Frequently Asked Questions

We lead and run full-funnel marketing for service businesses: Google Ads, Meta Ads, SEO and AI search, email marketing, landing pages, local search and call tracking. Most of our clients are in home services, healthcare and legal. We don't just drive traffic. We build the system behind it, from the first click to the booked job or consultation, and manage it month over month so the numbers actually move.

It starts with a discovery call. We'll ask about your services, your service area, where your leads are coming from today, and what's working or not. From there, we put together a market read (demand, competition, realistic unit economics) so we can tell you honestly whether paid media or SEO makes sense, and what kind of results to expect before any money gets spent. No pitch deck, no pressure. If it's a fit, we scope it out and get started. If it's not, we'll tell you.

You'll start with a discovery call with one of our co-founders. Once we move forward, your day-to-day point of contact becomes a dedicated account strategist who knows your business, your goals, and what's happening across every channel. Behind your strategist is a team of specialists (media buyers, designers, developers, SEO experts and copywriters) who do the hands-on work. The co-founder who led your discovery call stays involved and is always reachable if something comes up. You won't get passed around between departments or left waiting on a generic support inbox.

Absolutely. Most of our clients come to us with a website already in place. We'll look at how it performs (page speed, mobile experience, conversion flow, messaging alignment with your ads) and recommend changes based on what's actually costing you leads. Sometimes small adjustments to a landing page make a bigger difference than doubling ad spend. If a full rebuild makes sense, we can handle that too.

Not at all. We build websites and landing pages in-house, so we can create what you need from scratch, designed specifically to convert the traffic we're sending to it. In fact, starting fresh often means fewer compromises. We'll make sure the site, the ads, and the follow-up system all work together from day one.

Those are the industries where we have the deepest experience and the strongest results to point to. That said, the principles behind what we do (clean attribution, structured campaigns, strong landing pages, proper follow-up) apply broadly. If you're outside those industries, reach out. We'll be upfront about whether we're the right fit.

It depends on how quickly you need leads and where you are right now. Paid ads (Google, Meta) can start generating calls shortly after launch. They're the fastest way to test demand and start filling your pipeline. SEO is a longer play, but it compounds over time and tends to bring in some of the highest-intent traffic you'll see. For most service businesses, we recommend starting with ads to get immediate traction, then layering in SEO once the paid side is stable. That way, you're building long-term visibility without waiting for your first lead.

For most service businesses, especially in home improvement, healthcare and legal, Google Ads is one of the most direct paths to new customers. People are actively searching for the service you provide, right now, in your area. The issue isn't usually whether Google Ads can work. It's whether the account is set up to capture that demand efficiently, with the right structure, targeting, landing pages, and tracking. When those pieces line up, cost per lead drops, lead quality goes up, and the account becomes something you can actually scale.

They solve different problems. Google Ads captures people who are already looking for your service. High intent, ready to book. Meta Ads (Facebook, Instagram) reaches people before they're searching. It's useful for building awareness, retargeting past visitors, and promoting seasonal offers. Most of our clients run both. Google drives the core pipeline, Meta fills gaps, re-engages cold leads, and helps with brand visibility. The right mix depends on your services, your area, and how fast the sales cycle moves.

Service pages help you rank for what you do. Blog content helps you rank for the questions people ask before they're ready to hire. Together, they cover more of the search landscape and bring in traffic at different stages of the buying journey. A blog also gives you content to share in emails, on social, and across your local listings. You don't need to publish constantly. Even a handful of well-targeted articles, updated regularly, can make a meaningful difference in organic visibility over time.

AI SEO refers to optimizing your content so it appears in AI-generated answers from tools like ChatGPT, Google's AI Overviews, and Perplexity. When someone asks an AI assistant for a recommendation or answer, it pulls from web content. If your site is well-structured, authoritative, and clearly answers common questions in your industry, you're more likely to be cited. It's still early, but the trend is moving fast. We're already factoring AI visibility into how we write content, structure pages, and build topical authority. It's not a replacement for traditional SEO. It's an extension of it.

There's no fixed limit, but there are practical ones. You can realistically rank in your immediate service area and surrounding communities. How far that extends depends on competition, your Google Business Profile setup, and how much location-specific content and authority you've built. Trying to rank everywhere with a single page rarely works. For businesses that cover a wide region, we create dedicated landing pages for each target area, backed by local signals and a content strategy that supports each one. It takes more effort upfront, but the results are significantly stronger than a generic “we serve the entire GTA” page.

Both. We build and manage landing pages in-house because the page is part of the campaign, not separate from it. If the ad says one thing and the page says another, you lose the lead. We design every page around the intent behind the search, with clear CTAs, mobile-first layouts, and trust signals in the right places. For clients who need a full website, we handle that too. For those who already have a site, we'll build campaign-specific landing pages that sit alongside it.

Yes, and we do this regularly, especially with home service companies that offer multiple trades. The key is building separate campaigns for each service line, with its own keywords, ads, landing pages, and tracking. That way, you're not lumping a roofing lead in with a bathroom renovation lead. Each service gets its own budget, its own data, and its own performance metrics. If you're running multiple brands or locations, we can manage those across the same account or separate ones depending on what makes the most sense operationally and strategically.

We understand why that matters. No one wants to fund their competitor's marketing through the same agency. We offer market exclusivity arrangements that protect your territory. If that's something you're interested in, we can discuss it during the discovery call and structure the agreement so you're not competing against another client of ours in the same area for the same services.

The fundamentals (clean campaign structure, intent-based targeting, strong landing pages, and proper tracking) apply regardless of the industry. But the execution changes. A roofing company has a different seasonality curve than an HVAC company. A dental clinic markets preventive care differently than a cosmetic procedure. A personal injury firm needs a completely different ad strategy than a family lawyer. We adjust budgets, messaging, and targeting based on how demand shifts in each industry and each market, and build campaigns that flex with those patterns rather than fighting against them.

Healthcare advertising comes with stricter regulations and platform policies. Google and Meta both have specific rules about what you can and can't say in ads related to medical services, treatments, and conditions. You also need to be more careful about how you handle patient information and testimonials. Beyond compliance, healthcare audiences behave differently. There's often more research involved, more sensitivity, and more trust that needs to be built before someone books. We tailor the messaging, the landing page experience, and the follow-up flow to account for all of that.

The short answer: you can promote your services, your credentials, and the conditions you treat, but you generally can't make outcome guarantees, use before-and-after imagery in certain contexts, or run ads for restricted procedure categories without prior certification from the platform. Google requires healthcare advertisers to go through a verification process, and Meta has its own set of restrictions around targeting and messaging. We handle all of this as part of account setup and creative development. You won't need to memorize the policies. We build every ad within them from the start.

Legal CPCs are high. That's just the market. But high cost per click doesn't have to mean high cost per client. The real issue is usually waste: broad match terms pulling in irrelevant traffic, landing pages that don't convert, and no tracking to tell you which clicks actually turned into consultations. We build legal campaigns with tight keyword structures, aggressive negative keyword lists, and landing pages designed specifically for the practice area being advertised. Then we track all the way through to booked consultations so we know what's actually working, not just what's getting clicks. The goal is to bring cost per signed case down, even if the click itself stays expensive.

Our core focus is on service businesses, particularly home services (roofing, HVAC, plumbing, renovation, landscaping, waterproofing), healthcare (dental, aesthetics, specialist clinics, allied health), and legal (personal injury, criminal defence, family law, employment law). These are the industries where we've built the most playbooks, benchmarks, and repeatable systems. If you're outside these industries, reach out. We'll let you know if we're the right fit.

It varies significantly depending on your industry, your service area, how competitive the market is, and how aggressive your growth goals are. A local plumber in a mid-sized city has very different needs than a multi-location dental clinic in the GTA. During the discovery call, we'll walk through what demand looks like in your market and what kind of budget would realistically give you enough volume to measure, optimize, and grow. We'd rather set a realistic starting point and scale up than overspend from day one on an unproven setup.

We offer a few different models depending on the scope and nature of the engagement. Some clients work with us on a monthly retainer, others on a project basis. We'll walk through the options during the discovery call and recommend what makes sense based on your goals, your budget, and how much ongoing management the account needs. The structure is always transparent. You'll know exactly what you're paying for.

We offer both flexible month-to-month arrangements and longer-term agreements. Month-to-month gives you the freedom to reassess at any time. Longer-term commitments often come with more favourable terms and allow us to plan bigger strategic moves (like SEO campaigns or website builds) that need time to play out. Either way, we don't rely on contracts to keep clients. We rely on results.

No. We don't charge a separate onboarding or setup fee. The initial work (account audit, campaign build, tracking setup, landing page development) is included as part of the engagement. We want to remove friction from getting started, not add to it.

SEO pricing depends on the scope: how many locations you're targeting, how competitive the keywords are, whether the site needs technical work, and how much content needs to be created or improved. There's no one-size-fits-all number. During the discovery call, we'll assess where your site stands today and what it would realistically take to move the needle in organic search. From there, we scope out a plan that fits your budget and timeline.

You let us know, and we work through it together. If you're on a month-to-month arrangement, you can step back at the end of any cycle. If you're on a longer-term agreement, we'll walk you through what applies. Either way, you keep full ownership of your ad accounts, your website, your data, and everything we've built. Nothing gets held hostage. If you decide to pause rather than cancel, we can discuss what that looks like so you don't lose momentum unnecessarily.

With paid ads, leads typically start coming in shortly after launch. But meaningful, optimized performance takes longer as we gather data, refine targeting, test creatives, and tighten the funnel. SEO operates on a longer timeline (see below). Every business and market is different, so we set clear expectations during onboarding based on your specific situation.

SEO is a long-term investment, and anyone promising first-page rankings overnight isn't being honest. How quickly you see results depends on your starting point, your competition, and how much work the site needs. Some businesses see early movement relatively quickly. Others take longer. It compounds over time, and the businesses that benefit most from SEO are the ones that commit to it consistently. We'll give you a realistic picture during the discovery call based on where your site stands today.

We track the full journey, from the ad click or organic visit through to the booked job or consultation. That means call tracking, form tracking, CRM data where available, and clean attribution so every lead has a source. We don't just measure clicks or impressions. We measure what actually turns into revenue. When the data is clean, the decisions get sharper: what to scale, what to cut, where to invest next.

Lead quality is one of the first things we focus on. It starts with campaign structure: matching keywords and ads to the right intent so you're not paying for clicks from people who aren't actually looking for your service. We use negative keyword lists, location targeting, and audience exclusions to filter out low-quality traffic. Then we listen to calls and review form submissions regularly to catch issues early. If a lead source is generating volume but not converting into real work, we'll flag it and adjust.

You'll receive a monthly performance report that covers key metrics: leads, cost per lead, conversion rates, channel performance, and trends over time. But it's not just a spreadsheet dump. We contextualize the numbers: what changed, why it changed, and what we're doing about it. We also keep the lines of communication open between reports. If something significant happens (a spike, a drop, a new opportunity) we'll let you know right away.

When a lead comes in (whether it's a call, a form submission, or a booking request) it gets logged and attributed to the source that generated it. Your team receives it in real time so they can follow up while the lead is still warm. On our side, we can set up automated email touchpoints to keep your business top of mind between that first interaction and the decision. We also review incoming leads regularly to make sure the campaigns are attracting the right people, and adjust targeting if they're not.

We catch it early. We monitor campaigns daily and review performance in depth on a regular cycle, so if something isn't working (whether it's a targeting issue, a creative problem, or a market shift) we see it before it turns into wasted budget. From there, we adjust: restructure campaigns, test new angles, shift spend to what's actually converting. Every account goes through periods where something needs to be reworked. What matters is how fast you spot it and how you respond.

When you buy leads from a platform, you're renting access to someone else's audience. The leads are often shared with other businesses, you have no control over quality or volume, and the moment you stop paying, the pipeline disappears. When you work with us, you own everything: your ad accounts, your website, your landing pages, your data. We build a system around your brand that generates exclusive leads, tracks them through to revenue, and gets better over time. You're building an asset, not renting one.

You do. Your Google Ads account, your Meta account, your analytics, your website, your landing pages, your creatives. All of it belongs to you. If we ever part ways, you keep everything. We believe that's how it should be. You're investing in your business's marketing infrastructure, and it should stay with you regardless of who's managing it.

Not much. We handle the heavy lifting: strategy, campaign builds, creative, landing pages, email marketing, tracking, optimization, reporting. What we need from you is access to your accounts, a bit of time during onboarding to understand your business, and occasional input when we need to align on direction or review results. For most clients, that means one monthly call and a few messages here and there. We're not going to send you homework.

Yes, where it makes sense. We use AI tools across research, content development, data analysis, creative iteration, and reporting. It helps us move faster and dig deeper without sacrificing quality. But we don't automate decisions blindly. Every strategy, every campaign change, and every piece of content that goes out is reviewed and approved by a real person on our team. AI makes us more efficient. It doesn't replace the thinking.

In some cases, yes. We can connect you with a current client who's willing to share their experience working with us. We respect our clients' time and privacy, so it's not something we offer on every call. But if you're seriously considering working with us and would like a reference, let us know and we'll see what we can arrange.