Why Most Contractor A/B Tests Prove Nothing

Split testing needs more conversions than most contractor accounts produce. What a small campaign can realistically test, and what to do instead of testing.

If your search click-through rate is falling, fatigue is rarely the cause: search audiences turn over constantly. What to check instead, and where fatigue is real.

For a contractor these are not alternatives, they are stages. Fill search first; paid social earns its place in four specific cases, one of which is recruiting.

When your conversion is a phone call, several standard metrics report the opposite of the truth: a good visit can look like a failure. Which numbers lie, and which to trust instead.

Ad copy has two jobs and most contractor ads only do the first: attract the right caller, and turn away the wrong one before the click costs you anything.

The highest bid does not win, relevance changes what you pay for the same position. How the auction really works, why home services clicks are expensive, and the three things that waste most of the budget.

Keyword tools report national volume and know nothing about your margins. Your invoices know both. How to build a list from the jobs you actually want, and why volume is the wrong measure locally.

Bidding on “trenchless” reaches almost nobody, because customers search their symptom instead. Which keywords actually carry the demand, and why a high cost per click can still be cheap.

HVAC search splits into two keyword worlds that need different bids, different pages and different expectations. How to separate them, and when to stop bidding altogether.

Emergency plumbing carries some of the most expensive clicks in search, which makes a missed call the costliest mistake in the account. How to protect that spend.