More Leads, Less Stress


You Need More Leads.

We hear it every day. You’re tired of the pay-per-lead game. You’re shelling out thousands of dollars each month, but you’re still not meeting your lead goals.

But the idea of learning how (and finding the time) to run ads on Google and Facebook leaves you overwhelmed and confused. 

FatCat has experience running paid ad campaigns that are specific to:

  • Your Company
  • Your Industry
  • Your Location

We’ve taken the time to learn effective PPC strategies for the home improvement industry so you don’t have to. 

We don't sell leads to your competitors.

We never sell the same lead to multiple contractors. Instead, we create unique PPC campaigns that generate exclusive leads for your company. 

When you hire FatCat, we’ll eliminate the stress of managing online ads so you can focus on the other aspects of running your business. 

Call us today and find out how our PPC game plan can take your business to the next level.

Our PPC Philosophy

When it comes to PPC campaigns, spending more money doesn’t always generate more leads. We’ve been able to help some of our most successful clients reduce their PPC budgets while continuing to grow their businesses. 

Our PPC strategy recommendations take other factors into consideration, including:

  • The quality and volume of your current SEO leads
  • Your other lead sources (lead aggregators, manufacturer leads, etc.)
  • Seasonal changes and market conditions

Our Campaign Strategy

We organize our PPC campaigns around the different sections of the sales funnel: ToFu, MoFu, and BoFu.

Top-of-the-funnel (ToFu) campaigns are the most expensive, most competitive, and historically have the worst appointment set rates. We use these sparingly, typically with a branding play in mind.

Middle-of-the-funnel (MoFu) campaigns target homeowners who’ve done their homework and are starting to narrow their search terms. These homeowners are still likely to price shop but can be swayed by a special offer.

Bottom-of-the-funnel (BoFu) campaigns target homeowners that are looking for very specific products, services, features, colors, and local companies. They know what they want and they’re ready to get an estimate. We see the highest conversions, appointments, and revenue from these campaigns.

Monthly PPC Ad Campaign Management

Each month we will:

  • Create and manage multiple campaigns focused on your services and service areas
  • Manage and monitor PPC spending, based on agreed-upon budgets
  • Manage and monitor different campaign types across the relevant platforms (Google,Bing, Facebook, and Instagram)
  • Write the copy for your text-based ads
  • Provide graphic design and layout services for your display ads
  • Configure conversion goals and tracking for multiple landing pages so we can gain better insights on which pages and messages convert the most leads
  • Create new landing pages and contact forms as needed, to support our PPC campaigns
  • Experiment with different content, images, and calls-to-action on the various landing pages connected to your PPC ads
  • Actively manage negative search terms across all campaigns
  • Hold a monthly planning call to review strategies and budgets

PPC Management Plans

Google Ads ONLY

  • Monthly scope (outlined above)
  • Decrease bot + competitor clicks
  • Quarterly competitor research and keyword impression forecasts

Google/Bing + Facebook Ads

  • Monthly scope (outlined above)
  • Decrease bot + competitor clicks
  • Keyword research + forecasts
  • Optimizing FB creative for conversions

Facebook Ads ONLY

  • Monthly scope (outlined above)
  • Quarterly competitor research on paid social campaigns
  • Optimizing FB creative for conversions


Your guide to hyper-local marketing