02 · Google Ads · High-Intent

Be there the moment they search.

When someone types "asphalt paving near me" at 9pm with a cracked driveway, they're buying — not browsing. Google Search, Local Service Ads, and Performance Max, configured for paving and tracked to the closed job.

Book a call → What's included
Live in
5 days
incl. Google Guarantee verification
Search intent
Bottom-funnel
they want a paver. now.
Lead type
Phone calls
~70% of LSA leads call directly
Pacing
Daily
capped to crew capacity
How it runs

Search · auction · click · call.

A homeowner with a cracked driveway types into Google. Within 200ms, the auction runs. Your LSA badge plus your ad show at the top. They tap. Your phone rings. Tracking ties the call back to the keyword that won the auction — so we know exactly which searches make you money.

GOOGLE ADS · LIVE AUCTION
What's included

Three Google channels. One pipeline.

Search, LSA, and PMax each pull a different kind of buyer. Run them together and you cover every shape of paving demand on Google.

01
Local Service Ads (Google Guaranteed)
The badge at the very top of the search results. Pay per qualified lead, not per click. We handle license verification, insurance docs, background checks, and review monitoring.
02
Search campaigns · paving-tuned
Tight keyword sets — "[city] asphalt paving," "sealcoating cost," "parking lot striping" — with negative-keyword libraries that have been refined across millions in paving spend.
03
Performance Max + retargeting
Catch the searcher who clicked but didn't call. PMax pulls inventory across YouTube, Display, Maps, and Discover — fed by your call-converted audience signal.
04
Call tracking + CRM webhook
Every call recorded, transcribed, and scored. Qualified leads push directly into your CRM or SiteIQ pipeline. You see cost per call, cost per qualified lead, cost per job won.
05
Landing pages built to convert
Service-specific landing pages — driveway paving, parking lot, sealcoat, striping — with click-to-call as the primary action. Mobile-first, sub-2s load, photo-led.
06
Geo + dayparting controls
Bid up in your best ZIPs, bid down in tire-kicker towns. Pause overnight if you don't want 2am calls. Every paver's market is different — we tune yours weekly.
How it works

5 days to live. First call usually that week.

Day 0
01
Kickoff + LSA verification
Submit license, insurance, and background check for Google Guarantee. We pull historic search-volume data for every keyword in your service area.
Days 1–4
02
Build
Search campaign structure, ad copy, negative-keyword library, landing pages live, call tracking installed, conversion goals wired to your CRM.
Day 5
03
Launch
Search live. LSA usually live the same day Google approves verification. Phone starts ringing. Calls go straight to whoever answers your line.
Ongoing
04
Optimize · scale · prune
Weekly: cut bad keywords, scale converters, refresh ad copy, dispute LSA leads that didn't qualify. Monthly: review cost-per-job and shift budget to the channel with the best math.
Vs. what most pavers do

Most paver Google Ads light money on fire.

Metric
DIY or generic agency
Intellimark
Negative keywords
10–20 generic terms
800+ paving-specific neg-kw library
Match types
Broad match (Google's default)
Phrase + exact, broad disabled
Conversion tracking
Form fills
Calls + forms + booked jobs
LSA dispute management
Never disputed (free leads)
Bad-lead disputes weekly · 40–60% credited
Landing page
Homepage
Service-specific, built to convert
Geo bidding
One bid for the whole metro
ZIP-by-ZIP bid modifiers
Fee structure
% of spend (penalized for scaling)
Flat monthly
Google vs. Meta — when each wins

Different audiences. Different moments.

Most successful pavers run both. Here's the cleanest way to think about it.

02 · GOOGLE

Capture, don't create.

Google Ads catches buyers who already know they need paving. They're searching. The intent is there. You just have to be the result they tap. Strongest channel for emergency repairs, commercial RFPs, and high-ticket residential.

  • "asphalt repair near me"
  • "parking lot paving cost"
  • "emergency pothole filling"
01 · META

Create, don't capture.

Meta interrupts homeowners scrolling — drone footage, before/afters, neighborhood proof. They weren't looking for a paver. Now they are. Strongest for driveway seal, crack repair, neighborhood-level demand creation.

  • Driveway seal · before/after
  • Neighborhood saturation campaigns
  • Cold-traffic lead generation
One dashboard · every channel

Every lead, every channel, one place to actually do something about it.

Meta, Google, SEO, cold email — we pipe every conversion into a single dashboard you can carry in your pocket. See what's working, see the lead the second it lands, and reply / call / book the walk without ever leaving the screen.

  • Every channel in one feed
    Meta, Google, SEO, and cold-email leads all flow into the same inbox — tagged with where they came from. No more five-tab dance to figure out what's working today.
  • Action lives one tap away
    Call, text, book the walk, send the bid — every action is built into the lead view. Activity history lives below it so nothing falls through.
  • Built for the field, not the office
    Same dashboard on the truck, on the lot, on the couch. The phone is the primary view, not an afterthought.
INCLUDED WITH EVERY SERVICE — NO EXTRA CHARGE
Past the lead · closed-loop tracking

Anyone can send you leads. We track what they turn into.

Most agencies never find out what happens after the hand-off — they report cost per lead and call it performance. We install the tracking that follows every lead through the walk, the bid, and the signed contract, so the system optimizes for jobs, not clicks.

Cost per lead
$42
A name and a phone number. Cheap to generate, easy to brag about — worth nothing until it walks a lot.
WHERE MOST AGENCIES STOP
Cost per estimate
$96
Leads that turned into a real walk and a real bid. The first number that means anything.
Cost per job
$310
Bids that signed. This is the number that decides your ad budget — not clicks, not calls.
THE NUMBER THAT MATTERS
Return per job
22×
$6,840 average ticket against $310 to win it. That's the math we report — and the math we manage to.
Frequently asked

Questions we get.

How is this different from running Google Ads myself?+
You get an 800+ paving-specific negative-keyword library so you stop paying for "asphalt road repair jobs" or "asphalt driveway DIY," tight match types instead of Google's default broad-match (which is built to spend your money), conversion tracking that ties calls to keywords, and weekly LSA dispute work that gets 40–60% of bad leads credited back. Most paver Google accounts I audit are leaking 30–50% of spend before they touch the bid.
What's the difference between Search, LSA, and Performance Max?+
Search ads are the classic top-of-page text ads — pay per click. LSA (Local Service Ads) are the Google Guaranteed badge above search ads — pay per lead, not per click, and Google verifies your license + insurance + background check. Performance Max runs across YouTube, Display, Maps, and Discover with AI bidding, fed by your own conversion data. We run all three because each catches a different shape of demand.
How fast does this start producing leads?+
LSA can ring the phone the same day Google approves your verification (1–2 weeks). Search ads typically produce calls within 48 hours of launch. Performance Max takes 2–3 weeks to learn before it scales.
What does Google Guaranteed actually mean?+
It's a green badge next to your LSA listing. Google has verified your business license, insurance, and run background checks on your owners. If a customer is unhappy with the work, Google reimburses them up to your job total (capped). It's a major trust signal — and homeowners click LSA listings 2–3× more than regular ads because of it.
How much should I spend?+
Most paving accounts start at $3K–$8K/month in Google ad spend, scaling to $15K–$40K once the math is dialed in. We will recommend a number on the call based on your market's search volume and your crew capacity. Spending too little means you sit at the bottom of the auction and learn nothing.
Should I run Google Ads or Meta Ads first?+
If you have any budget at all, run both — they catch different buyers. If forced to pick one: Google for high-ticket commercial / emergency repairs / mature markets where homeowners are searching, Meta for residential driveway / sealcoat / neighborhood saturation campaigns. Most clients who can only run one start with Google because the intent is hotter.
What if Google sends me junk leads through LSA?+
We dispute them. Wrong service, out-of-area, never-returned-the-call, spam — all disputable. We file the disputes weekly and 40–60% get credited back. Most pavers running LSA themselves never dispute and just eat the cost.
Do I own the ad account?+
Yes. Built on your Google Ads + LSA accounts, your domain, your billing. If we ever part ways, the account, history, and learning all stay with you.
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Meta Ads
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Cold Email →
Ready when you are

You run the crew.
We run the leads.

30-minute call. We'll walk your market, show you what's working, and tell you straight if we're a fit.

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