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Get results in days, not monthsResults in days, not monthsOn the second weekend of the month, Main Plaza fills with booths and walkers, and nearly every one of them is holding a phone. They want lunch, a place to park, an antique dealer that is open. By Monday a different Boerne is searching: a family that moved in last spring and needs a plumber by Wednesday. The city's population grew 21.9% from 2020 to 2023, to an estimated 21,774, so both groups keep getting larger.
Our Google Ads in Boerne work sets up separate campaigns for those two audiences, from the Hill Country Mile to the new streets in Kendall County, with landing pages that match each ad, tracking for calls and forms, and a monthly report from a dedicated account manager. Bing Ads and Meta Ads (Facebook and Instagram) are added when they bring useful leads. Billing is month to month and there is no setup fee.
Market snapshot
City Ad Competition Index
73.2/ 100
Rank 23 out of 203 in Texas
Figures: ACS 2018-2022, Census population estimates, County Business Patterns 2022. A bar places Boerne among the 203 Texas cities in this set and nowhere else. How it is scored: methodology. As of October 2026.
Buyers and advertisers
The auction is shaped by Kendall County, not by the city alone. The county has 299 employer locations in ad-heavy trades, up 34.1% since 2017, and 84.9% of them employ fewer than 10 people, with only 1% in the large category. Those are county figures, but they show a field of small advertisers, so a tight campaign with strong landing pages competes better than a broad one.
Several trades are growing quickly in Kendall County: residential remodelers number 23 (up 91.7%), electrical contractors 19 (up 72.7%), plumbing, heating and air-conditioning contractors 22 (up 57.1%) and real estate agents and brokers 41 (up 141.2%, at 3.26 times the typical county density). A company in one of these trades gains from splitting ad groups by service and adding negative keywords for do-it-yourself and job searches.
Boerne ISD, H-E-B, Toyota of Boerne, Albany Engineered Composites, Mission Pharmacal and Cordillera Ranch are named by the local economic development corporation among the county's largest employers. Among residents, health care and social assistance employs 1,086 workers (12.4%) and finance and insurance 953 (10.9%), which gives professional-service advertisers an audience that researches before it calls. Ad copy for them should answer the practical questions first: what the service includes, how booking works and how soon someone will respond.
The people shopping
Sector mix says something about budgets and daily routines. These six sectors employ the most Boerne residents.
| Sector | Share of employed residents |
|---|---|
| Health care and social assistance | 12.4% |
| Finance and insurance | 10.9% |
| Other services (repair, personal care, nonprofits) | 9.3% |
| Education | 9% |
| Administrative and support services | 8.4% |
| Professional, scientific and technical services | 8.4% |
Source: ACS 5-year estimates (2018-2022), employed civilians 16 and over. It follows residents wherever they work, including outside the city.
The competing advertisers
Business counts come from the Census by county, so every row is a Kendall County total that includes Boerne. Density is shown against the median U.S. county: 1.0x is typical, 2.0x is twice as dense.
Source: Census Bureau County Business Patterns for 2017 and 2022. Employer locations are counted across the whole county; density = locations per 10,000 residents compared with the median U.S. county. These are businesses, not confirmed advertisers.
Location settings
With 18,475 residents on 11.712 square miles, Boerne is small enough that a few well-chosen location groups can cover it, and the landmarks below give each group a clear job.
| Place | Targeting notes |
|---|---|
| Main Plaza | A tight radius around the plaza, switched on for market weekends, reaches people who are already standing in the middle of the shopping district. |
| Hill Country Mile | Ad assets with the street address, weekend hours and a call button help visitors on the historic stretch choose a shop or cafe without typing. |
| Cibolo Center for Conservation | Parents and walkers who visit the trails are a family audience, so lunch, bike and outdoor-gear ads can name the distance from the center. |
| Boerne City Lake Park | Weekend ads for fitness, outdoor gear and snacks can target the lake area without paying to reach the rest of the county. |
| Kendall County Courthouse | Law, title and real estate offices near the courthouse can aim business-hours campaigns at searches from the county seat itself. |
| Cascade Caverns | A radius around the cave and the road south of town suits lodging and food ads for visitors who plan a tour of 45 to 60 minutes. |
| Cave Without a Name | Concert evenings in the Throne Room send people looking for dinner, so a short evening schedule for restaurants northeast of town makes sense. |
| Guadalupe River State Park | Day trippers heading to the park can be reached with outfitter, lodging and restaurant ads timed for weekend mornings. |
Each place name is informal, taken from municipal, county or regional publications.
How people act on an ad
Market weekends run on a clock. Visitors searching near Main Plaza want an answer now, so ads for restaurants, shops and parking should be scheduled for Saturday morning through Sunday afternoon, with hours and distance shown right in the ad. On the other days those same bids can be lowered, and the budget moves to services that people book from home.
Boerne households are research-minded. A bachelor's degree or higher is held by 45% of adults, against 31.3% in the typical Texas city of our set, and median household income is $82,982. Buyers like that read ad text carefully, compare three providers and notice whether the landing page answers their question. Reviews and pricing language that is honest and specific tend to suit them better than urgency tricks.
Home offices change when the phone rings. Some 15.5% of Boerne workers work from home against 9.5% typically, and 14.7% commute 45 minutes or more. Calls can therefore arrive at midday on a Tuesday, and a call extension that is active only while someone can answer keeps a missed ring from costing the lead. The report shows which hours produce calls and which only produce clicks.
Boerne ISD reaches into Bexar and Comal counties and includes Fair Oaks Ranch and Scenic Oaks, and San Antonio lies 25 miles away. A company that serves those neighbors should place location settings by the areas it really works, and exclude the ones it does not, so budget is not spent on searches from a place you will not drive to.
Campaign plan
Second weekend of the month
Restaurants, shops and parking operators near Main Plaza get a short campaign that starts Friday evening and ends Sunday at closing, with hours, distance and a call button in the ad. Between market weekends the same budget moves to evergreen services.
Calls tracked by hour
Plumbers, electricians, remodelers and movers run ad groups per service with a landing page that explains booking in plain steps. With median home value at $398,500, households buy careful work, and call tracking shows which phrases bring serious jobs.
Law, real estate, dental
Real estate, law and medical offices in Kendall County run in fields that county data put at 3.26, 2.2 and 2.85 times the typical density. Pay-per-click advertising for Boerne companies in these trades is a contest between small neighbors. We build one ad group per service and one landing page per neighborhood or case type, and exclude searches from people looking for jobs or free forms.
Cascade, Cibolo, City Lake
Lodging, food and outfitter businesses near Cascade Caverns, the Cibolo Center for Conservation and Boerne City Lake Park can run weekend-only ads with a map location and open hours. Reports compare calls and direction requests so the weekday budget stays where it works.
Reach before the search
Openings and seasonal offers can be shown through Meta Ads (Facebook and Instagram) to households across the Boerne ISD area, including Fair Oaks Ranch, before they type anything. Search ads then catch the people who respond, and both channels are judged by calls and forms.
A separate search audience
Bing Ads add another source of search traffic for professional and home-service advertisers across Kendall County, and they use the same landing pages and tracking. We watch whether it earns its place in the monthly report, and a link to Helotes can serve companies working south of town.
Boerne's growth of 21.9% since 2020 and its visitor calendar suggest a paid search plan with separate pieces rather than one blended campaign. PPC in Boerne works best when each piece has one audience, one landing page and one measure.
Matching cities
The five closest cities on size, income, age, tenure, density, home language, part-time housing and senior share. Each name opens that city's guide.
| City | Ad index | Population | Typical home value | Remote share | Long commutes |
|---|---|---|---|---|---|
| Boerne, TX (this city) | 73.2 | 18,475 | $398,500 | 15.5% | 14.7% |
| Angleton, TX | 31.4 | 19,452 | $165,200 | 5.1% | 20% |
| Weatherford, TX | 44.1 | 32,168 | $258,000 | 11.1% | 18.9% |
| Lockhart, TX | 16.5 | 14,463 | $194,900 | 6.5% | 29.4% |
| Azle, TX | 52.3 | 13,409 | $228,400 | 13.3% | 24.1% |
| Benbrook, TX | 58.3 | 24,366 | $252,400 | 10% | 12.2% |
Matching uses the eight traits above; these columns show the ones that bear most on ad targeting. Census ACS 2018-2022.
Check your numbers
Type in customer value, margin and the share of leads that close. The calculator returns the top lead price that still breaks even and the customers needed to cover your fee. All math runs in your browser.
What it costs to run ads
The fee is flat, billed monthly, and depends only on how many platforms we run. No contract applies. Ad spend never passes through us: the platforms bill you for it. Planning on more than $10K monthly in ad spend? Book a call.
Good to know
The fee is a flat monthly amount: one platform runs $895, two cost $1,595 and all three come to $2,295. Nothing is signed. The platforms bill your click budget separately, and we size it from what a customer is worth to you. The cards above explain each plan, and the pricing page adds the details.
A few campaigns bring calls the day they go live, especially urgent repairs, while others take two to four weeks to settle as we learn which search phrases bring real jobs. In a county with 299 ad-heavy employer locations, early weeks go to sorting good searches from noise. No lead count is promised. The monthly report lists calls, forms and search terms so the pattern is easy to read.
We start from what a customer is worth to you, how often a lead becomes a sale and how much work your crew can take on, then work backward to a monthly figure. A company serving a 21,774-person city with a median home value of $398,500 has different economics from a shop on the Hill Country Mile, so the budget follows your numbers.
Search ads normally lead for people already at Main Plaza, because they type what they want right now. Meta Ads (Facebook and Instagram) can announce a special to nearby households in the days before. The report compares both by calls, direction requests and form fills.
That works with a distinct location group and landing page for each place: Kerrville and Canyon Lake. A company based in Boerne can then see which place sends calls and move spend accordingly.
We set location groups for the neighborhoods you serve, keep the ad address true to your office and compare results by area. Because Boerne ISD spans Fair Oaks Ranch and Scenic Oaks, many customers who say Boerne live outside the city, so the groups follow where your trucks go.
A small test works better than a guess. Run a short weekday schedule around the Cibolo Center for Conservation and a stronger weekend one, with call tracking and map directions as the measure. The report shows whether weekday visitors bring orders before more budget goes in.
Often, by being narrower than the crowd. Ad groups by neighborhood and price range, landing pages that show recent sales activity in plain language and a clear form beat one wide campaign. Kendall County has 41 agents and brokers, almost all small, so specificity is the edge.
With negative keywords for hiring, careers and do-it-yourself terms, plus ad text that names the paid service. We read the search terms weekly at first. In a town where 15.5% of workers are at home all day, general how-to searches are common and worth filtering.
Sponsored, labeled ads now appear for some people on ChatGPT's free and lower-priced plans, and advertisers buy them in OpenAI's own self-serve ad manager. Targeting is by country or topic, not by keyword, and measurement is young, and that argues for a small experiment, not a core budget. Google Ads stays the usual first move; ask us when you are weighing a ChatGPT test.
Next-door markets
Campaigns can reach customers across city lines; the nearest cities, center to center:
The Kendall County page looks at ads across the whole county.
Let us know
Tell us whether you sell to Main Plaza visitors, to new homeowners or to both. We will send an outline of how separate campaigns could run for each. Call 610-825-4363 or email hello@getphound.com.