Good advertising discipline transfers between industries. What changes is the buyer, the margin and the way demand behaves. Here is how we approach the markets we work in most.
Electricians, contractors and cleaning companies compete in crowded local auctions where one wrong keyword can burn a day's budget on someone looking for a DIY tutorial.
Tight geographic and intent targeting, aggressive negative keyword work, call tracking that separates real enquiries from wrong numbers, and ad copy built around response time and licensing.
High-value jobs, high competition and a market full of lead resellers bidding on the same terms, often in several languages at once.
Route and service-type segmentation, seasonality-aware budgets, quote forms that qualify job size early, and long-term optimisation rather than campaign resets every quarter.
Low search volume, long sales cycles and a buying committee where the person searching is rarely the person signing.
Intent-led search paired with LinkedIn account targeting, offers aimed at a conversation rather than a download, and measurement based on qualified meetings instead of raw form fills.
A small, highly specific audience, strict compliance expectations and almost no tolerance for generic messaging.
Account and seniority targeting on LinkedIn, careful search coverage for high-intent terms, and messaging written for people who read every word before they reply.
Hard deadlines, demand that spikes and collapses, and a campaign that has to work before the date, not after it.
Phased campaign calendars, audience building well ahead of the event, strong remarketing, and landing pages built for ticketing, registration and enquiry flows.
Small budgets that cannot absorb waste, and a customer who usually calls the first business that answers.
Narrow radius targeting, call-first campaign structures, schedule control around opening hours, and simple pages that make calling or booking effortless on mobile.
Unproven positioning, limited runway and pressure to show pipeline before the market even understands the category.
Problem-aware keyword coverage before category terms, fast testing of messaging angles, trial and demo funnels instrumented end to end, and honest advice about when paid search is premature.
Next
If your market is not here, the first intro call tells us both whether paid search and LinkedIn can work for it. We will say so either way.
Book a free 30-minute intro call. We'll learn about your business, look at what you're running today, and tell you honestly whether we can help.
Book a free 30-minute intro call