Cost per Booked Job: A Better Marketing Conversation for Service Businesses
Cheap inquiries can become expensive jobs to acquire. This guide shows how to connect marketing costs with bookings while keeping timing, cancellations, and margin visibl…
TROJAN DIGITAL MARKETING
Paid search and social advertising for your next customer.
Connect the right audience, creative, landing page, and follow up. Paid media planning for local businesses, multiple locations, and national brands.
Benefits
What the engagement should make clear
The customer request
Identify the service, buying stage, and information needed for an inquiry to fit.
The campaign destination
Match the advertisement to a relevant page, form, or conversation.
The audience
Describe the search, company role, or customer situation the campaign addresses.
The budget boundary
Separate advertising spend, management, creative, and supporting work in the proposal.
The measurement plan
Agree which events represent inquiries, qualified opportunities, and accepted work.
The creative inputs
Identify the photographs, footage, permissions, and approvals needed before launch.
The account access
Record account administrators, billing access, and the assets covered by the engagement.
The next decision
Use actual costs and inquiry outcomes to decide what to adjust, continue, or stop.
Service Details
Choose the work your business needs
Google Ads management
Connect relevant searches to a specific service offer. Review query intent, exclusions, destination pages, and sales feedback.
LinkedIn Ads management
Match a B2B message to the companies and professional roles involved in the purchase.
Meta Ads management
Build a creative and qualification plan for Facebook and Instagram campaigns.
Additional platforms by scope
Discuss TikTok or another placement when the audience, creative, and measurement plan support a useful test.
Why Choose Us
A scope you can evaluate
A usable offer
Identify the service, customer problem and qualification details the campaign will carry.
A working destination
Review the page, form and confirmation the customer reaches after the click.
Account and budget control
Record account access, billing responsibility and the agreed spend boundary before launch.
A conversion you can test
Confirm which action is recorded and check that the event fires when someone completes it.
Sales feedback in the review
Compare recorded conversions with accepted inquiries so irrelevant requests do not become the success metric.
A decision after the test
Use actual spend, inquiry quality and sales progress to decide what to change, continue or pause.
How We Work
From brief to review
Define the opportunity
Review the service, customer need, current account, and business constraints.
Prepare the message
Draft the offer, creative, landing experience, and qualification questions for review.
Check the setup
Confirm approved scope, account permissions, budget settings, and testable conversion events.
Review actual outcomes
Compare costs and inquiry quality, document changes, and agree the next test.
From the businesses we've worked with
“I love the way it scrolls better. Thank you so much, Jeff.”
Alexa MahaberRedefined Body skincare
The cheapest form is not always the best customer.
A campaign can produce inexpensive inquiries that your team cannot serve. We connect the ad, the landing page, and the sales outcome so a budget decision has more behind it than a platform conversion count.
Which number should decide the next budget change?
Agree on a qualified inquiry first: the right service, a workable location, and a real project. Then compare ad spend with qualified inquiries and new customers over the same period, allowing for your sales cycle. Ad spend alone does not include fees, creative, or sales costs.
CAMPAIGN ACCOUNTINGHypothetical example
Ad spend$1,200One period. One campaign.
- 24 inquiries
- $50
- 12 qualified
- $100
- 3 new customers
- $400
$1,200 ÷ 3 customers$400
CAMPAIGN FIT
The channel is a choice.
The customer is the starting point.
Compare the buying situation, then mark what your business already has. Your choices travel with your inquiry.
GOOGLE ADS
Start with the search.
Is someone already searching for the service you sell?
Search campaigns connect an existing question to a relevant offer. Separate urgent requests, considered purchases, and research before choosing keywords.
Query · offer · inquiry · sales outcome
Measure: Qualified opportunities from relevant searches.
Explore Google Ads managementCheck what’s ready
This is a conversation brief. It does not score your account or predict campaign performance.
Discuss my Google Ads planLINKEDIN ADS
Start with the buying team.
Can you describe the companies and roles involved in the purchase?
A useful B2B offer needs a reason for a busy professional to respond. Match the message to their responsibility, buying stage, and next decision.
Audience · evidence · conversation · opportunity
Measure: Accepted prospects and pipeline progress.
Explore LinkedIn Ads managementCheck what’s ready
This is a conversation brief. It does not score your account or predict campaign performance.
Discuss my LinkedIn Ads planMETA ADS
Start with a reason to care.
Can your creative show a relevant problem, service, or decision?
Facebook and Instagram campaigns need recognizable creative and a clear next step. Match forms, messages, or a landing page to the questions your team needs answered.
Creative · interest · qualification · follow up
Measure: Useful inquiries and appointment outcomes.
Explore Meta Ads managementCheck what’s ready
This is a conversation brief. It does not score your account or predict campaign performance.
Discuss my Meta Ads planMAKE A BETTER BUSINESS DECISION
Paid media connects an offer with people who may be ready to consider it. Trojan plans campaigns around the audience, the decision and the business outcome you can actually measure. Google Ads, LinkedIn and Meta require different targeting, messages and destinations, so the channel choice starts with the offer.
Choose the channel by the buying situation
| Audience situation | Channel to evaluate | What the campaign needs |
|---|---|---|
| People already search for a defined service | Google search advertising | Relevant queries, exclusions and a clear service page. |
| A business buying decision involves specific roles | LinkedIn advertising | A useful business offer and a sales qualification process. |
| The offer benefits from visual explanation or discovery | Meta advertising | Credible creative, useful context and an appropriate next action. |
These are planning questions, not universal channel rules. Customer demand, available budget, creative evidence and the sales cycle shape the recommendation. The goal is a test that can answer a specific business question.
Explore the right paid search scope
Choose Google Ads management for a campaign scope connecting search intent, destinations and qualified lead measurement. Choose a PPC audit when you need to understand existing performance before deciding what to change. Indianapolis businesses can use our local PPC planning page.
Build the offer before the ad
Record the service, accepted customers, real delivery areas and the action the team can support. Then prepare claims the business can substantiate, relevant imagery and answers to material buying questions. A page should explain the next step honestly, including whether someone is requesting an appointment or booking one.
Use our landing page brief and website design service to connect campaign planning with the destination. The click and the page should describe one coherent offer.
Keep spending and business outcomes visible
A proposal should distinguish media spend from management, creative, page development and measurement. Decide which inquiry stages matter, who records them and how the team will evaluate the test. A high submission count needs context about service fit and sales progress.
Our guides to paid search budgeting and qualified lead measurement help prepare that conversation. Where records are incomplete, the first useful step may be better measurement.
Connect paid campaigns with organic content
Paid search can reveal questions that deserve a clearer service explanation. Social campaigns can help identify which creative needs more context. Use that learning to improve useful content while keeping channel costs and attribution distinct. Ad spend does not buy organic rankings.
Coordinate the plan with SEO, AEO and GEO services so business facts remain consistent wherever a customer discovers the brand.
Start with the decision you need to make
Tell us what you sell, whom you want to reach, the markets you can serve and what you need to learn from advertising. If campaigns already exist, describe the concern and the systems that record inquiries. Discuss a paid media scope built around those priorities.
Your questions, answered.
What platforms do you run paid ads on?
We run campaigns on Google, Meta including Facebook and Instagram, and TikTok. We recommend platforms based on where your customers actually spend their time and what your budget can support most efficiently.
How much do I need to spend on ads to see results?
It depends on your market and goals. We work with businesses at various budget levels and focus on efficiency regardless of spend. We will tell you honestly if your budget is too low to be competitive in your category rather than take your money and underdeliver.
How do you measure the success of a paid ad campaign?
Yes. While we are based in Indiana, we work with clients across the United States. Whether local or global, our strategies are designed to fit your target market and business model.
How long before my ads start performing?
Most campaigns need 2 to 4 weeks of data before optimization starts producing consistent results. We set realistic expectations from day one and do not promise overnight wins.
Can you target specific zip codes or neighborhoods?
Yes. We can target by zip code, city, radius, neighborhood, and a range of demographic and behavioral filters so your budget reaches the people most likely to become your customers.
Do you require long term contracts for ad management?
Contact us to discuss terms. We believe results keep clients, not contracts, so we focus on delivering outcomes that make you want to stay.
What makes your ad strategy different from running ads ourselves?
Experience, data, and full time focus. We manage campaigns across multiple industries and markets so we know what works and what wastes money. Most businesses that run their own ads overpay for underperforming audiences and never know it.
Take the idea further.
Write a Paid Search Landing Page Brief Before Designing the Page
Use a message map, qualification worksheet, and launch test script to connect a paid search click with an offer the business can actually fulfill.
Close the Loop Between Your CRM and Your Marketing Report
Closed loop measurement starts with reliable business records. Define the stages and ownership before connecting your CRM to advertising and analytics systems.
KNOW YOUR NEXT STEP
From Indianapolis.
Across the United States.
Based in Indianapolis, we serve businesses across central Indiana, including Carmel, Fishers, Zionsville, Westfield, Noblesville, Greenwood, Avon and Plainfield, and clients across the United States.
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