Fill your calendar with high-intent leads from customers who are actively searching for what you do — right now.
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Fill your calendar with high-intent leads from customers who are actively searching for what you do.
Google Ads puts your business in front of people actively searching for what you offer — right now. Unlike SEO (which takes months to build) or social media (where you interrupt people who weren't looking), Google Ads captures demand that already exists.
When someone searches "emergency roof repair near me" or "best landscaping company in Denver," they have high intent and are ready to hire. Google Ads lets you be the first business they see.
Search Ads (Google Ads): Text ads that appear at the top of Google search results. You pay per click. Best for most service businesses.
Local Services Ads (LSAs): Pay-per-lead ads with a "Google Guaranteed" badge. Appear above regular Search Ads. Available for specific service categories. Require background check verification.
Display & Remarketing: Show image ads to past website visitors or similar audiences. Best used as a supplement to Search Ads, not a replacement.
For most service businesses starting with Google Ads, Search Ads are the right first investment.
The single biggest mistake service businesses make with Google Ads is targeting the wrong keywords — either too broad (wasting budget) or too narrow (missing customers).
Match types explained: • Broad match: Your ad can show for related searches (risky — can waste budget) • Phrase match: Your ad shows when your keyword phrase is part of the search • Exact match: Your ad only shows for that specific search
For service businesses, start with phrase and exact match keywords. Include your service type + location combinations. Use negative keywords aggressively to exclude irrelevant searches (e.g., "DIY," "how to," "free").
Your ad has 3 headlines and 2 descriptions. Every character matters.
Headline best practices: • Headline 1: Include your primary keyword (e.g., "Roofing Contractor Denver") • Headline 2: Lead with a benefit or differentiator (e.g., "Free Estimates · Licensed & Insured") • Headline 3: Call to action (e.g., "Call Now — Same Day Service")
Description best practices: • Address the customer's pain point directly • Include social proof (years in business, number of jobs completed, reviews) • Always include a clear call to action
Use ad extensions: call extensions, location extensions, sitelink extensions, and callout extensions — they increase ad real estate and click-through rates significantly.
Sending Google Ads traffic to your homepage is one of the most expensive mistakes in digital marketing. Your landing page must match the ad the visitor clicked.
High-converting landing page checklist: • Headline matches the ad and keyword exactly • Phone number is visible above the fold on mobile • One clear call to action (call or fill out form — not both) • Load time under 3 seconds • Trust signals: reviews, certifications, years in business, photos of work • No navigation menu (remove distractions) • Mobile-first design
Minimum viable budget: For most local service businesses, a budget of $1,500–$3,000/month in ad spend is needed to generate meaningful data and consistent leads. Below this threshold, you may not have enough volume to optimize.
Bidding strategy recommendations: • New campaigns: Start with Maximize Clicks to gather data • After 30+ conversions: Switch to Target CPA (cost per acquisition) • Mature campaigns: Target ROAS or Maximize Conversion Value
Expected timeline: It typically takes 60–90 days of data collection and optimization before Google Ads campaigns reach peak performance. Do not judge results in the first month.
If you are not tracking conversions, you are flying blind. Set up conversion tracking for: • Phone calls from ads (Google call extensions) • Phone calls from your website (call tracking number) • Form submissions • Direction requests
Key metrics to monitor: • Click-through rate (CTR): Industry average is 3–5% for service businesses • Cost per click (CPC): Varies by industry and location, typically $5–$30 • Conversion rate: Aim for 10–20%+ on well-optimized campaigns • Cost per lead: Your target depends on your average job value • Quality Score: Higher scores = lower costs and better ad positions
Via Helm offers flat-fee Google Ads management with full transparency and no hidden budget markups.