Google Ads for Small Local Service Businesses
Oct 01, 2025Short answer: Track the basics (calls + forms), answer fast, keep forms short, use negatives to block junk, run Search first, and only try Performance Max once you can measure quality.
Key takeaways
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Conversions ≠ customers. Calls/forms are the first win; follow-up turns leads into jobs and referrals.
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Measure something you control. Track phone calls and form fills; add simple revenue notes weekly (a sheet is fine).
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Speed to lead wins. Aim to answer in minutes (or use an answering service).
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Tight forms convert. Ask the minimum, then follow up for details.
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Search first. Remarketing/PMax only help some niches; start with Search and negatives.
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Call settings matter. Use a realistic call-duration goal (e.g., 60–90s) and capture voicemails.
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Block junk early. Big negative keyword list; review search terms weekly.
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Set expectations. Plan for 2–3 months of learning and iteration.
Why a “conversion” isn’t the finish line
Front-loaded answer: A form or call is just the start. Jobs come from follow-up, offers, and response time.
One lead can be worth many jobs (referrals, repeat work). Treat every valid inquiry like it could spark a chain of revenue.
Tracking when you don’t have a CRM
Front-loaded answer: Track calls and forms in Google Ads, then add simple revenue notes weekly.
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Use call tracking and website form conversions.
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Keep a shared Google Sheet: date, job type, est. value, won/lost.
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If you can, connect Zapier/CallRail to reduce manual work.
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Ten minutes a week of updates makes your ad spend smarter.
Make speed your advantage
Front-loaded answer: Answer fast or use an answering service.
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Many customers hire the first responsive pro.
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Call back within 5 minutes when possible; consider a low-cost answering service to cover jobs.
Form fills that actually convert
Front-loaded answer: Short forms get more leads.
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Ask for name, phone, service, suburb/postcode.
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Use the page context (e.g., “AC repair”) instead of long form fields.
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Call or text to collect details after they submit.
Calls: settings that improve lead quality
Front-loaded answer: Use a call-duration goal that fits how you answer.
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If a receptionist answers, 60–90s is a solid threshold.
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If you’re on the tools, count meaningful voicemails too.
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Review recordings; tag thumbs up/down to guide negatives.
Stop junk clicks and wrong callers
Front-loaded answer: Big negative lists + search term reviews.
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Start with a robust negative keyword list (jobs, careers, DIY, wholesale, etc.).
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Turn off Search Partners if quality dips.
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Ask customers what they searched when bad calls slip through.
Campaign setup that works for locals
Front-loaded answer: Lead with Search. Test PMax later if/when you can track quality.
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Structure by service and location.
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Keep ad groups tight; write clear, benefit-first ads with a phone CTA.
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Remarketing/Display: only for longer sales cycles (e.g., B2B IT, remodeling).
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Performance Max: test after Search is profitable and you can pass back higher-quality signals.
๐How to Optimise Performance Max Campaigns
Timeline and expectations
Front-loaded answer: Don’t judge in 30 days.
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Month 1: learn + clean search terms.
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Month 2: improve ads, negatives, and call/form handling.
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Month 3: scale what’s working; consider next steps (answering service, PMax test).
FAQ
How can I measure results without a CRM?
Track calls + forms in Google Ads and log won jobs + revenue weekly in a simple sheet. You’ll see which services/keywords pay.
What call duration should I use for a conversion?
Start at 60–90 seconds. If you miss calls on jobs, count qualified voicemails too and review recordings.
How do I reduce spam and wrong calls?
Use a large negative list, turn off Search Partners if needed, and review search terms weekly to add new negatives.
Should I use remarketing or Performance Max?
Start with Search. Try remarketing only for longer decisions; test PMax after you can track lead quality reliably.
What should my form ask?
Keep it short: name, phone, service, suburb/postcode. Gather extra details after they submit.
How fast should I respond to leads?
Within minutes if possible. If you’re on the tools, use an answering service—one job often pays for months of coverage.
How long before I judge results?
Give it 2–3 months. Results usually improve each month as search terms, ads, and follow-up get tighter.
Can small operators really compete?
Yes—speed, clarity, and service beat fancy stacks. Answer fast, show up professionally, and follow up.