How to Make Google Ads Work for Service-Based Businesses
For many engineering, tradies and service-based business owners, Google Ads feels like gambling—spend some money, hope the phone rings, and often get disappointed. But when set up right, Google Ads is one of the most powerful tools to bring in steady, high-quality leads. The key is targeting the right people, in the right place, with the right message.
Here’s how to make Google Ads actually work for your business—and turn those clicks into paying customers.
1. Start with the Right Keywords
Most businesses waste money by bidding on broad or irrelevant keywords. If you’re a plumber in Manchester, you don’t want to show up for someone searching “DIY plumbing tips.” You want to appear for searches like “emergency plumber Manchester” or “boiler repair near me.”
Pro Tip: Use “local intent” keywords. These are search terms that show someone is looking for help in your area and ready to hire.
Bonus Tip: Use negative keywords too. For example, if you don’t offer free quotes, exclude searches with “free.” This saves you from paying for clicks that won’t convert.
Example Keyword Match Types:
- Broad Match: plumber services
- Phrase Match: “plumber in Manchester”
- Exact Match: [emergency plumber near me]
Using the right match types ensures your budget goes towards people with serious intent—not window shoppers.
2. Create Ads That Speak Directly to the Problem
Your ad should do one thing: get the right person to click. Speak to their pain points: “Leaky pipes? Get a plumber in under 60 minutes. No call-out fees.”
What works:
- Clear headline: “Manchester Emergency Plumber – 24/7 Service”
- Highlight trust: “5-Star Rated | Fast Response”
- Strong call to action: “Call Now” or “Book Online Today”
Example Scenario: Imagine someone’s boiler bursts on a Sunday. They don’t want to scroll—they want help. Your ad should instantly reassure them that help is available now, without making them dig for info.
3. Send Clicks to a Conversion-Ready Landing Page
Too many businesses send paid traffic to a messy homepage. Big mistake. You need a dedicated landing page that matches your ad and makes it easy to take action.
Your landing page should:
- Match the ad’s offer and keywords
- Have a clear headline and benefit statement
- Show your phone number and a booking form front and center
- Include social proof (reviews, accreditations, photos of your team)
- Load fast and look good on mobile devices
Don’t Forget: If you offer free estimates, financing, or 24-hour service—say it right there. That small detail can seal the deal.
4. Use Location and Scheduling to Target Smartly
You don’t need to show ads to the whole country. Focus on your service area. Also, run ads during hours you can actually respond.
Example:
- Set your ads to only show in Leeds from 7am–8pm
- Pause ads during holidays or busy periods when you can’t take more jobs
- Use location extensions to show your office or service base on Google Maps
Pro Insight: Use geofencing to focus on high-value postcodes or neighborhoods where you’ve had profitable jobs before.
5. Track Every Call and Booking
If you’re not tracking results, you’re flying blind. Set up call tracking and form tracking so you know what’s working. This lets you cut waste and double down on what’s bringing in real leads.
Simple Metrics to Watch:
- Cost per lead (CPL)
- Click-through rate (CTR)
- Call duration (short calls may be tire kickers)
- Conversion rate from landing pages
At Qum Studios, we set this up for our clients from day one. No guesswork—just data-driven results that show what’s working (and what’s not).
6. Real-World Results: East Rand Solar’s Success Story
At Qum Studios, we’ve seen firsthand how the right combination of Google Ads management and website optimization can transform a business. Take East Rand Solar, for example—a solar installation company based in Gauteng.
They approached us with a common challenge: their website wasn’t generating enough leads, and their Google Ads campaigns were underperforming. We implemented a comprehensive strategy that included a complete website redesign focused on user experience and conversion optimization, along with a revamp of their Google Ads campaigns to target high-intent keywords and local customers.
The results were impressive:
- 180% increase in website traffic
- Significant boost in qualified leads
- Notable increase in sales
This case study illustrates how a well-executed digital marketing strategy can lead to substantial growth for service-based businesses.
7. Let an Expert Handle It (So You Can Get Back to Work)
Let’s face it—you’re busy running your business. Learning Google Ads properly takes time, and mistakes cost money. That’s where we come in.
Here’s what we handle for you:
- Keyword research
- Ad writing and design
- Campaign setup and optimization
- Landing page creation
- Call and lead tracking
- Monthly performance reports
8. Common Google Ads Mistakes (And How to Avoid Them)
Mistake 1: Sending traffic to your homepage
- Fix: Use a tailored landing page that matches the ad
Mistake 2: Not using negative keywords
- Fix: Add irrelevant terms like “free,” “training,” or “DIY” to your exclusion list
Mistake 3: No call tracking
- Fix: Use tools like CallRail or Google Tag Manager to track every inquiry
Mistake 4: Ignoring mobile experience
- Fix: Make sure your site is fast and easy to navigate on phones
Mistake 5: No testing
- Fix: Run A/B tests on ad headlines, calls-to-action, and landing page layouts
9. Myth vs. Fact: Google Ads Edition
Myth: “Google Ads is too expensive.”
- Fact: Done right, it pays for itself with just one good customer.
Myth: “I tried it once and it didn’t work.”
- Fact: Most failed campaigns are due to poor setup—not the platform itself.
Myth: “I don’t need ads—word of mouth is enough.”
- Fact: Referrals are great, but they’re unpredictable. Ads give you control and consistency.
Ready to Get More Leads?
At Qum Studios, we run Google Ads campaigns that actually work—for busy business owners who don’t have time for trial and error. We don’t just send traffic. We build complete systems that turn clicks into customers.
Book a free strategy session today, and let’s build a lead generation system that works for your business—not just some generic ad account.
Qum Studios – Marketing That Gets the Job Done.
