Siegle PartnersSearch ad · our own
Google search
Campaigns built around the searches that turn into customers, with negative keywords kept tight.
Home / Services / Paid search and display
Paid search and display
Found when they search. Remembered while they decide.
Search ads, Local Services Ads and display, planned with the rest of your marketing and judged by the calls and inquiries they bring in.
Platforms
Google Ads, Local Services Ads, programmatic display
We make
Search ads, display size sets, landing pages
Judged by
Qualified calls and inquiries
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Search adProof 1 · desktop
Display300 × 250
Mobile320 × 50
Reading the proofConcept · our own ad
1Clearly markedPaid placements are labeled, so the ad has to earn the click.
2Matches the searchThe headline answers what the person typed.
3Gives a reason to callThe description says what happens next, not a slogan.
4Next stepsEach sitelink opens a page built for that question.
ConceptThe ads in this header are from our own launch plan and have not run yet.
Who it is for. Local service businesses.
Search works best when the leads arrive as calls and forms.
Businesses that live on calls and forms
Local service businesses whose leads come in by phone or through a form.
Not showing up when it counts
People are searching for what you do, and you are not showing up for the high-intent searches.
Spend without clarity
Money goes to ads and it is hard to tell what works.
What we run. Search, local and display, as one.
Four parts of one account, managed together so they don't compete for the same customer, and pointed at pages written for the click.
Swipe for all four →
Your businessLocal Services · empty layout
Local Services Ads
Pay-per-lead ads for local service searches, managed next to your search campaigns.
Siegle Partners300 × 250 · news site
Programmatic display
Display ads in every standard size, shown to the audiences and areas in your plan.
Siegle PartnersLanding page · HVAC
Landing pages
Pages written for the ad that sent the visitor, so the click becomes a call or an inquiry.
DemonstrationThe search ad, display ad and landing page are mockups for our own business. The Local Services panel is an empty layout. None is client work.
One campaign. Every size.
Display is built to each standard size, then checked side by side at true proportions, so the message holds on a phone, a news site or an app.
Swipe to see every size →
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160 × 600Wide skyscraper
300 × 600Half page
728 × 90Leaderboard
300 × 250Medium rectangle
320 × 50Mobile banner
DemonstrationMockups for our own business. Sizes are drawn to scale with each other.
How we build an account. From what pays to the call that comes in.
Every account starts from your business, not from a keyword tool. Searches that bring clicks without customers are filtered out with negative keywords.
ACCOUNT MAP · EXAMPLE STRUCTUREILLUSTRATIVE HVAC ACCOUNT · SEARCH
Start
The services that pay
- AC repair
- Furnace replacement
- Maintenance plans
→↓
Campaigns
One per service and area
- AC repair · service area
- Furnace replacement · service area
- Maintenance · all areas
→↓
Ad groups
Grouped by what people mean
- “near me”
- “repair or replace”
- “cost to replace”
- Blocked searches
jobsDIYparts
→↓
Ads & pages
An ad and a page for each intent
- Search ad
- Landing page
- Call button
→↓
Measure
Calls and inquiries by campaign, where tracking is in place
- Call tracking
- Form tracking
- Program report
Crossed-out terms are negative keywords: searches we block so the budget goes to people who can become customers.Illustrative example
Inside the program
Search is where the rest gets answered.
People often search after they've seen you somewhere else: a TV spot, a postcard, a post. We plan search with every other channel, so there is budget and a matching ad ready when they look.
ILLUSTRATIVE EXAMPLE · 12 WEEKSCONCEPT
123456789101112TV Mail Social Search
Illustrative example only. Your plan and its timing depend on your business.
Search, always on More search budget at the TV launch and each mail drop
Planned withSearch works best next to these
SEO and Google Business Profile →Show up in the organic results for the same searches you pay for.
Websites →Pages that turn the click you paid for into a call.
Strategy and reporting →Where tracking is in place, calls and forms traced to the campaign that sent them.
Questions before you spend on search.
How do you decide what to bid on?+−
We start from the services that make you money and the searches people use to find them, then cut anything that brings clicks without customers.
Do you manage Local Services Ads?+−
Yes. We manage them next to your search campaigns so the two don't compete for the same customer.
How do we know it's working?+−
Where tracking is in place, we track calls and form inquiries back to the campaigns that produced them, and report them with your other channels.
Can you work with an account we already have?+−
Yes. We review what's there, keep what works and rebuild what doesn't.
Tell us where things stand.
We'll tell you what we'd do with your search. One short form about your business and your accounts. Work directly with the person leading your strategy.
Start a project →How it starts
01
Send one short form
Tell us about your business and what you want to do.
02
Free 20-Minute Discovery Call
A short conversation about your business and your goals.
03
Scope agreed with you
We agree the scope with you before work begins.