Exciting News: I am running my first ever live Google Ads Challenge
Sales Open tomorrow BUT as a newsletter subscriber you can get early access from today.
This online event runs for 3-4 days & Tickets Start from just $99
Running Google Ads for service-based or lead generation businesses is very different from eCommerce. You’re not selling products with a shopping cart you’re building trust, capturing quality leads, and making sure the right people take the right action.
Here’s the roadmap every service business needs to follow to make Google Ads work profitably.
1) Conversion Tracking is Non-Negotiable
For service businesses, conversion tracking is the foundation of success.
Why? Because as Google leans harder into AI-powered campaigns, the platform is optimising for the signals you feed it. If those signals are wrong (like spammy form fills or short phone calls), Google thinks it’s winning while you’re stuck with bad leads.
The gold standard: Offline conversions.
Integrate Google Ads with your CRM (like CallRail, Salesforce or HubSpot) so you can pass back real outcomes like: booked appointments, qualified leads, or closed deals.
For smaller businesses, without a CRM start with these fixes:
-
Set conversions to “One” (not “Every”).
-
For phone call tracking, use a 90+ second threshold [or longer] to qualify real leads.
-
Add the latest reCAPTCHA to weed out bots.
-
Use Typeform or multi-step forms that redirect to a thank-you page (track that page as the conversion).
👉 CTA: Speaking of Typeform take ours on How Can We Help You here at DDA with your Google Ads?
2) Be Aggressive with Your Ad Copy
Every click costs money. Make sure the right people are clicking.
-
Speak directly to your ideal customer.
-
Be bold about who you’re for and who you’re not.
-
Don’t just say: “We’ve been in business since 2005.”
-
Instead, highlight what makes you different and what your customer actually cares about.
Example: Instead of “IT Services Available”, say: “Enterprise IT Support For Businesses”
And always include a clear CTA that tells prospects the exact next step whether it’s “Book Your Consultation” or “Call Now for a Free Quote.”
3) Optimise Your Landing Pages
This is where most service-based businesses lose leads. Even if your targeting and ad copy are perfect, a weak landing page will tank your conversion rate.
Your landing page must include:
-
A clear headline that matches their search intent.
-
A strong CTA above the fold.
-
Authority markers like reviews, testimonials, or certifications.
-
Simple design with real photos, not stock imagery.
Think of your landing page as the bridge between interest and trust. The cleaner and more credible it looks, the more leads you’ll win.
4) Start with Search & Scale Profitably with Performance Max
Even in a world of AI Max and PMAX, Search campaigns are still the best starting point for service businesses. Why?
Because searchers are actively looking for what you offer.
Best practices for Search campaigns:
-
Build campaigns around how you want to control spend: by service, by location, or both.
-
Group keywords by meaning, not just exact terms (e.g., “lawn care” + “grass mowing”).
-
Only move to Smart Bidding once you have at least 30 conversions/month otherwise, Google doesn’t have enough data to optimise properly.
When to add Performance Max (PMAX):
-
When you’ve hit CPC resistance and can’t scale Search profitably.
-
When you have offline conversion tracking set up to ensure Google learns from real, qualified leads not junk data.
Final Takeaway
Service businesses succeed with Google Ads by focusing on quality over quantity.
-
Track real conversions (ideally offline).
-
Write bold ad copy that filters out the wrong clicks.
-
Build trustworthy landing pages with clear CTAs and authority.
-
Start with Search campaigns, then layer in PMAX when the data supports it.
Have a great week in Google Ads.
Aaron
- Monday 15th September, 8pm AEST: What Every Service Based Business Needs To Know About Google Ads
- Wednesday 17th September, 8pm AEST: Where Agencies Really Add Value in Google Ads (& Where They Don’t)
Head Over To My YouTube Channel 👇
|
[LIVE MASTERCLASS + Q&A]
Live Google Ads Q&A | Aaron Young đź’»
Wednesday 17th, September, 2025, 10:00 AM (AEST)
Wednesday, 17th, September, 2025 01:00 AM (GMT)
Tuesday 16th, September, 2025, 5:00 PM (PT)
