by markpoppen | May 21, 2026 | Business
TL;DR: Google AI Overviews have fundamentally changed how customers find local businesses by providing direct answers that often bypass traditional website clicks. To stay visible in 2026, small businesses must prioritize "Algorithmic Trust" through...
by markpoppen | May 18, 2026 | Business
TL;DR: In 2026, the winning strategy for trades businesses is starting with Search Ads to capture high-intent customers and then using Performance Max to scale once you can feed it real-world booking data. By focusing on actual ROI rather than just clicks, you can...
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...
