One loop, everyengagement.
Every account runs through the same seven steps, in the same order, every time — because skipping a step is how accounts end up managed on assumptions nobody checked.
- 01
Understand
The business, the service area, the work worth winning, and what a good lead actually looks like to you.
- 02
Measure
What's being tracked today and what's missing — before anything gets changed.
- 03
Build
Campaign structure, targeting and tracking built around the services you actually sell.
- 04
Verify
Tracking gets tested before anyone reads a number off it. Nothing launches on numbers nobody has checked.
- 05
Launch
Live deliberately — agreed services, agreed areas, a budget discussed in advance.
- 06
Learn
Search terms, lead quality, outcomes. What the account can show stays separate from what your team confirms.
- 07
Improve
A small number of considered changes, then watch what they do. Constant tinkering is not improvement.
Then around again, carrying what the last cycle proved.
Evidence before activity.Verify before assuming.
Our end of the deal.
Plain-English changes
A clear picture of what's being changed and why — no jargon, no mystery.
Tracking that's been tested
Numbers get checked before any decision is made from them.
Honest reporting
What the ad account can prove stays separate from what your team confirmed.
A direct line
You talk to the person doing the work. Nobody in between.
A straight answer
When something isn't working, you hear it — including when the honest answer is that paid search isn't the problem.
Your end of the deal.
Accurate business information
The services you want more of, the areas you serve, the work you'd rather not take.
Appropriate account access
The ad account, the website and the tracking — at the level needed to do the work and no further.
A read on lead quality
Which inquiries were worth having. A short answer after a busy week is enough to steer an account correctly.
A person to ask
One contact who can answer a question about the business without a two-week delay.
You are not expected to become an expert in any of this. That's the point of bringing in McKinnon Solutions.
Sometimes the honest answer is we don't know yet.
Low volume, a phone number that also lives on a van, a job booked six weeks after the first call — attribution has real limits, and pretending otherwise is how bad decisions get made confidently.
When a result can't be traced cleanly, it gets reported that way: what's known, what's inferred, and what would make it clearer. Then the account gets steered on the parts that are solid.