Marketing for service based businesses
More booked jobs. Not more dashboards.
Every service business is different, so we start by finding the right way to market yours. Then we build it, track every call and form, and cut what does not pay. Google Ads is our specialty. It is not our only answer.
New Jersey based, working with service businesses across the country. Founded 2013. No long term contracts.
What you get in the first 30 days
- A plan built around your services and service area
- Call and form tracking that actually reports leads
- Campaigns live in under two weeks
- Wasted search terms cut every week
- Direct text and phone access to your strategist
Real accounts, last 30 days
Leads we can point at, not impressions.
These are tracked calls and form submissions from accounts we manage right now. Client names stay private.
Figures pulled from the managed Google Ads accounts on 2026-08-31. Tracked leads means calls and form submissions recorded as conversions, not clicks.
Why owners come to us
You are not short on traffic. You are short on calls.
Most accounts we take over have the same three problems: budget going to searches that will never call, tracking that cannot tell a lead from a wrong number, and settings that Google turned on by default because they help Google.
We fix that order first. Tracking, then waste, then growth. It is not glamorous and it is the reason the numbers above exist.
No twelve month contracts. No setup fees. No reports full of impressions you cannot spend.
If paid ads are not the right first move for your business, we will say so on the call. Sometimes the fix is your phone process or your Google Business Profile.
The person who builds your campaigns is the person who texts you back. That does not change as you grow.
What we do
We start with the goal, then pick the channel.
Paid search is where we are strongest, and it is one of several tools. Your plan uses the ones that get you booked work.
Google Ads Management
Search, Performance Max, and video. Weekly optimization, keyword and search term mining, negative keyword upkeep, and split testing on the ads themselves.
Local Service Ads
Setup, verification help, budget control, and lead disputes so you are not paying for wrong numbers and spam.
Lead Tracking & Reporting
Call tracking, form tracking, and conversion setup so every lead is attributed. Monthly reports in plain English.
Google Business Profile & Reviews
Map visibility, rank tracking, and review generation for the searches that happen before anyone clicks an ad.
Meta Ads
Photo and video ads for local brand building, aimed at the customers who have not started searching yet.
Landing Pages, SEO & Systems
Page builds and audits, lite SEO content, email and text follow up, and help streamlining how leads reach your team.
How we work
Four steps, and you see every one of them.
Free 15 minute call
We look at what you sell, where you sell it, and what you have already tried. You leave with a recommendation whether you hire us or not.
Tracking first
Before a dollar goes out, calls and forms are tracked and reporting is verified. No tracking, no launch.
Live in under two weeks
Campaigns, keywords, ads, and pages built by hand. Most accounts are running inside two weeks of getting access.
Weekly optimization
Waste cut, winners funded, and a monthly review that says what changed and what it produced.
Case studies
The work, in numbers.
See all case studiesAccounts anonymized at the client's request. All figures pulled from the live Google Ads accounts on 2026-08-31.
Who we are
A small team on purpose.
Built To Optimize is deliberately small. You are not handed to a junior account coordinator, and you are not one of two hundred accounts. The trade off is that we take a limited number of clients at a time, and we would rather tell you that up front.
Virginia has been doing this since 2012, on both sides: running marketing inside service businesses and running the ads for them.
Virginia Buechel
Jon LiVolsi
Common questions
Before you book the call.
What does management cost?
Google Ads management starts at $775 per month for Local Service Ads only, and runs to $2,850 per month for full multi channel work. No setup fees. Full breakdown on the pricing page.
How much do I need to spend on ads?
Paid search starts at $3,000 per month in ad spend with us. Local Service Ads can start lower. If you are below that, we will tell you what to do instead.
Am I locked into a contract?
No. Month to month, cancel with notice. We would rather earn the next month than trap you in twelve of them.
Do you only do Google Ads?
It is our specialty and usually the fastest path to booked work for service businesses. It is not the only thing we do, and if it is not right for you we will say so.
How fast can you launch?
Most accounts are live in under two weeks once we have access and your tracking is verified.
Let's find out if we are a fit.
Fifteen minutes, no pitch deck. You will get an honest read on your account and what we would change first.