Last April you were turning work away. The phone rang more than the crew could pour, you gave three estimates a day from the truck, and half of those went to the guy who quoted first. By late June it slowed to a trickle, and by September you were finishing the season with a crew you could not keep busy.
In February an agency called. They had seen your Google profile. They said “we can have you ranking in ninety days,” showed you a dashboard, and asked for twelve months at $1,800. You signed in March, which they did not tell you was already late. The ads started, your phone rang a little more in May, and you paid Google $8 a click on top of the retainer for every one of them.
The report in July said impressions were up 340 percent. The season was over. In August the ads kept running, the clicks kept costing, and the calls were for pressure washing.
Here is what nobody put on a dashboard: your site takes seven seconds to load on a phone in a driveway, and Google takes 60 to 90 days to trust a fixed one. The math on when that work has to happen is further down. The thirty-second check is at the top.