Stop paying an agency to guess with your ad budget.You know your trade. What you don't know is why last month's Google Ads bill was $600 for two leads, or whether $47 a lead is a steal or a ripoff for your industry. Nobody tells you that part.The Local Lead Playbook is the framework used to manage paid media budgets across Google Ads, Meta, and Demand Gen, scaled down to a single-location ad account. No retainer, no jargon, no "trust the process."What's inside: Break-even CPL worksheet with two full worked examples, so you know the exact number you can afford to pay per lead A 2026 cost-per-lead benchmark table for HVAC, plumbing, cleaning, roofing, legal, and more, sourced from real industry data, not guesses A decision framework for Google Search vs. Google LSA vs. Meta The full Google Ads setup playbook: account structure, keyword lists, RSA ad copy formulas, bidding, and conversion tracking The full Meta Ads setup playbook: audience targeting, creative formulas, three fully-written ad examples The master negative keyword list, universal plus vertical-specific A landing page conversion checklist A weekly optimization routine and the exact red flags for when to kill a campaign instead of funding it longer A 30-day quick start action plan Bonus: a 1-page printable quick reference cheat sheet for next to your ad account Who this is for: Local service business owners (HVAC, plumbing, cleaning, roofing, contractors, salons, gyms) who are either paying an agency and want to know if it's actually working, burned by shared-lead platforms like Angi or HomeAdvisor, or running on referrals only and ready to advertise without wasting the first $1,000 figuring it out.Who this isn't for: If you want someone to run your ads for you, this is the DIY version, not a done-for-you service.Why listen to me: I've managed paid media budgets across Google Ads, Meta, and Demand Gen for enrollment marketing, hold a Master's in Digital Marketing, and built a local service business from the ground up. This is the same framework, not a watered-down version of it.The deal: $47, one-time, instant download. If you go through it and set up a campaign using it and it genuinely doesn't help, email me within 7 days for a refund.FAQDo I need experience running ads? No. Parts 1 through 3 assume zero experience.Which platform should I start with? The guide walks you through it, but if you're short on time, Meta launches faster.Is this a video course? No, it's a workbook and reference guide built to sit open next to your ad account, not something you watch once and forget.What if my industry isn't in the benchmark table? The system applies to any local service business; the benchmarks span enough verticals to sanity-check almost any trade.