Local Service Google Ads setup guide

Most local accounts waste money in the same few places. Get these right before you scale spend and you are ahead of the majority of advertisers in your area. No fluff, just the things that matter.

Before you launch

• Be clear on one number: what a new customer is worth to you.
• Know your service area, and target only where you can actually serve.
• Set a daily budget you can hold for at least a month to gather data.
• Decide what counts as a result: a call, a form, a booking. Not a click.

Campaign structure

• One campaign per service or treatment, not one catch-all.
• Tight, closely related keywords in each ad group.
• Start on phrase and exact match before opening up broad match.
• Write ads that name the service and the location.

Stop the waste

• Add a negative keyword list from day one (jobs, free, DIY, out of area).
• Set location targeting to people in your area, not merely interested in it.
• Check the search terms report weekly and cut what does not fit.

Tracking (the part most people skip)

• Track phone calls, both from ads and from your website.
• Track form submissions and any online bookings.
• Count each genuine enquiry once. No double counting.
• Import these into Google Ads so it optimises towards real leads.

Landing page

• Send each ad to a page about that service, not the homepage.
• Put a tappable call button above the fold on mobile.
• One clear action per page. Make it obvious.
• Keep it fast, and add trust signals: reviews, accreditations, real photos.

Ongoing

• Review search terms and negatives every week or two.
• Watch cost per lead, not clicks or impressions.
• Pause what does not convert, and move budget to what does.

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