How to Grow Your Google Ads Agency Beyond $10K/Month

Are you tired of hitting a ceiling with your Google Ads agency? Stuck at $10,000/month and can’t seem to push through? You’re not alone—but the good news is, the next level isn’t some mythical place only “guru” agencies reach. You just need the right strategies.

1. You Can Run Ads—But Can You Attract Clients?

You might be a beast at campaign management. But if you can’t bring in new clients, you’ll never grow. Simple as that. One of the most overlooked pieces of growing your agency is your own online presence. You should be using:
 
  • Social proof (Google reviews, screenshots, video testimonials)
  • Case studies (even if they’re from when you worked at another company)
  • Success stories (backed by numbers)
Think about this: if someone said, “Mike is amazing to work with, he truly cares about our success”—guess what? That’s your testimonial. Use it.
Testimonials, referrals, feedback

2. The Client Acquisition Myth: “It’s Too Saturated”

Contrary to popular belief, the Google Ads agency space is far from oversaturated. A recent industry survey found that fewer than 10% of local service business owners actively use paid advertising services. This means the majority of the market remains untapped.

Google Ads agency space is far from oversaturated

Moreover, a high percentage of current clients have switched from other agencies. Common reasons include:

 

  • Lack of consistent communication

  • Unclear or underwhelming results

  • Poor reporting and transparency

  • High prices without corresponding value

  • Generic strategies or lack of campaign adjustments

Providing a reliable service, regular check-ins, and a customized approach is often enough to stand out in a competitive market. Agencies that consistently deliver results and maintain strong client relationships tend to outperform those focused solely on acquisition.

3. Systemize or Stall

One of the biggest bottlenecks in agency growth is the absence of scalable systems. Most agency owners wear too many hats—handling sales, onboarding, campaign builds, and account management themselves. The solution is to create structured processes for every repeatable task.

Steps to systemization:

  1. Document each major task – From client onboarding to campaign setup.
  2. Create step-by-step checklists – Break down complex workflows into manageable steps.
  3. Record short instructional videos – Keep each video under 5 minutes for easier updates.
  4. Organize SOPs – Store processes in tools like Google Sheets, Notion, or ClickUp for easy access.
Look for an agency that customizes campaigns based on: Your specific service Your target location Your ideal customer

Once documented, these processes can be handed off to new team members, dramatically reducing the time spent on training and onboarding. Building a process once saves countless hours down the line and makes the agency more resilient as it grows.

4. Hire Smart, Not Fast

Scaling an agency doesn’t require a large team. It starts with identifying the single most time-consuming or inefficient task. That could be campaign management, reporting, landing page creation, or client communication.

Hire Based on Time, Skills, and Efficiency

Hiring decisions should be based on:

  • Tasks that consume too much time

  • Tasks that fall outside core competencies

  • Tasks that are repetitive or low-value

The goal is to delegate without sacrificing quality. Start small, hire for one role, and provide clear documentation and training. Many agencies find that the right hire not only matches their work but often improves upon it—especially in areas like account optimization or creative development.

5. Retention Is the Real Growth Hack

Acquiring new clients is essential, but real growth happens through retention. The average agency-client relationship lasts just 3–6 months. Agencies that extend this average build more sustainable, predictable revenue.

Retention Is the Real Growth Hack​

Client retention strategies include:

  • Frequent updates – Regular check-ins build trust and prevent surprises.

  • Transparent reporting – Show performance clearly and connect results to business impact.

  • Client education – Help clients understand key metrics like cost-per-lead and return on ad spend.

  • Proactive outreach during slow seasons – Stay in front of potential issues before clients bring them up.

Most clients are less concerned about short-term dips in performance and more concerned about whether their agency is actively working on their behalf. Demonstrating genuine care and attention goes a long way.

6. Use Tools to Make Your Life Easier

Leverage tools that take the busy work off your plate. Automate reporting. Use calendar schedulers. Build dashboards for clients.
 
This gives your team time to focus on high-value work—and keeps your business efficient.

Ready to Grow?

Breaking through the $10K/month ceiling requires more than just marketing skills—it takes structure, strategy, and the right mindset. Agencies that succeed in scaling tend to follow the same playbook:

  • Build credibility with social proof and success stories

  • Treat client communication as a core service

  • Systemize operations with documented processes

  • Hire smart and train with intention

  • Retain clients by demonstrating real value

  • Use tools to increase efficiency and focus

By applying these principles consistently, a Google Ads agency can move from a solo operation into a thriving, scalable business.

For agency owners looking for additional support, training, or mentorship, joining a growth-focused community like Ads Agency Unlocked can provide ongoing guidance and accountability from others walking the same path.

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How to Fix Your Google Ads Optimization Score (Without Wasting Money)

Many home service business owners log into their Google Ads account, only to be greeted by a frustratingly low optimization score. Even after spending time optimizing campaigns, that percentage just won’t budge.
Here’s the truth: Google’s optimization score is not always a reflection of your campaign’s true performance—and blindly following Google’s recommendations could actually hurt your results.
This guide breaks down what the optimization score really is, why it matters, and how to increase it strategically without wasting your ad budget.

What Is the Google Ads Optimization Score?

The optimization score is Google’s way of encouraging advertisers to stay active inside their accounts. The score ranges from 0% to 100% and is meant to show how well your campaigns align with Google’s recommendations.
 
While Google hasn’t officially confirmed this, many advertisers have noticed that keeping the score above 70% seems to help campaigns show more consistently.

Bottom line: A score under 70% might reduce your ad visibility, so it’s worth keeping an eye on.

Where to Find Your Optimization Score

  1. Log into your Google Ads account.
  2. Click on the campaign you want to review.
  3. In the top bar, you’ll see a percentage next to Optimization Score (e.g., “81.7%”).

 

Clicking on the score will take you to the Recommendations section, where Google suggests changes to improve your campaign performance—or so they say.

Don’t Accept All Recommendations Blindly

Here’s the biggest takeaway: do not accept all of Google’s recommendations automatically. Many of them are designed to increase ad spend, not necessarily to improve lead quality or ROI.
 

Let’s break down a few common suggestions and how to handle them:

1. Add Site Links to Your Ads (+6.1%)

In some cases, site links are helpful. But for home service campaigns that direct traffic to landing pages, they can be a distraction.
 
NOTE: Dismiss this if you’re using dedicated landing pages.
 

2. Measure Values for Your Conversions

For service-based businesses, the value of a conversion can vary dramatically from one client to the next.
 
NOTE: Dismiss this unless you have standardized service pricing.
 

3. Complete Advertiser Verification

This one is important.
✅ Complete it—it boosts trust and increases your score.
 

4. Improve Responsive Search Ads

This is usually a good suggestion, especially if Google is recommending stronger headlines or descriptions.
 
✅ Review and apply selectively.
 

5. Add New Keywords

Sometimes useful, but often includes broad or irrelevant terms.
 
✅ Manually review and only apply keywords that match your intent.

How to Dismiss a Recommendation

  1. Click “Recommendations” under “Campaign.”
  2. Click the three dots next to the recommendation.
  3. Select Dismiss All.
  4. Optionally, add a reason such as:
    • “I’ll do it later”
    • “I don’t think it will improve performance”
Each dismissal updates your optimization score without forcing you to apply changes that don’t fit your strategy.

Example: How a Score Jumped from 81% to 95% in Minutes

In one account, simply dismissing irrelevant recommendations brought the score up from 81.7% to 95%—without changing anything that would impact actual performance.
The final step to reach 100%?
  • Complete advertiser verification
  • Tweak responsive search ads based on real suggestions
This proves you can improve your score without spending more or derailing a well-structured campaign.

Final Tips to Maintain a Healthy Score

  • Check monthly – Your score will shift as your campaign matures.
  • Don’t obsess – Focus on lead quality, not just the number.
  • Use it as a tool, not a rule – It’s a helpful signal, but not a measure of real-world success.

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How to Spot a Bad Google Ads Agency for Your Home Service Business

Hiring a Google Ads agency can either take your home service business to the next level—or waste your budget faster than you can say “conversion rate.” If you’ve tried Google Ads before and had a bad experience, you’re not alone.
 
This guide will walk you through the biggest red flags to look out for, the most important questions to ask, and how to find an agency that actually understands how to bring you leads—not just clicks.

1. Do They Have Experience in the Home Services Industry?

You want to work with an agency that runs campaigns specifically for home service businesses—not e-commerce stores, SaaS companies, or random product sellers.
 
But here’s the twist: you don’t necessarily need someone who only works with roofers, or only with plumbers. Why? Because agencies that niche too tightly often run the same template for every client—same keywords, same landing pages, same results.
Look for an agency that customizes campaigns based on:
  • Your specific service
  • Your target location
  • Your ideal customer
Pro Tip: Ask for case studies or testimonials from other home service companies they’ve worked with.
Look for an agency that customizes campaigns based on: Your specific service Your target location Your ideal customer

2. What Metrics Do They Focus On?

If the agency starts rattling off metrics like clicks, impressions, or CTR (click-through rate), that’s a big red flag. You’re not in this for data—you’re in it for leads.
The only metric that matters? Conversions.
A conversion should mean a real lead—someone who either called your business or filled out a contact form. If they define it any other way, move on.

3. How Do They Track Leads?

You should hear words like:
  • Call tracking
  • Landing pages
  • Lead tracking dashboard
This is critical. Without proper tracking, you won’t know which leads came from Google Ads, and worse, you’ll have no clue whether your campaign is profitable.
 
Example: If you spent $3,000 last month on ads, how many jobs did that bring in? If they can’t tell you, you’re wasting money.
You should hear words like: Call tracking Landing pages Lead tracking dashboards

4. How Do They Prevent Wasted Ad Spend?

The right agency should be fanatical about negative keywords—those terms you don’t want to show up for.
For example, if someone searches:
  • “floor refinishing colors” – they’re not ready to hire, they’re browsing
  • “how to repair a floor yourself” – they’re DIYers, not customers
For example, if someone searches:
  • “floor refinishing colors” – they’re not ready to hire, they’re browsing
  • “how to repair a floor yourself” – they’re DIYers, not customers

5. Do You Own the Google Ads Account?

access to all that valuable data—keywords, performance stats, and insights
This one’s simple: you should always own your account.
 
Even if they create it for you, make sure your business retains ownership. Why? Because if you ever part ways, you’ll want access to all that valuable data—keywords, performance stats, and insights you’ve paid for.
 
If an agency says, “No, that’s our property,” thank them and hang up.

6. Do They Lock You Into Long-Term Contracts?

Watch out for 12-month or multi-year contracts. While it’s fair for an agency to request a short commitment (3–6 months), you should always have an exit ramp.
 
Agencies that insist on long-term contracts upfront usually don’t trust their results to keep you around.
 
Reality Check: Google Ads success often builds over time. Month 1 is about testing, Month 2 is optimization, and Month 3+ is where the real results kick in. But you shouldn’t be trapped if it’s clearly not working.
Google Ads success often builds over time

7. Can They Guarantee a Certain Number of Leads?

If an agency promises “20 leads per month guaranteed,” run the other way.
 
Sure, they might deliver 20 leads—but what kind?
  • People looking for a $25 fix
  • Job seekers
  • Window shoppers

You want qualified leads. No honest agency can guarantee volume without controlling lead quality, and quality is what turns into revenue.

8. Do They Use Landing Pages (Not Just Your Website)?

Google Ads should send visitors to landing pages, not your homepage. Here’s why:
  • A landing page is focused on a single service (like panel replacements for electricians).
  • It has one clear call to action: Call now or fill out a form.
  • It removes all distractions and gets people to act.
Your website might look great—but it’s built for browsing, not converting. Landing pages are built to get the phone ringing.
Download a Free Guide: 18 Questions to Ask an Agency

PREFER TO LEAVE IT TO A PROFESSIONAL?

Running a home service business is already a full-time job—figuring out Google ads shouldn’t be another one. At Mancini Digital, we specialize in Google Ads that bring in real, high-intent customers, so you can focus on what you do best.
BOOK A CALL WITH MIKE

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How to Get a 55% Conversion Rate with Google Ads for Your Hot Tub Business

If you run a hot tub business—whether it’s repairs, maintenance, moving, or sales—you know how valuable every lead can be. But what if more than half of the people who clicked on your ads actually became paying customers?
 
That’s exactly what happened for one of our clients last week: a 55% conversion rate from Google Ads. To put that in perspective, the average conversion rate in the home services industry is just 6%. That means their ads performed 9x better than the norm.
 
So, how did they do it? And how can you replicate this success for your hot tub business? Let’s break it down.

The Power of High-Intent Google Ads for Home Services

This hot tub company has been around for over 20 years—and a client of ours for 13. They offer hot tub repair, maintenance, moving, and sales.
 
Here’s the key: many service calls start as low-ticket items (like a $400 repair). But when a customer realizes the repair isn’t worth it? That $400 job often turns into a $7,000 to $11,000 new hot tub sale.
 
It all starts with one lead.
 
And the most reliable, scalable way to generate high-quality leads is Google Ads—especially when you know how to set them up for intent-driven conversions.
Google Ads—especially when you know how to set them up for intent-driven conversions.

Step 1: Targeted Advertising = Right Place, Right Time

Google Ads lets you target people who are actively searching for the services you offer.
Keywords like:
  • Hot tub repair near me
  • Jacuzzi cleaning Las Vegas
  • Used hot tubs for sale
  • Hot tub movers
These aren’t people browsing for DIY tips. They’re ready to hire someone—now. By targeting the right keywords, you show up at the exact moment someone needs your help. That’s the power of intent-based marketing.
 

 

Step 2: Craft Compelling Ad Copy

Clicks aren’t enough—you need people to want to click.
That’s where strong, tested ad copy comes in. Highlight things like:
  • Fast response time
  • Expert technicians
  • Special discounts or packages
In this campaign, we achieved a 39% click-through rate—a clear sign that the ad resonated deeply with the audience. When you consistently test headlines and swap in what works, your CTR can skyrocket.
 

 

Step 3: Landing Pages That Convert

Once someone clicks, where do they land?
 
Here’s the thing: pretty websites don’t always convert.
 
We tested multiple landing pages and found one that looked just “okay” but delivered a 55% conversion rate. That’s over five out of ten visitors turning into real leads. It was clean, fast-loading, and had a strong call to action. Most importantly—it worked.
In digital marketing, the only metric that matters is results.
 

 

Step 4: Continuous Optimization (Not “Set It and Forget It”)

Many agencies will launch your campaign and let it sit. We don’t. We make hundreds of micro-adjustments each month to every campaign we manage:
 
  • Analyzing search terms
  • Adjusting bids
  • Testing new ads
  • Tweaking landing page elements
This constant monitoring and improvement is how we maintain performance and scale your lead flow over time.
 

Why This Works for Home Service Businesses

This isn’t just for hot tub companies. If you’re a:
  • Plumber
  • HVAC contractor
  • Electrician
  • Pool cleaner
  • Pest control provider
Home Service Businesses

You can use this exact framework to generate consistent, high-quality leads in your service area.

The secret? Focused, tested Google Ads campaigns paired with optimized landing pages and ongoing performance management.

Final Thoughts

It’s not about having the best-looking ad or the flashiest website.
It’s about intent, execution, and data-driven decision making.
If you’re ready to stop relying on word of mouth or slow seasons, it’s time to invest in a lead generation system that works 24/7.
One lead today could turn into a $10,000 sale tomorrow.

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Why Home Service Businesses Should Always Be Marketing

As a home service business owner, it’s easy to think you only need to market when things are slow. But here’s the hard truth: 
If you only market during slow seasons, you’re leaving money—and growth—on the table. Let’s break down why year-round marketing is the smartest move you can make (and how to do it right, even when you’re fully booked).

The Busy Season Trap: “I Don’t Need Marketing, I’m Already Booked!”

Business is booming. Your calendar’s packed. Marketing feels unnecessary, maybe even like a waste of money.
 
But what happens when:

A big job falls through?

  • Permits get delayed?
  • A client postpones unexpectedly?

Suddenly, your tightly-packed schedule has holes you didn’t see coming.
 
This is where consistent marketing saves you.
 
When your phone is still ringing with new leads, you can instantly fill those unexpected gaps. You don’t lose revenue. Your team stays busy. And even better? You might land a job you would’ve missed entirely otherwise.
Plus, when you swoop in with “We had a cancellation—can we do the job tomorrow?” you make a great impression. That’s how lifetime customers are made.

The Slow Season Dilemma: Everyone's Marketing—So Costs Skyrocket

Here’s what a year-round marketing strategy actually looks like (and why it works):

1. Consistent Branding = Consistent Trust

When people see your brand regularly—on social media, in their inbox, on Google—they begin to trust you.
Familiarity breeds trust. Trust leads to conversions.
 
Whether someone needs your service today, next month, or in six months, your name is the one they’ll remember if you stay visible.
 

2. Email Marketing = Easy Wins

You don’t need to send out emails every day. But even a simple monthly update can:
  • Highlight recent projects
  • Offer seasonal promotions
  • Share happy client stories or testimonials
Just one well-timed email can bring in leads that were sitting on the fence.
 

3. SEO and Content = Long-Term Growth

Search Engine Optimization (SEO) is your silent salesman.
  • It helps your site rank higher on Google.
  • It brings in organic traffic without constant ad spend.
  • It positions you as an expert in your field.
Write blogs (like this one!), create helpful videos, and answer common customer questions. It adds up.
 

4. Google Ads = On-Demand Leads

This is where Mancini Digital comes in.
Running smart, efficient Google Ads campaigns means:
  • You stay visible even when you’re slammed with work.
  • You collect leads and call them when your schedule opens up.
  • Your campaign learns and gets cheaper over time.
When the slow season hits, all you do is increase your budget—not start from scratch like everyone else.
That’s the difference between surviving and thriving.

Real Example: The Plumber Who Paused (and Paid the Price)

Home Service Business Plumbing

We recently worked with a plumber who got so busy, he paused all his marketing. It made sense… until several jobs fell through at once.
Scrambling for leads, he realized something:

“If we had kept running our campaigns, we wouldn’t be in this mess.”

Marketing isn’t about today. It’s about building a cushion for tomorrow.

Bonus Tip: Too Many Leads? That’s a Good Problem.

Worried about having too many leads? Here’s what top business owners do:
  • Expand your team to handle the demand.
  • Partner with a friendly competitor and send overflow work (for a referral fee).
  • Build waitlists. People will wait for quality service.

Final Question: How Many Months a Year Are You Actually Marketing?

Be honest.
 
Not “how many months is your website online?” But how many months are you actively marketing? If it’s not 12, you’re leaving opportunity on the table.
 
Let this be your reminder: Always. Be. Marketing.

PREFER TO LEAVE IT TO A PROFESSIONAL?

Running a home service business is already a full-time job—figuring out Google ads shouldn’t be another one. At Mancini Digital, we specialize in Google Ads that bring in real, high-intent customers, so you can focus on what you do best.
BOOK A CALL WITH MIKE

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Google Ads for Home Services: 5 Expert Tips to Get More Leads

If you’re running Google Ads for your service business, you need to ensure that your campaigns are optimized for conversions—not just clicks. Many businesses waste thousands of dollars on inefficient campaigns because they overlook key settings. In this guide, we’ll break down five critical tips to help you get the most out of your Google Ads campaigns.

1. Optimize Your Google Ads Campaign Settings

One of the biggest mistakes businesses make is using the wrong bidding strategy. Here’s what you need to know:
  • Avoid Maximize Clicks—this setting prioritizes volume over quality, leading to irrelevant traffic.
  • Start with Manual CPC (Cost-Per-Click) to maintain control over your bidding strategy.
  • Once you’ve collected 20-30 conversions per month, consider switching to Maximize Conversions to let Google optimize for better leads.

Key Settings to Adjust:

  • Networks: Uncheck Google Display Network to avoid showing ads on irrelevant sites.
  • Location Targeting: Focus on your immediate service area—expanding later is easier than shrinking.
  • Budget Considerations: Ensure your daily budget is high enough to generate enough clicks for optimization.

2. Send Traffic to a Landing Page (Not Your Website)

 
A major factor in conversion success is where you send your paid traffic. Many businesses send Google Ads traffic to their homepage, but this is a costly mistake.
 

Why Landing Pages Work Better:

  • Laser-focused content: Every element on the page is designed to convert.
  • No distractions: No extra links or navigation bars that might lead visitors away.
  • Clear calls to action: Phone number and lead form are front and center.
  • Tailored messaging: The landing page speaks directly to the ad audience (e.g., if they searched for “floor refinishing,” they land on a page about floor refinishing, not general home services).
📌 Pro Tip: Many users prefer different contact options—younger audiences favor forms, while older users prefer phone calls. Include both on your landing page.
 

3. Implement Call Tracking & Conversion Reporting

If your business relies on phone calls, tracking them as conversions in Google Ads is critical.
  • Use CallRail or similar software to track calls generated by Google Ads.
  • Every tracked call should be reported back to Google Ads as a conversion event.
  • This helps Google understand what real leads look like and optimize your campaign accordingly.

Why This Matters:

  • Without proper conversion tracking, Google doesn’t know what’s working and can’t optimize effectively.
  • Call tracking allows you to allocate budget towards higher-quality leads.

4. Add Negative Keywords: Filter Out Unqualified Traffic

Negative keywords are just as important as your targeted keywords. These tell Google what NOT to show your ads for, saving you thousands in wasted ad spend.
 

Common Negative Keyword Examples:

  • DIY searches (e.g., “floor refinishing DIY”)
  • Research-based queries (e.g., “best floor refinishing methods”)
  • Irrelevant searches (e.g., “free floor refinishing” or “floor refinishing job openings”)
📌 Pro Tip: We’ve seen campaigns wasting 75-80% of their budget due to missing negative keywords. Regularly audit your search terms report and add negatives weekly.

5. Continuously Optimize and Monitor Your Campaign

One of the worst mistakes business owners make is setting up their campaign and forgetting about it. Google rewards advertisers who regularly adjust and optimize their campaigns.
 

Steps to Maintain an Optimized Campaign:

  • Check performance weekly: Look for trends in cost-per-click, conversion rate, and search terms.
  • Adjust bids strategically: Increase bids on top-performing keywords and lower bids on underperformers.
  • Review Google’s optimization score: While you don’t have to follow every recommendation, addressing key issues can improve performance.
  • A/B test ad copy & landing pages: See which variations convert best and refine accordingly.
📌 Pro Tip: If Google sees that you’re not managing your campaign actively, it may increase your cost-per-click (CPC) over time. Consistency is key.

PREFER TO LET THE EXPERTS HANDLE IT?

If you’d rather focus on running your business and leave the ads to the professionals, Mancini Digital can help. We specialize in Google Ads for local service companies, ensuring you get more calls, appointments, and revenue without the hassle of managing campaigns yourself.
BOOK A CALL WITH MIKE

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