We diagnose what’s broken, launch a focused growth plan, and lock in the habits that drive consistent booked jobs — faster, cleaner, and without adding headcount.
$2,500 /mo
For single-location operators needing clean.
$3,500 /mo
For $3M–$10M shops expanding neighborhoods/services.
$5,200 /mo
For multi-crew, multi-city coverage and aggressive
Days 0–30: Diagnostic, rebuild (or refactor) campaigns, tracking/UTMs/call routing live, first offer tests, baseline LPs
Days 31–60: Search term/neg cleanup, geo/schedule tuning, add LP variants, first offline conversion feedback loop
Days 61–90: Budget to winners by CAC guardrails, PMax creative/asset groups v2, expand best geos/services
The short answer: You will see traffic within 24–48 hours, but “results” (optimized ROI) typically take 30 to 90 days.
Because Google Ads is a “pay-to-play” system, we can turn the faucet on almost immediately. However, a high-performing campaign evolves through three distinct phases:
Phase 1: The Launch & Data Collection (Days 1–14) As soon as your ads are approved, your site will receive highly targeted traffic. During this window, Google’s algorithm is in its “Learning Phase.” We are gathering initial data on which keywords trigger clicks and how users behave on your landing pages.
Phase 2: The Optimization Sprint (Days 15–45) This is where the “Fractional CMO” strategy kicks in. We review the initial data to eliminate “waste” (negative keywords) and double down on the ads that are actually driving calls. This is usually when you start seeing a consistent lead flow.
Phase 3: The Scalable Engine (Days 45–90+) By this point, we have enough conversion data to move from “manual bidding” to “Smart Bidding.” We begin to lower your Cost Per Acquisition (CPA) and can confidently increase the budget to scale your revenue.
The Reality Check: While you’ll see your ads “live” on day one, we don’t consider a campaign “stable” until it has gone through at least two full sales cycles of your business. Our goal isn’t just a quick spike in traffic; it’s a predictable, profitable system.
No. We do not use doorway pages because they are a “black-hat” tactic that can lead to your site being penalized or banned by Google.
A “doorway page” is a low-quality page created solely to rank for specific keywords or locations, which then funnels users to a different destination. Google’s algorithms are highly sophisticated at detecting these, and using them puts your long-term brand reputation at risk.
Instead, we focus on “Location-Specific Value Pages” and “High-Intent Landing Pages.” Here is the difference:
Doorway Pages (The Wrong Way): Creating 50 identical pages where only the city name is changed (e.g., “Plumber in Dallas,” “Plumber in Austin”) with no unique, helpful content. These frustrate users and trigger Google’s spam filters.
Strategic Landing Pages (Our Way): We build high-quality, high-converting landing pages specifically designed for your Google Ads campaigns. Each page is optimized for a specific service or user intent, providing genuine value, clear calls-to-action, and a seamless user experience.
Local SEO Authority: If you need to rank in multiple cities, we create unique, localized content that highlights your work, testimonials, and specific services in those areas—staying 100% within Google’s Search Essentials (formerly Webmaster Guidelines).
The CMO Difference: Short-term “hacks” like doorway pages create “technical debt.” Our goal is to build Brand Equity and a sustainable digital footprint that grows in value over time, rather than a “house of cards” that could collapse with the next algorithm update.
You own 100% of the accounts, the data, and the creative assets from Day 1.
We believe in “Radical Transparency.” Our goal is to build a high-performing engine for your business, not a “black box” that you can’t see into.
Account Ownership: We never run your ads through a “proprietary” agency account. We either optimize your existing Google Ads account or help you create a new one in your name. You maintain Administrative Ownership, and we are simply granted “Standard Access” to manage it.
Creative Assets: Any ad copy, custom graphics, or video assets we develop for your campaigns are your property. If we create high-converting landing pages for your Google Ads, the design and the copy belong to you.
The Data & History: The “Pixel” data, conversion tracking history, and keyword performance data are your business’s intellectual property. If you ever decide to move in a different direction, you keep all the “intelligence” we’ve built—you never have to start from scratch.
Direct Billing: You pay Google directly for your ad spend. This ensures you have full visibility into exactly where every dollar is going, with no “markups” or hidden fees on your media buy.
The Capstone Difference: Many agencies hold your account hostage to prevent you from leaving. We keep our clients through performance and results, not by locking you out of your own data.
Absolutely. In fact, optimizing “post-click” behavior is a core part of the Fractional CMO role. Many agencies stop at the “lead” (the phone call), but we focus on the conversion. If your Google Ads are successful but your sales aren’t growing, the bottleneck is often in the intake process. We improve this through a three-pillar approach:
Call Tracking & Intelligence: We implement advanced tracking (like CallRail) to see exactly which keywords led to the call. We also use AI-driven “Conversation Intelligence” to record and analyze calls, identifying where prospects are losing interest or where your team might be missing opportunities.
Lead Intake Training: We don’t just hand off a lead; we help train your front-desk or sales team on “High-Intent Handling.” We provide scripts and feedback loops to ensure that a $50-per-click lead isn’t lost to a long hold time or a poor first impression.
Data-Driven Ad Scheduling: If your data shows that calls coming in after 4:00 PM have a 50% lower conversion rate because your team is tired or understaffed, we adjust your Google Ads schedule to only bid aggressively during your “peak performance” windows.
The CMO Difference: A Google Ads specialist wants to show you a high “Click-Through Rate.” As your Fractional CMO, I only care about your “Close Rate.” We bridge the gap between your marketing spend and your bank account.
Yes, you have full control over your engagement, though we provide strategic guidance on how to transition to protect your data.
Because Google Ads relies heavily on machine learning and historical conversion data, “pausing” can have different effects than “changing tiers.” Here is how we handle both:
Changing Tiers: You can scale your management tier up or down with 30 days’ notice.
Scaling Up: If you are increasing your ad spend significantly, we move you to a higher tier to cover the additional hours required for bid management, A/B testing, and landing page optimization.
Scaling Down: If you need to pull back on spend, we can move you to a “Maintenance Tier” to keep the lights on and protect your “Quality Score” without the cost of an aggressive growth strategy.
Pausing Service: You can pause your management agreement at any time with a 30-day notice.
Strategic Note: We generally recommend “lowering” a budget rather than “pausing” a campaign entirely. If a campaign is paused for more than 7 days, Google’s “Smart Bidding” algorithm often loses its momentum and enters a new Learning Phase when restarted. We help you navigate this so you don’t waste money re-training the algorithm later.
No Long-Term Contracts: Our Google Ads management is typically month-to-month. We believe our results should be the reason you stay, not a legal obligation.
Get a customized 90-day roadmap designed to boost leads, refine strategy, and deliver measurable results — fast.
