Landing Pages vs. Websites: Which Converts Better for Google Ads?

If you’re running paid traffic through Google Ads, you’ve likely wondered whether it’s better to send visitors to your website or a dedicated landing page. It’s a valid question—and one that can make a significant impact on your campaign results.
Let’s break it down so you can make the right choice for your business, your ad budget, and most importantly—your leads.

What’s the Difference Between a Website and a Landing Page?

A website is typically your digital home base. It includes information about your business, services, testimonials, contact pages, and maybe even a blog. It’s built for exploration.

A landing page, on the other hand, is a focused, single-purpose page designed to convert. It’s stripped of distractions, often dedicated to one service or offer, and built to guide users to take immediate action—like calling you or submitting a form.

Why Landing Pages Convert Better Than Websites

When it comes to Google Ads—especially for home service businesses like plumbing, pressure washing, or electrical work—the goal isn’t to educate visitors. It’s to get them to contact you now.
 
Here’s why landing pages outperform websites:

1. They’re Hyper-Focused

Landing pages are tailored to the search intent. If someone types in “pressure washing near me,” they should land on a page that shows exactly that—a service page with “Pressure Washing” in the headline, relevant images, and a call to action.
 
There’s no menu bar or links leading elsewhere. Visitors can only do three things:
  • Call you
  • Submit a form
  • Leave the page
That simplicity increases conversions.
Landing pages are tailored to the search intent

2. They’re Built for Speed

Landing Pages are Quick to Load
Website pages often have large images, auto-play videos, and other design features that look great but hurt load time. According to Google, 53% of users abandon a page if it takes longer than 3 seconds to load.
 
Landing pages are optimized for speed. Images are compressed, and videos (if used) don’t autoplay. The page loads fast, keeping your prospects engaged.

3. They Match User Intent

Let’s say someone Googles “concrete driveway power washing.” If they click your ad and land on a homepage or a generic services page, they now have to hunt for the info they wanted. Most won’t bother. They’ll hit the back button.
 
With landing pages, you can create specific versions for each service:
  • One for concrete driveway washing
  • One for home siding pressure washing
  • One for roof cleaning
All with relevant images, copy, and call-to-actions. You’re meeting people exactly where they are in their search.
Create Multiple Landing Page Versions

Examples of What Not to Do​

 

Here are common mistakes we see when people use standard websites for ads:

 

1. Slow-Loading Pages

Massive hero images or autoplay videos bog down your site. On slower phones or older browsers, this delay drives users away before they even read your headline.
 

2. Off-Topic Landing

We’ve seen ads for “Power Washing Services” that send people to a page about painting. Even if power washing is offered, if users don’t see it right away, they’ll assume it’s irrelevant and leave.

 

3. Poor Visual Cues

Imagine someone clicks on your ad for power washing and sees a winter image of ice dams. In the middle of summer. It’s confusing—and again, causes visitors to bounce.

 

4. Too Many Exit Points

A traditional site has a menu bar with links to About, Blog, Careers, etc. Every one of those is a leak in your conversion funnel. The more options a visitor has, the less likely they’ll take the action you want.

Best Practices for High-Converting Landing Pages

 
Here’s what you should be doing instead:
 
1. One Page, One Purpose
Each landing page should be about one thing only. Pressure washing? Talk only about that. Want to promote panel upgrades for electricians? Make a page just for that.
 
2. Clickable Phone Numbers
Make it easy to call. Click-to-call functionality is critical for mobile users.
 
3. Simple Forms
Don’t ask for too much. Name, phone number, and maybe the service type is enough. Fewer fields = more completions.
 
4. Multiple CTAs
Sprinkle call-to-actions throughout the page—top, middle, and bottom. Whether someone reads the whole page or just skims, they’ll see a clear next step.
 
5. Duplicate and Tweak
Want to target multiple services? You don’t need to build a new page from scratch every time. Duplicate a high-converting layout and swap out:
  • The headline
  • A few sentences of text
  • The images
This method allows you to scale fast without reinventing the wheel.

Conclusion: Websites Inform, Landing Pages Convert

If your goal is to get leads from Google Ads, don’t send traffic to a generic website. Use focused landing pages that match your ads and speak directly to what the user searched for.

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How to Set Client Expectations for Google Ads: 4 Must-Follow Tips for Agencies

If you’re running a Google Ads or digital marketing agency, there’s one thing that will make or break your relationship with new clients — setting proper expectations.
 
Most of the headaches agency owners face come from mismatched expectations. It’s not the ad performance. It’s not the budgets. It’s that the client thought one thing, and reality turned out to be another. Here are four proven ways to set client expectations that will save you stress, improve client retention, and keep your agency running smoothly.

1. Establish Clear Timelines (Setup & Results)

Most clients want leads yesterday. But Google Ads doesn’t work like flipping a switch.
 

How to frame it:

  • Setup Time: Let them know when you can realistically have their campaign up and running. Whether it’s 24 hours or a full week out, give them a date and stick to it.
  • First Results: I always say, “You might get a lead on day one — we’ve had that happen. But don’t expect it.”
  • What you should expect is for the campaign to improve week over week. By month two, it should look better than month one. By month three, even better than that.
Cover this timeline twice — once on the sales call and again on launch day. Repetition helps avoid confusion down the road.
Establish Clear Timelines

2. Explain the Budget & Billing Process

Money surprises kill trust — fast.
 
Therefore, you need to break down exactly how and when your clients will be charged.
 

Here’s how to explain it:

  • Google Ads Billing: Google usually bills in $500 increments. So if a client has a $2,000 monthly ad budget, they’ll likely get charged four times a month as that $500 threshold is hit.
  • Your Management Fee: Make it crystal clear when your fee is charged (e.g., first of the month) and how.

This transparency goes a long way. Clients appreciate when you’re upfront — especially when their credit card is involved.

Budget & Billing Process​

3. Set Expectations for Campaign Performance

Most campaigns follow one of three typical patterns after launch. And if you explain these upfront, you’ll instantly reduce client anxiety.

 

The 3 Launch Patterns:

  1. Fast Start – Leads come in quickly.
  2. Fast Start, Then Drop – Campaigns begin strong but dip after a week due to Google’s learning phase. This is normal, and it usually bounces back.
  3. Slow Start – Performance is sluggish out of the gate, but picks up after optimizations.
Every campaign falls into one of these buckets — and that it’s okay. We’re monitoring and adjusting constantly. Letting clients know this in advance means fewer angry emails when the leads slow down temporarily.
You Don’t Have a Testing Budget

4. Teach Clients How to Communicate with You

Unfortunately, this is the step most agencies skip.
 
Without a plan, these are likely to happen:
The client receives a lead (like an exterior painting request for a company that only does interiors), and they immediately call, email, and panic.

 

Here’s how to set the rules:

  • Emergencies: Clients can always call if there’s something urgent. But true emergencies are rare in this business.
  • Non-Urgent Issues: Ask them to email concerns like lead quality, irrelevant locations, or patterns they’re seeing. Tell them you’ll respond within 24 business hours.
  • Focus Time: I remind clients that when I’m working on their campaign, I’m not distracted by five others. I’m dialed in. So when they email, they know I’ll get to it — just not immediately.
This structure sets healthy boundaries and positions you as a pro, not a helpline.
Teach Clients How to Communicate with You​

Expectations Make or Break Client Relationships

If there’s one thing to remember about how to set client expectations for Google Ads, it’s this:

“A well-informed client is a happy client.”

When you set people’s expectations properly, you are able to eliminate 90% of misunderstandings before they start. These four steps have saved my agency countless hours of frustration and helped us build long-term relationships that actually grow.

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What Is a Good CTR in Google Ads? (For Service Businesses)

If you’re running Google Ads for your home service business, you’ve probably wondered:
 
What is a good CTR in Google Ads? (CTR stands for click-through rate, by the way.)
 
Whether you’re a plumber, electrician, or contractor, knowing what to aim for—and how to improve your CTR—can make or break your campaign’s success. Let’s break it down in a way that’s easy to understand and, most importantly, easy to act on.

What Is CTR in Google Ads?

Why CTR Matters in Google Ads

 
CTR => CLICK THROUGH RATE
 
 
CTR, or click-through rate, is a simple but powerful metric. It measures how many times your ad gets clicked compared to how many times it’s shown. For example, if your ad is shown 100 times and clicked 5 times, your CTR is 5%.
 
Pretty straightforward, right? But here’s where it gets interesting: CTR isn’t just a number. It’s a signal to Google—and to your wallet.
Google’s entire business model is built on giving users what they’re searching for. If your ad answers their question perfectly, they’re more likely to click—and that’s exactly what Google wants.
 
Here’s the win-win:
  • Higher CTR = Google rewards you with better ad placement and lower costs per click (CPC).
  • Lower CTR = Google charges you more because you’re not helping them serve their users.
If your CTR is low, you’re not just missing out on clicks—you’re paying more for worse results.

What’s a Good CTR for Home Service Businesses?

Let’s cut to the chase:
  • The industry average CTR across all industries in Google Ads hovers between 2.75% and 3.25%.
  • But for home service businesses, you should aim higher—much higher.
  • When we launch a new campaign, we typically shoot for at least 4-5% CTR in the first week.
  • Over time, with optimization, we’ve seen CTRs climb to 8-12%, and in some cases, even 20-25%.
So, if you’re sitting at the industry average, it’s time to step up your game.

How to Improve Your Google Ads CTR

Let’s talk strategy. If you want to improve your CTR, you need to think like your customer. Here’s what works best for home service businesses:
 

1. Match Your Ads to What People Are Searching

Imagine you’re a homeowner who needs an electrical panel upgrade. Are you more likely to click on a generic “Electrician Near You” ad or an ad that says “Electrical Panel Upgrades Near You”?
Your customers are the same. Use specific keywords in your ad headlines and descriptions. The closer your ad matches their search, the more clicks you’ll get.
 

2. Organize Keywords into Tight Ad Groups

 
Let’s say you offer panel upgrades and ceiling fan installations. Don’t lump those keywords into one big ad group. Instead:
  • Panel upgrade keywords → Panel upgrade ads
  • Ceiling fan keywords → Ceiling fan ads
This keeps your ads hyper-relevant and boosts CTR across the board.
 

3. Remove Low-Performing Keywords

If you notice certain keywords have low CTR and no conversions, it’s time to pause them. They’re dragging down your overall CTR and hurting your campaign’s performance. Focus your budget where it counts.

4. Write Ads That Answer the Searcher’s Question

Your headline is prime real estate. Make sure it includes a variation of the keyword your ideal customer is searching for. Then, follow it up with a description that builds trust and highlights why they should choose you.

The Google Ads Snowball Effect

Here’s a pro tip: When you help Google, they help you.
If your ad is relevant, your CTR is high, and people convert, Google rewards you by:
  • Placing your ad higher in the search results
  • Lowering your cost per click
  • Giving you more traffic for the same budget
It’s a win for you, a win for your customer, and a win for Google. But if your ads are too broad, don’t match the searcher’s intent, and rarely get clicked? Google starts charging you more—sometimes a lot more.

Final Thoughts: What CTR Should You Aim For?

So, what is a good CTR in Google Ads for home service businesses?

Start by aiming for 4-5% CTR in your first week, then work to push it even higher. 8-12% is excellent for most campaigns, and if you hit 20%+, you’re doing something really special.
Remember:
  • Keep your ad groups tight
  • Write ads that match your keywords
  • Remove what’s not working
  • And always, always think like your customer

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5 Myths That Stop You From Starting a Digital Agency

You’ve probably thought about launching your own digital marketing agency—but something’s holding you back.

Maybe it’s fear of failure. Maybe it’s self-doubt. Or perhaps you’re waiting for the “perfect” moment that never comes.

Here’s the truth: most aspiring agency owners never start because of limiting beliefs, not actual barriers. Let’s debunk the five most common myths keeping you from taking action.

#1: "I'm Not Experienced Enough"

The Myth:

You think you need years of experience, expensive certifications, or a marketing degree before starting.

The Reality:

Every successful agency owner started exactly where you are now—with zero experience

The digital marketing industry is unique because:

  • You can learn most skills for free or at low cost
  • Clients care about results, not credentials
  • Hands-on experience trumps theoretical knowledge

What to do instead: Start small. Take on a single client or project. You’ll gain experience faster by doing than by waiting.

#2: "I Don't Have Enough Money"

The Myth:

You believe you need thousands of dollars for tools, software, and overhead before launching.

The Reality:

The bare essentials to start a digital agency:

  • A laptop you already own

  • An internet connection

  • A phone

things you need to start a digital marketing agency

What to do instead: Use free tools initially (like Google Ads or Meta Business Suite). Your first client payments can fund your growth.

#3: "I Need to Offer Every Service"

The Myth:

You think you must provide SEO, PPC, social media, web design, and more to compete.

The Reality:

Specialization is your greatest advantage.

When you focus on one service:

  • You become known as the expert
  • Deliver better results
  • Can charge premium prices

What to do instead: Pick one core service to master first. Expand only after you’ve established yourself.

#4: "The Market Is Too Saturated"

The Myth:

You worry there are too many agencies and not enough clients.

 

The Reality:

  • There are over 30 million small businesses in the U.S. alone

  • Most still need better digital marketing

  • Many “competitors” deliver mediocre work

What to do instead: Differentiate by specializing in a niche (like Google Ads for dentists) rather than competing broadly.

#5: "I Can't Keep Up With Changes"

The Myth:

You fear the industry changes too fast to stay relevant.

The Reality:

While digital marketing evolves constantly:
✅ Most changes are incremental
✅ You only need to stay current in your specialty
✅ Reliable resources make it easy to stay informed

What to do instead: Follow 2-3 industry leaders in your niche and join relevant communities to stay updated.

The Bottom Line

These limiting beliefs are just stories you’re telling yourself.

The truth is:
✔ You don’t need experience—you gain it by starting
✔ You don’t need money—you need resourcefulness
✔ You don’t need to do everything—specialization wins
✔ The market isn’t saturated—it’s overflowing with opportunity
✔ Industry changes aren’t obstacles—they’re chances to stand out

The only thing standing between you and your agency is the decision to begin.

Your next step?
Take one action today—whether it’s reaching out to a potential client, setting up your website, or joining an agency community. Momentum builds from small starts.

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Is Your Google Ads Agency Actually Doing a Good Job? Here’s How to Tell

If you’re spending money on Google Ads, you deserve to know one thing: Is your Google Ads agency doing a good job? Or are they simply collecting a check each month while your phone stays silent?
 
If you’re unsure whether your agency is actually earning their keep, I’ve got three dead-simple ways for you to find out. These tips could save you thousands of dollars and help you get your campaigns back on track.

1. Are You Actually Getting Leads?

This sounds obvious, but let’s start with the basics. Is your phone ringing? Are people filling out your contact forms? If you’re hearing crickets, something’s wrong.
importance of fast lead response
The entire point of Google Ads is to generate real leads — not clicks, impressions, or vanity metrics. If your ad budget isn’t producing potential customers, you’re not getting a return on investment. It’s that simple.

And don’t let your agency distract you with fancy reports full of metrics that don’t lead to revenue. You can’t deposit impressions in the bank. Focus on what matters: calls, form submissions, and booked jobs.
 
Bottom line: If you’re not getting leads, your Google Ads campaign is failing — no matter what the data says.

2. Are They the Right Leads?

Let’s say your phone is ringing — that’s great. But who’s on the other end of the line?
  • Are they serious buyers or just tire kickers?
  • Are they asking about services you don’t even offer?
  • Are they outside your service area or budget range?
If the leads you’re getting feel off, chances are your campaign needs adjustments.
Hire Based on Time, Skills, and Efficiency
Here’s the thing: Your agency can’t fix what they don’t know about. If the leads are irrelevant, you have to tell them — and tell them why.
For example:

“Hey, we’re getting calls, but they’re all from people looking for repairs when we only offer installs.”

Good agencies can use that info to fine-tune your campaign fast. A tweak to your keywords or negative keyword list might be all it takes to fix the issue.
But if you give feedback and your agency still keeps sending you the same bad leads? That’s a red flag.

3. Is Your Agency Actually Making Changes?

This one’s a biggie. Even if you’re getting leads, you need to know if your agency is actively managing your account — or if they’re doing what we call “set it and forget it.”
The easiest way to check? Use Google Ads’ Change History tool.
 
Here’s how:
  1. Log into your Google Ads account at ads.google.com.
  2. Click on “Campaigns.”
  3. Select the campaign you want to review.
  4. On the left-hand side, click “Change History.”
  5. Set the time frame to “Last 30 days” or “Last month.”
 
You’ll see exactly what’s been changed — and how often. In an actively managed account, you should see regular updates: bid adjustments, keyword changes, ad edits, etc. If you don’t see any real activity? That’s a problem. In fact, I recently reviewed an account where the only two changes in the last six months were turning the campaign off and back on again.
 
Good agencies are in your account regularly, optimizing it to improve performance. Bad ones collect their fee and never log in.

Bonus Tip: Don’t Be Afraid to Ask Questions

A trustworthy agency will always be transparent. Ask them:
  • What optimizations have you made recently?
  • What are we testing this month?
  • What results are we aiming for?
If they dodge these questions or overwhelm you with jargon, they may be hiding a lack of effort.

Final Thoughts: Trust, But Verify

Google Ads can be a powerful tool for growing your business — but only if it’s managed the right way.
 
By checking:
  • Whether you’re getting leads,
  • If those leads are high quality, and
  • If your agency is making consistent changes,
You can quickly get a pulse on how things are going.
Google Ads

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Why Lead Response Time Is Costing (or Making) You Thousands

Most home service businesses spend thousands on ads every month—yet fail to capitalize on those leads simply because they respond too slowly. Lead response time, or the time it takes for a business to respond after receiving a new inquiry, has a direct impact on conversion rates, booked jobs, and revenue.
 
Data shows that if the response time is more than five minutes, a significant percentage of leads are lost. Worse yet, many leads never get contacted at all. This article breaks down the numbers, explains why lead speed matters more than ever, and outlines practical ways to fix this high-cost problem.

What Is Lead Response Time?

Lead response time refers to how quickly a business follows up after receiving a lead—whether it’s through a phone call, website form, or online platform. This simple metric often determines which business wins the job.

Speed always wins. And here’s why.

The Shocking Truth About Lead Follow-Up

According to industry research:

  • The average response time across all industries is 47 hours

  • Only 27% of leads are ever contacted at all

  • Responding within 5 minutes makes businesses 21x more likely to qualify a lead

  • Responding in under 1 minute can boost conversion rates by up to 391%

  • 82% of consumers expect a reply within 10 minutes

  • The first business to reply gets up to 50% of the sales

These numbers aren’t just impressive—they’re staggering. Consumers no longer wait around. They want fast answers, and if the first business they contact doesn’t respond quickly, they move on to the next.

importance of fast lead response

Real-World Example: The $1,700 Missed Opportunity

Consider a typical customer journey. A homeowner searches online for a service provider and calls the first few businesses listed. In many cases, no one answers. Messages are left, but no immediate response is received.

Eventually, one business calls back—within 10 minutes. That business books the job, performs the service the next day, and earns a $1,700 sale. The others? They eventually follow up—but it’s too late.

The lesson is simple: responding faster than the competition directly results in more booked jobs and higher revenue.

Why It Matters for Paid Advertising

Home service companies running Google Ads, Angi, HomeAdvisor, or any paid lead source are often paying $50–$150 per lead. But these leads are frequently shared with three to five other companies. If there’s no response within seconds or minutes, the chance of landing that job drops dramatically—yet the lead is still paid for.

This creates a situation where:

  • Leads are wasted

  • Ad budgets are burned

  • Competitors win the job—without better pricing or service

In today’s digital world, response speed is a core part of customer service and marketing ROI.

Pay Per Lead

3 Immediate Steps to Improve Lead Response Time

Improving lead response time doesn’t require major investments—just a few smart adjustments.

1. Set Up Instant Notifications

Whenever someone fills out a contact form or submits a lead through an ad, an instant alert should be triggered. Tools like GoHighLevel, Zapier, or basic SMS integrations can send a text notification immediately.

This allows someone in the business to stop what they’re doing and make a quick call. Even if that person is out in the field, a 30-second call to acknowledge the lead can buy precious time and keep the job from going elsewhere.

2. Use Autoresponders

Autoresponders are automated messages that confirm receipt of an inquiry. Even a simple message such as:

“Thanks for reaching out! A team member will be in touch within the next few minutes.”

…can keep leads warm. It shows the business is on top of things and signals that help is on the way. Autoresponders can be configured through most CRM systems, email platforms, or lead management tools.

3. Track and Measure Response Time

If something isn’t tracked, it can’t be improved. Businesses should begin measuring how long it takes to respond to leads. Whether using manual logs or CRM tracking tools, analyzing average response time reveals missed opportunities and helps teams improve.

Example: If three leads came in at 9:00 a.m. and weren’t contacted until 1:00 p.m., that’s a four-hour delay—and likely three lost jobs.

Just being aware of these patterns can lead to faster action and higher close rates.

What Fast-Responding Companies Do Differently

Response Time

The companies winning the most jobs aren’t necessarily the cheapest or the most experienced—they’re just faster to respond. Fast-responding companies:

  • Always answer the phone (or return missed calls within minutes)

  • Use voicemail-to-text and lead alerts to stay in the loop

  • Respond via text when calling isn’t possible

  • Hire virtual receptionists if needed

  • Treat lead follow-up as a high-priority task, not an afterthought

Half the battle is simply showing up before anyone else.

Final Thoughts: Minutes Matter

The bottom line is this: lead response time directly affects how much business is won—or lost.

  • Respond within 60 seconds when possible

  • Use tools to automate notifications and responses

  • Treat every lead like money sitting on the table

  • Measure and improve over time

For home service companies running paid ads, fast lead response is non-negotiable. It’s the difference between a booked job and a wasted budget.

Lead Response Time for Businesses

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