Front office · Google Ads and Meta

Ads that report a cost per new customer.

Paid media management from Compass AI Group is Google Ads and Meta, built and run properly for Canadian owner-operators. Tracking goes in before a dollar is spent, the account is tuned weekly, and every month you see what a new customer cost, by service, and where the budget should move next.

About one in six Bearings Reports says: do nothing yet.

Plot Your CourseSee how we work
One account, rebuilt by service
As found: one campaign for every service, and nobody can say what a new customer costs. As rebuilt: ad spend split into one campaign per service, each measured by conversion tracking on forms, calls and bookings, feeding a monthly report of cost per new customer by service.AS FOUNDOne campaign for every servicenobody can say what a new customer costsAS REBUILTAd spendyour account,paid to Googleand MetaFurnace installsRepair callsMaintenance plansTrackingforms, calls, bookingsMonthly reportcost per new customerBudget moves tothe services that pay.As found: one campaign for every service, and nobody can say what a new customer costs. As rebuilt: ad spend split into one campaign per service, each measured by conversion tracking on forms, calls and bookings, feeding a monthly report of cost per new customer by service.AS FOUNDOne campaign for every serviceno cost per new customerAS REBUILTAd spend, paid to Google and MetaFurnace installsRepair callsMaintenance plansTrackingforms, calls, bookingsMonthly reportcost per new customerBudget moves to the services that pay.
FIG. 00A sample heating-and-cooling business, not a client’s. Tracking goes in before spend, so each service gets its own cost per new customer.

S.01The report

If you cannot name the cost of a new customer, you are guessing with your budget.

Most small-business ad accounts run on a setting somebody chose two years ago. The monthly report replaces the guess with a number, by service, and says what changes next.

Monthly report, page one: where the budget went and what it booked
Sample month, sample heating-and-cooling business
ServiceShare of spendBookedNext month
Furnace installsShare of spend45%Booked9 booked jobsNext monthCost per booked job fell for the second month. Add budget.
Repair callsShare of spend35%Booked22 booked jobsNext monthSteady. Hold the budget; add the searches that booked as exact matches.
Duct cleaningShare of spend20%Booked1 booked jobNext monthNot paying. Stop the campaign and move its budget to furnace installs.
FIG. 01Sample data, not a client’s account. The full report adds spend, leads and cost per new customer for each service, in plain English. If a campaign is not paying, the report says so and we stop it.

S.02What you get

Four jobs, done every month.

No dashboards you never open. The account is tuned weekly and reported monthly in words an owner can act on.

  1. 01

    Account structure that matches your services

    Campaigns and ad groups organized around what you sell and where you sell it, not around a template.

  2. 02

    Targeting, budget pacing and negatives

    Weekly tuning of who sees the ads, how the budget is spread across the month, and which searches you stop paying for.

  3. 03

    Tracking that ties spend to booked work

    Built in the first two weeks, before any spend. Forms, calls and bookings measured end to end.

  4. 04

    A monthly written report

    Cost per new customer by service, what changed, what is next. Written to be read at the kitchen table.

Price and start

Priced as a percentage of ad spend with a monthly minimum. Exact terms are set in Charting after your Bearings call, in writing, before any work starts.

Ad spend itself is paid by you, directly to Google and Meta, in an account you own.

It starts the way every engagement does: Bearings, Charting, Heading, True North (diagnose, scope, build, run). See the Method

S.03Best for

Tracking first. Then spend.

Paid media works when the rest of the funnel can catch the lead. If your phone goes to voicemail after hours, we fix that first.

A good fit

  • You have an ad account someone set up once and nobody has opened since.
  • You know roughly what a new customer is worth and want to buy more of them predictably.
  • The organic foundation exists, or we are building it alongside, and paid can fill the gap now.

Not yet

  • Calls go to voicemail. Buying more leads you cannot answer wastes the budget; fix the front desk first.
  • You cannot take more work this quarter. Then spend is better saved.
  • There is no way to see which leads booked. Tracking comes before spend, every time.

Sometimes the answer is a better process, not AI at all.

S.04Questions

Paid media questions, answered plainly.

How is paid media management priced?

Priced as a percentage of ad spend with a monthly minimum. Exact terms are set in Charting after your Bearings call. Ad spend itself is paid by you, directly to Google and Meta, in an account you own.

Do I need tracking before we start spending?

Yes. Tracking must exist before spend, or nobody can tell you what a new customer costs. Compass builds it in the first two weeks: conversion events, call tracking where it matters, and a dashboard that ties ad spend to booked work.

Which platforms do you manage?

Google Ads (search, Performance Max where it earns its place, and local campaigns) and Meta (Facebook and Instagram). Other platforms are added only when your buyers are demonstrably there.

What does the monthly report contain?

Spend, leads, booked jobs or appointments, and cost per new customer broken out by service, in plain English, with what changed and what we are changing next. If a campaign is not paying, the report says so and we stop it.

S.06Next step

Plot your course.

A free 30-minute Bearings call. You and the Compass team, talking about your business. An honest read on what to fix first, and whether AI belongs in it.

Book Your Bearings Call

Or reach the Compass team directly: batwal@compassaigroup.com, 416-409-2112