Google Ads
A Google Ads structure that survives a real service calendar
Most contractor accounts fail on structure and negatives, not on bidding strategy.
April 2026 · 7 min read
Build around job value, not keyword volume
Group campaigns by the profitability of the work, not by service list alphabetically. High-ticket, high-margin services get their own campaign and their own budget floor so they never lose auctions to cheap repair traffic. Low-ticket services either get a small capped campaign or none at all.
This one decision does more for account performance than any bidding change, because it stops the account from spending the whole budget on the least valuable calls.
Negatives are the actual work
Local service search is full of traffic that will never buy: DIY, jobs, salary, training, wholesale, free, parts, and every neighboring town you do not drive to. A weekly search-term review with aggressive negatives is the difference between a 10% and a 35% call rate.
- Exclude DIY and research intent explicitly, not by relying on match type
- Exclude careers and supplier searches
- Exclude out-of-area geography by term as well as by location targeting
- Set location targeting to presence, not presence-or-interest
Landing pages carry half the result
Sending paid clicks to a homepage wastes the auction you just won. Each campaign should land on a page that names the exact service and the exact market, shows proof from that market, and puts a call and a quote form within a thumb's reach on mobile. Load speed is conversion work, not an engineering nicety.
Feed outcomes back
Import booked appointments and won jobs as conversions from the CRM. Optimizing to form fills teaches the algorithm to find people who fill in forms. Optimizing to won jobs teaches it to find people who hire you - and the account gets quieter and more profitable over the following weeks.
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