Get more booked jobs from every Google Ads dollar
Sunstone Digital Tech is a Google Ads agency that improves return on ad spend (ROAS) for local service businesses. We fix conversion tracking first, rebuild campaign structure around high-intent searches, and tighten the path from click to booked job. Success is measured three ways: ROAS, cost per acquisition (CPA), and lead quality.
Rated 4.9/5 on Google. 2,500+ businesses helped globally. Working with local brands since 2018.
Why local service Google Ads campaigns get clicks but not profit
Most underperforming accounts don’t have a traffic problem. They have a measurement problem and a qualification problem.
- The account optimizes for any form fill or call, including spam, wrong-service inquiries, and 8-second calls.
- Calls from ads and Maps never get tied back to a campaign, so the algorithm learns from bad signals.
- Ads promise one thing, the landing page says another, and good leads bounce.
- Service areas, keywords, and budgets are mixed together, so strong markets subsidize weak ones.
Lead volume looks fine in the dashboard. Booked jobs don’t match. When Google is told the wrong thing counts as a win, it finds more of the wrong thing, and your ROAS drops while your cost per lead looks healthy.
How we improve ROAS: a four-step Google Ads system for local services
Each step ties to one KPI, so you always know what we’re working on and why.
- Audit the account and baseline your numbers. We review conversion actions, search terms, budgets, and geo settings. KPI: baseline ROAS and CPA.
- Fix tracking. We verify call tracking, form submissions, and booked-job signals so Google optimizes toward revenue, not noise. KPI: trustworthy ROAS.
- Restructure targeting and ads. We separate services and service areas, cut wasted queries, and test ad copy against real intent. KPI: CPA.
- Improve landing-to-lead conversion. We match page messaging to the ad, simplify forms, and send call and lead-quality feedback back into the campaigns. KPI: lead quality.
Search visibility works as one system. Where it supports your lead flow, we align paid campaigns with Local SEO and Google Maps presence so you show up in more than one place for high-intent searches. Our Google Ads management service is built around this same measurement-first approach.
How Google Ads agency pricing works
Most PPC agencies for local service businesses use one of three fee structures. Each has trade-offs.
- Percentage of ad spend. Fees scale with budget, which keeps effort proportional as you grow. The downside is that your fee rises when spend rises, whether or not ROAS does.
- Flat monthly management. Costs are predictable and easy to budget. It suits stable spend, but you should confirm exactly what’s included.
- Performance-based. Fees tie to results, which lowers perceived risk. Check how a “result” is defined, since a lead and a booked job aren’t the same thing.
Sunstone builds custom campaign plans around your geography, industry, competition, and growth goals rather than a fixed generic package. Your proposal spells out the fee structure, scope, and reporting up front. Management includes onboarding, conversion tracking support, ongoing optimization, and regular reporting. Engagement terms are structured to match your goals.
As a rule of thumb, a single-location business with steady spend usually benefits from a simple, predictable structure. Multi-location brands tend to need a model that scales with the number of markets and budget without adding complexity.
What this looks like for single-location and multi-location contractors
One location, one service area
We start with tracking and search-term cleanup, because that’s where the fastest savings usually sit. Within weeks two to four you’ll see a verified baseline, cleaner conversion data, and early movement in CPA. Success means ROAS stabilizing, then improving, with reports tied to booked jobs. We need access to your ad account, call and form data, and ideally your CRM or job outcomes.
Multiple locations or a regional brand
Here, account structure does the heavy lifting. We split campaigns by market and service, set market-level budgets, and roll reporting up so you can compare cities side by side. Scaling happens market by market, only when lead quality holds. Success means consistent ROAS across territories, not one strong city carrying the average.
What happens after you say yes
Onboarding:
- Ad account and conversion audit
- Tracking verification for calls and form submissions
- Landing-to-lead review
- Baseline KPI snapshot
Ongoing:
- Weekly optimizations to keywords, ad structure, and bids
- Ad copy and asset testing
- Landing page and conversion recommendations
- Call and lead-qualification feedback loops
- Monthly performance review, with ROAS and CPA updates in between
KPI targets and realistic timelines
We don’t guarantee a specific ROAS. Nobody honest can, before seeing your tracking, margins, and market. What we can do is define the numbers clearly and show how they move.
- ROAS is revenue from ads divided by ad spend. A 3.8x ROAS means every unit spent returned 3.8 in revenue.
- CPA vs. cost per lead vs. cost per booked job. Cost per lead is the cheapest and least meaningful. Cost per booked job is the one that pays your bills.
- Lead quality is judged by call duration, appointment show rate, form completeness, and CRM outcomes.
A typical path: weeks one to two for audit and tracking fixes, weeks three to eight for learning and optimization, then scaling once CPA and lead quality hold steady. If tracking is wrong, ROAS targets can’t be trusted, which is why it comes first. Your own targets get set from your margins and job values during the audit.
Proof from 2,500+ businesses
- 4.9/5 Google rating
- 2,500+ businesses helped globally and 6,000+ projects completed
- $112,180,461+ in revenue generated for clients
- 73% leads growth in 60 days (reported on our homepage)
- 3.8x return on ad spend for qualified campaigns
We’ve worked with brands including Window World, Groundworks, and Cody Pools. For trade-specific context, see our roofing marketing agency page.
Google Ads ROAS questions, answered
How long until ROAS and CPA improve?
Tracking and wasted-spend fixes can show up in the first few weeks. Meaningful optimization typically takes a couple of months of data, and scaling follows once results are stable.
Can you work with our existing Google Ads account?
Yes. We audit what you have first and keep what’s working.
What do you optimize for: calls, forms, or booked jobs?
All three are tracked. Wherever possible we push booked-job outcomes back into the account so Google learns from revenue, not just inquiries.
How do you measure lead quality?
Call duration, appointment show rate, form completeness, and CRM outcomes, reviewed with you each month.
What’s included in onboarding and reporting?
The account and conversion audit, tracking verification, landing-to-lead review, and a baseline KPI snapshot, followed by weekly optimizations and a monthly review.
Is there a long lock-in?
Engagements are structured to match your goals. We’ll confirm terms in your proposal before anything starts.
Find out what your Google Ads should be returning
Send us your account details and we’ll show you where spend is leaking, what your tracking is missing, and what a realistic ROAS path looks like for your market.
- Request your free audit and proposal.
- We review your account and walk you through findings, pricing, and timeline.
Prefer to talk first? Schedule a quick call.
