Free Checklist

Your Digital Ads look great on paper.
But are they working?

Most builders and developers can’t answer that question with confidence. In fact, 53% of advertisers say the numbers they’re relying on are less accurate than they were two years ago. If the people running the campaigns can’t fully show what’s happening, how can anyone trust the reports?

No fluff. No pitch.

Trusted by Leading Brands Across North America

“Hop Skip reinvigorated our 30-year-old brand and stimulated lead generation.”

VP of Business Development

Lorpon Labels Inc.

“The team is responsible and professional, accomplishing all of the work given to them.”

President

Backbone Technology Inc.

“Hop Skip's efforts have almost doubled our sales each year, and set a sales record last year.”

Sales Manager

iCapital

“They are flexible, always accessible, and extremely knowledgeable.”

Principal

The Dickson Design Group

“The amount of knowledge that their team had was very impressive.”

Managing Director

Formidable Public Relations Inc

“They treat you like you are a member of their team.”

Marketing Manager

Home Building Company

“I'm impressed with how knowledgeable, attentive, and detail-oriented they are.”

Founder

Get Social YEG

Here's the thing about PPC reports.

Your reports probably look fine. Clicks are up. Costs seem stable. Nothing is obviously broken.

But if 53% of advertisers say the numbers have gotten less reliable, what does that tell the builder reading the report?

Your dashboard can show green while sales traffic stays flat. You can spend more without selling more homes. And the gap between what your ads report and what your communities are experiencing? That’s no glitch, that’s the key problem in advertising today.

In a survey of 1,306 PPC professionals, these were the biggest reasons they said it's getting harder:

Less insights / transparency from ad platforms (black box)

62%

Less accurate conversion measurement (cookies, privacy, attribution)

53%

Increased competition in the ad auction (higher CPCs)

45%

Less control over campaign targeting and creatives

43%

Continuous need to learn new skills

21%

Ever-increasing client expectations

17%

Source: State of PPC 2026 Global Report — PPCsurvey.com · 1,306 respondents

Every one of these problems sits between your ad spend and the buyers moving through your communities. This checklist helps you find out which ones are affecting your account.

“The cleaner Google Ads has gotten on the surface, the less visibility advertisers actually have into what the system is doing with their budget underneath it. The dashboard is showing success, and that reported success is doing a lot of heavy lifting for accounts that aren't actually driving bottom line growth.”

Ameet Khabra Founder, Hop Skip Media · Multi-year Top 100 Most Influential PPC Expert

This is for…

The $7.5k+ Club

You're spending over $7,500 a month on Google Ads. You need to know that money is actually driving home sales — not just generating dashboard metrics.

High Velocity

A Performance Gap

Reports look pretty. The numbers say “conversions.” But your sales traffic is inconsistent and your gut tells you something is broken in the data.

Transparency

Auto-Pilot Checks

Your agency has been on cruise control for months. You get a generic report every 30 days, but zero innovation or strategy pivots.

Active Management

A Second Opinion

You aren't looking for a sales deck. You want a second opinion that pulls no punches and shows you exactly where your money is leaking.

Direct Advice

What's inside

10 simple yes-or-no questions across three areas.

Section 1 — Your numbers vs. your gut

Our campaigns report positive performance, but sales traffic and appointments don’t reflect it.

When we increase spend, lead quality or showroom traffic usually suffers.

I believe there are more qualified buyers available, but I don’t have enough visibility to know where we’re losing them.

Section 2 — What's happening inside your account

My account runs primarily on automated bidding, and I'm not certain what it's actually optimizing toward. (Signal/Diagnosis)

My conversion tracking looks fine on the surface, but I'm not sure it's measuring what matters.

My account setup hasn't changed in a while and I wouldn't know if it stopped working.

Section 3 — What your agency tells you

I get reports, but I can't explain to my boss what's driving performance.

When I ask questions, the answers feel like excuses, not explanations.

I doubt my agency would tell me about a problem before I asked about it.

If another expert looked at my account today, I'm not sure they'd agree with what's happening.

See the full checklist, plus what each answer means.

Free. Instant download. No sales call required.

Built by Ameet Khabra and the team at Hop Skip Media

Multi-year Top 100 Most Influential PPC Expert. Speaker at BrightonSEO, Hero Conf, SMX, and more. Hop Skip Media is a specialist PPC agency that works with a small number of clients — and gets them results. This checklist comes from patterns we've seen across hundreds of account reviews, including builders and developers managing multiple communities and larger media budgets.

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Your Digital Ads look great on paper.But are they working?