Meet the Team: Jordan Evans on Google Ads, Lead Quality, and Helping Contractors Grow
At 99 Calls, we believe great marketing starts with understanding the businesses we serve. That’s why we’re introducing our Meet the Team series, where we sit down with the people behind the calls, campaigns, and strategies that help contractors grow.
Today we’re talking with Jordan Evans, who wears multiple hats at 99 Calls, from sales and onboarding to Google Ads management and growth strategy. If you’ve spoken with us about generating more leads, there’s a good chance you’ve already worked with Jordan.
Q: What do you do at 99 Calls?
JORDAN:
My primary focus is sales and ads management. When someone books an appointment with us, there’s a good chance they’ll be paired with me. I help business owners understand their options, figure out whether we’re a good fit, and identify the best strategy for generating more leads.
But it goes beyond just getting leads. We want to make sure those leads turn into customers and, ideally, repeat customers.
One thing that’s unique about 99 Calls is that you’re not handed off immediately after signing up. The same person who helps you understand the service is involved in the onboarding process and stays accountable for helping you get results.
Q: How did you get started in marketing?
JORDAN:
I actually started in high school through an internship where I did a lot of blog writing, grant writing, and marketing-related work. What I enjoyed most was working with people.
I’ve been involved in marketing for nearly a decade now. I got into Google Ads when I joined 99 Calls almost three years ago, and the team here taught me everything I know about paid search advertising.
Q: What does “growth strategy” mean to you?
JORDAN:
A lot of companies focus only on lead generation. I think growth is much bigger than that. Getting leads is important, but what happens after that? Are you converting those leads into customers? Are those customers leaving five-star reviews? Are they becoming repeat customers?
Ultimately, growth means building a business that moves toward your long-term goals, whether that’s increasing profits, selling the company someday, or passing it down to your kids.
Q: How do you scale Google Ads campaigns without sacrificing lead quality?
JORDAN:
One mistake people make is assuming that spending more money automatically means more leads.
Sometimes increasing your budget creates diminishing returns.
As campaigns grow, you often need to expand your service offerings, target additional service areas, or restructure campaigns entirely. For example, instead of running one broad campaign for deck building, we might create separate campaigns focused on deck construction, deck restoration, pool decks, and rooftop decks.
It’s about expanding strategically, not just increasing spend.
Q: What metrics matter most?
JORDAN:
3 things:
- Lead quality
- Budget
- Goals
If the leads aren’t good, the rest of the metrics don’t matter very much.
Q: What separates a great Google Ads campaign from an average one?
JORDAN:
Conversion rate.
The fewer clicks it takes to generate a lead, the better.
Improving conversion rates requires experience, testing, and understanding what the data is actually telling you. The more effectively you can optimize conversion rates, the lower your cost per lead becomes.
Q: What are the biggest Google Ads mistakes you see contractors make?
JORDAN:
1. Using Performance Max too early
A lot of businesses jump into Performance Max campaigns because Google recommends them.
In my opinion, they’re usually not the best starting point for lead generation. They often spread your budget across placements like YouTube and other channels that may not generate qualified leads.
2. Running ads with too little budget
Google Ads needs enough budget to generate meaningful data.
If your budget is extremely limited, there may be better marketing strategies to focus on first.
3. Trying to manage everything yourself
Jordan laughs when comparing Google Ads to roofing:
“I can’t go roof a house. I’d probably stab myself with a nail gun.”
Professional trades require expertise. Google Ads is no different. You’re not just paying for campaign management. You’re paying for experience, testing, and access to data from hundreds of campaigns.
Q: What’s one client success story you’re proud of?
JORDAN:
Ultra Clean Restoration in Minneapolis.
What makes them successful is their flexibility.
Instead of only targeting water damage jobs, they’re willing to take related calls for mold remediation, leak detection, roof leaks, biohazard cleanup, and other restoration services.
That flexibility allows us to build highly targeted campaigns and continuously test new opportunities, which has helped make them one of our strongest-performing restoration accounts.
Q: What marketing trends should contractors pay attention to?
JORDAN:
2 Distinct areas stand out.
- AI visibility – Businesses need to think about how they appear in AI-generated search results.
- Reviews – Reviews matter more than ever.
AI systems are increasingly evaluating reviews and business reputation when surfacing recommendations. Keeping reviews current and responding to them consistently is becoming increasingly important.
Q: What’s the best marketing advice you’d give a contractor?
JORDAN:
Think like your customer. Walk through the customer journey. If someone’s dishwasher breaks, what do they do? If they need a roofer after a storm, where do they look? The better you understand how customers search for help, the easier it becomes to position your business where they’re already looking.
Q: What do you enjoy most about working at 99 Calls?
JORDAN:
The team. Even working remotely, I never feel disconnected. Everyone works together, shares ideas, and genuinely cares about helping customers succeed. That makes the work a lot more enjoyable.
Final Thoughts
Jordan’s approach to marketing is simple: focus on the whole business, not just the lead. Generating calls is important. But the real goal is helping contractors build stronger businesses, create better customer experiences, and generate long-term growth.
At 99 Calls, that’s exactly what we’re working toward every day.
Want to learn more? Give 99 Calls a ring!
