Flat budgets in a spiky season
Spending the same in May and October is the fastest way to miss the fall rush and waste the spring.
The sweep is the door. The liner, the cap and the crown are the business.
Chimney searches peak the first cold week of fall and nearly vanish in June. The sweep itself barely pays. The inspection that finds a cracked flue and sells a $3k liner is where the money is.
We run seasonal campaigns that book inspections, separate repair and sweep intent, and track each call to the full ticket.
Sweeps from $200, repairs from $1k to $10k. The upside is real. So is the waste, and here’s where it usually comes from.
Spending the same in May and October is the fastest way to miss the fall rush and waste the spring.
“Chimney repair”, “chimney leak”, “flue liner” are higher-value searches than “chimney cleaning”. Most accounts barely bid on them.
If you compete on a $149 sweep, you win customers who’ll never buy the repair. The ad has to sell the inspection.
Separate campaigns for sweep, inspection and repair: Plus gas fireplace service and dryer vents if you do them. Each priced and tracked on its own.Seasonal budget curve: Heavy in September through December, light but alert the rest of the year, with a bump for storm damage and real estate inspections.Inspection-first ads: “Level 2 inspection with camera. CSIA certified.” That sells safety and sets up the repair.Tracked to the ticket: Call tracking plus your invoicing data, so bidding learns from the $4k jobs, not the $149 ones.Examples from chimney sweep accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
Late August. We want the account warmed up and the bids learning before the first cold snap, not scrambling after it.
We’d rather advertise the inspection. A cheap sweep pulls bargain hunters; an inspection pulls homeowners who fix what you find. We test it either way.
Yes. They’re good off-season work and we run them as their own campaigns.
Your best customer pays every quarter for years. Let’s go get that one.
How we run it →Honest companies lose the click to scammers every day. Here’s how to stop that.
How we run it →Someone is locked out right now. They’re calling the first number they see.
How we run it →Every search is an emergency. Every click comes from a phone. Build for that.
How we run it →Talk to a senior PPC expert who has run chimney sweep accounts. Never a junior.