Google Ads for Local Service Businesses: An Account Structure That Avoids Waste

Many local service businesses start Google Ads with one campaign, one group of ads and a long list of mixed keywords. It works at first, then budget leaks into searches that never turn into customers. A clearer structure fixes much of that.

Separate campaigns by service

Create a campaign for each core service, such as boiler repair, kitchen fitting or emergency plumbing. This lets you set budgets and track results for each service separately.

Group keywords by intent

• Ad groups of closely related search terms

• Ads that mention the same words the customer typed

• A landing page that matches the service searched for

Control the area you serve

Set location targeting to the areas you really cover, and check the setting that decides whether people who show interest in a location, not just those in it, can see your ads.

Track what matters

Count calls and form submissions as conversions. Without conversion tracking you are optimising for clicks, not customers.

Review search terms weekly

The search terms report shows what people really typed. Add irrelevant searches as negative keywords and add good new phrases as keywords.

None of this guarantees results, but a tidy account makes problems easier to see and money easier to protect.

If you would like a second pair of eyes on this, get in touch with Merx Marketing via the Contact page for a free consultation.