Paid Ads

Most service-business Google Ads accounts aren’t short of clicks, they’re short of booked calls. Here are eight setup mistakes behind that, and how to fix each one.

Eight Google Ads optimisation tips and a simple weekly, monthly and quarterly routine that help service businesses cut wasted spend and lower their cost per booked call.

Your Google Ads budget is up. Reports look busy. Yet booked calls stay flat — and nobody can name where the money went. That is not a creative problem first. It is a waste problem: clicks that cannot become a job in your service area or offer, or clicks that never become measurable enquiries because

Two Google products. One diary. Local Services Ads (LSAs) sell leads with trust badges; Search Ads sell clicks you control with keywords, ads and landing pages. Owners often ask which is “better.” The useful question is narrower: where should the next pound or dollar go so booked calls rise, not just lead counts or impression

Pretty reports. Empty diary. That pattern is how service owners end up funding opaque Google Ads retainers for months — clicks up, booked calls flat, and nobody able to define a conversion sales would recognise. This guide helps you brief an agency properly or exit a bad fit with clarity: questions to ask, red flags

Same budget. Better diary. For many service accounts, the fastest path is not a new campaign — it is exclusions. Negative keywords stop ads from showing on queries that cannot become booked work: DIY, job-seekers, free advice, wrong trade, training. Pair this playbook with the wasted Google Ads spend checklist so you cut themes with

Remarketing gets a bad name for a reason: the ad that follows someone across the web after one quiet visit feels like stalking, not service. Appointment-led businesses live on trust — licences, reviews, “will they show up?” — so creepy retargeting burns the brand faster than it fills the diary. Remarketing for service businesses can

Introduction Online advertising helps businesses reach more people, generate leads, and increase sales. Two of the most popular advertising platforms today are Google Ads and Facebook Ads. Many business owners often ask the same question: Which platform gives better ROI?  ROI means Return on Investment. In simple words, it shows how much profit you make