Corridor-fenced Google Ads with a ceiling you set in advance

Why fencing matters here

The corridor sits at a transit crossroads. Lougheed Town Centre station, at Lougheed Highway and Austin Road, is one of the three stations where the Expo and Millennium lines meet, and Burquitlam station is one stop further on the Millennium Line. People pass through constantly. Many search on their phones while commuting, which means a broad campaign happily shows your ad to someone from Surrey or Port Coquitlam who's just changing trains.

Google Ads lets you target by location, including radius and specific areas, and choose whether to reach people located in an area or merely interested in it. The default leans toward "interested in", which in a commuter hub is often the wrong setting. Fixing that one choice is frequently the cheapest improvement we make.

Who this is for

Ads make sense when:

• you need calls soon, for example after moving into the corridor or opening a new crew
• your reviews and rankings are still thin, so organic search can't carry you yet
• you sell something with clear intent, such as emergency plumbing, lock-outs, appliance hookups or move-out cleaning
• your average job is large enough to absorb a click price, typically several hundred dollars or more

They make less sense for low-value, infrequent services where a click can cost more than the job earns.

What's included

1. The ceiling sum. We calculate your break-even cost per lead from job value, gross margin and close rate, and write it down.
2. Geography. A fenced area drawn around the streets and buildings you serve, set to people physically present or regularly there.
3. Campaign build. Tight keyword groups by job type, negative keywords for jobs you don't do, and ads that mention the corridor's real places.
4. Call tracking. Calls, texts and emails from ads are counted separately, so we know which keyword produced which job.
5. Weekly pruning. Wasted search terms removed, bids adjusted by hour and day, budget moved to what earns.
6. Landing pages. If your site can't convert ad traffic, we build focused pages, coordinated with our website service.

A worked ceiling

Suppose your average electrical service call is $380 and you keep 45% after wages and parts: about $171 per job. You win 55% of the leads you quote. Your break-even lead cost is roughly $171 × 0.55, or about $94. We'd aim to run well below that, say $55 to $65, to leave room for profit and our fee. If Google's prices in your category won't allow it, we'll tell you before you spend much.

Timeline

• Week 1: ceiling worked out, tracking installed, campaigns built.
• Weeks 2–4: learning period. Expect uneven costs while Google gathers data.
• Months 2–3: pruning, bid changes and ad tests. Cost per lead should settle near the target.
• Ongoing: budget raised in months when building handovers bring new demand, lowered when it's quiet.

How we measure results

Cost per lead, cost per booked job and the share of leads from inside the fence. We report every month, in plain language, and give you a direct look at the account. You own it, and you keep it if we part ways.

Mistakes to avoid

• City-wide targeting in a corridor where half the searchers are passing through.
• Sending ad clicks to your home page instead of a page about the exact job.
• Judging by clicks. A campaign with fewer clicks and more calls is better.
• Running ads with nobody answering. Missed calls from paid clicks are pure loss.

Ads work best alongside two-city local SEO, which gradually lowers how much you need to buy. The new-household arithmetic guide shows how to size your budget to the corridor's growth, and pricing shows our management fees.