A PPC agency for Birmingham service businesses that tracks every call to the search term.

Start from the cost of a booked job, not a percentage of revenue. A roofer’s click costs far more than a landscaper’s, so the two budgets should not be built the same way; the first weeks of tracked calls show what a lead costs. The starting figure is set together before launch and adjusted once real numbers replace the guess.

Usually inside the first week, once tracking is live and the campaigns are serving. The work after that is subtraction: remove the search terms that never become a call and push the freed budget behind the few that do.

The term covers the account build, conversion tracking, the campaigns and the weekly optimization that follows the first month. After six months the agreement continues one month at a time, and 30 days’ notice ends it. The management fee sits outside ad spend, and the proposal names it before launch.

Most trades should put the first budget into Google, since the search already names the job. A second channel makes sense only for a trade with an audience on Microsoft Ads or on Facebook and Instagram, or when Google clicks cost more than the job pays. Lithium manages those channels, and the case for adding one comes from its own call tracking.

The report starts with the phone. A booked call carries the keyword, ad and landing page that produced it, so the monthly numbers separate campaigns that bring work from campaigns that only bring clicks. Mark the leads that became jobs and the same view shows the cost of a booked job, not the cost of a lead.