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Illustration: two identical blank paper tags lie side by side on a wooden counter, one tied by string to a small copper pipe elbow, the other to a large wooden shipping crate.

Cascader Answers

When jobs range from small repairs to big replacements, what should Google Ads bid toward?

Counting enquiries, quotes or booked jobs tells Google every win is the same size. Here's which stage to bid on, how to value each quote, and the order to change things in while the campaign is losing money.

Illustration: a plumber lying under a kitchen sink stretches for a buzzing phone just out of reach, while through a doorway a woman at an office desk takes a call and writes in a book.

Cascader Answers

Search ads didn't work for your plumbing or home-service business. Should the budget move to Local Services Ads?

For local home-service owners, with plumbing as the worked example: when to move a weekly budget from Search ads into Local Services Ads, and how to test the move before trusting it.