A lead from forty-five minutes away isn't the same as a lead from your core neighborhoods. It costs the same to generate, but more to serve — and it often displaces a better job.
Draw the map by drive time
List the towns or ZIP codes you serve with a realistic one-way drive time and your average job value there. Subtract the cost of the drive (crew hourly cost × round trip). Rank what's left. The top tier is where your ads should spend most of their budget.
The free service-area planner does the arithmetic and suggests a radius.
Protect route density
For recurring work — lawn care, pool service, pest control — every additional stop on an existing route is close to pure margin. Neighborhood-targeted offers ("join the route on your street") are often your most profitable ads.
Make it easy to inquire
A local lead is wasted if your landing page hides the phone number. On a phone, the first screen should show what you do, where you do it and how to book. Run the landing page audit to check.
Keep the source on every inquiry
Paste a lead form that captures UTM tags and ad click IDs. When an inquiry arrives, you'll know which campaign and which creative produced it — and, later, whether it became a won job.
Don't double-count repeat customers
A loyal customer calling back isn't new demand created by an ad. Track repeat requests separately so your channel reports stay honest.