Ads are the fastest way to add enquiries, and the fastest way to waste money if the numbers underneath aren't worked out. Before launch, we agree in writing the most a qualified enquiry may cost, based on your own job values. Every campaign is then judged against that ceiling.
We run Google search ads and Meta ads (Facebook and Instagram) for Brampton trades and service businesses. We're a marketing service, not a contractor, and we manage ads in accounts that belong to you.
Working out the ceiling first
The ceiling comes from four figures you already know, roughly:
- Average job value. Say $1,200.
- Close rate on qualified enquiries. Say one in four.
- Gross margin. Say 45%.
- Share of margin you're willing to spend on getting the job. Say a third.
Each qualified enquiry is worth $1,200 ÷ 4 = $300 in revenue, and $300 × 45% = $135 in gross profit. Spending a third of that gives a ceiling of about $45 per qualified enquiry.
If a campaign comes in at $30, we look at spending more on it. If it runs at $70 for two months, we change it or stop it. This simple rule protects your margin more than any clever targeting does.
Google search ads
Search ads appear when someone types what they need. They suit work people look for urgently or on purpose: repairs, installs, inspections, cleaning, moving.
What we set up:
- Campaigns by service, so "drain cleaning" and "bathroom renovation" never share a budget or a landing page.
- Location targeting by the parts of Brampton and nearby municipalities you serve, with bid adjustments where your margins are better.
- Ad schedules that match when someone can actually answer the phone.
- Negative keywords to keep out job seekers, do-it-yourself researchers and services you don't offer.
- Call and text tracking on every ad, connected as described on the tracking page.
Meta ads on Facebook and Instagram
Meta ads reach people before they search. They work best for planned, visual or seasonal work: landscaping before spring, window cleaning before summer, renovations, or a maintenance plan reminder in autumn.
We keep Meta campaigns simple: a clear offer, real job photos or short phone videos, a defined area, and a landing page or call option that matches the ad. We don't run vanity campaigns aimed only at likes.
What's included
- the ceiling calculation, written up and agreed
- campaign structure for Google, Meta or both
- ad writing and creative made from your real photos
- a landing page for each campaign, built with our website service
- weekly checks of search terms, spend and enquiries
- a monthly report with cost per enquiry by campaign and by channel
Timeline
| Period | Work |
|---|---|
| Week 1 | Ceiling agreed, accounts checked or created in your name, tracking live |
| Week 2 | First campaigns and landing pages launched |
| Weeks 3–6 | Search-term clean-up, area and schedule adjustments |
| Month 2 onward | Budget moved toward campaigns under the ceiling |
How results are measured
The main measure is cost per qualified enquiry against the ceiling. Alongside it we report:
- enquiries by campaign, service and channel
- the share of enquiries that became quoted jobs, from your notes
- spend by part of the city, where the data supports it
We don't report click-through rates as if they were results. A click that doesn't become a call is a cost.
Mistakes to avoid
- Sending every ad to the home page. The visitor has to hunt for what the ad promised.
- Targeting "Brampton" as one block. Areas you'd rather not drive to will soak up budget.
- Running ads before the profile and website are sound. Ads magnify whatever happens after the click, good or bad.
- Letting the agency own the ad account. If you leave, years of data leave with them.
- Judging after one week. The first weeks are for learning; judge on a full month against the ceiling.
Ads usually come after a Google profile clean-up and a site that converts. The joined-up plan sets that order for you.
Frequently asked questions
How much should I spend on ads?
Start from what an enquiry is worth to you, not from a round number. Once we know your job value, close rate and margin, we can say what each enquiry may cost and what monthly spend makes sense.
Is the ad spend included in your plan price?
No. You pay the platforms yourself, from an account in your business's name, so the spend is never hidden inside our invoice. Our plan fee covers the management work.
Google or Meta: which is better for my business?
Google search catches people who are already looking, which suits urgent work. Meta reaches people before they search, which suits planned work such as landscaping or renovations. Many businesses use both, weighted differently.
How soon will ads produce calls?
Search ads can produce calls within the first week. The first month is mainly about learning which terms, areas and times pay, so expect adjustments rather than a finished campaign.