In this episode of the Branching Out Podcast, Justin Rademacher discusses how tree service business owners can effectively budget for Google Ads. He emphasizes the importance of understanding key metrics such as average job revenue, closing ratios, and cost per lead. By reverse engineering their budget based on these numbers, business owners can create a realistic advertising strategy that maximizes their return on investment. Justin also highlights the significance of having a well-optimized website or landing page to convert leads and the necessity of tracking all marketing efforts to ensure profitability.