Who paid search is for
Paid search is useful when a business needs faster visibility, wants to push high-value services, has seasonal demand, or needs to cover weak map zones while organic visibility builds.
Why ads should support the system
Paid search can create faster visibility, but it should not blur the entire scope of the marketing plan. Campaigns need clear budgets, landing pages, conversion tracking, call review, and realistic expectations about ad spend.
What On Point works on
Local Services Ads
Support setup, service categories, lead review, budget pacing, and quality controls where LSA makes sense.
Google Ads and PPC
Use search campaigns for priority services, high-intent searches, and seasonal opportunities.
Performance Max
Use broader Google inventory carefully for seasonal or event-based pushes when the offer is clear.
Landing pages and tracking
Connect campaigns to relevant pages, calls, forms, and source review so spend can be judged by lead quality.
What we measure
We care about lead quality, call source, form fills, cost, budget pacing, landing page relevance, and whether the campaign is creating useful opportunities instead of noise.
How it connects to packages
Paid ads are usually best as part of Market Leader or as an add-on to Growth System. Ad spend should remain separate from management fees, and heavier campaign work should be scoped before launch.