Edison 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 Edison 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.
Edison service businesses run in a Central New Jersey auction where the New York metro spillover, a large South Asian and immigrant buyer pool along Oak Tree Road, and the Middlesex County professional base all share the same keyword sets. 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 Edison PPC programs miss that we don't.
Edison's NYC-metro CPCs leave no room for sloppy tracking.
Central New Jersey service-vertical CPCs routinely run $8 to $16 because the New York metro auction reaches down through Middlesex County and competitors from New Brunswick, Woodbridge, Iselin, and Metuchen all bid the same keywords. The math only closes when conversion tracking is shipped properly and every dollar is attributed to a booked lead, not a click. We rebuild conversion tracking on day one.
Edison buyers respond to Oak Tree Road and Middlesex County ad copy.
Edison's South Asian population, concentrated in the Oak Tree Road corridor in the Iselin section, responds to ad copy that names the community directly and runs in language variants where the buyer pool justifies it. Generic Central Jersey headlines underperform on Quality Score against ads that name Edison, Oak Tree Road, or specific Middlesex County neighborhoods. We pin the geo modifier and segment by cultural buyer pool.
Edison PPC math closes on cost per booked lead, not impressions.
A New York metro impression-share metric looks impressive and means nothing 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, not what served against a Woodbridge or New Brunswick competitor.
Ranking for queries that do not convert
In Edison, 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 Edison 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 Edison PPC retainer, not as upsells.
An Edison PPC program needs every line item in this list working together. Sitting between New Brunswick to the south and the broader New York metro footprint to the north means a single mistargeted broad-match keyword floods the search-terms report with cross-metro clicks before the local Edison buyer sees the ad.
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 Edison 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 Edison 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 Edison 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 Edison PPC playbook turns clicks into customers most reliably.
Edison’s economy splits between the New York commuter professional base, the South Asian small-business and service economy concentrated along Oak Tree Road in Iselin, the healthcare gravity centered on JFK University Medical Center and Hackensack Meridian Health, and the biotech, pharma, and logistics operators that orbit the broader Middlesex County corridor including the Menlo Park legacy. These are the verticals where our PPC programs deliver the most consistent cost-per-lead math.
HVAC, plumbing, electrical, and roofing trades in Edison run hard against New Jersey winters that crack pipes plus the humid summers that punish AC systems. We build emergency-intent call-only campaigns with multilingual variants where the buyer pool justifies it, geo-target Edison plus Iselin, Metuchen, and Woodbridge only when the math supports it, and run tap-to-call landing pages that load fast on mid-tier mobile networks. Cost per lead typically lands $70 to $145 once optimized.
Independent dental and medical practices in Edison operate in the orbit of JFK University Medical Center, the Hackensack Meridian Health network, and the broader Middlesex County healthcare gravity. We run procedure-specific ad groups, insurance-friendly landing pages that name carriers accepted, and conversion tracking through the booking platform, not just form submissions. Multilingual ad copy matters in a market where the South Asian, Hispanic, and broader immigrant patient pools all justify language-specific creative.
Edison contractors and builders work a mix of room additions and ADU builds on the dense post-war residential stock, kitchen and bath remodels in the established Edison neighborhoods, and the commercial tenant improvements along the Route 1 and Route 27 corridors. We run project-type ad groups, image and YouTube creative with real Edison project photography, and quote-form landing pages with realistic price-range expectations to qualify leads.
Edison attorneys handle immigration, family law, personal injury along Routes 1, 27, and the Garden State Parkway, criminal defense, real estate, and the business-formation work tied to the dense small-business base along Oak Tree Road. We run practice-area campaigns tied to real buyer intent, write ad copy that meets New Jersey State Bar advertising rules, and tie consultation-booking landing pages to CallRail so the high-CPC legal click traces to a booked call. Multilingual ad variants are routine.
Edison’s restaurant and hospitality scene clusters along Oak Tree Road in the Iselin section, the Route 1 corridor, and Menlo Park Mall. The South Asian restaurant density on Oak Tree Road is among the highest in the country, and surge windows during Diwali, Eid, and Holi drive volume that untuned campaigns miss completely. We build local-intent search campaigns, reservation-platform conversion tracking where it applies, event-driven scheduling around cultural and community calendars, and geo-fenced ad groups along Oak Tree Road.
Auto repair, body shops, detailing, and fleet maintenance in Edison handle a commuter base running the Garden State Parkway, the New Jersey Turnpike, and Routes 1 and 27 daily, plus the dense logistics and last-mile fleet traffic tied to Port Newark-Elizabeth. We run emergency-intent call-only campaigns, OEM-targeted ad groups, parts-and-labor landing pages, and dynamic call extensions during shop hours. Geo-targeting extends along the highway lanes to capture commute-route breakdown searches.
Edison’s specialty retail concentrates around Menlo Park Mall, Oak Tree Road in Iselin, and the Route 1 retail strips. 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 across the Central Jersey footprint; manual search captures the high-intent local decision before it bleeds to a Woodbridge Center or Menlo Park anchor retailer.
Edison’s B2B service economy carries pharma and biotech weight thanks to the Menlo Park research legacy, plus the logistics and last-mile vendors tied to Port Newark-Elizabeth, the technology and managed-services operators serving New York metro spillover, and the dense professional services orbiting Middlesex County government. Sales cycles run long and 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 Edison 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 Edison campaigns from the ground up: ad groups by intent, ad copy with the maximum Responsive Search Ads asset count, sitelinks tuned to Edison 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 Edison. Not what looks good on a vanity chart.
What a Edison service-business owner actually gets, by PPC approach.
Transparent pricing. Management starts at $500/month, separate from your ad spend.
Typical Edison 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.”
Edison PPC, straight answers.
A properly built Edison 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 Edison data and we filter the broader New York metro and cross-Middlesex County spillover out of the search-terms report. Cost per lead typically stabilizes by month two and improves through month three as negatives tighten, multilingual ad variants get tested, and landing pages get conversion-rate-tested. We report weekly during the first month, monthly after that.
Edison CPCs run high by national standards because the New York metro auction reaches down through Central Jersey, with trades sitting $6 to $12 and legal pushing $18 to $50 once you factor in New Jersey personal-injury and immigration competition. The buyer pool is wealthy because Middlesex County household income runs above the national average, and the South Asian small-business segment converts at premium rates when ads name their cultural and neighborhood signals. PPC works in Edison when the campaign architecture isolates the city. Properly run Edison campaigns deliver cost per leads under $130 in trades and under $275 in legal.
Management starts at $500 per month, separate from your ad spend. Typical Edison service businesses run $750 to $1,500 per month in management on top of $2,500 to $5,500 in monthly ad spend. Central Jersey pricing sits closer to the broader New York metro average than the inland New Jersey norm. The number depends on monthly ad spend, channel count (Google, Microsoft, Meta, LinkedIn), multilingual creative production volume, 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. Edison especially varies with cultural-calendar surge windows like Diwali and Eid, the New York metro competitive environment, and the multilingual creative performance that moves quarter to quarter. What we guarantee is the work: conversion tracking shipped properly, dedicated landing pages per intent, monthly negative-keyword review, weekly bid optimization, multilingual ad variant testing, 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 Edison 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 Edison auction (which splits cleanly from Woodbridge and New Brunswick when the geo is built right). Mid-funnel: conversion rate by ad group, conversion rate by landing page, and call quality scoring on every CallRail-recorded inbound including multilingual calls. 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 including multilingual variants, landing-page conversion-rate optimization, monthly negative-keyword review tuned to filter the broader NY metro leakage, audience segmentation refinement, call quality scoring, monthly reporting tied to leads and revenue, and a strategy call with DJ Van Zanten. Edison retainers above the base tier include landing-page production and CRM offline-conversion wiring.
Yes. PPC is the fastest channel for a new Edison business because it does not depend on domain authority, review history, or earned search visibility in a market where established Central Jersey competitors have years of Google reviews. A new business with a real offer, a clean landing page, multilingual creative where the buyer pool justifies it, 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 Edison 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 Edison 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 Edison PPC audit.
On the call we look at your current Edison PPC campaigns against impression share, conversion tracking depth, search-terms waste (NY metro and cross-Middlesex County leakage are the usual culprits), landing-page conversion rate, multilingual creative performance, 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