verticals
One vertical at a time. Each gets its own service taxonomy, keyword research, competitor mapping, ad-format quirks, and seasonal patterns. When I expand into a new trade, I do not just swap the keyword list. I rebuild the playbook for that vertical.
Heating, cooling, plumbing. The trades that have to answer the phone in an emergency. Massive Google Ads spend across the category and most accounts have at least one fixable leak.
Open the HVAC + Plumbing page ->
Adding next. Same playbook (audit, fix, hold to a flat fee), different vertical taxonomy (general dentistry, ortho, pediatric, cosmetic).
Open the Dental waitlist page ->
Taking a waitlist. If you run a dental business and want in when this opens, drop your email.
Roofing, electricians, landscapers. Same playbook applies. Adding verticals one at a time so each gets the depth of research the existing ones do.
A chain agency sells "Google Ads management" as one service and staffs it with whoever is available. I sell depth in a specific trade. The difference shows up in findings: the difference between an LSA card and a text ad, between a duct-cleaning keyword and an HVAC-service keyword, between a water-heater ad and a boiler ad. That is not generic paid-search competence. That is pattern recognition built from repeated audits in one space.
When I add the next vertical, it gets the same depth before I take on clients in it. That is the trade-off: slower expansion, better results.
Verticals get prioritized by demand. If you run a local service business on the North Shore and want an audit, send it. I will tell you honestly whether I can help today or when I expect to.
Get in touch