Define the commercial target
We begin with the services you want to promote, the areas you can serve and the value of a suitable customer. The plan separates media spend from management and production work, so the budget is understandable before a campaign begins.
We also consider capacity. If you can only take on a limited number of new projects, the campaign and follow-up process should reflect that limit.
Match each search to a useful destination
A focused landing page should explain the advertised service and make the next step clear. Someone looking for a specific repair should not have to decode a general homepage to find out whether you can help.
- Group search intent around an appropriate offer.
- Review location targeting and exclusions.
- Check search terms and negative keywords.
- Test the contact path and accepted-lead measurement.
Review geography and lead quality
Google Ads supports geographic targeting, including areas and radius targeting. We choose settings deliberately and review the enquiries received, because the campaign's target area and the customer's actual project location are not interchangeable.
Your feedback matters: out-of-area enquiries, wrong services, duplicate requests and genuine prospects should not all look equally successful in a report.
Use paid search alongside organic work
Advertising can test offers and bring visibility while longer-term website improvements are underway. The appropriate mix depends on costs, demand, competition and conversion. Buying ads does not buy a higher organic ranking.
Sources & further reading
Official references used for the local and platform guidance on this page.