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Here are two ways the same person might look for an electrician.
Search one: “electrician Vaughan.” Google shows the map with three businesses, some ads, and a list of websites. The searcher does the comparing.
Search two, in AI Mode: “I need an electrician in Vaughan who can install an EV charger in a detached garage this...
Tuesday, 10:14 a.m. A homeowner’s water heater quits. She searches, opens three plumbing websites, and fills out the contact form on all three.
Plumber C calls her back at 10:19. By 10:30, he’s booked for that afternoon.
Plumber A sees the form at lunch and calls at 1:45. Voicemail. Plumber B calls the next morning. She doesn’t pick up because t...
Here’s how it usually goes. A kitchen renovator sets up a Google Ads campaign one evening. Google walks them through it, suggests some keywords, suggests a budget, and they click “Next” until it’s live. $1,500 a month. Three months later they’ve got lots of clicks, lots of impressions, and a handful of phone calls, most of them not great.
Then someone fin...
Most small business owners aren’t short on marketing advice. They’re drowning in it. Post on TikTok. Start a podcast. Run Google Ads. Try this new AI tool.
Here’s the thing. Channels change every year. What makes marketing work doesn’t. After decades in marketing, I’ve boiled it down to three things I look for in every business: Authority,