Dental PPC campaign structure: what to separate and what to combine
Organize dental PPC by budget, hours, location and patient intent. Use a practical account map without fragmenting a limited budget.
Google AdsDental MarketingCampaign Structure
Director of Marketing · Growth Key Marketing
Tom Katz
Tom runs GrowthKey campaigns day to day and holds them to the numbers that move the business — booked jobs and cost per acquisition, not impressions. He writes from inside the accounts: Local Services Ads, Google Business Profile, Meta, landing pages, and the answer-engine work that gets service businesses named inside AI search.
Articles by Tom (23)
MedSpa PPC structure: when treatments need separate campaigns
Decide when MedSpa treatments need separate campaigns, budgets and pages. Includes an account map, routing checks and launch checklist.
Google AdsMed Spa MarketingCampaign Structure
Dental call tracking: connect the enquiry to the first attended visit
Connect dental calls to new-patient enquiries, bookings and attendance. Define sources, duplicate rules and reporting without exposing patient records.
MeasurementDental MarketingGoogle Ads
MedSpa lead tracking: connect the first enquiry to repeat revenue
Build a MedSpa measurement plan for enquiries, consultations, treatment and repeat revenue. Includes event definitions, duplicate rules and reconciliation.
MeasurementMed Spa MarketingGoogle Ads
Google Business Profile for dentists: categories, providers and bookings
Configure a dental Google Business Profile with accurate categories, practitioner decisions, service details and booking links. Includes a maintenance plan.
GBPDental MarketingLocal SEO
Google Business Profile for MedSpas: categories and treatment details
Build an accurate MedSpa Google Business Profile. Review categories, treatment services, providers, imagery and booking links with a clear maintenance plan.
GBPMed Spa MarketingLocal SEO
What Google Ads cost in Los Angeles (and why this market is different)
Observed click costs from LA-market accounts, plus the four things about this city — sprawl, a cooling-dominant calendar, competitive density, and language — that change how a campaign has to be built.
Google AdsPaid Media
In-house, freelancer, or agency: who should run your Google Ads?
The honest comparison, including the spend levels where hiring an agency is the wrong answer. Decided by attention and accountability, not by hourly cost.
Google AdsStrategy
Choosing a CRM for a service business: what actually matters
Most CRM comparisons are written by CRM companies. Here is the shortlist of things that decide whether your software helps your marketing — or hides it.
AnalyticsLead Generation
AI search for plumbers: getting recommended by ChatGPT
The AI answer now decides whether a homeowner calls anyone at all. What plumbing questions engines actually get, and how to become the name in the answer.
AEOPlumbers
Reviews and rankings: what a third of a star is actually worth
Not "reviews build trust." The mechanism — how rating and velocity move LSA placement, map-pack rank, and AI answers — plus what the FTC made illegal in 2024.
ReputationLocal SEO
Offline conversions: teaching the platforms what a booked job is
Your ad account optimizes toward whatever you feed it. Here is how to feed it reality — booked jobs and revenue, imported back where the algorithm can learn.
AnalyticsGoogle Ads
Call tracking for service businesses: the setup that survives audits
Calls are most of your conversions and none of your data until you wire this. DNI, per-channel numbers, the NAP trap, and the Oct 1 reason to hurry.
AnalyticsReporting
Case study: 5 to 30+ clients a month for an EV-charger installer
Energy Star Builders picked one service to lead with, followed the cost-per-lead data to Meta, and turned $14.4K of spend into $74K+ of tracked revenue.
Case StudyMeta Ads
How LSA ranking actually works (and the lever most businesses ignore)
You cannot pick keywords and you cannot simply outbid your way up. What moves Local Services Ads ranking — documented inputs plus what we observe.
LSALocal SEO
ChatGPT Ads vs. Google Ads for local services
One captures a typed keyword; the other enters a conversation. Where each wins, what transfers, and how to run both on one scoreboard.
ChatGPT AdsGoogle Ads
Is Google Guaranteed worth it? The 2026 answer
The green badge is gone — replaced by blue "Google Verified," minus the $2,000 guarantee. What the program costs by trade now, from our own accounts.
LSALocal SEO
ChatGPT Ads for service businesses: the operator's guide
Ads inside ChatGPT are real, self-serve, and young. What's verified as of August 2026, what a test costs, and how we'd measure yours to booked jobs.
ChatGPT AdsPaid Media
AEO: how to get your business cited by ChatGPT, Claude & Gemini
Answer Engine Optimization is how brands get named inside AI answers. Here is how the engines choose their sources — and how to become one.
AEOAI Search
LSAs vs. Google Ads: which books more jobs?
Local Services Ads and Google Ads solve different problems — and Google is now folding one into the other. The 2026 changes, and the sequence we still run.
LSAGoogle Ads
Five landing-page levers behind every big conversion lift
Conversion work looks like magic until you see the checklist. These are the five levers we test on every page, in order of impact.
ConversionLanding Pages
The 2026 Google Business Profile checklist for local rankings
Your GBP is the highest-leverage free asset in local marketing. This is the maintenance checklist we run for every local client.
Local SEOGBP
Facebook ads for home services: the cold / warm / hot system
Nobody scrolls Instagram looking for a plumber — and that's fine. Meta ads work when each audience stage gets its own message.
Meta AdsHome Services