Service 06 of 06
Google Ads & Meta Ads in Miami
Paid traffic buys you the months while the free traffic is still being built. The problem is that an agency paid a percentage of your ad spend has no reason to ever tell you to spend less. That is a structural conflict, not a personality flaw, and the fee model is how you remove it.
The problem
Ads you should be spending less on every month.
The percentage-of-spend model is the standard in this industry and it points the agency in exactly the wrong direction. If my income rises when your budget rises, every recommendation I make is compromised, including the honest ones. A flat fee means the advice to cut a campaign costs me nothing, which is the only condition under which you can trust it.
The second thing worth being blunt about: ads are rented. Turn them off and the traffic stops the same afternoon. They are excellent at buying time and terrible as a permanent foundation, which is why they sit in the top plan here rather than the entry one — they work best over something that is already being built underneath.
The third thing is that Google and Meta are not two versions of the same product, and treating them as one budget is where most of the money goes. On Google somebody is already looking for what you sell and you are competing to be the one they find. On Meta nobody was looking for anything: you are interrupting, which is far cheaper per click and far slower to turn into a call. Judging a Meta campaign by Google’s cost per lead in month one is the standard way to switch off the thing that was about to work.
And most wasted budget is not lost in the account at all. It is lost at the landing page and in the language split: one campaign running English and Spanish together, sending everything to a homepage. The cheaper auction eats the budget, the data becomes unreadable, and the click lands somewhere that answers a different question than the one that was asked.
What is included
What actually gets done
A flat fee, never a percentage
What I charge does not move when your budget moves. It is the only way the recommendation to spend less can be taken at face value.
Google: catching demand that exists
Search campaigns on the terms people type when they already have the problem, plus Performance Max and Local only where they earn their place. Search terms reviewed weekly and the irrelevant ones excluded — in local categories that is usually the biggest recoverable saving there is.
Meta: creating demand that does not
Facebook and Instagram prospecting to people who were not looking for you, then retargeting the ones who visited and left. Built for a phone held vertically, with the offer legible in the first second and without sound.
Campaigns separated by language
English and Spanish as separate campaigns on both platforms, with their own budgets, keywords, audiences and landing pages. Mixed together, the cheaper auction quietly absorbs the budget and you cannot tell which side works.
Landing pages built for the ad
A page that answers the specific thing the ad promised, in the language it promised it. Not the homepage with the headline swapped, which is where most of the money goes.
Tracking that is right before anything spends
Calls, forms and WhatsApp tracked and de-duplicated across both platforms, so a lead Meta warmed up and Google closed is not counted twice. Optimising towards broken conversion data is worse than not optimising at all.
Budget moved into organic as organic works
The plan is that the paid line goes down over time, not up. Written into how this is reported so it is a target rather than a nice sentiment.
How it runs
Four steps, every month
Check the landing page before the account
If the click has nowhere good to land, nothing in the account can fix it. That gets sorted first, and sometimes it is the entire job.
Start on the platform your money is on
Usually Google first, because demand that already exists converts sooner. Meta joins when there is something worth retargeting or an offer worth introducing cold. A small number of tightly matched searches, in both languages, and a budget sized to produce data rather than to look serious.
Cut before adding
The first weeks are mostly exclusions. Removing waste beats adding reach, and it shows up faster.
Report cost per enquiry, and the plan to reduce it
Cost per call and per form, per language, next to what the organic side is picking up — which is what decides when the budget starts coming down.
How you know it is working
What lands in your report
- Cost per enquiry, not cost per click, split by language and by campaign.
- Calls and forms attributed to the ad that produced them, de-duplicated against the organic ones so nothing is counted twice.
- Google and Meta reported apart, and judged on different things: cost per enquiry on Google, cost per qualified visit and retargeting reach on Meta.
- Wasted spend removed each month, reported as a number, because it is the part most reports leave out.
- The organic share of enquiries, tracked deliberately — it is the number that says when the ad budget can come down.
Ad spend is paid by you, directly to Google and Meta. It never passes through me and it is never part of my fee, so there is nothing to mark up. I also will not run ads to a page that cannot convert — if the landing page is the problem, we fix that first, even though it delays the start and the invoice.
Fit
Whether this is the right one
This is the right service when
- You need enquiries this month and can afford a real budget for a few months.
- You have, or will have, a landing page that answers the specific search.
- You want the paid line to shrink over time rather than become permanent.
It is the wrong one when
- Your budget is small enough that it should go into the organic side first.
- You want ads pointed at a homepage and no changes to the site.
- You are looking for the cheapest possible management fee rather than the least wasted spend.
If your problem is somewhere else
- Google MapsWhen the problem is the map pack: you are not in the three, or only in your own block.
- Local SEOWhen you own the map but the normal results below it belong to someone else.
- AI searchWhen the answer engines describe your category without ever naming you.
- Bilingual SEOWhen half of Miami searches in Spanish and only your English version exists.
- Web designWhen the traffic already arrives and the page it lands on is what loses it.
Questions
Google & Meta Ads, answered straight
How much do you charge to manage Google Ads?
A flat monthly fee, agreed in advance, as part of the Sales plan. It does not change when your budget changes. The percentage-of-spend model that is standard in this industry means the agency earns more when you spend more, which quietly compromises every recommendation, including the honest ones.
Is the ad budget included in your fee?
No. Ad spend is paid by you, directly to Google and Meta, and it never passes through me. That keeps it transparent and means there is nothing for me to mark up. My fee covers building and running the campaigns and the landing pages behind them.
How much should I spend on Google Ads in Miami?
It depends on the category and what a customer is worth to you, but a budget too small to produce data is money spent learning nothing. I would rather tell you the realistic floor for your category before you start than take a management fee on a budget that cannot work. In some cases the honest answer is to put the money into the organic side first.
What is the difference between Google Ads and Meta Ads for a local business?
Google reaches people who are already looking for what you sell, so it converts sooner and costs more per click. Meta reaches people who were not looking at all, so it costs far less per click and takes longer to turn into a call. They do different jobs and they should be judged on different numbers. The most common mistake I see is measuring a Meta campaign by Google's cost per lead in the first month and switching off the thing that was about to work.
Do I need both, or can I start with one?
Most local businesses should start with Google, because demand that already exists converts sooner and tells you faster whether the offer and the landing page work. Meta earns its place once there is traffic worth retargeting, or when the thing you sell is something people would want but would never search for. Running both from day one on a small budget usually means neither gets enough data to learn from.
Do you run English and Spanish ads in the same campaign?
Never. They are separate campaigns with separate budgets, keywords and landing pages. Run together, the cheaper auction absorbs the budget, and the results get averaged into a single number that hides which half of the market is actually working.
Why do you want me to spend less on ads over time?
Because ads are rented traffic. Turn them off and it stops the same day. They are the right tool for buying the months while the organic side is still being built, and a bad long-term foundation. As the free traffic starts carrying enquiries, the paid line should come down — and since my fee is flat, that costs me nothing to recommend.
Next
Find out where you actually stand
A free audit: what you rank for today, in both languages, what is blocking it and what I would do first. No obligation and no sales call unless you ask for one.
Krelo works with businesses across Miami-Dade and Broward County, in English and Spanish. See what the work has produced →