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 and cooling - the trade that has to answer the phone in an emergency (and often runs plumbing too: same operator, not a separate vertical). Massive Google Ads spend across the category and most accounts have at least one fixable leak.
Storm-dependent demand cycles, insurance work mixed with retail replacement, manufacturer dealer tiers (GAF Master Elite, Owens Corning Platinum, CertainTeed SELECT) doing real trust work. Marketing-spend dependent because lead aggregators (Modernize, Networx) eat margin. Mid-sized MA operators are the target: 5-25 employees, $1M-$8M revenue, $8K-$25K monthly PPC.
Open the Roofing waitlist page ->
Taking a waitlist. If you run a roofing business and want in when this opens, drop your email.
Windows + siding + adjacent exterior replacement work. Marvin, Andersen, Pella, Harvey, and James Hardie dealer tiers, plus GreenSky, Synchrony, and Wisetack financing partnerships are load-bearing. Sales-cycle-heavy (30-90 days from lead to install). Close-rate-obsessed culture means tracking work compounds fast. Mid-sized MA operators are the target: 5-20 employees, $1.5M-$10M revenue, $10K-$30K monthly PPC.
Open the Home Exteriors (Windows + Siding) waitlist page ->
Taking a waitlist. If you run a home exteriors (windows + siding) business and want in when this opens, drop your email.
After roofing + home-exteriors: other local-services trades, evaluated one at a time. Same playbook applies. Each new vertical gets the depth of research the live one does.
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