It is the first of the month and the Google Ads charge hits your card. You open the account at your desk in Grosse Ile Township, see clicks and impressions and something called conversions, and still cannot connect any of it to the work on your calendar.
With your ads managed by people who read every search term, the waste comes out first: searches you would never take, towns you do not serve, hours when nobody answers. Campaigns get rebuilt around the services that pay best, every call is tracked to its keyword, and bids follow what books.
Now the monthly charge comes with a number you can use: what each booking cost. You can raise spend when a service is working, cut what is not, and stop wondering whether the ads pay for themselves.