At JUS Strategy we plan, build and run your Google Ads and Meta Ads (Facebook and Instagram) campaigns. You talk to us in Portuguese; the ads, landing pages and messages go out in English, in the language your buyers use.
What paid advertising management is
It is the ongoing work of setting up, publishing and optimizing paid ads on platforms like Google and Meta. On Google Ads, your ad appears when someone searches for something like “roofing contractor near me” or “house cleaning Somerville”. That is demand that already exists: the person wants to solve a problem now.
On Meta Ads, your ad appears while people browse Instagram or Facebook. Here you are not capturing a search; you are creating interest. It works well for visual offers, promotions, brand awareness and re-engaging people who already visited your website.
Management is more than getting an ad live. It means defining the audience and the service area, choosing what is worth advertising, measuring every call and every form, and cutting what doesn't bring customers.
Who it is for
Local service businesses (cleaning, roofing, HVAC, construction, painting, landscaping) that live on calls and estimates.
Businesses that already have a website or a Google profile and want more requests, not just more visits.
Owners who have advertised on their own, spent money and couldn't tell what paid off.
Companies opening in or entering a new city that need momentum fast while SEO matures.
What we deliver
An account and local-competitor diagnosis before you spend the first dollar.
Campaign structure by service and by area, with defined keywords and audiences.
Ads and landing pages in English, written for the American customer.
Call, form and WhatsApp click tracking, so you know where each lead comes from.
Ongoing optimization: search terms, bids, creatives and budget.
A simple report, in Portuguese, with what was done, what was learned and the next step.
Ad accounts in your company's name: you own everything.
How it works, step by step
- 01
Diagnosis
We learn your service, margin, service area and how customers decide. We review what local competitors are advertising.
- 02
Strategy and budget
We define channels, campaigns and the monthly budget. The investment comes out of the diagnosis, not from a default number.
- 03
Setup and tracking
We create or clean up the accounts, install call and form measurement and check that every conversion is recorded correctly.
- 04
Launch
We publish the campaigns and watch the first weeks closely, which is when the biggest adjustments happen.
- 05
Optimization and reporting
We review search terms, creatives and cost per lead. We repeat what works and pause what doesn't.
Common mistakes that make ads more expensive
- —
Advertising without tracking calls
In local services, a large share of leads come by phone. Without tracking, the account looks like it “isn't working” even when it is.
- —
Sending all traffic to the home page
A customer who searched “AC repair” wants to see exactly that. A dedicated page per service usually converts better.
- —
Not excluding irrelevant keywords
Without a negative keyword list, the ad shows for job searches, courses and DIY queries and wastes budget.
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Portuguese ads for an American audience
If your customer is American, the ad and the page need native English — not word-for-word translation.
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Changing everything every week
Platforms need data to learn. Small, consistent adjustments work better than rebuilding the account all the time.
How we measure whether it is working
The metrics that matter are not clicks or impressions: they are qualified leads and cost per lead. We track calls, forms and WhatsApp messages and, when you share that information with us, we match them against what became an estimate and a sale. That tells us where to put more budget and where to cut.
We also break performance down by campaign, by service and by area, because an overall average hides what works and what wastes money. While volume is still small we avoid rushed conclusions: we wait for enough data before changing a whole strategy. The report shows all of it in plain language, without jargon.
Frequently asked questions
01How much should I invest in ads?
It is set during the diagnosis, based on your service, your area and your goal. There is no single number.
02How soon will I see results with Google Ads?
The first results usually show up in the first weeks. Adjustments continue over the following months as data comes in.
03Do I own the ad accounts?
Yes. Everything is in your company's name: Google Ads account, Meta Business, domain and pixel.
04Is Google Ads or Meta Ads better?
It depends on the business. For someone looking for an urgent service, Google is usually the starting point. Meta works well for visual offers and brand reinforcement. In the diagnosis we recommend the right mix.