#218 - Clicks Don't Pay the Bills — with Chans Weber

[00:00:00] But back to my point, when we talk about it, so the lead go, Joe Schmoe fills out the form, he, I'm sorry, he clicks on the ad, he fills out the form or calls, the AI evaluates it and says this is a good lead or not, then we take that, and essentially there's a G click on it from Google, right? We take that and we send it to our proprietary platform core and we put a valuation on that lead.

[00:00:24] So I will use numbers to help you understand how we do this. Let's say this is just easy job. A job is worth $10,000, okay? And let's say that we need five qualified leads to close one job, okay? So hypothetically, every qualified lead is worth $2,000. So we'll go to our client and say, what is this service? How much is it worth? And what close rate are you at?

[00:00:51] This is worth $10,000 and we close 46% of them. Great. This is worth $2,000, we close 33% of them. Great. And we will take all these jobs and all these services and we will take that job and that lead and if it's qualified, we will send it to our platform and put a $2,000 value on it because it's one of the five. It's a qualified lead.

[00:01:12] We will send that $2,000 back through what converts and back out to Google ads and say, this was worth $2,000. Now, the cleaning company that filled out a form and said, we want to clean your office. That is score a zero. It goes to our proprietary AI platform and we put a $0 valuation on that. We send that back to Google.

[00:01:35] Let's say you have a $20,000 service and every lead is worth $4,000. We send that back to $4,000. So we are literally training Google. This is spam shit. It has zero value. Don't get me any more of these. These are worth $2,000, which gives you an idea of how much you're willing to spend. These are worth $4,000, which means we're willing to spend more on these than we are here.

[00:01:57] So this is all comes down to smart bidding. And if you're not feeding these dollar amounts to Google within a seven day window, smart bidding doesn't work. So let's take like a business contractor with a longer sales cycle, like a home remodeler. They don't close those deals in seven days. You're never going to close a kitchen remodel in seven days. You're talking about a $7,500, $250,000 purchase. You don't close that in a week.

[00:02:25] So that attribution window for smart bidding is gone. So if you don't do it this way, you're never because, yeah, you can close a $200,000 kitchen, but it's past that seven day window for smart bidding. Like, yeah, we can still attribute it and say, we brought you this job, but we're not training Google with that. So that seven day window is where everything is at right now.

[00:02:51] If you are an irrigation professional, old or new who designs, installs, or maintains high-end residential, commercial, or municipal properties, and you want to use technology to improve your business, to get a leg up on your competition. Even if you're an old school irrigator from the days of hydraulic systems, this show is for you. Chance, thank you for inviting me to your office. Of course.

[00:03:18] And I am very much a digital marker, but I would say perhaps I'm more of a legacy digital marker because I got started in e-commerce in 2004. And I would say at that time, my advantage or my superpower was Google PPC way back in the day where you could spend a dollar, let's say, and get $10 back. Or you could spend $10 to sell $100 item on the internet.

[00:03:46] And I just mastered Google PPC, and that's what got me into e-commerce. Now that I work with a lot of service professionals, I'm really curious how digital marketing can work for them. And so that's really why I was curious and took the chance to come down here, to come to your office, to see what I could learn. And so I think maybe a good way to get started is to learn how you started Agile. Yeah.

[00:04:13] And maybe a little bit of your origin story is, as I understand it, you started this business with only $15,000. And now you have a multi-million dollar agency. Yeah, it's a true story. I was probably where a lot of people find themselves in their late 20s. I think I was 29 years old. I'm 44 now. So that tracks. I'm in year 15. I found myself at 29 years old. I had a 483 credit score. I'd worked two jobs that I was okay at.

[00:04:41] Living in the city of Chicago, where my rent 15 years ago was like $3,000 for my portion with roommates. And just found myself really at a rock bottom place in life. And I had an acquaintance from college try to recruit me in to do sales for him that owned an additional marketing agency. And I was very far down. I thought I was going to move forward. To be honest, I was like, I'm super interested in this stuff. True story.

[00:05:09] First book I read around digital marketing was SEO for Dummies. I'd love to see how that tracks in today's environment. But I kind of got to a point where I was, I'd always had a dream of owning a restaurant. Well, either. Like I love to cook. I love to grill. I'm just like, you know, a dude's dude. Love to grill the backyard. I always had this ambition to own a restaurant. And I knew I wasn't going to do that. That took way too much capital. I didn't have it. But so I was like, look, like I've read about this. I'm super passionate about it. I love it. I love marketing.

[00:05:38] I'm not going to be able to get a restaurant. Maybe I should just do this on my own. So I had no money. And I went to my parents who loaned me $15,000 and they put a loan on my car, which was probably or a lien on my car. Obviously, like we just had a document between us, nothing crazy with a bank or anything like that, which was worth like $8,000. It was just a principal thing for them. I come from absolutely nothing like zero. I come from nothing.

[00:06:04] My bedroom growing up as a kid was a cinder block wall basement where it was like 45, 50 degrees in the winter. It was like sweatsuits and blankets, you know? So they did it out of principle. You know, I took it from there and, you know, we just slowly build over the years. And yeah, it is what it is now. How'd you get a first customer? Yeah, it's a great question. So it's hard to actually remember.

[00:06:30] I started out this business with a business partner who I bought out just a few years into it. But our first client was actually his parents, which is not a hard one to get, who owned a commercial moving company. So they just like moved office spaces. But after that, I wish I could remember. I remember going into like strip malls where small businesses were and walking door to door. And then eventually, once we had a little bit of capital, I hired a cold caller who would just cold call businesses in St. Louis.

[00:07:00] And it was miserable, man. Like I would show up for these meetings and people weren't even there. You know, it was tough. Like it was really tough. And at that time, what services were you offering? At that services, it was if you'll work with me, work with me. But it was we started out as just a pure SEO agency. And back then, we're old enough to remember this. But back then, the whole pitch was the yellow pages don't work anymore. Like that's what we were running on. Nobody uses the phone book anymore. And that worked back then because businesses 15 years ago were still paying, you know, like

[00:07:31] that, you know, A1, yeah, AA, this just to be at the top of the phone book in that section. People were still paying for that. And then at that time, AT&T bought yellow pages and they started rolling out a digital product and it was absolutely horrendous. I mean, I don't even think it exists anymore. So the people that have made the move to digital, the service was terrible. So we could sell them to switch. And then the people that were still in old school, traditional marketing ways, we were pitching to get them out of the yellow pages.

[00:08:01] But yeah, I remember walking door to door, knocking on doors, which is that you got to be a certain type of human. It's not beneath me per se, but I didn't love it by any means. So going door to door and eventually hired a cold caller. And then, you know, just like any other business, if you provide good work, good service, good product, I don't care what it is, we started to get referrals and build it from there slowly but surely. Mm-hmm. It's interesting to think about the yellow pages because I'm sure there's many people listening and watching this and know what the yellow pages are.

[00:08:30] And there's some that probably have heard of it, but have never actually got a phone book and looked at the yellow pages. And so things often are cyclical. What is the current yellow pages today that is going to be extinct as we know it? Hmm. What is today's version of the yellow pages? I don't know that I have that answer, but I can tell you we've never been in more of a volatile climate than we are right now from a digital standpoint, right? Because back then we were going traditional to digital.

[00:09:00] From a digital standpoint with the rise of AI, ChatGPT, Claude, Gemini, you know, Microsoft Copilot, a lot of people don't understand it's like directly integrated in some of these Microsoft old school like Dell tools and things that they use computers. I will never say that it's Google, but to me, Google is the only answer that I can give you. Well, I was actually going to say that, that perhaps Google is the yellow pages. And the reason I say that is because there are, I've heard from some contractors, one

[00:09:28] that we're going to have got some real world questions here for you. But they're trying hard to not have their customers go to Google. Yeah. They want their customers to know who they are and to call them, not just say, Hey, my sprinkler's broken. And then go to Google and search lawn sprinkler service repair. Yeah. But to have that customer think of their brand and call them directly, don't go to yellow pages. I don't go to Google. You just hit the keyword.

[00:09:57] Your brand is going to become more important than ever over the next few years. Personal brand. If you own a business, you better help one. You better be putting out content. Yeah. People can, they have so much more research that they can dear one, somebody in a company now than ever before. And I feel like so many contractors just in general and the trades as a whole, which is almost all of my clientele. These guys, you know, they, they built a business starting with their hands in a truck to five

[00:10:26] trucks to employees and everything else. And they look at the world of digital and having a brand and posting on Facebook and they hate it. Well, just for the record, I hate it too, but I have to do it. Right? Like I have to do it. And what I've framed my mind around it is, is I have an obligation to help people. Um, and it's like, every time I do that, it's like, I need to help my clients that follow me. I need to help prospective clients that follow me. Um, but the brand is going to become more important than ever.

[00:10:53] And I think that that adjustment in how we spend money, uh, from a marketing allocation, how a business spends money is definitely going to be a thing. Mm-hmm. So let's maybe start with, uh, contracting companies come in all shapes and sizes. You can have one guy in a truck and you can have a company with 30 trucks and 200 staff members. If someone's not doing any digital marketing, let's say right now, and they are a small business, where do you, where do they start? Yeah.

[00:11:23] Without wasting money and just pissing it away and saying, yeah, it didn't work for me. It's a great question. Um, if there's any type of budget, I would still recommend Google ads. And the reason that I recommend that is you have to understand what you're doing on that platform. Nobody is looking for an irrigation repair company for fun. They're doing that because they have a problem and they need a solution.

[00:11:50] So you're getting in front of your prospective buyer at that moment of relevance. So if there is money there and the money is, um, enough funds to actually run a marketing campaign and, and fund a Google ads campaign efficiently, just go and throw in $250 into it's not going to work in today's environment. Like it just doesn't work. You have to have enough funds to keep your ads up and running all day. And if you can't afford to do that, then I probably wouldn't run them.

[00:12:18] So if you have a budget, I would say Google ads, but the next answer might surprise you. Uh, I would say that the number one thing that the guy that's just him and a truck starting from scratch needs to do is post on social media. Hmm. You want to know why? Absolutely. It costs you $0. Okay. And if you've lived in that community, you have friends in that community, you know, people in that community, I would be posting on my personal Facebook page because people probably don't know that you do this.

[00:12:46] And there's people that are acquaintances. There's people that are friends of friends that would have no clue that you're actually doing this, that if you're not posting about it, they don't know. I would go into the local community Facebook groups, the town Facebook group, the county Facebook group, the whatever, you know, Facebook group that's relevant to what you do or to the community. And I would post valuable content in there. Hey, just so you guys know, freezing weather's coming next Tuesday. Hey, it's going to get down to 32 that night.

[00:13:16] If you haven't winterized your system yet, I would probably start thinking about it now. You don't have to solicit. You don't have to put up ads. You don't have to go in that community group and say, call me. This is my business. People don't like that shit. But if you go in there and you provide value, hey, just so everybody knows, you look like a good guy. You know, you're bringing value to the community. You're trying to help people out. You're just providing that, right? And help build your brand that way. And all of that costs you zero dollars.

[00:13:43] So let's say you have 10 irrigation techs in your company. Is this something you should recommend that your techs do? And how do you, for lack of a better word, how do you control or organize it or should you so that each video is the same or that you're using certain language? How does it not just become a messy free for all? Yeah, first of all, I mean, if you look at a lot of what people claim to be the method

[00:14:13] of social media, it is really just throwing a lot of shit against the wall and seeing what sticks. It's just about more, more, more, more, more, more, more. I don't personally like that strategy. But to answer your question, I don't think asking my techs to post on social media, that's not what you hired that tech to do. I think that having and requiring the tech to take pictures and videos of the work that they completed so you can take that and make social media posts for the company or the owner

[00:14:43] of the company out of it, that you can post it in those community groups, that you can use it on potentially meta ads, that you can use it for display ads on Google, that you can use it on your landing page and your website. I think you asked the techs to do that. But to me, it's the business's job to do that. Okay, so that's kind of like a funnel that if you got all these techs on the top, they can all be taking videos and pictures of their work. And that can come down to maybe one person or a team inside the organization that takes that content and then gets it where it needs.

[00:15:13] Absolutely. And obviously, you can there's there's ways to build that system out. A lot of CRMs let you do that with an app right from your phone in the field. You just set up a Google Drive where you have the app, you know, right, right there, you know, that you can click on to drop the videos and images in. But yeah, I think that, you know, to me, that's ownership's job to post that from a personal brand standpoint. You know, maybe even management. You know, I might ask management to do that as well. Then obviously the business pages.

[00:15:40] But that's all creative assets that you can multi-purpose use in multiple different ways. Do you have any clients that have had success with this or anything you can share? Like, hey, this guy was a gutter company and they started doing X, Y, and Z. And then his leads just, you know, skyrocketed. The hardest part with all of this, when you talk about organically posting, is it's not fun. Nobody really wants to do it. Nobody likes to do it.

[00:16:08] It's tedious and it takes a long time to start working. You have to consistently post for a year, two years, three years to get this stuff to start working. And in today's world, where everything is right at our fingertips with these personal computers that we carry around on our phones, we're not patient like that. So, but, oh man, I have more, I've seen that happen more times than I can count. And what's beautiful about it is, is that when a business is active in putting this content

[00:16:38] out, they're building their brand, they're building their brand recognition. So then when somebody does Google, de-winterize my irrigation system, whatever the hell it is, and they see your company at the top of the page that they've seen multiple times, they've seen on Facebook, they've seen the billboard, they've seen the TV commercial, they've seen the yard signs, they've seen the trucks. Where are they going to click? Right? And that's why I said building a brand most on a personal level from an ownership,

[00:17:07] entrepreneur level, and a business level is so important right now. More important than ever. And it's always been important. Okay. So we've got, let's just call it one piece of the puzzle would be social media content, video pictures. What comes next or what's the next piece that somebody should work on? Yeah. I mean, I think that, again, if it comes down to budget, I'm going to Google Ads because that's direct. It's quick. Hypothetically, I mean, your first month should always be your worst month.

[00:17:34] Obviously, there's seasonality in the field we're talking about here. But, you know, Google Ads do take two to three months to get settled in and optimized fully. But I would most certainly make Google Ads number two. Number three, I would probably make either search engine optimization, which is showing up organically for these searches and or running meta ads. Now, meta ads is a tricky one because the fact of the matter is, is that if I need my irrigation

[00:18:00] system winterized, I'm not going to meta and looking for a solution, right? However, as far as building a brand and getting a prospective buyers or customers eyeballs on your brand, there is still to this day, and the cost of meta ads is up like 800% since 2020. It's crazy. But the cost of meta ads per view, per impression is still cheaper than any form of traditional marketing that's out there.

[00:18:30] Billboards, TV, magazines, newspapers, it's still the cheapest. So when we get to that tier, it's like SEO is a long-term thing. It's great to do. A lot of businesses get discouraged and they don't give it enough time to work. They don't put enough money into it. There's too many agencies selling $500 a month packages, which is bullshit. That there's no way to actually make a profit and provide enough product. And I'm going to interrupt you because I want to find out a lot of people have bad experiences with agencies.

[00:18:59] And when I say bad experience, maybe I'll just assume it's because they spent X amount of money and they didn't really get it back or whatever it is, they feel like it didn't work. So if a service company has an agency right now, what are some things they should be looking for in their agency to know if it's the right fit for them or if the agency actually is a good agency? Do they know what they're talking about? Yeah. It's really tough.

[00:19:26] But I will say this, we're in a world right now where I've probably watched 20 digital marketing agencies close their doors in the last 16 months. And I'm not like the guy that goes and follows everybody. It's tough right now. Economy's tough. If people are trying to do things with AI on their own and they think, you know, AI makes it sound like it's doing everything great, but it's not. You know what I mean? Unless you have things built out to control it, which I'm a huge AI guy. I have four full-time AI engineers on my team.

[00:19:56] I can't wait to hear about the AI. It's one of the reasons I wanted to come talk to you. Yeah. I know you're doing a lot of AI and I really want to know how AI fits in to digital marketing. Yeah, it does. But to answer your question directly, you know, I think one of the biggest things that I'm seeing right now is ask the agency about attribution. Okay. When you are going to run Google ads, ask them about attribution. So what does attribution mean?

[00:20:26] Yeah, let's dig into it a little bit. So Joe Schmo clicks on your Google ad, comes to a landing page. He says, I'm Joe Schmo. I need my irrigation system winterized. Okay. Agencies stop right there. It's like, here you go. Irrigation company. Here's Joe Schmo. We drove the lead. Thank you. Okay. That is where we talked about this before we started the show. 49 of 50 agencies that I audit. That's where they stop. And does that mean they got the contact?

[00:20:56] Here's your lead. Here's a lead. Okay. Here's your lead. Okay. That is not what an agency's job is. That does not train Google ads. And I'll explain why. Now, what does train Google ads? We're going to get in. Okay. Okay. So when Joe Schmo comes in and he says, fills either a call, which can be recorded, right? And tracked or a form fill, which can be tracked. And then we have the transcript, right? Or the form fill, right?

[00:21:24] We can see if Joe Schmo's legit. So in my example, he said, hey, I need my irrigation winterized. That's as legitimate lead, as legitimate of a lead as I can drive an irrigation company. Okay. That's a lead goes to the company. Then we have the commercial cleaning company that clicks on your ads and says, hi, does your office need cleaned? We're offering office cleanings for starting at $75. Is that a lead? No. That's spam.

[00:21:54] That's bad. Okay. So typically a marketing agency says that the company will get that too. A company said, well, this is shit. This is spam. You can only do so much to control that. However, this is where marketing agencies make a mistake. It's fine to send the lead to the client, but that lead, we use what's called what converts, which is a software and it tracks phone numbers. A lot of people are familiar with CallRail, which is just phone number tracking.

[00:22:21] We use what converts, which does phone number tracking and form tracking both. Okay. And we will use their AI. I was actually building this out on my own before I discovered what converts, but we will use their AI to evaluate that call, whether it's qualified or not.

[00:23:08] Okay. So for like, to make this a simple analogy for irrigation, there's this word sprinkler, but that could be fire sprinkler or that could be lawn sprinkler. And so we had to put all these negative fire. If anybody uses the word fire, no, because that is, that is a sprinkler, but that's not the same. What about DIY? That's the one I, yep. Or manuals. So somebody could be looking for rainbird irrigation controller or some manual.

[00:23:37] But if they use the word manual, they're not looking to buy something. So we don't want to be silly for those. Right. So that's still very much a thing to this day. Today, these days, my staff doesn't do that. I have AI agents to do it autonomously 24, 7, 3, 6, 5. So we're never like waiting for the next human being to log into the account flag those. But, but back to my point, when we get, when we talk about it, so the legal Joe Schmo fills out the form. He, I'm sorry, he clicks on the ad.

[00:24:04] He fills out the form or calls the AI evaluates it and says, this is a good lead or not. Then, then we take that. And essentially there's a G click on it from Google, right? We take that and we send it to our proprietary platform core and we put a valuation on that lead. Okay. So I will use numbers to help you understand how we do this. Let's say it's, this is just easy job. A job is worth $10,000. Okay.

[00:24:32] And let's say that we need five qualified leads to close one job. Okay. So hypothetically, every qualified lead is worth $2,000. Okay. So we'll go to our client and say, what is this service? How much is it worth? And what close rate are you at? This is where $10,000 and we close 46% of them. Okay. Great. This is where $2,000, we close 33% of them. Great.

[00:24:58] And we will take all these jobs and all these services, and we will take that job and that lead. And if it's qualified, we will send it to our platform and put a $2,000 value on it because it's one of the five. It's a qualified lead. We will send that $2,000 back through what converts and backed out to Google ads and say, this was worth $2,000. Now the cleaning company that filled out a form and said, we want to clean your office. That is score a zero.

[00:25:28] It goes to our proprietary AI platform. And we put a $0 valuation on that. We send that back to Google. Let's say you have a $20,000 service and every lead is worth $4,000. We send that back to $4,000. So we are literally training Google. This is spam shit. It has zero value. Don't give me any more at least. These are worth $2,000, which gives you an idea of how much you're willing to spend. These are worth $4,000, which means we're willing to spend more on these than we are here.

[00:25:57] So this is all comes down to smart bidding. Okay. And if you're not feeding these dollar amounts to Google within a seven-day window, smart bidding doesn't work. So let's take like a business contractor with a longer sales cycle, like a home remodeler. They don't close those deals in seven days. You're never going to close a kitchen remodel in seven days. You're talking about a $7,500, $250,000 purchase. You don't close that in a week.

[00:26:26] So that attribution window for smart bidding is gone. So if you don't do it this way, you're never because, yeah, you can close a $200,000 kitchen, but it's past that seven-day window for smart bidding. Like, yeah, we can still attribute it and say, we brought you this job, but we're not training Google with that. Got it, right? So that seven-day window is where everything is at right now. Now, I have like restoration companies that hammer floods and fires and things like that.

[00:26:52] Irrigation maybe is closed within a week sometimes if there's an emergency service, sure. Yeah, a service call, perhaps. A new irrigation install? No. It's not, right? So we need to take for that client what an average irrigation install is worth and what your closing percentage is of those leads and attach a value to it and train Google with it. Most agencies don't attach anything to it. They don't even lead score.

[00:27:18] What they'll do is they'll send the report at the end of the month and say, hey, client, can you go through these for us, please? And tell us what was good and what was bad. And then they take those, that feedback, which is a pain in the ass for clients. We used to do things this way, too. We're chasing them down. We can't get them to do anything. They don't fill out their CRM. We don't have anything, right? And then it's like, you know, the month went through. So October completed. We send that to them the first week in November. They get back to us two weeks later.

[00:27:47] Wow, it's been six weeks. And then we don't upload that to Google. Well, you can do that. But the smart bidding is gone. You had a seven-day window for the smart bidding training. So what we have built out is we're sending this, like, in live action, right? Comes through. We attach a value to us. Send it right back out. So we're training Google consistently. Now, this takes a little bit of time to build. We've got to get data. We've got to build out the AI scoring. The client has to give us the sale value, the average sale.

[00:28:17] So, like, when I say I audit 49 out of 50 marketing agencies, I'm doing this. I'm not kidding. And therefore, the problem with this is that you're basically, if you don't do this, you're telling Google that the spam lead has the exact same value as a $20,000 install. They're the exact same. And without that, Google just continues to get you all the shit in the world, which is good and bad, right? You get some good leads. You get some bad leads.

[00:28:44] But those bad leads, I always explain to people to Doublehead Schwartz, you're not only wasting money on those clicks that are spam, but that also means you don't have as much money to go get the right leads. Right. Right? So this is a piece that optimization is what it sounds like. You're continuously optimizing in real time with your AI agents and with the core platform so that the input gets synthesized back to Google over time better and better and better.

[00:29:11] And I can only imagine that the return on as Dan hopefully gets better and better and better, too. So over time, you're much more profitable and therefore it's working. There's a 0% chance it won't make Google perform better. It's not even subjective. It's a fact. If Google thinks that a spam lead in a $20,000 job for you are the same compared to knowing that it's a spam lead in a $20,000 job, there's a 0% chance that it will out make it perform better.

[00:29:40] It's not possible. So I've got some questions, some real questions from a real contractor. He would probably allow me to say his name, but I'm not going to. And he's somebody that spends a lot of time in digital marketing. He uses it to grow his business, primarily a large irrigation service company.

[00:30:04] And I said, hey, could you give me some questions that you have that I could ask chance so that we can actually not just talk theory, but real stuff. Yeah. So I'd like to start with Google business profiles. And the question from the contractor is, we have four successful Google business profiles and they want to open a fifth. And I believe this is like branches. So in one city, it got four different branches, four different Google profiles, and they want to open a fifth.

[00:30:34] Can we legitimately use a rented condo as an office? And what's the safest way to expand our Google business profiles without risking Google suspension? Well, if it's not legitimate, you're risking it. Right. So I'm not the guy that is a Google puppet that says, read what Google says. Okay. I've watched Google say that this is bad for SEO for 15 years and then have us go execute it. And it works like magic. So I don't believe anything that they say.

[00:31:04] But with that all being said, I mean, that's probably a little bit extreme. You do have to listen to what they say. And I've been doing this for 15 years. I was one of the agencies because it worked that we would go take satellite offices, remote offices. We would build shit out everywhere. It leases, you know, in the middle of a city that were 200, 300 hours a month and shared like, you know, incubator office space. And it would work. It doesn't work like that anymore.

[00:31:28] Now, am I saying that he can't go get a condo and have this work? No. Is he rolling the dice? Yes. Now you have to validate these things with videos. You have to get on a video call with Google and you have to show them the office space. So it's like, are you going to get that condo? Are you going to put desk in it? Are you going to have people working in it? They want signage. Right.

[00:31:52] So they're going to see it's a residential building, which isn't an immediate no, because a lot of guys that just have one or two or three jobs, they work out of their house. So they don't. It's not like if it's residential, your red flag, but you already have a yellow flag on you just because of that. Then you have to validate it through this whole video process. You're rolling the dice. I would not ever recommend to a client to do that in today's environment. Ten years ago, eight years ago, I'd have been like, dude, let's do it. I'll help you set it up.

[00:32:21] But back then you didn't have to go through all this. And the crackdown on manipulating GDPs hadn't happened yet. So to me, by doing that, you're risking what you already have with the four that you do have. Can it be done? Yes, it can be done. Some SEOs that play a lot more in the gray market, black market world would tell you, yes, you can do it. I'm not saying that you can't. I'm saying that for me, if I was to come into that business and be his business partner, I would roll the dice.

[00:32:50] The other four are too valuable, it sounds like. Yeah, yeah, absolutely. And he kind of calls it sort of feeding into the next question, if you end up in what he calls Google jail or to avoid going to Google jail, should all of these profiles be managed under one account or should they be separate accounts? Yeah. I mean, what's the best way to explain it? If you break it up into Google, into different Google accounts, you might lower the blast, but it's not a shield.

[00:33:20] Okay, so you can isolate this new business that you might put in a condo and protect the other locations. What Google wants to see is this. I own AAA Irrigation. They want to see an email address attached from john at AAAIrrigation.com, a workspace email address with a company domain attached to it. And, you know, I would personally keep it all under one roof if it was me.

[00:33:47] Now, if I was going to go roll the dice and try to do this condo thing, maybe I'll split that one out. Okay. But if they're legitimate spaces, I would keep them under one roof. The other thing that I always try to talk to people about is get your appeal package ready. Hmm. So when you have that already made, like waiting on a shelf. Yes. If you get a slap or you end up in a suspension, you've got that ready. And what is an appeal? What does that look like? Yeah.

[00:34:17] Well, I mean, they ask for proof. Utility bills, signings, the videos, all the things. Like they'll tell you exactly what they want. I would tell any business out there, have that appeal package ready to go because that could take you two weeks just to get your shit together to send it to them. Have it ready. Have a copy of all these things ready to go. Keep them on a file. And it's like, boom. If this happens, here you go. Because half the battle is getting all the things that they asked for to prove it. Because you're not talking about a location.

[00:34:46] In this case, you're talking about four locations. So you need all those things for all four locations. You're talking about 16, 20, 25 documents and all these different things. Have it ready. So just put it in a folder, zip it up, have it. So the day you get some kind of suspension, you can just respond right away. Here you go. Boom. We're suspended. Here you go. Within 15 minutes, it's like, here you go. You got it. Here's all the things. We are a legitimate business. Here's all the proof. Right? Man, I just don't think that the risk is worth the reward on pushing these things.

[00:35:16] I personally don't think it. Because if you do get blacklisted, you're blacklisted. How much revenue is he driving from the GMUPs? You know, if he's got that tracked in any way, shape or form, he should know. And if he knows what SEO is doing for him and how much revenue that is tracking, is that worth it? If it's driving you $100,000 a year in business, a million dollars a year in business, what is it? Like, is it worth you rolling the dice to get a little more market share? I wouldn't do it.

[00:35:43] Instead, I'd go run LSAs, local service ads in that pocket that your GBPs aren't reaching. I would go run Google Ads in those zip codes, that county, whatever it looks like. And I would try to pound it with ads where you don't have to reach. Go hyper-target in that specific area where you're not reaching organically and overspend and outbid everybody in that market. So let's talk about that, local service ads. What is a local service ad?

[00:36:07] And then my second question to that would be, sometimes a contractor has a certain type of customer that they want to work with. So let's say, for instance, this is going to be someone who, contractor A can say, we only work with homes that are two-acre lots. There's at least 24 zones, larger scale, you know, estates, mansions. You could have another contractor that says, no, we work in homeowner communities that have at least 300 homes. The average irrigation system is only three zones.

[00:36:35] How can you filter those out so that what you're talking about, your core engine, the little small ones that don't match the bigger contractor and the bigger contractor wants the larger, how do you filter those out? First of all, when we talk about GBPs and SEO, which a GBP is part of SEO. Okay. What does that stand for? Google Business Profile. That's a question you asked. Yeah. By setting up the condo, that's a GBP, a Google Business Profile.

[00:37:02] So when you look at SEO and Google Business Profiles organically, which GBPs fall underneath that SEO umbrella, you can't. The direct answer is, is you can't. There is no way to say, hey, Google, in your organic results, don't show me up for this guy. Imagine when they fill out the form, you ask them a couple of questions. Handy, that's your filter. You can't. And how do you send that back to Google and say, this wasn't the type of customer? Yeah. So for SEO, you can't. For GBP and SEO, you can't. For LSAs, you can't.

[00:37:32] Yet. LSAs are coming into what's called Performance Max. And that has started, I think, in August here of 2026 and is supposed to continue to evolve into 2027. So LSAs have always been, which are local service ads, which what those are, you kind of ask this question. They're run off of your GBP. So they're run off your Google Business Profile. It takes into consideration your reviews, your IP address, like where it sits and all the things. And it shows your ad up on its own.

[00:38:00] And you just basically say, hey, Google, spend my money. You have no control over anything. There is no management of it. You just basically hook up your credit card. And you say, this is how much money I'm willing to spend. Anybody that knows how this goes, you have to put in literally like 10x what you're willing to spend to get it to work. Without being afraid that you're going to be charged that amount. Yeah. You just have to let Google know that you're on the run. 10x what's happening is, and we've had it happen with just a few of our accounts.

[00:38:29] Most certainly, this is not out yet. It's rolling out. And I don't know what they've said as far as an end date. But again, it started in August of 26. It's going to go all the way into 2027. And they're starting with home services. But it's going to come into Performance Max, which is an ad type, a way, an ad that you can run inside of Google Ads. So it is going to become something where we're going to be looking at, is this working at what efficiency level? And actually looking at it within the account of other ways and ad types that we can run.

[00:38:58] In my opinion, it's a good thing. You want this. Because right now, a lot of times for a lot of companies, LSAs are some of the best leads that they get. But you're lacking so much control. I like the fact that we're going to be able to control that more and say, do we want to put more money here or not? If leads out of here are costing $500, but just local search ads are costing us $200, are these actually two and a half times better? Are we converting these at two and a half the close rate from lead to sale?

[00:39:28] Because if not, the juice isn't worth the sweetens. We'll pull money out of $500 and put more in the $200 or $250, whatever the hell it is, right? So I'm welcoming that with open arms. And we are starting to see it. It's still a little janky, like anything that any of these huge companies roll out. But I think at the end of the day, this is going to be a win for the business owner because they're going to have more control over how their money is being spent. Okay.

[00:39:51] And then as we move down this list of questions, if you own a $5 million irrigation business, what five marketing KPIs would you want to see every month from an agency? Yeah. Yep. So number one is cost per book job. It's just that simple. Again, so many marketing agencies say, hey, $5 million company, here's your 37 leads we drove this month.

[00:40:20] Who gives a shit? I've always said that. Who cares about leads? If I drive you a thousand leads, you don't sell a single job. Are you going to be happy? The answer is no, absolutely not. So the next thing is revenue and ROAS by channel. Okay. So you need to have tracking on your website with rotating forms, rotating call scripts that are based on the visitor's path. Right.

[00:40:46] So if they come from SEO or your GBP, we need a tracking number. We need a form that rotates so we can document that. When the need is filled out, we can document it. Right. When it's a Google ad, we have a rotating phone number, rotating forms. When it comes in, we can document it. Let's, can we stop there for a second? What is a rotating phone number? Yeah, it's a good question. So the phone number that sits on the top of your website or landing page or in the footer, wherever it is, they'll rotate. So they'll change. Okay. And I think that some people listening are like, wait, I only have one phone number. Yeah.

[00:41:15] I've been my phone number for this business for 20 years. Yep. Absolutely. And from a traditional marketing standpoint and the phone number that's on your trucks and the phone number that's on your yard signs and everything else, use that phone number. But when somebody comes in from SEO, we're going to rotate that phone number to a tracking number. Okay. It'll stay in the same area code. So if you're a 202 area code, it's going to say a 202 area code. Okay. But the remaining seven digits are going to rotate. And then when that person calls, we document that.

[00:41:45] So we know that they call from clicking on a Google ad or clicking on SEO or whatever the case is, Bing ads, meta ads. It doesn't matter. We put rotating phone numbers. So having that row as by channel is very important. Okay. This requires the client to participate. I don't know what they sell shit for. I don't know that. So they need to have a CRM where they do this.

[00:42:10] I can't tell you how many contractors don't just simply document their shit. You can hire a VA from the Philippines that makes $6 an hour to do that for you. And then you can actually see what the hell's going on in your business and with your marketing, but you have to have it. Right? So then we have the tracking on Joe Schmo, but we need the actual sale value of what Joe spent. Was it a 200 hour service call or was it a $20,000 system?

[00:42:40] The only way we can show row as a return on ad spend is from knowing what the sales are worth. So that would definitely be number two. Booking rate and speed to beat would be number three. So, man, one of the most frustrating things for me as a digital marketer is having my team spot check call recordings and having nobody answer. Hmm. I mean, no one is answering the phone. Someone's calling in.

[00:43:09] It's going to voicemail. Or someone fills out a form and you call them back tomorrow. They're gone. So you called that speed to, what did you say? Speed to lead. Speed to lead. That is a writer downer. Yep. Booking rate, speed to lead, right? So booking rate is how many calls do we get? How many of them do we book? And speed to lead is how fast we are getting to that lead.

[00:43:34] So which industries by default are good speed to lead? I have one in mind. I think in the car dealerships, they're usually like pouncing on everyone who calls in. What the answer should be is any company that, first of all, offers any type of emergency service. If you're a plumber and somebody's got water leaking in their house and you don't answer the damn phone, you're done.

[00:44:02] Like, they're hanging out and literally calling your competitor within five seconds. It's over. You've lost it. You're never going to get it. Ever. Right? I think like restoration companies. I have six inches of water in my basement. You're not going to answer the phone. Like, you're done. You are out. It's over. Right? So anything that's an emergency service at all, they're usually the best because they get it and they know if they're not on top of it. It's awesome.

[00:44:30] So as an owner or a manager of a company or a division, are you saying they should have this like a report? They should know daily, weekly, monthly. What is our booking rate last week? Yes. And what is our speed to lead right now? Absolutely. And it can all be documented. This isn't hard. You can see inbound calls and outbound calls. You can see that the form came in at 1.21 p.m.

[00:44:56] And we sent the email out to them at 1.23 or we called them at 1.23. Right? Like, you can see it. It's all documentable. Right? It's just about having a system and attaching it. By the way, a CRM does all this for you. Right? But I am paying, let's be honest, usually these people are advents that are taking these calls. Like, their bonuses, how they're compensated should be tied duties. It's just that simple.

[00:45:23] Yeah, and that's aligning the incentives so that they're spiffed on their, you know, speed to lead. Because that aligns directly with the business's opportunity. Yep. And I don't want to go too far down this rabbit hole, but in a world of AI agents, a lot of emergency businesses now are taking text messages. Okay? I can build out an AI agent that understands your business as well as you do. And guess what?

[00:45:51] Nobody has a goddamn clue that there's an AI agent on the other end of that text message. We've literally built them where we're under delays. You know how somebody, the bubbles pop up, right? You can send blue bubbles. That's the other thing. Like iPhones, people get a green text. And the text comes like this. It's like, hey, I need somebody. It's like, boom, here's a text message this long. You know that's not a person. People want to work with people. We'll literally have the blue bubbles pop up and a blue bubble come in with a delay of how long it would take to type to that. It starts that process.

[00:46:21] What's your address? What's your name? What's going on? An AI agent can walk through that full entire thing. We can build them out with voice agents right now. Now, voice has come a long ways in the last year. I still don't know that I'm 100% trusting it. I've seen it work and I've seen it not work. So the build out of that, people don't understand what goes into this process to make it flow cleanly and feel like a human experience. But my whole point is this. You can build solutions on text message and direct booking.

[00:46:50] It's all AI agent-driven that does not require a human. The calendar needs to be tied into like a fleet management software or whatever the hell we want to use where we know where the trucks are and how quickly they can get there and what it's going to look like when we can book. So you control the calendar. A lot of people just want to say, hey, right here, boom, I can book October 23rd at 2 p.m. Great. I can be home for that. And they want to book it right there. So direct calendar integration and text message. Nobody has any idea that's not a human. So, right?

[00:47:20] So it's like you look at these companies, they got to spend, let's say, 5, 10, 15, $20,000 to build this out. How much are you paying the person who needs to the phone and handle all that? You might have just taken somebody's job and just saved yourself $40,000 in the first year and $60,000 every year after that just by building that out. So, and then would you take that person and have them potentially, if it's the right fit, manage this process? Like manage the agents, manage the scheduling, manage getting everything into the report. Absolutely.

[00:47:47] But, you know, you take like a, again, I work with a lot of contractors. I have a plumbing client in mind. They do like 12 billion a year in revenue. They have five or six people that just answer phones. You could get that out of two. Mm-hmm. So let's say you go from six to two, you got four people paying on $60,000 a year plus payroll taxes plus benefits.

[00:48:09] And if you took all that and reinvested it back into more digital marketing, you just went from, you know, growing at four or 5% a year to like up and to the right. And you're saving $300,000 a year on payroll. Right? So not only are you getting the savings, but then you can use it for growth like you said. So it's a double win. So, again, voice, I don't love voice where it's at right now. I can still tell. And legally, when an AI agent answers the phone, they have to now say. Okay.

[00:48:38] Well, I was actually going to ask you that because I sort of feel like it's not, you don't want to fake anything. Right? So why not just say, hi, my name is Mary and I'm an AI agent. And I mean, like, why not just say what you are? The problem with it is, is that I'll give you my dad's example. I talked to him the other day. Um, who did he call? DirecTV. Okay. That was cable though. Son, I don't know how you're doing this shit.

[00:49:06] You know, the second the phone answer, and he says, it's an AI agent. I just start pounding zero. It just pisses me off. And I'm like, dad, have you ever thought about just giving it a chance? He's like, no, I want to talk to a person. I'm telling you right now, if a company the size of DirecTV has an AI agent answering the phone, it's not just a routing agent. This is an agent that can do every single thing that a human being could do. It's going to be better, more efficient than the human being.

[00:49:35] You might not like that. It sounds robotic. You might not like, you know, but man, there's voices now. There's a company called 11 labs. Dude, you can duplicate our voices in a thousand words of transcript and it sounds insane. My wife might know it's not me, but you wouldn't. If you went and saw a reel of mine on Instagram, you'd have no idea. So, you know, voice is going to get there and it's very close. But text message and direct power integration right there. You don't even need somebody to do that anymore.

[00:50:05] And it's more efficient. It's faster. But what I've encouraged some of our clients to do is like, hey, when that AI voice agent answers the phone, have them lead with this. Hi, my name's Mary. I'm an AI voice agent. Just so you know, generally speaking, I work three times faster than a human being. Yeah. Speak to the advantage of let me help you here. Let's go down this path together. I actually just thought about this the other day, too. Why not split test on forms?

[00:50:35] Hey, if you text message us, on average, it takes two to three minutes for us to get this solved. If you call on average, it's eight to ten. Push people to the text. Yeah. The text doesn't lie. You got the whole thing documented. It goes through the process. What's your name? What's your phone number? What's your address? How many sections do you have in your irrigation system? What brand is it? Who installed it? You can do all this shit via text message and just fly right through it. And let's be honest. And you can be doing something else at the same time.

[00:51:04] Like when you're on the phone with someone, you are spending that time on the phone. You can't be multitasking. We do the same thing on Sprinkler Supply Store where we start our chat moves to text. And I'm guilty of this. I'll open up a chat with someone for support. And the next thing you know, I'm like waiting for them to get back to me. And I leave and I totally forgot. And the session ended. Yeah.

[00:51:26] So what we found is that if you start with the chat and then it moves to text, you now have this person, you know, real time. And then the next week, they can just send a text right back. Yeah. It's like a never ending. Right. And by the way, you hook that up with a CRM. It's all right there. Yeah. Keep going back to, you know, what's going to make someone successful in digital marketing if they don't have a CRM, if they don't have the structure and organization already set up in their company.

[00:51:56] So digital marketing might not work for them. It won't work for them. That's just the truth. Like it, we, we battle it. I have fired a lot of clients over the years for this because it makes us look like we can't do our job or work. How is it? It's like, this isn't working. I'm like, well, no shit. We don't even know what's, we don't know what's working. We don't know what leads are good or not. We don't know if you're selling any jobs. How can I do my job if you can't do yours? We can't. It's like flying a plane blind. We have no idea.

[00:52:26] So the next thing I had here was lead volume. Like you need to understand that. Lead volume is important. So you need to understand like your lead volume in comparison with your capacity. That's definitely something that. And lead volume, is that dollars or is that number of leads? So it's lead volume and quality of those leads. So that's what I would say. And then, you know, kind of versus the goal and the capacity of what you're trying to do. So cross-referencing, hey, what are these leads? How many are we getting? How many are more quality?

[00:52:55] What capacity do we have? What does this look like? So we should be looking at that consistently. Because, you know, a lot of these guys, it's like they got to build out another, buy another truck, another crew, another two-man crew. What does it look like? You know what I mean? Another guy. What does this look like? So another tech. Understanding those metrics is important. When you can take that to the marketer, and by the way, if you're working with a marketing agency that has tracking and is quantifying all this, then they can come to you and say, hey, man, look, this is what an average lead is costing.

[00:53:25] This is your average return on that lead. This is how many leads that we can drive. You're spending $5,000 a month. We think that you can spend another $15,000, and we can maintain these metrics. As long as it's profitable, who doesn't do it? And I wouldn't go from $5,000 to $20,000, but I would set that up. And does that mean at a certain point, there's only so many projects or opportunities that a contractor can do based on their staff?

[00:53:52] So if you're saying, hey, we can ramp this up, then they might have to say, all right, I guess I should go look to start hiring someone now because here's where we're going, but we can't actually service this volume unless we have more people. I would say a dozen times a year, we have a client, send the panic email. Shut this, shut it all. Okay. Shut it all. Stop. Wow. For whatever reason, I got two or three fencing contractors I can think of. We can't handle any more fences. At this point, we're booked in the ground. My freeze, and we can't dig holes.

[00:54:22] We can't dig post holes. We can't do this. I'm like, hire. It's like, this is the greatest problem in the history of business. You have more business than you can service. Go hire. Instead of shutting your shit off, figure out how to make more money. Do you get penalized by Google if you ramp back down, if you pause, if you turn off? Increasing and decreasing budgets too quickly can trigger what's called a learning phase.

[00:54:50] Google Ads, for example, will have to go relearn. That can really slow things down for two, three, four weeks. It just depends. You don't want to go on these major swings. But sometimes it's like, when I get it, the client would say back to that, what do you want me to do? Waste $5,000 this month when all we do is answer the phone and tell them we can't do this? It's like, I get it. But just so you know, there's going to be consequences of this for when we turn it back on. We're going to have to go through this process potentially again.

[00:55:20] And it happens that way on both Google and Meta Ads, by the way. There's learning phases. And that's why whenever we take on a new client, it can be slow to start because the algorithm has to learn what's going on. So, yeah, it's a process. So, I have a question that, it's not a random question. That's actually something that I'm curious about. Let's say that someone is entering their career or they want to start their own business. And they could do fencing.

[00:55:50] They could do gutters. They could do roofing. They could do plumbing. They could do irrigation. They could do landstaffing. They want to get into the service business. Based on what you know about ad spend, volume, lead, speed to lead, close rates. Is there one service industry that seems to be more profitable? For sure. Yes. I have literally thought about buying a contracting business more times than I can count because I know I can grow it.

[00:56:18] And if you can grow it, you have capital. And if you have capital, you can fix problems with money. You can hire people. You can pay more. You can do whatever you have to. Sales is the king of every business. I don't care what the hell you're in. If you have sales, you have profit. If you have profit, you can buy solutions to your problems. I think about it all the time. If I was to go into any space right now, it would be HVAC. Hands down, number one. Probably plumbing number two.

[00:56:47] I love both of those spaces. Here's the thing. Irrigation systems. If we have a global economic crash, which I don't think anybody in this world would say that that's impossible with how shit looks right now and as it has for the last several years. You know, I'm a guy that I have a million and a half dollar home. I have an irrigation system. I love having a good looking yard.

[00:57:14] But if I got down to having to pay my bills, I don't really care about my irrigation system. If things got that tight for me, I don't care. Yeah. Right. The super wealthy people, if that's your demographic and you only work with people that are in two, three, four, five, ten million dollar homes, they're going to be just fine through that. But if you work with the common person that has a four, three, four hundred thousand to million, billion and a half dollar home and they get in financial trouble, they don't give a shit about irrigation if they're trying to feed their family. Right.

[00:57:44] But if you have a three hundred thousand dollar to a million and a half dollar home and your furnace goes out in the middle of the winter, you're going to fix it. I don't care who you are. If it's 110 degree heat index out there outside and your air conditioning goes out, I don't care who you are. You'll finance it. You'll do you'll borrow money from mommy and daddy. You'll go to your buddy, your cousin. I don't care who it is. You will do it. If you have a toilet that's leaking water, you will fix it. If you have a pipe that's leaking water, you will fix it.

[00:58:14] If your roof is leaking, you will fix it. You will fix it. If the water coming into your basement, you will fix it. That's right. Yep. So I look at the economy. And by the way, this is also why my business is positioned on the trades. Those are my favorite clients. And I position that for a reason. If they're recession proof, I'm recession proof. Right. So it's the same process because I don't trust anything in the world right now.

[00:58:41] Like anything, anything, you know, nothing, nothing tracks. Nothing makes sense. All that I know is I'm watching a lot of small businesses go under and it's harder than what anybody thinks or knows. So, yeah, man, I think that those would be the top ones that I would personally go into. Roofing is a great one as well. There's just so many of them out there. I mean, it has got to be the most competitive trade that there is.

[00:59:06] Well, HVAC and plumbing, you have a moat because you have to be a licensed or have certain certifications, right? Yep. Work on this equipment. Yep. Irrigation, not so much. Some areas of the country, yes. But generally speaking, anyone can get into the business. Yep. Mostly roofing is probably similar. Yep. Right. Gut work is probably similar. Garage doors, probably similar. Junk removal, very similar. There was a big rush of junk removal. All you had to do was go buy a hauling trailer and a diesel truck and you could do junk removal.

[00:59:35] That got completely saturated. All the little guys went down. So, yeah, man, for sure. But that would be where I would start. And I think about it all the time. Now I'd like to ask you, you know, we're not here to pitch your business or anything, but I'm actually curious. I'm sure that people watching or listening are curious. How does somebody engage with your company? Yeah. I mean, come to our website and either book a meeting with me or fill out a contact form. Call us, whatever the hell you want.

[01:00:02] Is there like a minimum amount that you work with under retainer services, ad spend? How do you want contracts with clients? Yep. So we are one of the very, very few digital marketing agencies that all of our pricing is right on our website. I don't have anything to hide. We're very black and white. We are what we are. You don't really find that. But what I find is, is that if someone can't afford us, then they're not a good fit for us. It's not us being better than somebody else. It's just this is what it takes to play the game.

[01:00:31] Um, and what, you know, I have to make money too, just like any other business owner, uh, as far as like minimums and ad spends and things like that is so relative relative to the market. If you're, uh, um, you know, um, let's say a plumbing company in New York city compared to a rural area of in the state of Wyoming, we're not talking about the same budgets. Yeah. It's a compete. You know what I mean? So like, I can't stand that when agencies are like, you know, you have to have $2,500 in ad spend to do what, where, you know what I mean?

[01:01:01] In life, there's places that $2,500 wouldn't get you three days. There's other places that could get you three months, you know? So it's all perspective on the populace in a demo, in a market, a geographical market, how competitive that it is. You know, people don't understand that like agencies don't drive the cost of Google ads, your business and your competitors make that market. It's an auction based bidding system. We don't have anything to do with it. We're just here to try to make your money go as far as it can. And the further you can make their money go, the more likely than they are to stick with you.

[01:01:30] So it's got you, what makes you successful is making your clients successful. Absolutely. Yeah. Yeah. And we take a very hands-on approach. I would say that out of every five opportunities that come to me, I probably disqualify two to three to them, two or three of them. I, I, I had never been the guy, um, in an industry that's full of black guys and jokers and 25 year olds that, you know, are, you know, whipping up a website, talk about low

[01:02:00] barrier of entry being roofing and irrigation. Let me tell you, in my industry is absolutely no different. You know what I mean? It's like slap a website up and I'm a digital marketer based on what, you know what I mean? Like my, my Google ads team lead is a, the guy that runs my Google ads team. He's a former Google ads employee. He spent 10 years inside of Google. And, uh, I mean, he's managed like three, $400 million in ad spend. He's a monster. You know what I mean?

[01:02:26] Like this, this isn't, uh, this isn't just, I couldn't even be going to begin to hold the candle in. He's so much better than I said. Fine. Right. So hire smarter people. Yeah. That's amazing. I was going to ask you if you have any last words of wisdom, but that, that right there, hire people that are smarter than you is probably the number one advice for anyone. And the hardest thing to put your ego off to the side. It is. You know, well, I think I always say, I talk to my kids about this and they're, they're six and nine year old bureaus.

[01:02:55] I talked to as many people as I can about this, especially in business. Self-awareness is an absolute superpower. Self-awareness. Yeah. Being able to sit down and honestly look in the mirror and go, I am really good at this. Yeah. I'm really shitting this. Have you ever heard of the elevate, delegate exercise? No. It's like four quadrants. It's like things that I'm bad at, things that I'm good at on the top. And I might be flipping these and then things that I like to do and things that I hate to do. As an entrepreneur, we do everything. Right.

[01:03:24] But there's that quadrant that you're bad at and you hate doing. You should never do that work. Ever. That is your first hire right there. If you're the one man show, if you have one truck, you're a super small company, do that elevate, delegate exercise. Find that suck bucket that you hate doing and you suck at doing. And that should be your first hire. Love that. Focus on what you're great at. The self-awareness man is, it's everything.

[01:03:54] It's an entrepreneur. I have people in my entire company that do everything that I suck at. I don't do it anymore. I used to. Don't get me wrong. And there's still some times I have to go do it. Right. I don't have it all figured out. Nobody does. But, but yeah, man, that that's huge. I do it every quarter. Everybody in my company does it every quarter. The suck bucket. Yep. L.O.D. Delegates the exercise. Okay. Very good. Chance, thank you so much for sharing all these great words of wisdom and wish you the best success with your agency, man.

[01:04:24] Thanks, man. Can't wait to watch you go and grow. I really appreciate it. This has been awesome. Love the questions. Good time today. Thank you. Thank you.