Google Ads, rebuilt around booked jobs

What good looks like

• A good setup splits campaigns by condition and neighbourhood — "back pain physio Mississauga", "pelvic floor physio North York" — instead of one broad "physiotherapy near me" campaign that burns budget on low-intent clicks.
• Call tracking is wired in from day one so every booked phone assessment is attributed back to the campaign and keyword, since most clinic bookings still happen by phone, not form.
• A common mistake we fix is optimizing to clicks or raw form fills rather than booked assessments — we redefine the conversion as a real appointment so Google's bidding chases patients, not vanity metrics.
• We replace generic broad-match-everything accounts with tight negative keyword lists that strip out "physio courses", "physiotherapy jobs", "free" and DIY searches that never become patients.

Best practices we apply

• We bid hardest on condition-plus-neighbourhood terms and break out WSIB and motor-vehicle-accident rehab into their own campaigns and pages, because the intent, language and patient value differ from cash-pay searches.
• Landing pages lead with online booking, click-to-call and direct-billing/insurance details above the fold, removing the two biggest booking objections before the patient has to think.
• We feed offline conversion data — actual booked and attended assessments from the clinic's scheduler — back into Google so Smart Bidding optimizes to revenue, not just lead volume.
• Ad copy stays healthcare-compliant: we drive high intent with specific symptoms, locations and "book today" framing while avoiding any implied guarantee of a medical outcome.

Typical industry benchmarks

• Typical Google Ads CPC for physiotherapy in the GTA runs roughly $4–6, climbing higher on competitive condition terms in dense urban postal codes — these are representative ranges, not guarantees.
• Booking conversion rates on a well-built, booking-focused landing experience typically land around 6–10% of clicks.
• Average patient value commonly falls in the $400–900 range across an episode of care, varying with treatment plan length and whether the case is cash-pay, insurance or accident-funded.
• Physiotherapy is a short sales cycle — patients searching by symptom usually book within a day or two — so paid search can start lifting bookings within the first few weeks once tracking and structure are rebuilt.

What to expect with us

• Onboarding starts with an audit of your tracking, account and booking flow in the first 30 days — we fix GA4 and call tracking, rebuild high-intent Search by condition and area, and launch a booking-focused landing experience.
• The goal is leads within the first few weeks from paid search, with the back half of the first 90 days spent tuning bids to booked assessments and scaling what's filling the calendar.
• Reporting ties spend to booked assessments and patient value by campaign — not clicks and impressions — so you can see cost per booked patient, not just cost per click.
• You own everything: the Google Ads account, conversion tracking, landing pages and call-tracking data stay in your name, so there's no lock-in if we ever part ways.

What good looks like

• A good setup splits campaigns by service line (e.g. physiotherapy, dental implants, dermatology) so budget and bids match each treatment's value, rather than one catch-all campaign that hides where money is wasted.
• Conversions are tracked as booked appointments and qualified phone calls — not raw form fills or clicks — using call tracking and offline conversion import from the clinic's booking system or CRM.
• The common mistake we fix is leaving Google's default broad match and auto-applied recommendations on, which drains spend on out-of-area and irrelevant searches; we add a tight negative-keyword list and proper geo-targeting around the clinic's catchment.
• Ads point to a dedicated, fast landing page for the specific service with clear booking and call buttons, instead of dumping every visitor on a generic homepage where intent leaks away.

Best practices we apply

• We structure bidding around patient lifetime value, not first-visit value, so recurring treatments (orthodontics, physio plans, chronic-care follow-ups) are bid up where the long-term return justifies it.
• We layer radius and neighbourhood geo-targeting across the GTA with location bid adjustments, plus ad scheduling weighted to when reception can actually answer, so spend concentrates on bookable hours.
• We keep ad copy and landing pages compliant with Google's healthcare and personalized-advertising policies and CASL — avoiding guaranteed-outcome language while still leading with high-intent calls to action.
• We feed qualified-lead and booked-appointment data back into Smart Bidding as offline conversions, so the algorithm optimizes toward real patients rather than vanity form submissions.

Typical industry benchmarks

• Typical Canadian healthcare search CPCs run roughly $3–$12, with competitive verticals like dental implants, cosmetic and med-spa procedures commonly $10–$25+ per click.
• Cost per qualified lead in this vertical typically lands around $40–$150 depending on procedure value and local competition; landing-page conversion rates typically run 6–12% on well-built pages.
• Average customer value varies widely by service — a single physio or GP visit may be ~$80–$150, while implants, ortho or elective procedures often run into the thousands — so we model each service line separately.
• Sales cycles are typically short for urgent care and bookings (days) but can run several weeks for high-consideration elective treatments; these are representative ranges, not guarantees.

What to expect with us

• Onboarding starts with an audit of your current account, conversion tracking and booking flow; we aim to have clean tracking and restructured campaigns live within the first 2–3 weeks.
• We target meaningful signal in the first 30–60 days and a clearer picture of cost-per-booked-patient by month 2–3, as the data and bidding mature — these are goals we work toward, not promised numbers.
• You get plain-English reporting tied to booked appointments and cost-per-patient, plus a standing line to your strategist — no jargon-filled dashboards you have to decode alone.
• You keep full ownership of your Google Ads account, conversion data and landing pages; if we ever part ways, everything stays with your clinic.

What good looks like

• A good dental setup splits campaigns by intent and margin — emergency/same-day, new-patient checkups, Invisalign and implants each get their own budget instead of one generic "dentist" campaign.
• Tight geo-targeting to the 10-15 minute drive-time around the practice, not the whole GTA, so the budget isn't burned on clicks from people who'll never travel to the chair.
• The common mistake we fix: ads pointing at a homepage with no booking path, no call tracking, and broad-match keywords pulling in "dental assistant jobs" and "free dental clinic" searches that drain spend.
• Conversion tracking that counts booked appointments and phone calls — not raw form fills or clicks — so spend is judged on new patients, which most inherited accounts never set up correctly.

Best practices we apply

• We run high-value treatments (implants, Invisalign, full-arch) on their own campaigns with manual or target-CPA bidding, since one $5,000 case justifies a far higher cost-per-lead than a $150 cleaning.
• Call tracking with after-hours and missed-call alerts, because most dental enquiries happen by phone and an unanswered call is a lost patient that no bid strategy can recover.
• Negative-keyword lists tuned for dentistry (jobs, schools, OHIP/free clinics, DIY) plus competitor and brand campaigns so you're not paying premium CPCs to defend your own name or feed irrelevant traffic.
• Dedicated landing pages per service with the offer, financing, insurance-direct-billing and a one-tap booking widget above the fold, then ongoing A/B testing of the offer rather than just the ad copy.

Typical industry benchmarks

• Typical Canadian dental Google Ads CPC runs roughly CAD $6-12 for routine terms and CAD $12-25+ for high-competition treatments like implants and Invisalign in dense GTA markets.
• Cost-per-new-patient-lead typically lands in the CAD $40-120 range depending on treatment, season and competition — emergency and cosmetic terms sit at the higher end.
• Landing-page conversion rates of about 6-10% and a lead-to-booked-patient close rate near 30-40% are representative for well-run dental accounts.
• Average new-patient value varies widely — a single cleaning may be CAD $150-300 while implant or ortho cases run CAD $3,000-8,000+ — and the sales cycle ranges from same-day for emergencies to weeks for elective treatment.

What to expect with us

• Onboarding starts with an audit of your current account, call handling and booking flow, plus conversion tracking set up properly before we touch budgets — usually live within the first one to two weeks.
• Aim for a meaningful read on cost-per-lead and call volume within 30-60 days, with the first weeks spent gathering data and trimming wasted spend rather than promising instant patients.
• Plain-English monthly reporting tied to booked appointments and cost-per-new-patient — not vanity clicks — so you can see what each treatment campaign actually produces.
• You own everything: the Google Ads account, conversion tracking, landing pages and call-tracking numbers stay in your name, so nothing is held hostage if we ever part ways.

What good looks like

• A good HVAC setup splits campaigns by intent and season — emergency 'no heat / AC repair' kept separate from furnace and heat-pump installs — instead of one blended campaign that lets cheap clicks starve the high-ticket install budget.
• Call tracking and 'after-hours' ad scheduling are wired in from day one, because most HVAC leads phone rather than fill a form and a missed 9pm no-heat call is a lost $5,000 job.
• We routinely fix accounts running on broad match with no negative keywords — the usual culprit draining spend on 'HVAC jobs', 'HVAC training' and DIY/parts searches that never book a service call.
• Conversions are tied to actual booked calls and quote requests, not raw clicks or 'contact page' views, so the data optimizes toward revenue rather than vanity traffic.

Best practices we apply

• We layer in Google Local Services Ads (the Google Guaranteed badge) alongside Search so you appear in the map-style pack and pay per lead — a strong fit for licensed Ontario HVAC contractors.
• Bids and budgets shift with weather and season: we lean into cooling demand during GTA heat waves and heating/furnace terms through the cold-snap weeks, rather than running a flat budget year-round.
• Geo-targeting is tightened to your real service radius with bid adjustments by neighbourhood, so a Mississauga or Vaughan contractor isn't paying premium downtown-Toronto CPCs for jobs they won't drive to.
• Tracked phone leads are fed back into Google's bidding and, where possible, into your CRM, so the system learns which keywords produce booked installs versus tire-kickers — and reallocates spend accordingly.

Typical industry benchmarks

• Search CPCs for HVAC in the GTA typically run in the ~$6–$14 range, with emergency 'no heat / no AC' and install keywords sitting at the high end of that band.
• Cost per lead commonly lands around ~$60–$150 depending on season, competition and how well the account is structured — Local Services Ads can come in lower per lead.
• Landing-page conversion rates for well-built HVAC campaigns typically sit in the ~5–10% range, with click-to-call traffic often converting higher than form fills.
• Average job value spans roughly ~$200–$600 for a service/repair call up to ~$5,000–$12,000+ for a furnace, AC or heat-pump install, and the buying cycle is fast for emergencies but can run days to weeks on quoted installs.

What to expect with us

• Onboarding is structured: we audit any existing account, confirm your service area, margins and best-fit jobs, and set up call tracking and conversion tracking before we touch budgets.
• Aim for early booked-call signal within the first few weeks, with the goal of a stabilized, optimized cost per lead over roughly the first 60–90 days as seasonal and bidding data accumulates.
• You get plain-English reporting that ties spend to tracked calls, quote requests and cost per lead — not a dashboard of clicks you have to decode.
• You own everything — the Google Ads account, Local Services profile, tracking and call data stay in your name, so there's no lock-in if you ever part ways with us.

What good looks like

• A good setup splits emergency intent ("burst pipe," "24 hour plumber") from planned work (water heater, repipe, drain replacement) into separate campaigns with their own bids, budgets and ad copy.
• Call-only and call-extension ads run during the hours you can actually answer, because most plumbing leads convert on the phone, not a web form.
• The most common mistake we fix is no call tracking — businesses spend thousands without knowing which keywords ring the phone, so they cut the wrong campaigns.
• We tighten loose location and keyword targeting that wastes budget on out-of-area searches and broad terms like "plumbing" that pull DIY and job-seeker clicks.

Best practices we apply

• We run Google's Local Services Ads (the green-checkmark "Google Guaranteed" units) alongside Search so you capture the pay-per-lead slot at the top before the paid results.
• Dayparting and bid adjustments push budget toward evenings, weekends and overnight windows when emergency searches spike and competitors pause.
• We feed real booked-job and revenue data back into Google via offline conversion import, so Smart Bidding optimizes toward profitable calls instead of raw clicks.
• Negative keyword lists, missed-call text-back automation and a routed call flow make sure no after-hours leak or installation lead slips through unanswered.

Typical industry benchmarks

• Plumbing Search CPCs in the GTA typically run about $8–$18, with emergency terms at the higher end of that range.
• Cost per lead usually lands around $35–$90 depending on service area, competition and emergency vs. planned mix.
• Landing-page and call conversion rates commonly sit near 8–15% for high-intent plumbing search traffic.
• Average job values range widely — roughly $250–$600 for service calls and repairs, into several thousand for water-heater swaps and repipes — and the sales cycle is hours for emergencies, days to weeks for projects.

What to expect with us

• Onboarding starts with call tracking, conversion setup and a clean account rebuild or audit so we measure booked jobs from day one, not vanity clicks.
• Expect early call volume within the first few weeks, with the goal of a steady, predictable flow of qualified jobs as bidding learns over the first 60–90 days.
• You get plain-English reporting tied to calls, booked jobs and cost per lead — not just impressions — plus a clear view of which campaigns earn their spend.
• You own your Google Ads account, data and phone numbers; engagements are month-to-month and ad spend stays separate from our management fee.

What good looks like

• A good setup splits residential and commercial intent into separate campaigns, because a homeowner with no power and a property manager pricing a fit-out search, convert and spend completely differently.
• It bids hardest on high-value, planned work — panel upgrades, EV chargers, rewires, generators — instead of pouring budget into cheap, low-margin call-outs.
• The most common mistake we fix is treating every phone call as a win with no call tracking, so untracked enquiries, spam and missed calls hide the real cost-per-booked-job.
• We also see broad-match campaigns bleeding budget on 'electrician salary' or DIY searches, which a proper negative-keyword list and tight match types shut off in the first week.

Best practices we apply

• We run call tracking as the primary conversion and feed offline job values back into Google so Smart Bidding optimises toward booked revenue, not raw form fills.
• We schedule emergency and after-hours campaigns separately with their own bids and mobile click-to-call pages, since a 2am 'no power' search is worth bidding up for and a slow desktop page loses it.
• We build trust-led landing pages that put ESA licensing, insurance, warranties and reviews above the fold, because safety-conscious electrical buyers convert on credibility before price.
• We layer geo-targeted service-area campaigns by city (Brampton, Mississauga, Vaughan, Toronto) and pair Search with Local Services Ads and retargeting for higher-ticket EV-charger and rewire jobs.

Typical industry benchmarks

• Typical Google Search CPC for GTA electrical keywords runs roughly $6–14, with competitive commercial and emergency terms sitting at the higher end (representative range, not a guarantee).
• Cost-per-lead typically lands around $40–90 depending on city, service mix and seasonality, with emergency call-outs usually cheaper than planned project enquiries.
• Landing-page conversion rates of about 8–15% are typical for well-built, trust-led electrical pages with click-to-call.
• Average job value commonly ranges from a ~$150–300 service call to $5,000–15,000+ for panel upgrades, EV chargers and commercial work; sales cycles run same-day for emergencies and a few days to a few weeks for quoted projects.

What to expect with us

• Onboarding starts with a free audit of your accounts, tracking and competitors, then we set up call and form tracking before spending a dollar and model your expected leads and cost-per-job up front.
• Search campaigns can produce calls within days of launch; the first 30–60 days are about gathering data and tuning, with the steadier, lower-cost compounding gains aimed at around the 90-day mark.
• You get plain-English reporting tied to booked jobs and revenue — not vanity impressions — plus a named contact and regular optimisation, all targets framed as goals we work toward, not promises.
• You own your Google Ads account, conversion data and landing pages from day one, and our engagements stay month-to-month so the results keep us accountable.

What good looks like

• A good setup splits campaigns by job type — kitchen, basement, bathroom, additions — so each gets its own budget, ad copy and landing page instead of one generic "renovation" bucket.
• Most contractor accounts we inherit are bleeding spend on broad keywords like "renovation" or "contractor" with no negatives, pulling DIY searchers, job seekers and other trades into the mix.
• The common mistake is sending every click to a homepage; we fix it by routing high-intent searches to a project-specific page with a portfolio gallery and a qualifying quote form.
• Many accounts "convert" on raw form fills with no offline import, so Google optimizes toward cheap tire-kicker leads — we tie conversions to booked consultations and signed jobs instead.

Best practices we apply

• We run separate campaigns for in-market service searches ("basement contractor Mississauga") and broader research terms, then bid only where the intent and the city actually fit your service area.
• Qualifying questions on the form — project type, timeline, budget range, owner vs renter — filter out tire-kickers before they ever hit your sales team's calendar.
• Because a renovation decision runs weeks, we layer long-window remarketing and offline conversion imports so Google learns from real signed jobs, not first clicks.
• We use call tracking and value-based bidding tuned to your average job value, so the algorithm chases $25k kitchens and additions rather than the cheapest possible lead.

Typical industry benchmarks

• Google Search clicks for construction and renovation in the GTA typically run roughly CAD $6–14, with competitive job types (kitchens, additions, basements) pushing to the high end.
• Cost-per-qualified-lead usually lands in the CAD $80–250 range depending on job type, city and how tightly the form qualifies.
• Landing-page conversion rates for high-intent renovation search typically fall around 4–8%, lower than quick-service trades because the purchase is considered.
• Average job value commonly ranges from CAD $15k to $60k+, with lead-to-signed close rates typically near 15–25% over a multi-week sales cycle — figures are representative ranges, not guarantees.

What to expect with us

• Onboarding starts with a benchmark on your services, cities and average job value so you see the likely cost-per-lead and ROAS before committing a dollar of spend.
• You can expect qualified quote requests within the first few weeks as high-intent Search ramps, with the fuller picture forming over 60–90 days as remarketing works through the decision window.
• Reporting is built around booked consultations and signed jobs with revenue, not vanity clicks, and you get a plain-English read on what's working each month.
• You own the Google Ads account, the data and the conversion tracking; engagements stay month-to-month and ad spend is kept separate from our management fee.

What good looks like

• A solid roofing account separates emergency/repair searches (leaks, storm damage) from higher-value replacement and re-roof intent, so you bid and message differently instead of one blended campaign.
• Call tracking and form tracking are wired in from day one, because most roofing leads phone in and accounts that only count clicks have no idea which keywords actually book jobs.
• We commonly fix accounts running on broad match with no negative keywords, where budget bleeds on renters, DIY repair searches, and 'roofing supplies' queries that never convert.
• Geo-targeting is tightened to the service area you actually drive to across the GTA, instead of the default radius that wastes spend on jobs you won't quote or service.

Best practices we apply

• We build seasonal bid and budget pacing around the Ontario roofing calendar, leaning into spring/fall demand and storm spikes rather than spending flat through the slow winter months.
• Conversions are valued by job type and offline outcome so the campaign optimizes toward booked, qualified replacement jobs rather than the cheapest possible phone call.
• Ad copy and landing pages lead with the trust signals roofing buyers screen for, WSIB coverage, liability insurance, warranty, and local GTA proof, to lift conversion rate and pre-qualify the lead.
• We layer in negative-keyword sculpting, call-only ads for emergency intent, and remarketing for the longer replacement consideration window where homeowners get multiple quotes.

Typical industry benchmarks

• Typical Google Search CPCs for competitive GTA roofing terms run roughly $8-$25+ per click, with emergency and 'roof replacement' keywords sitting at the high end.
• Cost per lead is commonly in the ~$60-$200 range depending on city, season, and how well the account is filtered, with repair leads cheaper than full-replacement leads.
• Landing-page conversion rates of around 6-12% are representative for a well-built roofing campaign, versus low single digits on an unoptimized generic homepage.
• Average job value spans widely, from a few hundred dollars for repairs to roughly $8,000-$25,000+ for a full residential replacement, and many homeowners gather 2-4 quotes before committing.

What to expect with us

• Onboarding starts with an audit of your current account, tracking, and service area, and we aim to have clean conversion tracking and a rebuilt or corrected campaign structure live within the first couple of weeks.
• Roofing being seasonal and quote-driven, the goal is early lead flow within weeks and steadier, lower cost-per-lead as the account gathers conversion data over the first 2-3 months.
• You get plain-English reporting tied to leads and booked jobs, not vanity click metrics, plus a regular check-in on what's working and what we're adjusting.
• You keep full ownership of the Google Ads account, conversion data, and creative, so nothing is held hostage if you ever change agencies.

What good looks like

• A good setup separates campaigns by program intent — Express Entry, study permits, work permits, spousal/family sponsorship, PR appeals — instead of pooling them, because each has its own searcher, value, and conversion rate.
• We routinely find accounts running broad match on generic terms like 'immigrate to Canada' with no negatives, burning budget on visitors outside Canada and DIY researchers who will never retain a consultant.
• Conversion tracking is usually limited to a thank-you pageview, so we wire phone-call, WhatsApp, and form tracking back to qualified consults to optimise on real bookings, not raw clicks.
• Geo and language targeting is often left at defaults; we tighten to the GTA plus Canada/US-based searchers and exclude regions you can't legally or practically serve.

Best practices we apply

• We build a negative-keyword library specific to immigration — 'free', 'IRCC', 'government', 'jobs in Canada', plus DIY and visa-fraud queries — and prune the search-terms report weekly so spend stays on people seeking a representative.
• Ad copy and landing pages lead with RCIC/CICC licensing, eligibility-assessment offers, and consultation cost up front, which lifts lead quality and keeps you onside with CICC advertising rules.
• We map searcher urgency by program — work-permit and PR-deadline queries get aggressive bids and call extensions, while early-stage study-permit research is nurtured through cheaper assets and remarketing.
• Lead forms and CRM tags capture program type and country of origin so reporting ties spend to the consults that actually retain, and we feed offline conversions back to Google to train bidding toward signed clients.

Typical industry benchmarks

• Search CPCs for immigration terms in Canada typically run higher than most local services — often in the $4–$15 range, with competitive Express Entry and PR terms reaching the top of that band.
• Cost per qualified lead (a booked or completed consultation) typically lands around $60–$200 depending on program, geography, and competition.
• Landing-page conversion rates for focused immigration campaigns typically sit near 4–9%, with study-permit and assessment offers usually converting better than broad PR queries.
• Average client value varies widely by service — a single representation file commonly ranges from roughly $1,500 to $8,000+ — and sales cycles often run from a few days to several weeks as prospects compare consultants.

What to expect with us

• Onboarding starts with an audit of your current account, intake flow, and CICC-compliant messaging, plus conversion tracking set up across calls, forms, and WhatsApp before we touch budget.
• We aim to have restructured campaigns live within the first couple of weeks; meaningful lead-quality and cost-per-consult signals typically emerge over the first 60–90 days as data accumulates.
• You get plain-English reporting tied to booked consultations and retained files — not vanity clicks — with a clear view of which programs and keywords are driving real business.
• You own the Google Ads account, tracking, and data throughout; we manage it transparently, and if we part ways everything stays with you.

What good looks like

• A good setup splits every practice area into its own campaign, so a high-value personal-injury budget never subsidizes cheap, low-intent family or DIY-research clicks.
• The tracked intake phone call is the primary conversion the account optimizes toward, not a generic form fill that intake never actually answers.
• Geo-targeting is locked to the jurisdictions the firm is licensed to serve in Ontario or the relevant province, with out-of-area and outside-Canada traffic excluded.
• The most common mistake we fix is a thin or missing negative-keyword list that bleeds budget on 'jobs', 'salary', 'free', 'how to' and self-represent searches that never become a case.

Best practices we apply

• We separate brand, high-value (e.g. car accident, slip-and-fall, immigration) and lower-value practice areas into distinct campaigns with their own bids, budgets and negatives so the data stays clean.
• We wire call tracking on every campaign and feed qualified-intake signals back to Google so Smart Bidding optimizes toward real case enquiries, not raw clicks.
• We pair each ad group with a trust-led, practice-area landing page leading with credentials, results and one-tap click-to-call, since legal buyers decide on credibility and speed.
• We build a deep, continuously mined negative-keyword and search-term routine plus speed-to-lead and missed-call follow-up so slow intake stops losing won cases.

Typical industry benchmarks

• Typical Google CPC for competitive legal terms in the GTA runs roughly $15-80+ per click, with personal-injury and accident keywords at the top of that range.
• Representative case-enquiry conversion rates on a focused, trust-led landing page typically land around 5-9%.
• Typical cost per qualified lead in this vertical commonly falls in the $80-300+ range depending on practice area and competition.
• Average case values usually span roughly $1,500-25,000+, and sales cycles range from a same-day intake call to several weeks of consideration on higher-stakes matters.

What to expect with us

• Onboarding starts with wiring call tracking and intake measurement, rebuilding Search by practice area, and tightening negatives and geo-targeting in the first 30 days.
• The goal is early signal and cleaner spend within weeks, with meaningful qualified-enquiry trends typically taking 60-90 days as bidding learns from real case data.
• You get plain-English reporting tied to tracked intake calls and qualified enquiries, not vanity click metrics, so you can see cost-per-case-enquiry clearly.
• You own the Google Ads account, conversion tracking and landing pages outright, so the work and the data stay with your firm if we ever part ways.

What good looks like

• A good setup runs product-specific campaigns — windows, kitchens, decks, siding, bathrooms — instead of one generic "home improvement" campaign that wastes budget on browsers with no clear intent.
• Conversion tracking is wired to booked in-home estimates and qualified phone calls, not raw form fills, so the account optimizes toward jobs that actually pay.
• The most common mistake we fix is uncapped broad-match keywords pulling DIY and "how-to" searches; we add tight negative-keyword lists and intent-matched terms so spend goes to homeowners ready to hire.
• Many accounts we inherit have no call tracking and one shared landing page for every service — we split traffic to product-specific pages with portfolio proof, service area and financing options.

Best practices we apply

• We concentrate budget on your single most profitable product line to win it first, then expand — rather than spreading a modest budget thin across every service.
• We build seasonal budget plans around GTA demand spikes (spring/summer for decks, windows and exteriors; shoulder seasons for interior remodels) so you bid up when intent is high and protect margin when it isn't.
• Because renovation decisions take weeks, we run retargeting and longer attribution windows so the first click and the follow-up nurture both get credit and budget.
• We layer geo-targeting around serviceable postal codes and bid adjustments for higher-value neighbourhoods, paired with hard lead qualification (budget, timeline, project type) so your sales team only calls real buyers.

Typical industry benchmarks

• Typical Google Ads CPCs in this vertical run roughly $5-15 CAD, varying by product line and competition — exterior and high-ticket trades sit toward the top of that range.
• Cost per qualified lead typically lands around $80-250 CAD depending on project type, season and how tightly the offer is targeted.
• Landing-page conversion rates of about 6-10% are common when traffic is intent-matched and the page shows portfolio, reviews and financing.
• Average project values commonly range from $5,000 to $50,000+, with considered sales cycles often running several weeks from first click to signed contract — these are representative ranges, not guarantees.

What to expect with us

• Onboarding starts with an audit of your current account, tracking and best product line, then a build focused on booked in-home estimates rather than vanity clicks.
• Expect the first few weeks to be learning and data-gathering, with meaningful lead flow typically building over the first one to three months as campaigns gather signal — a goal we work toward, not a promise.
• You get plain-English reporting tied to leads, booked estimates and revenue, so you can see cost per qualified lead instead of impressions and clicks.
• You own your Google Ads account, data and tracking; it's month-to-month with ad spend kept separate from our management fee.

What good looks like

• A good setup separates membership and class-pass campaigns from personal-training and corporate enquiries, because each has a different price point and buying intent.
• Search campaigns are tightly geo-fenced to a realistic drive-time radius (usually 5-10 km) instead of a whole city, since nobody drives across the GTA for a gym.
• The most common mistake we fix is counting 'free trial' or 'view pricing' clicks as conversions, which hides whether ads actually produce booked tours or paid memberships.
• Many gym accounts lean entirely on Performance Max with no brand exclusions, so budget gets eaten by competitor and brand traffic that would have converted anyway.

Best practices we apply

• We bid hardest on high-intent local terms ('gym near me', 'spin studio [neighbourhood]', '24 hour gym') and treat broad fitness queries as low-priority testing only.
• Offline conversion import ties a Google click to the membership that was actually signed at the front desk, so bidding optimises for paying members rather than form fills.
• We schedule and budget around New Year, post-summer and September 'back to routine' demand spikes, and pull spend during dead weeks when CPCs rise without intent.
• Call tracking and 'book a tour' lead forms are wired in because many fitness enquiries happen by phone or walk-in, and we feed those signals back into Smart Bidding.

Typical industry benchmarks

• Typical Canadian fitness search CPCs run roughly CA$1.50-CA$4.00, climbing higher in dense GTA markets and during January demand spikes.
• Cost per lead (free trial or tour booking) typically lands around CA$15-CA$45, depending on location density and offer strength.
• Landing-page conversion rates for a focused gym offer usually sit in the 5-12% range, above the search average because intent is high and local.
• Average member value is commonly CA$50-CA$120/month, so even a few months of retention covers acquisition cost; sales cycles are short, often days from click to sign-up.

What to expect with us

• Onboarding starts with auditing your current account and conversion tracking, then rebuilding campaigns around tours, trials and paid memberships within the first couple of weeks.
• Aim to see early lead-flow signal within the first 2-4 weeks, with the goal of stabilising cost per member over roughly 60-90 days as bidding data matures.
• Reporting is plain-English and tied to memberships and revenue, not vanity clicks, with a regular call to review what's working and what we're changing.
• You keep full ownership of the Google Ads account, conversion data and creative, so nothing is held hostage if you ever part ways with us.

What good looks like

• A good setup separates high-intent service terms (e.g. "commercial litigation lawyer Toronto", "fractional CFO GTA") into tightly themed ad groups instead of one broad "consulting" campaign that burns budget on tyre-kickers.
• Conversions are tied to qualified actions a partner actually cares about — booked consultations, RFP submissions, gated whitepaper downloads — not raw form fills or every phone call.
• The common mistake we fix is firms letting Performance Max or broad match spend on irrelevant, low-intent searches with no negative-keyword discipline, so leads arrive but none are decision-makers.
• Most accounts we inherit ignore call tracking and offline conversion import, so the long B2B sales cycle is invisible to Google and bidding optimises for cheap clicks instead of real clients.

Best practices we apply

• We import offline conversions from your CRM so Google bids toward leads that actually became clients, not just whoever filled a form — essential when a closed engagement can be weeks or months out.
• We layer value-based bidding and audience signals (company size, seniority, in-market B2B segments) so spend skews toward decision-makers rather than students, job-seekers or competitors.
• We run search alongside competitor-conquesting and branded-defence campaigns, plus retargeting for the long consideration window that B2B buyers take before they book.
• Ad copy and landing pages speak to credentials, specialisation and proof (years in practice, sectors served, designations) because professional buyers screen on trust before price.

Typical industry benchmarks

• Typical Canadian search CPCs for professional and B2B services run roughly $6–$25, with competitive legal, accounting and financial terms often pushing $30+ — these are representative ranges, not guarantees.
• Cost-per-qualified-lead commonly lands around $80–$300 depending on specialisation and geography, higher for niche or regulated practices.
• Landing-page conversion rates for this vertical typically sit near 3%–8%, with strong, intent-matched pages reaching the upper end.
• Average client/engagement value varies widely — often $2,000–$25,000+ — over a sales cycle that frequently spans several weeks to a few months, which is why we measure on closed revenue, not lead count.

What to expect with us

• Onboarding starts with an audit of your current account, conversion tracking and CRM so we agree on what a qualified lead is worth before we spend a dollar.
• Aim for cleaner targeting and tracking within the first few weeks; because B2B sales cycles are long, the goal is meaningful closed-client signal over the first one to three months, not overnight results.
• You get plain-English reporting tied to leads, qualified leads and revenue — not vanity clicks — plus a standing line to the people running your account.
• You keep full ownership of the Google Ads account, conversion data and creative; nothing is held hostage if we ever part ways.