The playbook
Numbers first. Opinions second.
Every guide here is built on dashboards I can screenshot, from accounts I actually run. When I cite someone else's aggregate data, I say so — and I show you the difference.
Guide Nº 001 · Updated July 2026
What a drywall lead actually costs
Four months of real Local Services Ads data from one named drywall company — every dashboard screenshotted, the slow month included, and the category workaround Google's taxonomy forces on drywall contractors.
Read it →Next up: what Google folding Local Services Ads into Performance Max means for every trade on LSA — written for the owners getting migrated, not the agencies billing them.