Industries
Where the rules genuinely change
Some verticals are the same job with different words. These are the ones where the job itself is different.
How to read these
What are these pages actually for?
Structural analysis of what changes in a vertical: who is really searching, what breaks in measurement, and which platform rules apply only here.
Most industry pages on agency sites are the same page with a noun swapped. That is a doorway page, it is worthless to read, and search engines treat it accordingly. So each of these has to earn its place by containing things that are only true of that vertical.
Every page covers five specifics: the intent patterns peculiar to it including who is actually doing the searching, the negative keyword themes it needs and others do not, the conversion-definition problems that break measurement there, the platform or regulatory constraints with the primary source linked, and what a well-built account looks like.
What you will not find is a client list.No “we have worked with”, no anonymised case studies, no implied volume. If the analysis is right, someone who works in that vertical will recognise it as right, and that is a claim you can check from the page itself. An assertion about who we have worked with is not.
Each page also says when the vertical does not need us, or when an industry specialist beats a generalist. That section is worth reading first.
All industries
Senior living marketing
Senior living paid search is unusual because the searcher is typically an adult child researching for a parent, often in another city, under time pressure and emotional strain. That shifts intent, objections, conversion definition and geography away from how a normal local service account is built.
iGaming marketing
iGaming is the vertical where platform policy decides the account architecture rather than performance does. Google requires a separate certification application for every country you target, and an account can be certified for online gambling or social casino games but not both, so the structure is set before any strategy is.
Healthcare and dental marketing
Healthcare is the vertical where measurement stops being a preference and becomes a compliance constraint. Google restricts personalised advertising around health, and in the United States tracking technology on patient-facing pages sits inside HIPAA, which means the gap between what a marketer wants to measure and what may lawfully be collected is wider here than anywhere else.
Legal services marketing
Legal services carries the highest cost per click and cost per lead of any industry in the search benchmarks we cite elsewhere on this site. At that price the account is rarely the constraint. What decides return is how fast and how well enquiries are answered, and how ruthlessly unqualified intent is excluded before it costs anything.
Home services marketing
Home services is the one vertical facing a genuine structural choice between Local Services Ads and standard Search, before any campaign is built. Underneath that, the conversion is a phone call rather than a form, demand swings with weather and season, and emergency and planned intent behave like two different businesses.
B2B SaaS marketing
B2B SaaS has the sharpest conversion-definition problem in paid media. Free trial and demo request are both valid conversions that select for completely different buyers, and revenue arrives months after the click, outside every attribution window. Getting those two decisions right matters more than anything else in the account.
Vertical not listed?
The absence of a page is not the absence of an opinion. Tell us the vertical and what is not working, and we will tell you what we would look at first.