Google Ads pays off when each click comes from someone who can buy from you. We build campaigns that reach people searching for your service in your area, block the searches that waste budget, and measure every enquiry.
Most local businesses need two kinds of campaign: search campaigns for regular service enquiries, and call-only campaigns for urgent requests.
For regular service enquiries. Keywords such as service plus city get ad copy written for that intent.
For urgent requests. The ad shows a phone number, so a customer can call with one tap.
Job seekers, DIY searches and other cities are blocked from the start and reviewed every week.
Ads run in your city and a radius you choose. In the case below, the radius was 20 km.
Landing page. The page shows a click-to-call number above the fold, trust signals such as reviews and trust badges, and one clear call to action.
Bidding. We begin with manual cost per click while Google collects data. After about two weeks we switch to Maximize Conversions, once the account has enough conversions to support it.
Our role: Google Ads strategy, setup and ongoing management.
The challenge. The business needed a steady flow of qualified enquiries, including urgent calls, without paying for irrelevant clicks.
What we did. Two campaigns: search for regular enquiries, and call-only ads for emergencies. Keyword groups with tailored copy. Extensive negative keywords. Geo-targeting to the city plus 20 km. A conversion-focused landing page with a prominent phone number, trust badges and clear calls to action. Manual bids for the learning phase, then Maximize Conversions. Weekly review of search terms, click-through rate, bids and ad rotation.
| Metric | Result |
|---|---|
| Clicks | 413 |
| Click-through rate | 6.37% |
| Average cost per click | €4.13 |
| Conversion rate | 11.38% |
| Cost per lead | about €36 |
In total: about 47 qualified enquiries from roughly €1,700 in ad spend.
How fast do campaigns bring enquiries? Search and call ads can show within a day of launch. Smart bidding needs about two weeks of data before its results settle.
What does it cost? You set the ad budget, and every campaign has a daily cap.
Can you stop a campaign that costs too much per lead? Yes. We review every account weekly and pause keyword groups or ads that do not produce enquiries.
