We base the initial split on search volume, competition, and your margin by trade. HVAC typically gets the largest share due to higher ticket values. But the split adjusts monthly based on performance and seasonal demand. Our goal is maximizing total ROI across all trades, not just any single division.

Absolutely. Emergency searches — “no heat,” “burst pipe,” “power outage” — have the highest conversion rates and justify higher bids. We separate emergency from non-emergency campaigns so each gets the right bidding strategy and budget without competing against each other. We manage multi-trade budgets as a coordinated portfolio rather than isolated campaigns to maximize total return.

Yes, and we encourage it. When one trade is overbooked, we shift that budget to underperforming divisions in real time. This flexibility is one of the biggest advantages of a well-structured multi-trade Google Ads account. We can respond to capacity changes within hours. We manage multi-trade budgets as a coordinated portfolio rather than isolated campaigns to maximize total return.

We build seasonal budget plans months in advance. HVAC gets budget increases before summer and winter peaks. Plumbing gets more during freeze season. But we stay responsive — an unexpected cold snap or heat wave triggers immediate budget shifts to capture surge demand. We manage multi-trade budgets as a coordinated portfolio rather than isolated campaigns to maximize total return.

Cost-per-lead varies by trade and service type. Emergency HVAC leads typically run $30-$80, plumbing emergency leads $25-$60, and electrical leads $40-$90. Installation and maintenance leads cost less because there is less competition. We report cost-per-lead by trade and service type monthly so you always know your numbers. We manage multi-trade budgets as a coordinated portfolio rather than isolated campaigns to maximize total return.