ProfitFill

08/26/2026

Heads up for businesses running Google Local Services Ads: lead billing is changing October 1, 2026.

Under the new policy:
➡️ Missed calls during business hours may now be charged as valid leads if the caller stays on the line for more than 20 seconds.
➡️ Follow-up calls may also become chargeable if the original call didn’t qualify as a paid lead, but a subsequent call meets Google’s valid lead criteria.

Google says it is also adding safeguards to help protect businesses from robot calls and spam abuse.

The takeaway? Responsiveness is becoming even more important. If Local Services Ads are part of your lead generation strategy, now is a good time to review how quickly calls are being answered, how missed calls are handled, and whether your team has the capacity to respond to every lead you’re paying for.

https://profitfill.com/contact/

08/26/2026

What’s a good ROAS for home services in 2026? 👀

For HVAC and plumbing, Google Ads benchmarks are sitting around 4X–5.5X, while Meta typically has a lower ROAS expectation because it plays a bigger role in generating demand rather than capturing existing search intent.

But hitting an industry benchmark is only part of the equation. A 5X ROAS doesn’t help much if you’re paying for leads when your schedule is already full.
That’s where ProfitFill comes in.

ProfitFill is built specifically for home service businesses, connecting advertising to real-time capacity so your campaigns can spend more when you need jobs and pull back when you don’t. It can also connect ad activity to actual customers, jobs and revenue, giving you a much clearer picture of what your PPC investment is producing.

The goal isn’t just more leads. It’s better ROAS, fuller schedules and more profitable jobs.

Want to see how your PPC performance stacks up? Check out ProfitFill and Spend Better. http://profitfill.com

08/18/2026

More leads aren't always better. The right leads at the right time are.

Traditional PPC is built to capture as much demand as possible. But for HVAC and plumbing companies, that doesn't always make sense.

Capacity-based advertising connects your marketing strategy to what's actually happening inside the business.

📍 Where do you have capacity?
🔧 Which service lines need jobs?
📅 What days need to be filled?
👷 Which technicians have availability?
💰 Where are the revenue gaps?

Instead of simply generating more leads, your advertising can help fill the right schedules with the right jobs.

That's where connecting CRM data, operational capacity and advertising automation gets really powerful.

Wondering how ProfitFIll can help? Schedule a demo today. https://profitfill.com/

08/13/2026

"The biggest shift is that because AI can better infer intent and answer multi-part questions, people are now asking longer and more complex questions."

https://www.searchenginejournal.com/how-ai-search-trends-are-changing-ppc-campaign-structures-ask-a-ppc/584004/ Source: Search Engine Journal

08/06/2026

🏆 Voting is officially open!

ProfitFill is in the running for the Calgary Chamber’s 2026 People’s Choice Award!

This one is decided entirely by public vote, recognizing a Calgary small business that has earned the support of its community.

If you’ve worked with us, cheered us on, or believe in what we’re building for the home services industry, we’d love your vote.

🗳️ Voting is open until August 26, 2026.

Cast your vote! https://forms.cloud.microsoft/pages/responsepage.aspx?id=pO3cDweUkUi98_lbfgNEe2WpL_UOHL5GqpiP5RLsDNpUQTE4OTg5Qk9JVTdLQVU1WUQ4VFFOSlpKWi4u&route=shorturl

08/06/2026

AI search may be changing the search landscape, but your paid search data could be one of your biggest advantages.

A recent Search Engine Land article makes an important point: years of paid search campaigns have already given marketers a valuable window into customer intent.

Paid search data can tell us:
• The questions and searches that actually lead to conversions
• Which products, services and messages resonate with high-intent customers
• What language customers use when they’re ready to take action
• Which audiences and landing pages ultimately drive revenue

As search shifts from traditional keyword queries toward more conversational, AI-driven experiences, those insights become increasingly valuable.

The opportunity isn’t to abandon paid search for AI search. It’s to use what we’ve learned from paid search to better understand intent, strengthen our content and inform how we show up across both traditional and AI-driven search.

For marketers sitting on years of PPC data, there may be a lot more value in that history than we realize.

Read the full article from Search Engine Land:

The search terms, ads, landing pages, and product feeds you've already built can strengthen your visibility across AI search.

07/31/2026

Without throttling, most home service companies fall into the same trap: overpaying for leads when they can’t handle more work and underspending when they need it most.

Throttling changes that.

During low-demand months, throttling allows you to increase your ad spend to match your call volume goals — ensuring your schedule is full even in shoulder season.

During peak seasons, it ensures you don’t overspend or bid too aggressively, keeping your crews busy without overshooting the budget. It’s a smarter way to manage spend — one that keeps marketing aligned with your actual business needs.
https://profitfill.com/ai-marketing/the-problem-when-marketing-doesnt-match-capacity/

07/22/2026

What do you think of this? 👀 👀

"Apple has posted new Apple Maps policies where it now says it is prohibiting home services, such as plumbing, electrical, locksmith, HVAC, pest control, roofing, or general contracting services. It also says bail bonds, cryptocurrency ATMs and some medical services are also banned from Apple Maps Ads."

Apple has posted new Apple Maps policies where it now says it is prohibiting home services, such as plumbing, electrical, locksmith, HVAC, pest control, roofing, or general contracting services. It also says bail bonds, cryptocurrency ATMs and some medical services are also banned from Apple Maps Ad...

07/21/2026

Google just flushed Local Service Ads (LSA) and is forcing home service businesses onto Performance Max. If you’re not already running PMAX inside your Google Ads account, this announcement could hit your lead flow hard. This guide breaks down what’s changing, what you need to fix with your CRM, phones, and agency, and how to make the LSA to PMAX switch without your technicians or plumbers quitting due to lack of jobs.

https://profitfill.com/uncategorized/update-google-just-flushed-your-local-service-ads-heres-how-to-survive-the-pmax-mandate/

07/14/2026

Google is introducing a new feature that will show users when an advertisement was created or edited using AI.

The disclosure will appear under a new “How this ad was made” option in Google’s My Ad Center, which can be accessed through ads shown on Google Search, YouTube and Google Discover.

Ads created using Google’s generative AI advertising tools will be labeled automatically. When an ad is created using outside tools, advertisers will need to disclose the use of AI themselves, as Google will not independently verify it.
Previously, Google only required AI disclosures for election advertising.

https://techcrunch.com/2026/07/09/google-will-now-disclose-which-ads-are-made-with-ai/ TechCrunch

While Google prohibits misleading and deceptive ads, an ad can still leverage AI to create some type of synthetic or digitally altered content. Until now, that's something Google only required election ads to disclose.