If you’re running Google Ads for your service business, you need to ensure that your campaigns are optimized for conversions—not just clicks. Many businesses waste thousands of dollars on inefficient campaigns because they overlook key settings. In this guide, we’ll break down five critical tips to help you get the most out of your Google Ads campaigns.
1. Optimize Your Google Ads Campaign Settings
One of the biggest mistakes businesses make is using the wrong bidding strategy. Here’s what you need to know:
- Avoid Maximize Clicks—this setting prioritizes volume over quality, leading to irrelevant traffic.
- Start with Manual CPC (Cost-Per-Click) to maintain control over your bidding strategy.
- Once you’ve collected 20-30 conversions per month, consider switching to Maximize Conversions to let Google optimize for better leads.
Key Settings to Adjust:
- Networks: Uncheck Google Display Network to avoid showing ads on irrelevant sites.
- Location Targeting: Focus on your immediate service area—expanding later is easier than shrinking.
- Budget Considerations: Ensure your daily budget is high enough to generate enough clicks for optimization.
2. Send Traffic to a Landing Page (Not Your Website)
A major factor in conversion success is where you send your paid traffic. Many businesses send Google Ads traffic to their homepage, but this is a costly mistake.
Why Landing Pages Work Better:
- Laser-focused content: Every element on the page is designed to convert.
- No distractions: No extra links or navigation bars that might lead visitors away.
- Clear calls to action: Phone number and lead form are front and center.
- Tailored messaging: The landing page speaks directly to the ad audience (e.g., if they searched for “floor refinishing,” they land on a page about floor refinishing, not general home services).
📌 Pro Tip: Many users prefer different contact options—younger audiences favor forms, while older users prefer phone calls. Include both on your landing page.
3. Implement Call Tracking & Conversion Reporting
If your business relies on phone calls, tracking them as conversions in Google Ads is critical.
- Use CallRail or similar software to track calls generated by Google Ads.
- Every tracked call should be reported back to Google Ads as a conversion event.
- This helps Google understand what real leads look like and optimize your campaign accordingly.
Why This Matters:
- Without proper conversion tracking, Google doesn’t know what’s working and can’t optimize effectively.
- Call tracking allows you to allocate budget towards higher-quality leads.
4. Add Negative Keywords: Filter Out Unqualified Traffic
Negative keywords are just as important as your targeted keywords. These tell Google what NOT to show your ads for, saving you thousands in wasted ad spend.
Common Negative Keyword Examples:
- DIY searches (e.g., “floor refinishing DIY”)
- Research-based queries (e.g., “best floor refinishing methods”)
- Irrelevant searches (e.g., “free floor refinishing” or “floor refinishing job openings”)
📌 Pro Tip: We’ve seen campaigns wasting 75-80% of their budget due to missing negative keywords. Regularly audit your search terms report and add negatives weekly.
5. Continuously Optimize and Monitor Your Campaign
One of the worst mistakes business owners make is setting up their campaign and forgetting about it. Google rewards advertisers who regularly adjust and optimize their campaigns.
Steps to Maintain an Optimized Campaign:
- Check performance weekly: Look for trends in cost-per-click, conversion rate, and search terms.
- Adjust bids strategically: Increase bids on top-performing keywords and lower bids on underperformers.
- Review Google’s optimization score: While you don’t have to follow every recommendation, addressing key issues can improve performance.
- A/B test ad copy & landing pages: See which variations convert best and refine accordingly.
📌 Pro Tip: If Google sees that you’re not managing your campaign actively, it may increase your cost-per-click (CPC) over time. Consistency is key.
PREFER TO LET THE EXPERTS HANDLE IT?
If you’d rather focus on running your business and leave the ads to the professionals, Mancini Digital can help. We specialize in Google Ads for local service companies, ensuring you get more calls, appointments, and revenue without the hassle of managing campaigns yourself.