John Joseph Santos — Google Ads & Local Service Ads for Local Service Businesses

Why me

Sound familiar?

If you're nodding at any of these, here's exactly what changes when you work with me instead.

Want more trucks, more crew, more revenue — but worried your ads can't fuel it?

→Local service is the only market I work in, and I keep studying it every week. Your growth isn't a side project for me — it's the whole job.

Sick of hopping between agencies that stop caring the moment they sign the next client?

→I don't collect clients just to fill a roster. I take on a few I can genuinely grow, so your results never become an afterthought.

No time to learn and babysit ad dashboards while you're running the business?

→You shouldn't have to. I run a proven system, not guesswork — so you stay on operations while the pipeline fills.

Last provider obsessed over their rate, but had no real system behind it?

→The JobPipeline System is a repeatable process that works across almost every local service business. You're buying a system, not a sales pitch.

Who I Help

Built for local service businesses

If your revenue depends on the phone ringing and the calendar filling up, we should talk.

Plumbers

Emergency calls and booked service jobs.

Roofers

High-ticket repair and replacement leads.

HVAC Companies

Install and maintenance demand, year-round.

Concrete Companies

Driveways, patios, and project quotes.

Other Local Services

Any trade that wins on more booked work.

How I Help

Five levers that put work on your calendar

Everything I do points at one number: booked jobs. No vanity metrics, no jargon.

01

Google Ads Management

Search campaigns built to catch people the moment they're looking for your service, in your area, ready to call.

02

Local Service Ads Management

Get the Google Guaranteed badge and pay per lead, not per click. I handle setup, verification, and bidding.

03

Conversion Tracking & Reporting

Every call and form tracked back to the dollar, with plain-English reports so you always know what's working.

04

Landing Page Optimization

Turn clicks into calls with pages built to make booking the obvious next step, not a maze.

05

Analytics & CRM Analysis

I care about leads, yes, but I care more about the booked jobs that come from them. I dig into your analytics and CRM to track which leads actually turn into paying work, so we optimize for revenue, not just form fills.

Proof

Results, not adjectives

The only number that matters to you is booked jobs. Here's the evidence.

Case study 01 · Plumbing & HVAC

Plumbing & HVAC company — Las Vegas, NV

A full Google Ads account rebuild after a top-to-bottom audit.

Feb 2026 · audited

Mar 2026 · took over

Anonymized client ServiceTitan dashboard: 90% call booking rate, 59% conversion rate, revenue trending up since takeover

Client ServiceTitan dashboard · highlights added

90%

Call booking rate

59%

Total conversion rate

$946

Avg closed ticket

↑

Revenue trending up since takeover

What the February audit found

✗ No proper negative keyword list tailored to the industry, so budget bled on irrelevant searches.

✗ Conversion tracking that didn't attribute to real business goals.

✗ Location targeting set far too wide for a local service area.

✗ Scattered service setup across campaigns and ad groups.

✗ Keywords skewed to informational searches with low local, transactional intent.

✗ Over-reliant on Performance Max — 80% of spend, driving low-quality leads.

The rebuild

✓ Built a tailored negative keyword list to stop wasted spend.

✓ Rebuilt conversion tracking around real booked-job goals.

✓ Tightened location targeting to the true service area.

✓ Restructured campaigns and ad groups cleanly by service.

✓ Refocused keywords on high-intent, local, transactional searches.

✓ Cut the Performance Max over-reliance in favor of intent-driven Search.

Case study 02 · Plumbing

Plumbing company — Dallas–Fort Worth, TX

Plenty of leads, poor quality. Rebuilt the account to chase booked jobs, not raw volume.

Jan 2026 · took over

Anonymized client Google Ads account: cost and conversions scaling after the January 2026 takeover, with budget increased in June 2026

Client Google Ads account · identifying details redacted, highlights added

The honest part

Conversions dipped right after the cleanup — on purpose. We traded a flood of junk leads for fewer, higher-quality ones that actually convert into booked jobs. By June 2026 that quality showed up in revenue, so we scaled budget across more services and offers.

↑

Lead quality

↑

Leads-to-jobs rate

Search

Rebalanced from PMAX-first

Jun '26

Budget scaled on top segments

What I found

✗ High lead volume, but very poor quality.

✗ No content suitability controls, so ads showed on parked domains.

✗ Location targeting set to include people merely "interested in" the area.

✗ No negative keyword lists, universal or industry-specific.

✗ No regular hygiene on search terms.

✗ Performance Max dominated the account; Search wasn't prioritized, with broad match and heavy AI Max reliance.

The rebuild

✓ Applied content suitability and removed parked-domain placements.

✓ Switched location targeting to presence-only, people actually in the service area.

✓ Built universal and industry-specific negative keyword lists.

✓ Put ongoing search-terms hygiene in place.

✓ Rebalanced budget toward Search, away from Performance Max.

✓ Tightened match types and dialed back broad match and AI Max.

Case study 03 · Plumbing & HVAC

Plumbing & HVAC company — Calgary, AB

The same JobPipeline System, applied again: cleaner tracking, cleaner traffic, compounding results.

Same JobPipeline

system, applied

Anonymized client Google Ads account showing conversions in a sustained uptrend

Client Google Ads account · identifying details redacted, highlights added

What the trend means

As conversions climbed, lead quality climbed with them — more of those leads turned into completed, higher-value jobs. With ROI rising from the tailored service campaigns, we stayed flexible with budget and leaned into seasonal offers to dominate peak demand.

↑

Conversions in a sustained uptrend

↑

Lead quality & job completion

ROI+

Flexible, winner-led budgets

Seasonal

Offers to own peak demand

What I found

✗ Conversion tracking not optimized for phone calls, calendar appointments, or form submissions.

✗ A negative keyword list existed, but search-terms report hygiene was inconsistent.

✗ No placement exclusions, so Performance Max ran on non-English sites and parked domains.

The rebuild

✓ Rebuilt conversion tracking around calls, calendar appointments, and form submissions.

✓ Put consistent search-terms hygiene in place to keep the negative list sharp.

✓ Added placement exclusions to keep Performance Max off non-English sites and parked domains.

Free resources

Steal my tools

Useful even if we never work together. No email wall — just make a copy and go.

Free · Google Sheet

The Local Service Negative Keyword List

Nearly every account I audit is bleeding budget on searches that will never book a job — job seekers, DIY "how-to" queries, competitor names, wrong-service terms. This is the negative keyword list I use to plug those leaks. Drop it into your Google Ads account today and stop paying for clicks that can't convert.

Get the free list →

Opens a copy straight into your Google Drive · no email needed

Free · Google Sheet

The Placement Exclusions List (+ Kids' YouTube Channels)

Performance Max and Display love to burn budget on junk placements — parked domains, low-quality mobile apps, and kids' YouTube channels where nobody's booking a plumber. This is my ready-to-upload exclusion list, with a big block of kids' channels included, so your ads only show up where real customers are.

Get the free list →

Opens a copy straight into your Google Drive · no email needed

About

Hi, I'm John Joseph

I'm a freelance digital marketer who spends all day on one thing: getting local service businesses more booked jobs through Google Ads and Local Service Ads.

Most agencies bury owners in dashboards full of numbers that don't pay the crew. I do the opposite. I run the ads, track every call to the dollar, and report in plain English, so you always know exactly what your money is buying.

I work with a small number of clients at a time on purpose. That means you get an actual specialist in your account, not a junior buried in fifty others. If we work together, your pipeline is my problem too.

FocusGoogle Ads + LSA

Works withUS local service businesses

Experience5+ yrs in paid media

LocationRemote · serving the US

SpecialtyBooked jobs, not vanity metrics

More calls. More booked jobs.
More paying customers.

Sound familiar?