Why Tracking Comes Before Everything Else
Google’s Smart Bidding decides how much to bid on every auction based on the conversions you tell it about. If your tracking counts a “thank you” page that people can reach without submitting a form, or misses phone calls entirely, the algorithm optimizes toward the wrong thing.
So the first thing we do in every account is make sure that:
- form submissions are tracked through Google Tag Manager with enhanced conversions,
- phone calls from ads, call extensions and your website are tracked with call tracking, with a minimum call length to filter out wrong numbers,
- duplicate conversions are removed,
- and where possible, offline conversions from your CRM show Google which leads actually became customers.
That last step is often the biggest lever. When Google knows which leads closed, it can find more people like them.
How We Structure Campaigns
Search campaigns built around intent
We group keywords tightly by service and intent, so the ad and landing page match the search closely. Someone searching “water heater replacement cost” sees a different ad and page than someone searching “emergency water heater repair”. Relevance like this improves Quality Score, which lowers what you pay per click.
Negative keywords as a weekly habit
Search term reports show what people actually typed before clicking your ad. We review them every week and block irrelevant searches, such as job seekers, DIY searches or services you don’t offer. Over time this is where a lot of the savings come from.
Performance Max with guardrails
For e-commerce and accounts with solid data, Performance Max can find conversions across Search, Shopping, YouTube, Display and Gmail. We run it with brand exclusions, audience signals, asset testing and careful monitoring so it doesn’t simply take credit for sales you’d get anyway.
Local Services Ads for local businesses
For eligible home services, legal and some healthcare categories, Local Services Ads show at the very top of the page with a Google verification badge, and you pay per lead rather than per click. We manage the profile, reviews, budget and lead disputes.
Landing Pages: The Other Half of PPC
Even a perfect campaign fails if the landing page doesn’t convert. We recommend or build dedicated landing pages that match the ad, load fast on mobile, show trust signals like reviews and guarantees, and make the next step obvious. Our Sales Funnels & CRO service goes deeper with A/B testing.
What Weekly Optimization Actually Looks Like
Every week, your strategist:
- Reviews search terms and adds negatives.
- Checks budgets, impression share and lost auctions.
- Pauses underperforming keywords, ads and placements.
- Launches or evaluates ad copy tests.
- Reviews lead quality with you and adjusts targeting.
Every month you get a call walking through cost per lead, conversion rates, what we tested and what we’ll do next. No vanity metrics, no hiding behind impressions.
Google Ads and SEO Work Better Together
Paid search shows which keywords and messages convert, often within weeks. We feed those insights into your SEO strategy, so organic pages target terms already proven to produce customers. Over time, strong organic rankings reduce how much you need to spend on ads for the same leads.