Surpass Growth
HVAC technician connecting gauges to an air conditioning unit

Google Ads Management

Google Ads are the results marked Sponsored at the top of a Google search. You pay Google each time someone clicks one. We build the ads, pick the searches they appear on and record every call they bring in.
Setup from $1,500, then management from $995 a month. Ad spend goes to Google on your card.

Where your ad shows on a Google search

Someone searches 'ac repair denver' and your ad appears above the regular results. One tap on Call rings your phone, and the call is recorded and counted in your report.

Google Ads

Example

Clipboard with a blank sheet and a pencil on a wooden table

You pay for clicks from people who never call

Google charges for the click, and a click is all it promises. Someone can tap your ad and leave for a competitor ten seconds later, and Google bills that tap the same way it bills one from a homeowner ready to book.

If you've run ads yourself, you know the statement. It shows what Google charged that month and says nothing about which clicks turned into phone calls.

Settings nobody checks keep spending too. An ad running at 2 a.m. pays for clicks that end at voicemail, and one aimed at the whole state pays for searchers two hours away.

Phone on a wooden table showing a number being dialed

You see which searches turned into calls

You should be able to hear the calls your ad money paid for. Before the first ad runs, we set up CallRail numbers that record every call from the ads, and we track each form sent from your site. We pass each one to Google as well. That's called conversion tracking, and it's how Google learns which searches tend to turn into customers.

Keywords are the searches you tell Google to show your ad for, and Google can stretch them to searches it judges close enough. 'Roof repair' can put your ad in front of someone shopping for roof repair tape. Every week we read the search terms, which are the exact words people typed before they clicked. The ones that will never hire you become negative keywords, words Google won't show your ad for again.

So where and when do the ads run? We limit them to the towns you serve and the hours you pick, both set when we build your ads.

How it works

  1. 1

    Send your site and service area

    Call, or send your website and the towns you serve. We look at both before replying with a proposal that prices each service.

  2. 2

    We plan the campaigns

    A campaign is one group of ads with its own budget, often one per service or area. How many you need sets the size of your setup.

  3. 3

    You approve the plan

    You see the keywords and every ad before launch. Nothing goes live until you say yes.

  4. 4

    The ads go live

    Google checks each new ad against its rules before showing it. After that, we shift budget toward the searches that bring calls.

What Google Ads costs

Every dollar you set aside for ads should reach Google. Google charges your card for the clicks itself, and we never add a markup. Our bill is separate: a one-time fee to build the campaigns you need, then a monthly management fee that moves up a band as your ad spend grows.

  • Setup

    From $1,500

    One time, sized to your campaigns

  • Management

    From $995

    per month

    Set by your monthly ad spend

  • Our markup on your ad spend

    $0

    Google bills your card directly

What's included

  • Campaign build: keywords, ads, extensions, location and schedule settings
  • Conversion tracking for calls and forms, with call recording through CallRail
  • Weekly search-term reviews and negative keywords
  • Bid and budget management inside the spend you approve

A landing page is an optional add-on. Banner design and other creative work are quoted separately.

What the report shows

Your report leads with calls and form leads from the ads, and what each one cost.

Every line of the bill

A setup fee sized to the build, then a monthly management fee by ad-spend band. Ad spend is paid to Google on your card.

Setup, one time
LocalOne area, up to 5 services$1,500
StandardMultiple services or locations, up to 10 campaigns$2,500
LargeNational or multi-region, up to 30 campaigns$3,500
Management, by monthly ad spend
$500 to $5,000$995/ month
$5,001 to $7,500$1,495/ month
$7,501 to $10,000$1,995/ month
$10,001 to $15,000$2,795/ month
$15,001 to $20,000$3,495/ month
Above $20,00020% of ad spend
Add-ons
Landing pageOne time$1,200
  • 90-day minimum after setup, then month to month.
  • Ad spend is billed by Google directly, never marked up by us.

Billing is month to month, with no long-term contract. Your proposal uses these same prices, added up for your business.

Let's talk (720) 419-1422

Where every dollar goes

Ad money and our fee never mix. You can check the ad spend line against Google's own invoice any month.
Where a Google Ads budget goes
LinePaid to
Ad spendGoogle, billed to your cardDaily, inside the budget you approve
Management feeSurpass Growth, by spend bandMonthly, after the 90-day minimum it's month to month
SetupSurpass GrowthOnce, sized to the build
Call recordingIncludedEvery call from your ads, in CallRail

Why it's set up this way

  • 01

    Google spends whatever it's given

    A broad keyword will happily pay for searches that never become customers, like people looking for jobs or DIY videos. We read your search terms and block the ones that waste money.

  • 02

    Calls are the number that matters

    Most local customers call instead of filling in a form. Every call from your ads is recorded in CallRail, so you can hear which ads bring buyers and which bring tire-kickers.

What owners say about their advertising

Surpass Growth is part of Umbrella Local's network of marketing experts in about 55 cities. Owners who worked with the network, in their own words.
I would like to share about my experience with Dwight Macon and his team as one of the best Marketing Companies I’ve ever encountered. Their strategies definitely work, but most importantly their customer support is first class. If you are a Company looking to get more exposure and receive the best service for the price and more importantly the best customer service support for the value, this is the best Marketing Company hands down!!! 1. Easy 2. Fast 3. Value 4. Excellent, I recommend Dwight and Umbrella Local 100% to anyone looking to advertise and get more clients.
Antonie Abney, Market Zone. Review of Umbrella Local on umbrellalocal.com
Brian and his Umbrella Local team offer a very professional and impressive trust-based marketing service, and they are my first choice when launching my advertising campaigns and websites for my new software product launches.
Dr. Alex Davidovic, Dual Olympian. Review of Umbrella Local on umbrellalocal.com

Find out what Google Ads would cost you

Send your website and the area you serve. We'll look at both and reply with your price, line by line.
Let's talk (720) 419-1422

Frequently Asked Questions

What does pay per click mean?
Google charges you when someone clicks or taps your ad, and showing the ad costs nothing. A tap on the Call button in your ad counts as a click too.
How much does each click cost?
Google sets the price in an auction among the businesses bidding on the same search, so it changes by trade and by city. Trades with many advertisers in big cities usually pay the most.
What's the smallest ad budget you work with?
Our lowest management band covers ad budgets from $500 a month. Whether that's enough depends on what a click costs for your trade in your area, and we'll go over it with you on the call.
What are ad extensions?
They're extra pieces Google can add to your ad, such as a Call button or links to your other services. Google now calls them assets, and they give a searcher more ways to reach you from the ad itself.
Will I see my own ad when I search for it?
It won't show on every search, because Google decides each time based on your budget and the auction. If you do look it up, don't click it, since Google charges for your click like anyone else's.
Why does my ad show a different phone number?
That's a CallRail tracking number, and it rings straight through to your phone. It's how we know a call came from the ad, and it lets the call be recorded.
Do I need a landing page?
You don't have to have one, because your ads can send people to a page on your current website. A landing page is one page built for a single service and its ads, and we can build one as an add-on.
How are Google Ads different from Local Service Ads?
Google Ads carry your own headline and offer, and you pay per click. Local Service Ads carry Google's badge and charge per lead, and they sit above the regular ads on the same search.

Often paired with this

Get Google Ads priced for your business

Send your website and your service area. Your proposal lists every line of this service's price, added up for you.
Let's talk (720) 419-1422
CallLet's talk