Sierra Window & Property Services

Google Ads has been held steady all year, within about $14 of last month and within $12 of the same window in 2025, so it is the Meta side that moved. Meta rose 40% on the month and 91% on the year as the video campaigns took over delivery, which has shifted the balance from roughly a quarter of the budget on social last summer to just over a third now.

The useful number across both channels is the blended cost of a click, because it says what the extra budget actually bought. That is $1.17 this period against $1.99 last month and $2.15 last year, so the account is buying almost twice the traffic of a year ago for about a fifth more money. The sections below break each channel down.

Last month the same videos ran as engagement campaigns, so Meta showed them to the people most likely to watch and react. This month they ran for landing page views, so Meta showed them to the people most likely to tap through and wait for the site to load. That single change is why clicks are up 118%, cost-per-click is down 36% and website visits are up 287%, while reach and reactions came down. The comparison against last year is the cleaner one: every measure is well ahead of July and August 2025, with 160% more clicks at a 27% lower cost-per-click.

The technician job ad also ran for nine days and brought in 288 clicks at $0.26 each, the cheapest traffic in the account, and has now been switched off at Scott’s request.

Letting Meta direct the budget bought visits 14.6% cheaper in Whistler and 9.4% cheaper in Squamish. The reason sits in the two lines beneath: cost per visit is simply the cost of being seen divided by how many of those views turn into a visit. Meta paid more per thousand views in both towns, up 8% in Whistler and 22% in Squamish, but it turned far more of them into visits, up 27% and 35%. It bought dearer attention from much better matched people, and won comfortably on the trade.

There is a second effect worth naming, because it explains why Squamish improved even though Video 4 had looked like the weakest performer there under the even split. Three separate ad sets each learn from a third of the data and bid against each other; one ad set learns from all of it. Consolidating is doing some of the work here alongside the choice of video, which is a good argument for keeping this structure rather than splitting the budget again.

One honest caveat: the two phases ran back to back rather than side by side, so the second phase benefits both from a fortnight of accumulated learning and from whatever the auction was doing that week. The gap is large and consistent across both towns, so the direction is not in doubt, but the exact percentages would tighten if the two ever ran concurrently.

The Local Services listings are the standout on value again, bringing 70 clicks at $1.94, a third of the account’s clicks for a ninth of its spend, and they are where the Google Guaranteed badge shows. Whistler window cleaning remains the most competitive term at $8.61, though that is down from $12.83 last month on half again as many clicks.

Snow removal is the one to watch. It is running at $12.14 a click on only 94 impressions in the middle of summer, which is the auction being thin rather than expensive, and the seasonal enquiries arriving now say the demand is real. Worth deciding on the call how hard to lean into it from September.

Whistler carries the weight of the activity, with 414 profile views and 67 interactions including 8 calls and 21 clicks to the site. Squamish and Snow Removal are smaller but both pull strong direction-request numbers for their size, 43 and 41, which is people navigating to a job rather than browsing. The Snow Removal profile is a useful asset heading into winter, and it is the profile ChatGPT names by title when asked about seasonal driveway work.

Three seasonal snow contracts came in during July, two of them from homeowners leaving another contractor, one after eighteen years with the same company. Those are multi-winter relationships being decided now, months before the first snowfall, and they line up exactly with the snow searches climbing with the enquiries the snow profile is drawing.

The enquiries are also traceable all the way through. Two of them, a Whistler seasonal snow contract and the Squamish commercial building, appear in the team’s own estimate pipeline within days of arriving. A third submitted the form on 31 July and left a five-star review on 9 August, which is a complete run from search to enquiry to job done to public review inside nine days.