Implementing Meta Conversions API (CAPI) for Trade Lead Matching

Browser-based tracking was built for a simpler web and now misses a large share of what it should record. What server-side tracking restores for a trade, and what it cannot.

Most interactive content is a distraction for a trade. Two exceptions work for the same reason: they answer what a homeowner is too uncertain to phone about.

These ads charge per lead, not per click, so the calls you fail to answer are billed exactly like the ones you win, and they cost you ranking too.

Evergreen is usually described as writing that never dates. For a contractor almost nothing qualifies, aim instead for content that is cheap to keep current.

Nobody wants a newsletter from their plumber. They will read a message saying their service is due, because that one is about their house.

Being quoted at the top is worth having, and worth less to a local trade than advertised: for the searches that bring work, the map results sit above it.

Inserting a first name is not personalisation. For a trade it comes from the job record: what you installed, when you were last there, what they deferred.

Repurposing does not create material, it multiplies what was captured, and for a contractor almost nothing is captured, because nobody is photographing the job.

The test for a town page: swap the place name for a different town. If it still makes sense, it was never about that town.