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For many contractors, the digital marketing journey begins with Pay-Per-Click (PPC). It sounds simple: you pay a fee, someone clicks your ad, and you hope they need a new roof or a kitchen remodel. However, the "hope" factor is where most budgets bleed out. In the home improvement industry, a click does not equal a customer. Often, it just means you paid for a homeowner who was "just browsing" or a competitor checking out your pricing.
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