Skip to content

For service & lead-gen businesses

Everything between the click and the signed client.

Marketing tied to closed-won, not lead volume. For law firms, healthcare practices, home services, B2B services, and any business whose customer is worth more than the lead. I own the path from ad click through signed client, including the landing page and the closed-won signal sent back to Google. Smart Bidding uses closed-won revenue as its conversion signal.

Book a strategy call Or get the lead quality audit (PDF)

01   The math

The agency model wasn't built
for lead quality.

Most agencies report lead volume because lead volume is what they can count without integrating with your CRM. Smart Bidding treats every "conversion" the same. So when half your leads are junk, the algorithm goes and finds you more junk. The fix is upstream of the ads.

40-60%
Of "leads" most accounts pay for are unqualified
< 30%
Of accounts have call tracking wired into Ads
0%
Of agencies report closed-won outcomes alongside lead volume
10 yrs
On the keys of service-business ad accounts

Where the leads go

55% of paid leads disqualified before they hit the sales pipe. The fix is upstream of the ads.

02   The full program

Seven disciplines.
One operator.

What an agency splits across four juniors and a project manager, I run as one program. The Lead Quality Engine sends closed-won outcomes back into the ad account, so Smart Bidding learns from revenue.

  • Marketing strategy

    I write the plan for positioning, channel budgets, and what to test next. I set the monthly targets against closed-won revenue and review them with you.

  • Google Ads program

    Search-first. Match-type discipline, query mining, geo-targeting, smart-bidding strategy tied to qualified leads. A decade and $15M+ managed on these keys.

  • Meta Ads program

    Lead-gen ads, on-platform forms, prospecting + retargeting split. Pixel + CAPI repair. Creative testing tuned to lead quality, not lead volume.

  • Lead Quality Engine

    Call tracking + form scoring + CRM integration + offline conversion imports. The plumbing that makes Smart Bidding optimize for closed-won leads. Production exhibit below.

  • Landing page builds

    Single-purpose landing pages for each campaign or service line. Built directly in Astro / Webflow / your existing stack. Conversion tracking pre-wired at launch.

  • Tracking + revenue attribution

    GA4, GTM, server-side where it earns its keep, WhatConverts or similar for calls, offline conversion imports for closed-won. Written summary every Monday.

Selected builds

The destination,
built too.

The same operator who runs your lead-gen program builds the page the leads land on. I designed and built all three of these.

The Greenacre Law website, a 224-page bilingual law-firm site I designed and built.

Southern California · Law firm, four offices

Two hundred twenty-four pages with a full Spanish mirror, a local page set for each of four offices matched to its filing courthouse, and 220 of 220 old URLs still resolving after the move.

View the live site→
The Spokane Pro Movers website, a custom lead-gen site I designed and built.

Spokane, WA · Moving company

Fifteen-plus pages, a moving-cost calculator, and a live Google reviews feed pulling their real ratings onto the page.

View the live site→
The sdloanexpert.com website, a mortgage lead-gen site I designed and built.

Second home financing · 21 states

Forty-one pages for a mortgage originator: thirteen financing guides, one page for every state he is licensed in, and three calculators that answer the down payment and debt-to-income questions before he picks up the phone.

View the live site→

03   Honest comparison

Agency vs. in-house
vs. one operator.

Discipline Agency In-house With me
Strategy ownership An account manager filters every decision You write it between client work I write the program. You sign off.
Google Ads management A junior on five other accounts Hire a specialist at $90K+ Run by the same operator on the call.
Meta Ads management A different junior A second specialist Same operator. Same call.
Call tracking + scoring Out of scope. They count form fills. Bought, never wired in WhatConverts (or similar) wired into Ads. Quality scored.
CRM + offline conversion imports Nobody touches this Your developer, when free Built into the engagement. Closed-won feeds Smart Bidding.
Landing page builds Charged extra. Six week timeline. Your designer, queued behind the website Built inside the engagement. One week per landing page.
Tracking + reporting A screenshot deck on Fridays Your developer, when free GA4 + GTM + revenue reconciliation, written weekly.
Direct line to a senior Routed through the account manager Yourself, exhausted Yes. Same person every call.

04   Three ways in

Pick the entry point.
Most start with tracking.

Every account I take on starts with a 30-minute call. I will tell you which package fits. Pricing is directional. Actual quotes come on the call.

Tracking Sprint

I rebuild conversion tracking and reporting before ongoing channel management begins.

$2,500 / project
  • → Full audit of current tracking, call routing, and CRM flow
  • → WhatConverts or similar wired into Ads + GA4
  • → Form quality scoring rubric authored to your service lines
  • → Offline conversion import pipeline from your CRM
  • → Documentation so the next person can read the stack
Get the tracking foundation

Lead Quality + Channels

Active channel management with lead-quality, call-routing, and CRM feedback loops.

from $4,500 /mo

3 month minimum

  • → Everything in Tracking Sprint
  • → Active Google Ads management
  • → Meta Ads where the audience fits
  • → Weekly written Monday summary
  • → Quarterly re-plan against the original 90-day plan
Run the lead-gen program

Fractional Marketing Lead

Strategy, channels, tracking, reporting, and the operating cadence around them, led directly by me.

from $8,500 /mo

6 month minimum

  • → Everything in Lead Quality + Channels
  • → Landing page builds for each campaign / service line
  • → Marketing strategy authored quarterly
  • → The Content Engine available as an add-on, at a program rate
  • → Direct slack channel + monthly leadership review
  • → Quarterly board-ready strategy doc
Book a Strategy Call

05   Inside the engine

The Lead Quality Engine.
Six checkpoints.

What separates a real lead-gen program from "we're spending more on Google Ads this month." Smart Bidding optimizes against the conversion signal you give it. The signal you give it determines what you get back.

  1. 01

    Call tracking on every campaign

    WhatConverts (or CallRail) installed with dynamic number insertion. Every paid call gets recorded, transcribed, and scored.

  2. 02

    Form scoring rubric per service line

    A junk-vs-qualified rubric authored to your specific service lines. The form submission counts as a conversion ONLY if it passes.

  3. 03

    CRM integration end-to-end

    Salesforce / HubSpot / Pipedrive / GoHighLevel. Wired to receive every lead with full UTM, gclid, fbclid, and call recording.

  4. 04

    Offline conversion imports

    When a lead closes (becomes a paying client), that win is imported back into Google Ads and Meta Ads via the Conversions API. Smart Bidding starts optimizing for closed-won.

  5. 05

    Negative-keyword + audience exclusion loops

    Junk-lead transcripts mine the queries that produced them. Those queries become negative keywords. Smart Bidding stops paying for them.

  6. 06

    Revenue reconciliation, monthly

    A written revenue-by-channel summary tied to actual closed-won, not lead volume. The number that goes to your partners or board.

The compounding effect

Run all six checkpoints for a quarter and you have a Smart Bidding signal that optimizes for actual revenue. Lead volume usually drops 20–30% in the first month (junk gets filtered) and qualified-lead volume rises 2–4× in the second month (the algorithm finds the right traffic). The CPL number on the agency dashboard goes up. The CAC number on your P&L goes down. The two are not the same.

Production exhibit · the destination layer

McKenzie Scaffold & Shoring rents into markets across three states from one landing page. Each ad group's link carries its own city. The headline localizes, the hero swaps to a real local job photo, the phone number routes to the regional line, and a hidden field tags every lead with its market before the office opens it.

The market tag is what makes checkpoint six work: every closed job traces back to the city, the campaign, and the click that produced it.

The city-personalized Google Ads landing page built for McKenzie Scaffold and Shoring
The Missoula version of the page. A Spokane click sees a Spokane job and a Spokane phone number.

Featured case study

Real estate law firm.
3.4× qualified leads.

Inherited a Google Ads account spending $14K/mo on lead-gen for a real estate practice. Lead volume looked fine on the agency dashboard. The partners said the leads were unusable. The 90-day rebuild: call tracking + form scoring + CRM integration + offline conversion imports. Smart Bidding stopped chasing junk queries within six weeks.

Read the breakdown

06   FAQ

What founders ask
before signing on.

Do you only work with service businesses, or do you do ecom too?
I run both programs in equal measure. The /for-home-brands page is the parallel program for DTC home / furniture / decor Shopify brands. Same operator, different vertical playbook. Pick the page that matches your business.

What kinds of service businesses fit best?
Anything where the marketing converts to a call or a form fill, the close happens off-platform, and the average lead is worth at least $1,000 in lifetime value. Law firms (especially personal injury, family, real estate, business law), healthcare (dental, med spa, specialty practices), home services (HVAC, plumbing, roofing, remodel), professional services (accounting, financial advisory, consulting), and B2B services. If your average customer is worth less than $1,000 LTV, the math on paid acquisition rarely works regardless of who runs the account.

Why is "lead quality" the centerpiece instead of just running better ads?
Because Smart Bidding is now the bidding layer for both Google and Meta, and Smart Bidding optimizes against the conversion signal you give it. If you tell it 'every form fill is a conversion,' it will go find you the cheapest form fills. If you tell it 'every closed-won client at $X average value is the conversion,' it will go find you the closest fit to that. The technical work to make the second possible is the Lead Quality Engine. The agency default is the first.

Do you build the landing pages too, or do I need a separate web team?
I build them as part of the engagement, in your existing stack (or in Astro / Webflow if you want a fresh build). One landing page per campaign or service line. Conversion tracking wired in at launch, not retrofitted. See the /services page for the Storefronts & Landing Pages discipline detail.

How do you handle CRM integration?
Whatever CRM you use (Salesforce, HubSpot, Pipedrive, GoHighLevel, Zoho, custom), I wire it to receive every lead with full attribution data attached. Then the closed-won pipeline event from your CRM gets imported back into Google Ads and Meta Ads as offline conversions. This loop is what makes Smart Bidding optimize for revenue, not lead count. If your CRM doesn't have an API or webhook surface, I'll tell you on the call and walk you through whether to migrate.

What does an engagement actually look like week to week?
The first 2-4 weeks are diagnostic + rebuild (tracking, call routing, CRM integration). After that, every Monday I send a written summary covering spend, leads (volume + quality), closed-won (with offline conversion attribution), top campaigns, what changed and why. Once a month I run a working session with you to plan the next 30 days. Once a quarter I re-plan against the original 90-day commitments. Slack open all week for ad-hoc.

What is the Lead Quality Audit (the freebie below)?
A 5-7 page PDF report: tracking-stack audit, call quality benchmark vs. industry, form-quality benchmark, top 3 leakage points in your current ad setup, and a sample call/form scoring rubric tuned to your service lines. Delivered within 72 hours. No call required. The CTA at the end is to book one if you want to walk through it.

07   Custom audit · 72-hour turnaround

Your account, audited
for lead quality.

Not a templated download. A custom audit written for your specific account: tracking-stack health, call quality benchmark, form-quality benchmark, top three leakage points in your current setup, and a sample call/form scoring rubric authored to your service lines. Delivered as a PDF within 72 hours. No discovery call required to receive it.

  • → Tracking-stack health check
  • → Call quality benchmark vs. industry
  • → Form-quality benchmark
  • → Top 3 leakage points in current setup
  • → Sample scoring rubric for your service lines

No discovery call required. 72-hour turnaround.

Ready to talk

Stop paying for leads
that never close.

Thirty minutes on the phone. Bring the account and CRM. I will find the lead-quality leak and tell you what to fix.

Book a strategy call hi@connercrowe.com