Google Ads for Contractors: A Complete Strategy Guide for 2025

Google Ads is the fastest way to generate leads for home service businesses. While SEO takes months to build momentum, a well-optimized Google Ads campaign can start delivering qualified leads within days. But burning through thousands of dollars without results is equally fast if you don't know what you're doing.

Why Google Ads Works for Contractors

When someone searches "emergency plumber near me" or "roof repair [city]" at 2 AM, they're not browsing—they're ready to hire. These are high-intent searches from people with urgent problems and available budgets.

Key advantages for contractors:

• Immediate visibility above organic results
• Highly targeted by location and service
• Only pay when someone clicks
• Track ROI down to the dollar
• Scale up during busy season, down during slow periods
• Campaign 1: Emergency Services (24/7 plumbing, emergency HVAC)
• Campaign 2: Scheduled Services (roof replacement, kitchen remodeling)
• Campaign 3: Maintenance Services (HVAC tune-ups, gutter cleaning)
• Campaign 1: Core Service Area (5-mile radius)
• Campaign 2: Extended Service Area (5-15 miles)
• Campaign 3: Premium Service Area (zip codes with higher income)
• Campaign 1: High-Intent ("hire", "near me", "cost")
• Campaign 2: Research ("how to", "best", "reviews")
• Campaign 3: Brand (your company name, competitors)
• Ad Group: "AC Repair Emergency"
• Ad Group: "AC Installation"
• Most control, highest intent
• Use for your highest-value services
• Example: [emergency plumber philadelphia]
• Balance of reach and control
• Best for most contractors
• Example: "hvac repair"
• Widest reach, least control
• Use with Smart Bidding and negative keywords
• Example: water heater installation
• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Account Structure That Scales

Proper account structure is foundational to success:

### Campaign Organization

By Service Type:

• Campaign 1: Emergency Services (24/7 plumbing, emergency HVAC)
• Campaign 2: Scheduled Services (roof replacement, kitchen remodeling)
• Campaign 3: Maintenance Services (HVAC tune-ups, gutter cleaning)
• Campaign 1: Core Service Area (5-mile radius)
• Campaign 2: Extended Service Area (5-15 miles)
• Campaign 3: Premium Service Area (zip codes with higher income)
• Campaign 1: High-Intent ("hire", "near me", "cost")
• Campaign 2: Research ("how to", "best", "reviews")
• Campaign 3: Brand (your company name, competitors)
• Ad Group: "AC Repair Emergency"
• Ad Group: "AC Installation"
• Most control, highest intent
• Use for your highest-value services
• Example: [emergency plumber philadelphia]
• Balance of reach and control
• Best for most contractors
• Example: "hvac repair"
• Widest reach, least control
• Use with Smart Bidding and negative keywords
• Example: water heater installation
• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

By Geography:

• Campaign 1: Core Service Area (5-mile radius)
• Campaign 2: Extended Service Area (5-15 miles)
• Campaign 3: Premium Service Area (zip codes with higher income)
• Campaign 1: High-Intent ("hire", "near me", "cost")
• Campaign 2: Research ("how to", "best", "reviews")
• Campaign 3: Brand (your company name, competitors)
• Ad Group: "AC Repair Emergency"
• Ad Group: "AC Installation"
• Most control, highest intent
• Use for your highest-value services
• Example: [emergency plumber philadelphia]
• Balance of reach and control
• Best for most contractors
• Example: "hvac repair"
• Widest reach, least control
• Use with Smart Bidding and negative keywords
• Example: water heater installation
• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

By Funnel Stage:

• Campaign 1: High-Intent ("hire", "near me", "cost")
• Campaign 2: Research ("how to", "best", "reviews")
• Campaign 3: Brand (your company name, competitors)
• Ad Group: "AC Repair Emergency"
• Ad Group: "AC Installation"
• Most control, highest intent
• Use for your highest-value services
• Example: [emergency plumber philadelphia]
• Balance of reach and control
• Best for most contractors
• Example: "hvac repair"
• Widest reach, least control
• Use with Smart Bidding and negative keywords
• Example: water heater installation
• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

### Ad Group Structure

Create tightly themed ad groups with 10-20 closely related keywords:

Example for HVAC Company:

• Ad Group: "AC Repair Emergency"
• Ad Group: "AC Installation"
• Most control, highest intent
• Use for your highest-value services
• Example: [emergency plumber philadelphia]
• Balance of reach and control
• Best for most contractors
• Example: "hvac repair"
• Widest reach, least control
• Use with Smart Bidding and negative keywords
• Example: water heater installation
• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

- Keywords: emergency ac repair, 24 hour ac repair, ac not working, ac broken

• Ad Group: "AC Installation"
• Most control, highest intent
• Use for your highest-value services
• Example: [emergency plumber philadelphia]
• Balance of reach and control
• Best for most contractors
• Example: "hvac repair"
• Widest reach, least control
• Use with Smart Bidding and negative keywords
• Example: water heater installation
• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

- Keywords: central ac installation, new ac unit cost, ac replacement, install central air

Keyword Strategy

### Match Types That Work in 2025

Google has simplified match types, but understanding them is crucial:

Exact Match [keyword]:

• Most control, highest intent
• Use for your highest-value services
• Example: [emergency plumber philadelphia]
• Balance of reach and control
• Best for most contractors
• Example: "hvac repair"
• Widest reach, least control
• Use with Smart Bidding and negative keywords
• Example: water heater installation
• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Phrase Match "keyword":

• Balance of reach and control
• Best for most contractors
• Example: "hvac repair"
• Widest reach, least control
• Use with Smart Bidding and negative keywords
• Example: water heater installation
• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Broad Match keyword:

• Widest reach, least control
• Use with Smart Bidding and negative keywords
• Example: water heater installation
• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

### High-Converting Keyword Types

Transactional Keywords (Highest Priority):

• "hire [service] [location]"
• "[service] near me"
• "emergency [service]"
• "[service] company [location]"
• "best [service] [location]"
• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Commercial Keywords (Medium Priority):

• "[service] cost"
• "[service] prices"
• "how much [service]"
• "[service] estimate"
• "affordable [service]"
• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Informational Keywords (Lower Priority):

• "how to [service]"
• "[service] tips"
• "[problem] causes"
• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Focus 80% of your budget on transactional keywords.

### Negative Keywords Are Critical

Build a comprehensive negative keyword list to avoid wasting money:

Common Negatives for Contractors:

• DIY, free, job, jobs, career, salary, training, course, school
• Cheap, wholesale, supplier, supply
• YouTube, video, photos, images
• Volunteer, donate, charity
• Parts, equipment (unless you sell them)
• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Check search terms weekly and add negatives aggressively.

Ad Copy That Converts

### Headline Formula

You have three headlines (30 characters each):

Headline 1: Service + Location

• "Emergency Plumber in Philly"
• "Roofing Experts Philadelphia"
• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Headline 2: Unique Selling Proposition

• "Same-Day Service Available"
• "Licensed & Insured Since 1998"
• "Free Estimates • 24/7 Service"
• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Headline 3: Call-to-Action or Benefit

• "Call Now for Fast Service"
• "No Overtime Charges"
• "100% Satisfaction Guaranteed"
• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

### Description Best Practices

You have two descriptions (90 characters each):

Description 1: Expand on services and benefits

"Fast, reliable plumbing repairs. Licensed plumbers available 24/7. We service all makes and models. Call now for same-day service."

Description 2: Trust signals and CTA

"500+ five-star reviews. Fully licensed and insured. Upfront pricing, no hidden fees. Schedule your free estimate today."

### Ad Extensions to Include

Sitelink Extensions:

• Emergency Service
• Free Estimate
• Our Service Area
• Customer Reviews
• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Callout Extensions:

• 24/7 Emergency Service
• Licensed & Insured
• Same-Day Service
• Free Estimates
• 100% Satisfaction Guarantee
• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Call Extensions:

• Always enable click-to-call
• Use call tracking numbers
• Set to show 24/7 if you offer emergency service
• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Location Extensions:

• Link your Google Business Profile
• Shows your address, phone, and directions
• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Bidding Strategies

### For New Accounts (First 30 Days)

Start with Manual CPC:

• Gives you control while learning
• Start with bids 50% of your target CPA
• Adjust based on position and conversion data
• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

### Once You Have 30+ Conversions

Switch to Smart Bidding:

Target CPA (Cost Per Acquisition):

• Best for consistent lead generation
• Set target based on your acceptable cost per lead
• Example: If leads convert to jobs at 30% and average job profit is $1,500, you can afford ~$150 per lead
• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Maximize Conversions:

• Good if you want volume
• Google optimizes for most conversions within budget
• Can result in higher CPAs
• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Maximize Conversion Value:

• Best if you track actual revenue
• Assign values to different services
• Google prioritizes higher-value conversions
• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Landing Page Optimization

Your landing page is just as important as your ads:

### Essential Elements

Above the Fold:

• Headline matching ad copy
• Clear phone number (click-to-call on mobile)
• Simple lead form
• Trust indicators (reviews, certifications)
• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Trust Signals:

• Customer reviews with photos
• BBB accreditation
• Industry certifications
• Years in business
• Service area coverage
• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Single Clear CTA:

• Don't give too many options
• Primary: "Call Now" or "Schedule Service"
• Secondary: "Get Free Estimate"
• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

### Mobile Optimization

75%+ of contractor clicks are mobile:

• Click-to-call button prominently displayed
• Forms with large, easy-to-tap fields
• Minimal scrolling required
• Fast load time (under 3 seconds)
• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Conversion Tracking Setup

Track everything to measure ROI:

Phone Calls:

• Use Google's call tracking
• Or integrate with CallRail/CallTracker
• Track call duration (30+ seconds = qualified)
• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Form Submissions:

• Track thank-you page visits
• Or button clicks
• Pass lead info to CRM
• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Offline Conversions:

• Import completed jobs from CRM
• Assign revenue values
• Calculate actual ROI
• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Budget Allocation

### Starting Budget Recommendations

Minimum to be competitive:

• Small markets: $1,500-3,000/month
• Medium markets: $3,000-5,000/month
• Large markets: $5,000-10,000+/month
• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

### Budget Distribution

• 60% to high-intent transactional keywords
• 25% to commercial investigation keywords
• 15% to testing and brand protection
• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

### Seasonal Adjustments

Adjust budgets based on demand:

HVAC Example:

• Summer (peak AC): 150% of base budget
• Spring/Fall (moderate): 100% of base budget
• Winter (furnace season): 125% of base budget
• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Competitive Strategy

### Bidding on Competitor Names

Pros:

• Lower CPCs than service keywords
• Capture dissatisfied competitor customers
• Appears when people search competitors
• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Cons:

• Lower conversion rates
• May encourage retaliation
• Can feel aggressive
• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Best Practice:

Bid on major national competitors (HomeAdvisor, Angi) but be cautious with local competitors.

Common Mistakes to Avoid

Broad Match Without Negative Keywords:

• Will waste 50%+ of your budget
• Add negatives from day one
• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Sending Traffic to Homepage:

• Create dedicated landing pages per service
• Match landing page to ad copy
• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Not Tracking Phone Calls:

• Calls are 3-5x more valuable than forms
• Use call tracking to measure true ROI
• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Set and Forget:

• Check account 2-3x per week minimum
• Adjust bids, add negatives, test ad copy
• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

No Mobile Optimization:

• Mobile clicks cost the same but convert lower if site isn't optimized
• Invest in mobile UX
• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Performance Benchmarks

Know what success looks like:

Healthy Google Ads Metrics for Contractors:

• Click-Through Rate (CTR): 5-10%+
• Conversion Rate: 5-15%
• Cost Per Click (CPC): $10-50 (varies by service)
• Cost Per Lead (CPL): $50-200
• Quality Score: 7-10
• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Scaling Strategies

Once you've proven ROI:

1. Expand Service Area:

• Add neighboring cities/zip codes
• Monitor CPL carefully as you expand
• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

2. Add Services:

• Launch campaigns for related services
• Cross-sell to existing customers
• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

3. Increase Bids:

• Move from position 3-4 to 1-2
• Can double click volume
• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

4. Add Campaign Types:

• Performance Max campaigns
• Display retargeting
• YouTube ads
• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

The 90-Day Launch Plan

Month 1: Foundation

• Set up proper account structure
• Launch with conservative bids
• Focus on highest-intent keywords
• Build negative keyword list
• Track everything
• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Month 2: Optimization

• Analyze search terms and add negatives
• Pause low-performing keywords
• Test new ad copy variations
• Adjust bids based on performance
• Optimize landing pages
• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Month 3: Expansion

• Scale winning campaigns
• Add new keyword themes
• Implement Smart Bidding
• Launch retargeting campaigns
• Expand service area if ROI is positive

Conclusion

Google Ads can be the most profitable marketing channel for contractors—if done right. The key is starting with solid fundamentals: proper structure, tight keyword targeting, compelling ad copy, optimized landing pages, and rigorous tracking.

Most contractors either give up too soon (before gathering enough data) or waste money on broad, unqualified traffic. Follow this guide, give it at least 90 days, and continuously optimize based on real conversion data, not vanity metrics like impressions or clicks.

When you dial it in, Google Ads becomes a predictable, scalable lead generation machine that you can turn up during peak season and down during slow periods.