Signed contracts, not booked appointments. Any job value counts. The clock starts the day your campaigns go live. Every condition is on this page, not in an exhibit you sign without reading.
The ad budget is media cost. It goes to Google, not to us, and we never take a percentage of it.
A booked job is a signed and closed concrete contract — the homeowner or builder has agreed to the work and signed. It is not a lead, not a phone call, and not an estimate appointment. We chose the harder definition on purpose, because appointments are easy to manufacture and worth nothing to you.
Most guarantees in this industry are written on booked appointments, and there is a reason for that: appointments are cheap. You can fill a calendar with tire-kickers and technically hit the number while the contractor's revenue does not move.
Writing it on signed jobs means we are partly accountable for how you sell. That is uncomfortable for us and it is why the client obligations further down this page are non-negotiable. It is also the only version of this promise that is worth anything to you.
Search campaigns built on concrete intent, not generic contractor terms, with a negative keyword list that stops you paying for "concrete countertops" and "how to mix concrete". Local Services Ads run alongside, because they sit above everything and charge per lead rather than per click.
Categories, service areas, service lists, photo cadence and review velocity, worked continuously rather than set up once. Most concrete searches end in the map pack, so this is where a large share of the leads come from and it costs nothing per click.
A driveway search and a garage slab search are different buyers with different budgets. Sending both to a homepage wastes the click. Each service and each city you serve gets a page written for that search, which is also what lifts quality score and cuts your cost per lead.
Every inbound lead gets an automatic text inside a minute, day or night, so the homeowner knows they have been heard before they call the next company. This one mechanism moves close rates more than any change we make to the ads.
A review engine that runs off job completion rather than off you remembering. Plus a jobsite photo and video shoot day every quarter, so the ads and the profile are showing your actual work instead of stock.
Leads, cost per lead, estimates booked, jobs signed. The four numbers that matter, every week, in a shared tracker you can open yourself. The monthly call is for decisions, not for reading you a report you already have.
Change any input. This is the same arithmetic we use to decide whether to take you on.
Signed jobs
Gross profit
Assumptions, stated so you can argue with them: 65% of leads book an estimate, which is the rate we see when a lead is answered inside 15 minutes and materially worse when it is not. Cost is the $2,500/month management fee plus your $4,000/month ad budget, for two months. Revenue is what gets signed inside the 60 days, and most concrete contracts are collected over the weeks after that, not on the day.
Working backwards from fifteen signed jobs.
| Stage | Rate | Volume needed |
|---|---|---|
| Signed jobs | — | 15 |
| Estimates given | 35% close rate | 43 |
| Leads generated | 65% book an estimate | 66 |
| Ad spend at about $110 per lead | over 60 days | $7,300 |
| Required per month | $3,650 | |
That is roughly $3,650 a month with zero margin for error. At $2,500 a month you would need a $60 cost per lead and a 45% close rate simultaneously, which is possible in a cheap market with a great closer and is not reliable enough to write a guarantee on. At $4,000 there is about 10% headroom. Thin, but workable. We would rather show you the working than quote a comfortable number we cannot hit.
The remedy is capped rather than open-ended. Unlimited free work is how a small agency gets buried and then serves everybody badly. A bounded promise we will actually honour beats an unlimited one we would have to wriggle out of.
These are contract conditions. Miss one and the guarantee is void. We publish them here because a contractor who reads them either self-selects out or realises we are the first marketer who has ever held him to a standard.
If the honest answer is "end of day", you are not a client yet. Speed to lead is the single biggest lever on close rate, and no amount of ad spend compensates for a four-hour gap. We can fix this with automation, but you have to be willing to answer the phone.
Under 25% and the guarantee math breaks. At that point we would either fix your follow-up first through the Foundation Package, or decline. Declining is not lost revenue for us, it is avoided free work, and it saves you six months of paying for something that was never going to work.
We turn down more of these calls than we take. That is the point of having a guarantee.
Valley West Concrete had run out of Langley. Two location pages and three Google Business Profiles opened three new markets and returned 17× in 90 days.
That was the local SEO side of this program rather than the paid side, which is the point: the map pack and organic work compound and do not stop when the ad spend stops.
A signed contract for concrete work. Not a lead, not a booked appointment, not a verbal yes. A signed job. There is no minimum value: a $2,400 sidewalk repair counts exactly the same as a $28,000 driveway, and that is written into the contract so nobody can argue it later.
The day your campaigns go live. Build, tracking, landing pages and Google Business Profile work take two to three weeks, and if the clock started at signature you would really be getting 40 days of live traffic. We say this out loud because plenty of agencies do it the other way and hope you do not notice.
Because the arithmetic does not work below it. Fifteen signed jobs needs roughly 43 estimates, which needs roughly 66 leads, which at about $110 a lead is about $7,300 of ad spend over the 60 days. At $2,500/month we would need a $60 cost per lead and a 45% close rate at the same time. That happens. It does not happen reliably enough to guarantee. The full working is on this page.
We keep working at no management fee for up to 60 more days. If the target is still unmet at that point we refund two months of management fees and either of us can terminate. You keep paying Google for ads during the extension, because that is media cost and we never touch it.
Failing the client obligations, which are published in full on this page rather than hidden in an exhibit. The big one is speed: if a lead sits for four hours, no campaign on earth saves it. The other big one is reporting. If you do not tell us which jobs closed, we cannot be held to a number we are not permitted to measure.
No. One concrete company per city, for as long as you are with us. Two clients in one city means bidding against each other with your own money, and it would make the guarantee dishonest.
Then we will tell you on the territory check call and probably decline. Under about 25% of estimates closing, the math breaks and we would be selling you a promise we cannot keep. Usually the honest answer is to fix follow-up first, which is often a Foundation Package problem rather than an ads problem.
We confirm your city is open, ask the two questions above, and show you what your market actually costs. If the math does not work we will say so on the call.
