People ask why someone who ran campaigns for Nike, the Golden State Warriors, and Rosetta Stone spends his days helping HVAC companies show up on Google Maps. It sounds like a step down. It isn’t. Here’s the whole thinking, plus the specific systems I use. Every door was opened by someone else I represented California in the National Spelling Bee …
How to Manage Your Google Local Services Ads
Most LSA accounts aren’t underperforming because of budget. They’re underperforming because nobody is working them. Leads pile up unrated, photos stay stock, and the one report metric that actually predicts lead volume goes unwatched. Here’s the full process I use, start to finish. This assumes your account is already live. If it isn’t, start with setting up Local Service Ads …
How AI Is Collapsing Marketing for Contractors
AI is going to revolutionize and upend digital marketing for contractors in the next 12 months. I’m going to show you what’s going to happen, why it’s going to happen, and what you need to do to be prepared. I’m Dennis Yu, and every week I walk through marketing principles as the Marketing Mechanic so you can understand what’s coming …
George Paladichuk: From 7-Figure Gutter Agency to AI-Powered Contractor Lead Generation
When most college students are figuring out which classes to take, George Paladichuk was already generating $50,000+ per month in gutter sales for his clients. Today, as a student at University of Colorado Boulder pursuing a degree in Business, George is the CEO of Gutterwise Marketing — a 7-figure agency he built over six years focused exclusively on home services …
How Stasiu Sliva of S&C Digital Is Building AI Agents In-House
I recently sat down with Stasiu Sliva of S&C Digital, an agency that works with concrete, remodeling, and home service contractors. Stasiu runs a pretty comprehensive operation. His team handles Meta ads, websites, SEO, and even coaches contractors on closing deals. He came to me because he wanted to explore what AI agents could do for his agency, and the …
How Marko Grew His SaaS to 300 Customers Using Conference Videos
If you’re running a SaaS company or an agency, Marko and I have a simple trick for you. It costs almost nothing, takes very little effort, and builds more trust than any ad campaign ever could. Make videos at conferences. But not about yourself. The setup The evening before the ACA conference for HVAC companies, Marko and I walked through …
Kevin Lee on GEO, AI Agents, and the Google Arbitration
I’ve been learning from Kevin Lee for over two decades. I first tried to shake his hand at PubCon 22 years ago, back when it was still Webmaster World, because he ran DIDIT and he was the guy on PPC. He hasn’t aged a year since. So when I caught him at the Wall Street Conference in Las Vegas, where …
How Arnett Mechanical Can Start Getting More Calls in Houston
Anton Arnett runs Arnett Mechanical, a one-man Houston HVAC shop with nearly 280 five-star reviews — and a phone that still does not ring enough. This Houston HVAC audit found the reason: a slow, invisible website and a review flow that has gone quiet, so Google has almost no signal to amplify. Here is exactly what we found and what …
Why Dan Antonelli Says Your Brand Is Costing You Money
I’ve been doing technical SEO, digital, and website work for over 35 years. Every couple of years there’s a new thing that’s supposed to change everything. ChatGPT. AI answers in Google. TikTok. And every couple of years, the same pattern holds: the thing that actually moves the needle for a local service business isn’t the tech. It’s the brand. So …