by markpoppen | May 14, 2026 | Business
TL;DR: To see real growth, most small-to-medium trades businesses should budget between $1,500 and $5,000 per month for professional digital marketing. This covers the management of your strategy and ensures you are focused on high-quality ROI rather than just paying...
by markpoppen | May 11, 2026 | Business
TL;DR: Search campaigns are built for high-intent leads from people actively looking for a contractor, while Performance Max uses AI to find customers across all of Google’s platforms. For most trades businesses, Search is the better starting point because it delivers...
by markpoppen | May 7, 2026 | Business
TL;DR: AI search engines like ChatGPT and Google Gemini are fundamentally changing how homeowners find contractors by acting as digital "agents" that recommend businesses based on trust, reviews, and structured data. To stay visible, contractors must shift...
by markpoppen | May 4, 2026 | Business
TL;DR: Don't switch your trades business to Performance Max until you are consistently hitting at least 30 conversions per month through standard Search campaigns. Performance Max is an "add-on" tool for scaling, not a replacement for the high-intent...
by markpoppen | Apr 30, 2026 | Business
TL;DR: Stop measuring the success of your marketing by how many people click your ads and start measuring it by how many jobs you actually book. Focusing on vanity metrics like clicks often hides the fact that you’re wasting money on traffic that never converts into a...
