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Wingit
Complete digital platform and marketing solution for innovative private jet startup democratizing luxury air travel through seat-sharing technology
Website DesignGoogle AdsSEO+3
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View All WorkOur Google Ads Work
Google Ads Management
We run Google Ads for contractors, home services, restaurants, medical and legal practices across Florida and Georgia. Tracking gets rebuilt before a campaign launches, search comes before Performance Max, and your sold jobs get pushed back into Google so bidding follows revenue instead of lead count.
None of these look like a problem inside Google Ads. All three make the monthly report read better than your bank account does.
Someone types your company name, PMax serves the ad, the click gets billed, and the sale lands in the conversion column as if the campaign found it. Return on ad spend looks superb because you are buying back traffic that was already yours. Without a brand exclusion list on the campaign and account-level negative keywords above it, that is the default behaviour, not an edge case.
Broad match
Target CPA wants roughly 30 conversions in 30 days before it is optimizing rather than guessing. Turn broad match on below that and you buy every loosely related query Google can find, while the negative keyword list never catches up.
Form fills, phone taps and chat opens all counted as one conversion each. Google bids toward whichever produces the most of them, which is reliably the cheapest and least qualified traffic in the account. Until sold work goes back into Google Ads, the algorithm is optimizing for the wrong outcome on purpose.
Before we spend a dollar
A better ad on a broken measurement setup just loses money faster. Week one is conversion actions, call tracking and the GCLID handoff into your CRM. Campaign builds come after.
We delete the duplicate and junk conversion actions almost every inherited account is carrying, keep one primary action per real business outcome, and set the rest to secondary so they still report without steering bids.
A hidden field captures the GCLID on your forms and against your call records, so any lead sitting in your CRM can be traced back to the exact search term that paid for it.
Offline conversions
When a job is sold you send the value back and we import it. Smart bidding then chases the keywords that produce signed work rather than the ones that produce the most submissions.
If you disagree with these, far better to find out now than in month three
Plumbing, HVAC, roofing, electrical: LSAs sit above the paid search results, charge per lead instead of per click, and let you dispute the junk ones. If you qualify, we get the profile through Google's screening before we build search campaigns around it.
We will not launch an account on PMax. Once search is profitable and the conversion data is real, it runs as its own campaign with a brand exclusion list applied and account-level negatives above it, so you can see whether it found new demand or resold you your own name.
Brand terms are the cheapest conversions in any account, which is exactly why they flatter a report. We turn brand on to defend against a competitor or a lead aggregator, not to pad our own numbers. Brand and non-brand get separate reporting lines either way, and the non-brand line is the one that decides whether this is working.
We do not put lead-generation budget into display and call it awareness. Remarketing to people who reached a service page or abandoned a form, yes. Cheap impressions across a million apps, no.
Stated specifically enough that you can hold us to it
Structured so that budget can be moved toward the service lines that sell, and so a bad week is traceable to a campaign rather than to the whole account.
The search terms report is where the waste is visible and where most accounts are never looked at. Yours gets read weekly and the list attached to your monthly summary.
Responsive search ads still need a human deciding what must never be dropped. Price signals, service area and response time get pinned; the rest is left free to rotate.
Phrase and exact match on the terms that describe a job someone is ready to book. This is where the budget starts and usually where most of it stays.
Google-screened, charged per lead, and disputable when the lead is wrong. For home services we set these up before search, not after.
Second, never first. Brand exclusions and account-level negatives applied, own budget, own reporting line so its numbers stand on their own.
Limited to people who reached a service page or abandoned a form, with frequency capped so you are not following someone around for a month.
Feed first. Most Merchant Center problems are title, attribute and GTIN problems pretending to be bidding problems.
Only where there is an audience worth retargeting and a video worth showing. For most local service businesses there is not one yet, and we will say so.
Most accounts test headlines because headlines are easy to change. The offer and the page the click lands on move the number far more, so those get tested first. That is also our conversion rate optimization work, applied to traffic you are paying for.
We report inside your Google Ads account and your Analytics property, both in your name. Every figure we send you can be checked by logging in, which is the only kind of reporting worth trusting.
The short version: one certified person does the work, and the account belongs to you
Not a pod, not a junior handed the file after signing. The person who audits the account is the person who writes the ads and moves the bids, with 8+ years in conversion work behind it.
We work inside your Google Ads account, your Analytics property and your Merchant Center, billed to your card. Leave whenever you like and the conversion history, negative lists and ad copy go with you.
We do not open Figma until the offer and the tracking are fixed, because a prettier page on a broken offer just loses money faster. The non-brand queries that convert here also feed your SEO plan, and the same lead form gets tested for both.
If your budget cannot clear the media minimum, or nobody answers the phone during business hours, ads will only buy you faster proof of that. We would rather say it on the call than bill you for a quarter to find out.
Automated reports exist so nobody has to explain a bad month. You get a call instead: what changed, what it cost, what we are changing next, and where we were wrong.
Flat fee
A percentage-of-spend fee pays the agency to recommend a bigger budget. Ours does not move when your spend does, so the advice to hold budget flat costs us nothing to give.
Six steps, with what you receive at each one
You grant read-only access. We go through the last 90 days of search terms, conversion actions and bid strategies and write up what is leaking. The findings are yours whether or not you hire us.
Conversion actions rebuilt, call tracking installed, GCLID capture added to your forms, and a test lead pushed end to end before any campaign goes live.
We compare what the ad will promise against what the page delivers. If the page cannot carry the click, we fix it or build one, because a campaign pointed at a weak page fails slowly and expensively.
Search campaigns on phrase and exact match, one per service line, with the negative list already loaded and budget caps set where you set them.
Search terms read weekly, negatives added, and budget moved between service lines based on which ones actually sell rather than which ones get clicked.
A call, not a PDF from a tool. Brand and non-brand separated, cost per lead by campaign, cost per sold job where your CRM data allows, and what changes next.
Two numbers, both on the page. One is ours, one is Google's.
Flat, billed monthly, and it does not rise when your ad spend does. Everything on this page is what that fee buys.
Paid to Google on your own card. Below this, a bid strategy never accumulates enough conversions to learn from, and you are paying a manager to guess on your behalf.
$1,000 to us plus $3,000 in media. If that is out of range this year, say so on the call and we will point you at the cheaper channel instead.
The audit comes before the quote. Read-only access, 90 days of history reviewed, and a written list of what is leaking — yours to keep either way.
Request your account audit5.0 across 47 Google reviews.
The answers we would give on a call, written down so you can argue with them first
Give us read-only access and you get a written breakdown: which search terms took the money, which conversion actions are counting things that aren't jobs, and how much of your return is brand traffic you already owned. Yours to keep, whether or not you hire us.
Or skip the form: (904) 608-8534 · team@grindstonedesign.com