What Changes Between Industries, Practically
Three things, mainly. First, the searches themselves: a roofer's customers type 'roof repair near me' during a leak, while a travel agency's customers research 'tailor-made Italy holidays' for weeks. Second, the proof each customer needs before they'll pick up the phone. For trades it's job photos and reviews mentioning reliability. For clinics it's credentials and patient experience. For lawyers it's specialism and outcomes. Third, timing. Boiler engineers peak in the first cold week of winter, decorators in spring, travel in January. A campaign that ignores these rhythms spends the same money for fewer enquiries.
Each industry page below gets specific about all three for that sector, because that's the difference between a plan and a template with your logo on it.

