Jeff Conlon
@freeconlon
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Marketing for Local Businesses at IMA. DMs open for questions.
SF Bay Area
Joined May 2008
"Some people believe that the purpose of business is to enable culture, to enable humanity. And some people believe that the purpose of humanity and culture is to enable business." I could listen to Seth Godin talk all day
tim.blog
Interview with Seth Godin on The Tim Ferriss Show podcast
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Four hours on Cowork. Never got it to work. 20 minutes on Code. Works flawlessly and walked me through every step of the way. Code is bananas.
@CoryOnBrand 4 hours and counting over here
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While I went to see my cardiologist Cowork built a new tool in Make and Airtable. I got back, checked it's work and found a bug. Now doomscrolling X while it fixes it. This is weirdly cool.
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2026 - our goal at IMA is to add 15 new DMQ clients (one per month with some extra momentum in Q4) to get to 12 new clients (three churning) with an average retainer of $6K and $864K of new revenue. Slow, steady growth.
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People say don’t run brand terms on Google Ads. People will find you down the SERP. But our client’s brand campaigns spend ~ 5% of monthly budget. We’re not leveraged on brand. We’re defending their territory and ensuring they get found for pennies on the dollar.
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This is a client of ours doing $1M per/month in revenue. I would not feel comfortable with the assumption that GBP and Organic will expand and make up for the loss of 60% of their leads. FWIW, their Google Ads generated a 5:1 ROAS last month.
I’ve been an investor/on the board of multiple service companies now that were spending tens of thousands of dollars per month on Google LSA and PPC ads. When we asked about the ROI of this ad spend, it was actually very hard to actually gauge if these ads were truly generating
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Don't be their next victim.
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Not every day is a win. This channel mix looks nice but Google Ads is a dog today.
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Review systems aren’t optional anymore. They’re infrastructure.
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Your website shouldn’t be an encyclopedia. It should be a salesperson.
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You won’t grow by adding more services. You grow by becoming the obvious choice for one problem — then expanding outward.
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LSA works best when your backend works. Fast response. Strong reviews. Clean categories. It’s not a switch — it’s a system.
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Your brand is part of your funnel. If your trucks, website, ads, and reviews all feel different, conversion drops. Coherence > creativity.
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Speed-to-lead is undefeated. Under 60 seconds = booked jobs. Over 5 minutes = wasted spend.
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If your ads are inconsistent, check your messaging. Homeowners don’t respond to clever. They respond to clear.
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Local SEO isn’t about blogging. It’s about being the obvious choice when someone nearby searches for what you do. 90% clarity, 10% keywords.
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You can’t scale what you don’t own. If an agency controls your website, ads, and data, you’re not a client — you’re a hostage. Ownership first.
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The fastest way to drop your CPL? Stop sending traffic to pages with 47 things going on. One problem. One offer. One action. Clarity converts.
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If I had to fix one thing first in a local business, it wouldn’t be ads. It’d be the Google Business Profile. Weekly photos, reviews, posts. Treat it like a storefront.
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Most home-service companies don’t have a lead problem. They have a structure problem. Fix channels (Ads, SEO, LSA, Phone) and you’ll book more work without raising spend. The DMQ is boring on purpose. Boring scales.
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