPC retainer, not as upsells.
Every Bear PPC engagement starts with the same audit and gets the same build, whether you serve the Glasgow-area subdivisions or the Wilmington commuter market along Route 1. The work below is what produces a campaign that pays back in a tri-state auction where bad geo-targeting bleeds budget faster than anything else.
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 Bear 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 Bear 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 Bear 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 Bear PPC playbook turns clicks into customers most reliably.
Bear’s economy runs on the financial-services back-office work centered in Wilmington, the DuPont and Chemours research and chemical corridor, healthcare anchored by Christiana Care, and the home services and trades supporting fast-growing New Castle County subdivisions. These are the verticals where our PPC programs deliver the most consistent cost-per-lead math.
HVAC, plumbing, electrical, and roofing trades in Bear stay busy across a mix of late-90s and 2000s subdivisions plus the steady flow of older homes along the Pulaski Highway corridor. Mid-Atlantic humidity drives heavy AC failure volume from June through August, and winter pipe-freeze calls cluster into January and February. We build emergency-intent campaigns with call-only ads, geo-targeting tightened around the Bear zip codes plus Glasgow and Newark, and tap-to-call landing pages that load fast on mobile. Cost per lead typically lands $80 to $145 once optimized.
Independent dental and medical practices in Bear operate in the orbit of Christiana Care’s Christiana Hospital and the Newark medical campus, with Nemours Children’s pulling pediatric demand across the county. Many patients arrive with strong PPO coverage tied to the financial-services and DuPont employer benefits. We run procedure-specific ad groups, insurance-friendly landing pages naming the actual carriers accepted, and conversion tracking through your booking platform. Not just form submissions. We track the appointment.
General contractors and builders working the Bear market handle a mix of subdivision remodels, basement finishes in the slab-on-grade newer inventory, and the occasional larger renovation in the older Wilmington-adjacent housing stock. We run project-type ad groups, image and YouTube creative shot at real Delaware jobsites, and quote-form landing pages with realistic price-range expectation setting that filters out tire kickers before the call. ADU and in-law-suite demand has picked up across the county.
Bear attorneys and the professional-services bench around it compete in a Delaware State Bar Association compliance environment where corporate-law saturation in Wilmington pushes consumer practice into the Newark-Bear-Glasgow market. We run practice-area campaigns tied to real buyer intent (family law, personal injury tied to the I-95 corridor, estate planning for the DuPont retiree base, and business formation for the steady flow of LLCs that take advantage of Delaware filing). Consultation-booking landing pages tie the high-CPC click to a booked call.
Bear’s restaurant and hospitality scene runs along the Route 40 and Route 1 corridors, with strong commuter-driven weekday demand and weekend volume tied to Wilmington and Newark events. We build local-inventory ads, OpenTable and Resy conversion tracking where it applies, event-driven scheduling around University of Delaware athletic and academic calendars, and geo-fenced ad groups around the major shopping and entertainment corridors. Catering tied to the local corporate office park base usually pays back faster than dinner covers.
Auto repair, body shops, detailing, and fleet maintenance in Bear compete on emergency-intent searches inflated by the I-95, Route 1, and Route 40 commuter volume. We run service-emergency call-only campaigns, OEM-targeted ad groups, parts-and-labor landing pages, and dynamic call extensions during business hours. Cross-state breakdown traffic from Maryland and Pennsylvania creates real geo-targeting decisions about how far to extend the radius. We size that against actual conversion data, not gut feel.
Bear’s specialty retail clusters along the Pulaski Highway and Route 40 commercial strips, with strong cross-shopping flow from the Newark and Wilmington outlying markets and the tax-free Delaware buyer pull from Pennsylvania and Maryland. We run Google Shopping campaigns with product feeds, local-inventory ads tied to current stock, store-visit conversion tracking, and remarketing audiences segmented by product category. The no-sales-tax angle is a real conversion lever that most agencies underplay in ad copy.
Bear’s B2B service economy leans into the Wilmington financial-services back-office work (JPMorgan Chase, Bank of America, Barclays), the DuPont and Chemours chemical-services orbit, and the steady flow of corporate-formation and registered-agent services that Delaware’s business climate produces. We run LinkedIn-paired Google Ads campaigns, gated-content lead-gen funnels, ABM-style account targeting against the named financial-services and chemical-industry buyers, and long-cycle attribution wired through HubSpot or Salesforce. Cost per qualified opportunity matters more than cost per first-touch lead.
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 Bear 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 Bear campaigns from the ground up: ad groups by intent, ad copy with the maximum Responsive Search Ads asset count, sitelinks tuned to Bear 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 Bear. Not what looks good on a vanity chart.
What a Bear service-business owner actually gets, by PPC approach.
Transparent pricing. Management starts at $500/month, separate from your ad spend.
Typical Bear 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.”
Bear PPC, straight answers.
A properly built Bear campaign starts producing tracked conversions within the first week of launch. The first 30 days are a learning phase where the algorithm calibrates against a tri-state auction that overlaps with Wilmington, Newark, and the Maryland and Pennsylvania spillover. Cost per lead typically stabilizes by month two and improves through month three as negative-keyword lists tighten around the cross-state geographies and landing pages get conversion-rate-tested. We report weekly during the first month, monthly after that.
Bear-area business-services CPCs run roughly $5 to $13 across the trades, professional services, and healthcare, sitting near or slightly above the $5.58 national average because of Wilmington and Philadelphia spillover competition. The buyer pool skews professional and decision-ready thanks to the DuPont, financial-services, and Christiana Care employment base. PPC works in Bear when the geo and conversion infrastructure are built right. Properly run Bear campaigns deliver cost per lead under $130 in most trades and under $260 in legal and dental.
Management starts at $500 per month, separate from your ad spend. Typical Bear 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 ad spend, channel count (Google, Microsoft, Meta, LinkedIn), and how much landing-page production work the campaign needs for the tri-state geo split Bear usually requires. You will see the math on the first call. No haggling, no hidden upsells.
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. Bear especially varies by quarter, with the summer HVAC surge and the year-round corporate-formation demand tied to Delaware’s business climate. What we guarantee is the work. Conversion tracking shipped properly, dedicated landing pages per intent, monthly negative-keyword review tuned for the tri-state spillover, 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 Bear 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 New Castle County auction (which we split from the Wilmington-proper and Newark auctions for almost every account we run). 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 filter Pennsylvania and Maryland spillover, audience segmentation refinement, call quality scoring, monthly reporting tied to leads and revenue, and a strategy call with DJ Van Zanten. Bear retainers above the base tier include landing-page production for the tri-state geo split and CRM offline-conversion wiring.
Yes. PPC is the fastest channel for a new Bear business because it does not depend on domain authority, review history, or earned search visibility in a market where established Wilmington and Newark competitors have years of Google reviews. 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 Bear 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 Bear 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 Bear PPC audit.
On the call we look at your current Bear PPC campaigns against impression share, tri-state geo leakage, 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