01
You only pay for real customers.
Call tracking on every ad. Smart Bidding optimized for "Maximize Calls" — not impressions, not clicks. With Local Services Ads, you literally only pay when a qualified lead contacts you.
Local Paid Search
Local Google Ads That Drive Phone Calls.
Not Just Clicks.
Mobile-first ads on Google Search and Google Maps — built for local service businesses. Customers tap your number on their phone, your phone rings. You only pay when they call.
Certified
Google
Partner
Partner
Certified agency since 2012
Call lift
3.4×
Avg increase in monthly calls
Cost per call
−42%
Avg vs. self-managed accounts
Accounts
140+
Local ad accounts managed
The problem
Most local businesses waste their Google Ads budget.
If you've ever run Google Ads yourself — or had a generalist agency run them for you — you've probably watched this happen in slow motion. The clicks come in. The calls don't.
01
The clicks come in. The calls don't.
Google charges for every click. A click isn't a customer.
02
Your budget burns on the wrong people.
Out-of-area searchers, tire-kickers, competitors clicking your ads, bots.
03
You can't tell what's working.
No call tracking, no conversion data, no idea which keyword paid for itself.
04
"Near me" without a real radius.
Google decides who sees your ad — not you.
05
Missing the Maps ad slot entirely.
The sponsored pin at the top of Google Maps is where mobile customers actually tap to call.
The basics
What is Local Paid Search?
Google Ads built for local service businesses — campaigns engineered around three things most agencies ignore: the phone call is the conversion, the customer is on a phone, and the customer is nearby.
PRINCIPLE 01
Not a form fill. Not a click. A phone call.
PRINCIPLE 02
Mobile-first ad formats — not desktop leftovers.
PRINCIPLE 03
Radius and drive-time targeting — not nationwide.
The four placements
The four ad placements that actually drive calls.
Houston Plumber — Open Now
24/7 emergency service. Licensed. Insured. Tap to call.
FORMAT 01
Google Search ads
Text ads at the top of search when someone types "plumber near me" or "emergency dentist."
Sponsored
FORMAT 02
Google Maps ads
Sponsored pins above the organic 3-pack. Where mobile customers tap to call.
(713) 564-0709
FORMAT 03
Call-only ads
Mobile-only ads where the headline IS your phone number. The tap is the call.
Google Guaranteed
FORMAT 04
Local Services Ads
Google Guaranteed listings that charge per lead, not per click. The cheapest mobile call source most contractors have.
We run all four — and we run them together so they reinforce your Google Maps SEO instead of competing with it.
Why it matters
Three reasons local ads beat generic PPC.
02
You show up where mobile taps the screen.
~76% of "near me" searches on mobile end in a phone call within 24 hours. Our ads are built for that thumb-and-tap behavior — call extensions, sponsored Maps pins, click-to-call headlines.
03
Your ad spend stays in your service area.
Radius and drive-time targeting locked to the neighborhoods you serve. Negative-keyword lists block out-of-state, DIY, and job-seeker traffic.
How we work
We don't guess. We execute a proven system.
A toolbox · executed in order
STEP 01
First
Audit & strategy
Full audit of your existing ad account — wasted spend, broken tracking, missing call data, off-target keywords, the formats your competitors run. Set baseline cost per call and ROAS.
STEP 02
Then
Account & tracking buildout
Proper account structure — campaigns by service, ad groups by intent. Call tracking installed. GBP linked so Maps ads + call extensions are eligible. Smart Bidding fed clean data.
STEP 03
Next
Local targeting
Radius and drive-time targeting set to your real service area. Negative-keyword lists scrubbed. Mobile bid adjustments tuned. Ad scheduling matched to your business hours.
STEP 04
After that
Maps + Call-only + LSA
Sponsored pins live on Google Maps. Call-only campaigns running. Local Services Ads onboarded for the Google Guaranteed badge. Search and Performance Max layered on top.
STEP 05
Always
Ongoing optimization
Negative-keyword updates. Budget reallocation by call quality, not call volume. A/B test ad copy. Score every recorded call and feed wins back into Smart Bidding.
What's included
Everything needed to drive calls — and prove it.
✓
Account audit & strategy
Top-to-bottom review of what's wasting money and what's missing.
✓
Conversion tracking buildout
Call tracking on every ad. Conversion goals tuned for Smart Bidding.
✓
Search ads + ad copy
Campaigns built around your highest-intent keywords. Copy tested and refined.
✓
Google Maps ads (sponsored pins)
Paid placement at the top of the Maps result, above the organic 3-pack.
✓
Call-only ads
Mobile-only ads where the tap is the call, not a website visit.
✓
Local Services Ads (LSA)
Google Guaranteed onboarding, lead-dispute handling, ranking inside the LSA shelf.
✓
Performance Max for local goals
Store-visit, call, and lead conversions across Search, Maps, YouTube, and Display.
✓
Radius & drive-time targeting
Locked to your real service area. ZIP-by-ZIP if needed.
✓
Negative-keyword management
Out-of-area, DIY, job-seeker, and competitor-name terms that burn budget — gone.
✓
Mobile bid adjustments
Paying more for the searches that matter, only during hours you can answer.
✓
Call recording & scoring
Every call tracked, recorded, and scored so you know which campaigns drive revenue.
✓
Plain-English monthly report
Your calls, your cost per call, what we changed, what's next. One page. No 47-tab spreadsheet.
Why us
Most agencies optimize for clicks.
We optimize for calls.
MappySEO is a Houston-based, Google Partner certified agency that’s been running local paid search for service businesses since 2012. Plumbers, HVAC, dentists, lawyers, med-spas, recovery, home-services — across Texas and beyond. Most agencies treat Google Ads as a clicks-and-impressions game. We treat it as a phone-call business.
Talent, skill, experience, and time — that's what we ask to be judged on. Nothing else.
01
Calls are the conversion.
Every campaign measured against cost per call, not cost per click.
02
Mobile-first by default.
Call-only ads, Maps ads, click-to-call extensions. Desktop is a bonus, not the focus.
03
Radius-locked targeting.
No "national" campaigns then complaining about "wasted" spend. Money stays in your area.
04
Maps + Ads under one roof.
Paid Maps pins reinforce your organic 3-pack instead of cannibalizing it.
05
No long-term contracts.
Month-to-month. Cancel any time. No exit invoices.
06
You own everything.
Your ad account, conversion data, LSA profile, call recordings. We never hold logins hostage.
Results you can expect
Cost per call
−42%
Drop from a self-managed baseline of $48/call to $28/call.
Call volume
3.4×
Tripled monthly inbound calls. Same budget. 3.4× the phone ringing.
A Houston-area plumber came to us spending $8,400/mo on Google Ads with no call tracking, generic keyword targeting, and zero Maps presence. After a full rebuild — radius targeting, call-only campaigns, sponsored Maps pins, and Local Services Ads — they cut cost per call by 42% and tripled total monthly call volume. Same budget. 3.4× the phone ringing.
See the full case study →What you can expect
→
Lower cost per call — typical 30–50% drop vs. a self-managed or generalist baseline.
→
Higher call volume — 2–4× lift once Maps ads + call-only + LSA are stacked.
→
Cleaner attribution — every call tracked, recorded, and tied back to the keyword.
→
Better ROAS — budget reallocated to campaigns that drive booked jobs, not clicks.
Pricing
Priced to your market and your ad spend.
Most agencies charge a flat retainer regardless of whether you spend $1,000/mo or $10,000/mo on ads. That’s broken. Local paid search pricing should scale with two things: your ad spend and your competition level.
Lower spend
Streamlined scope.
Smaller monthly management fee. Right for rural, niche, or low-density markets.
starts at $750/mo + ad spend
Mid spend / competition · most common
Full scope.
Search + Maps ads + call-only, with ongoing optimization. Most SMBs land here.
$1,500 – $2,500/mo + ad spend
High competition
Aggressive strategy.
Full scope plus Local Services Ads, Performance Max, custom call scoring, ongoing competitor counter-moves.
custom · let's talk
You’re not paying for “PPC management.” You’re investing in a local lead engine — one you own, one you can audit any time, one you can cancel any month if we’re not earning it.
Questions we get a lot
Real questions from real owners.
What's the minimum ad spend you'll work with?
We typically start at $1,000/mo in ad spend for competitive metros. Below that, your data takes too long to compound and Smart Bidding can't learn fast enough. For lower-competition rural markets, we'll go lower — but we'll tell you honestly if you're underfunded for the result you want.
Do I pay you separately from my Google Ads spend?
Yes. Our management fee is separate from what you pay Google. Your card is on file with Google directly — you own the account, you see every dollar. We never mark up ad spend.
What's the difference between Google Ads and LSAs?
Google Ads charge per click. Local Services Ads charge per lead — and you get the Google Guaranteed badge, which boosts trust on mobile. Most local businesses should run both. LSAs require license, insurance, and background-check verification through Google; we handle the onboarding.
How long until I see results?
Tracking and account structure get live first. Then Smart Bidding needs data to learn — and the more clean data, the faster it sharpens. We won't put a guaranteed timeline on Google's algorithm; we'll execute the system in order and show you the rank, calls, and report every step of the way.
Will Ads cannibalize my Google Maps SEO?
No — when run together, paid Maps ads + organic 3-pack ranking increase your total real estate on the result page. Most clients pair this with our Google Maps SEO service, so they reinforce each other instead of competing for the same click.
How does this fit with AI search?
Paid search and AI search optimization work different funnels — Ads catch high-intent in the moment, GEO gets you cited inside ChatGPT and Google AI Overviews when buyers research before they click. Both compound when run together.
What does pricing look like?
Management is flat-monthly, separate from your Google ad spend. See our month-to-month pricing — no 12-month contracts, no setup fees.
What if I cancel?
You keep your Google Ads account, your LSA profile, your conversion data, your call recordings, and every report we've sent. No 12-month contracts. No cancellation fees. No exit invoices.
Ready when you are
Stop paying for clicks. Start paying for calls.
Every day your ads run without proper call tracking, radius targeting, and Maps placement is a day you're handing budget to Google and getting tire-kickers in return. We'll show you exactly where your account is leaking — and exactly how to fix it — in a free 30-minute ad-account audit.