<aside> 📥 Prefer a PDF? Download the printable version.

</aside>

The complete digital marketing playbook for roofing, HVAC, plumbing, and water damage businesses. Five chapters covering every component of a lead generation system that actually works.

Chapter 01 — Building Your Google Business Profile Foundation

• How to set your primary category for maximum LSA eligibility
• Service area configuration that won't dilute your budget
• The review generation system that produces 3–5 new reviews per month
• Why a physical address beats service-area-only every time
• Photo strategy: real job photos vs. stock images (and why it matters)

Chapter 02 — Launching and Optimizing Local Services Ads

• Complete pre-launch checklist: license, insurance, background check
• Budget settings that generate enough volume to optimize
• The one setting to disable before you go live (direct business search)
• How to dispute leads correctly without hurting your ranking
• Response time SLAs, how fast Google expects you to answer

Chapter 03 — Google Ads: The Two-Phase Strategy

• Phase 1: Exact match keyword framework for high-intent local searches
• Separate campaigns for emergency vs. replacement intent
• Phase 2: Layering AI Max after you have conversion data
• Cost benchmarks: roofing ($50–$150 CPC), HVAC/plumbing ($20–$40 CPC)