Should I turn Google Ads off during hours when nobody answers the phone?
Restricting hours is defensible if calls truly go unanswered, because you are paying for leads you then lose. But the better first move is usually to fix …
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Google Ads
Paid search for service businesses, measured past the click.
Why is my Google Ads budget gone by noon?
Either demand exceeds your budget at current bids, or something is consuming it that should not be. Check three things in order: the search terms report f…
Why does my cost per lead go up when I increase the budget?
Because you buy the cheapest demand first. Raising budget means entering auctions you previously skipped — broader queries, worse positions, weaker hours …
My cost per lead is down but my cost per booked job is up. What is going on?
Booking rate fell. Cost per booked job equals cost per lead divided by booking rate, so the two can move in opposite directions whenever the leads got che…
What's the real difference between the Conversions and All Conversions columns, and why does it matter?
The Conversions column contains only the actions marked as primary, and that is what smart bidding optimizes toward. All Conversions includes secondary ac…
How do I check whether my Google Ads conversion tracking is accurate?
Audit in three layers: does the tag fire, does it fire exactly once, and does it fire for the right event. Most broken tracking passes the first layer and…
How does conversion lag mess up smart bidding, and what do I do about it?
Lag is the time between the click and the moment the conversion is recorded. The bidder sees an incomplete picture of recent days, so recent performance a…
The clicks convert but the jobs don't book. How do I find which layer is broken?
Measure each layer with its own denominator instead of looking at one blended number. Query to click, click to contact, contact to answered, answered to b…
Which Google Ads bid strategy should a service business use?
Pick the one your data can support. Maximize Conversions when you trust lead counts and want a fixed budget spent. Target CPA once the conversion definiti…
Are call-only campaigns still worth running for service businesses?
In narrow cases, yes: high-urgency mobile searches where a landing page adds a step and nothing else. Call-only removes the website from the path, which a…
Call-only ads or a landing page with click-to-call — how do I decide?
Decide from two facts about your own business: how reliably the phone is answered, and how much the customer needs to see before they commit. Call-only re…
What call length should count as a conversion?
There is no universal number. Measure your own calls: bucket them by duration, look at the booking rate in each bucket, and set the threshold at the point…
Can Google Ads spend more than my daily budget?
On a single day, yes — up to twice your daily average — but not more than the monthly limit, which is your daily budget multiplied by 30.4. Google overspe…
How do I tell whether to raise my budget or fix the phones first?
You are budget limited if the campaign stops delivering while calls are still being answered promptly and booked at a normal rate. You are capacity limite…
How do I tell which Google Ads campaigns produced actual work, not just leads?
Carry an identifier from the click all the way to the job record, then report booked jobs and completed revenue by campaign instead of conversions by camp…
How long do I have to run an ad test before I can trust the winner?
Count conversions, not days or impressions. The smaller the difference you want to detect, the more conversions you need — and the requirement grows rough…
Is broad match safe now that smart bidding exists?
Broad match works when the bidding system has clean conversion signal to steer with, and burns budget when it does not. It is less a keyword setting than …
Is my brand campaign adding anything, or am I paying for clicks I would have gotten free?
The only honest answer comes from an experiment, and it has to be measured on total branded contacts — paid plus organic plus map and profile calls — not …
Should I bid on my own company name in Google Ads?
Usually yes, but not for the reason people give. Brand clicks are cheap, and they are only clearly incremental when a competitor is bidding on your name o…
When is broad match actually safe to use for a service business?
Broad match leans on the signals around it — conversion history, audience lists, landing page, and the value you report back. It works when those signals …
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