Marketing upkeep is the monthly care that keeps your existing marketing working. Listings drift out of date, reviews pile up without replies, ad accounts start paying for searches you'd never want, and call-tracking numbers quietly stop forwarding after a phone system change. None of that is dramatic, and all of it costs calls. We check and tidy each channel every month and send you a short summary of what we found and fixed.
What upkeep includes
Google Business Profile
- Hours, holiday hours, service areas, categories and services kept accurate.
- Photos added from recent jobs that you send us.
- Questions on the listing answered, and suggested edits from the public reviewed so wrong details don't slip in.
Reviews
- Replies drafted for every new review, in your voice. Negative reviews come to you before anything is posted.
- A gentle, honest routine for asking happy customers to review you, such as a text after the job, without offering rewards, which Google's review policies don't allow.
Ads
- A monthly look at search terms, so budget isn't spent on unrelated searches like jobs, DIY or free advice.
- Checks that ads point to working pages with the right phone number.
- Budget pacing in your peak season, so ads don't run out mid-month.
Tracking and reporting
- Test calls to tracked numbers to confirm they reach the right phone.
- A one-page monthly summary: calls by source where tracked, review count, what changed, what we suggest next.
Who this is for
Upkeep suits trades businesses that already have a website, a Google Business Profile and perhaps some ads, and want them looked after properly without hiring a marketing person. It's a sensible step after we've fixed or recovered things, because cleaned-up accounts stay clean only if someone keeps watching them.
It's also a good fit for busy owners who answer their own phone. If you lose calls while you're on the tools, a missed-call text-back service such as CallText.chat can complement upkeep.
Timeline and how we measure results
The first month is a clean-up: we fix inaccurate details, reply to backlog reviews, remove wasted ad spend and test tracking. From the second month, the routine runs.
We measure upkeep with numbers you can check yourself:
- calls and direction requests from your Business Profile
- calls from ads, and cost per call where tracked
- reviews received and replied to
- issues found and fixed each month
Results from our HVAC work show what consistent effort can do when a site and its channels are cared for over time: HeatLand reported a 300% lead increase in 6 months, and BCWide.ca reached 3× leads in 90 days. Those are HVAC results; your trade and market will differ, and we'll report honestly on what happens in yours.
A sample month of upkeep
To make this concrete, here is what a typical month looks like for a mid-sized trades business with a website, one Google Business Profile and a modest search ad budget.
- Week one: listing check. We confirm hours, holiday hours and service areas, approve or reject public edit suggestions, and add the job photos you sent.
- Week one: review replies. Every new review gets a reply drafted. Positive ones are posted within your guidelines; any complaint goes to you first with a suggested response.
- Week two: ad search terms. We read through what people actually searched before clicking, and exclude anything irrelevant, such as job seekers or people looking for DIY instructions.
- Week three: tracking test. We place test calls to each tracked number and confirm they ring the right phone and are recorded.
- Week four: summary. You get one page: what changed, the numbers we track, anything that needs your decision, and one suggestion for next month.
Some months are quieter, some busier. Before your peak season, we spend more time on ads pacing and on making sure seasonal services are visible.
What we need from you
Upkeep works best with a little input from the business: photos from recent jobs, a heads-up when services or hours change, and quick answers when a review needs your judgement. Ten minutes a month from you usually makes the difference between a listing that looks alive and one that looks abandoned.
Mistakes to avoid
- Changing your business name on Google to include keywords. It breaks the platform's rules and can get the listing suspended.
- Replying to bad reviews in anger. Future customers read the reply more than the review.
- Letting ads run unattended for months. Search terms drift, and spend follows.
- Using a different phone number on every directory. Inconsistent details weaken trust in your listing.
See how upkeep fits with maintenance plans, review the results behind our method, or check pricing for plan details.
Frequently asked questions
How is this different from a full marketing campaign?
Upkeep keeps existing channels healthy: accurate listings, answered reviews, ads that aren't wasting money, tracking that works. A campaign builds something new, such as a set of service pages or a fresh ad strategy. Many owners start with upkeep and add campaigns later.
Can you promise more calls?
No one honestly can. What upkeep does is remove the leaks: wrong hours, unanswered reviews, broken tracking, ads on irrelevant searches. Fixing leaks usually helps, and we report the numbers so you can judge.
Do you write our review replies?
We draft them in your voice and you can approve them, or we post within guidelines you set. Replies to negative reviews always come to you first.
Do we need call tracking?
It helps, because it shows which channel produced which call. If you use it, it must be set up so the numbers forward correctly and your main number stays consistent on your listings.