Google Ads management for contractors

What you receive

Every item below is a file or an account setting you can open, not a summary of activity.

An account structured by service and market

Campaigns follow the services you sell and the areas you serve. Each one has its own budget, its own ad copy and its own landing page, and the structure is written up in a plan you approve before it is built.

A keyword and negative list with a written basis

Every keyword carries a note on why it is there and which match type it uses. Every negative carries the search term that caused it. The list lives in a shared spreadsheet, not only inside the platform.

Conversion tracking that counts an enquiry

A tracked phone call and a submitted form are the conversions. A page view is not. The tracking is tested before the first campaign is switched on.

Landing page notes, or the page itself

Where we build the site, the landing page is part of the work. Where we do not, you receive a written brief for each page describing what has to be on it and why.

A weekly review and a monthly report

The account is reviewed every week and the changes are logged. The monthly report states what was spent, what was changed and what is recommended next, in your own service language.

An account that stays yours

The account is created under your own Google Ads billing profile, with you as the administrator. Our access is granted by you and can be removed by you.

Account structure by service and market

Structure decides where the budget goes. It is set before any keyword is written.

One campaign per service

Concrete restoration, waterproofing and interior demolition are different buyers with different values to you. Each gets its own campaign, so its budget can be moved on its own and its conversions can be read on their own.

Ad groups by scope within the service

Under each campaign, ad groups follow the scopes a buyer names in a search. The ad copy in each group names the same scope, so the search, the ad and the landing page all say the same thing.

Separate campaigns for separate markets

Where you serve more than one metro, or both commercial and residential buyers, they are split. A single blended campaign cannot tell you which market is worth more to you.

Location targeting set to physical presence

Targeting is set to people physically in your service area, drawn as the area you actually cover rather than a radius picked for convenience. Areas you will not travel to are excluded by name.

Schedules that match when the phone is answered

Ads run in the hours a call can be answered. If nobody picks up in the evening, the schedule reflects it, so the budget is not spent producing calls that go to voicemail.

Brand kept apart from generic

Searches for your company name run in their own campaign. The cost of defending your name is never mixed with the cost of finding new buyers.

Match types and the negative keyword programme

We use match types to narrow the searches a keyword is entered for, and negatives to exclude the searches it should never be entered for. Both are kept as a written record and reviewed weekly.

Phrase and exact match by default

New keywords are added on phrase or exact match. Broad match is used only where you have agreed to it in writing, for a stated reason, and inside its own campaign so its spend is visible on its own.

A negative list built before launch

Job and career terms, training and course terms, DIY and how-to terms, product and software terms, and free and cheap terms go in before the first ad runs. The list is shared with you in a spreadsheet.

Negatives added from the search terms report

Every week the search terms report is read in full. Each irrelevant search is added as a negative, with the term recorded beside it, so the same waste is not paid for twice.

Negatives at the right level

A negative that applies to the whole account goes in a shared list. One that applies only to a single service goes on that campaign, so it does not block a search that is right for another service.

Competitor and supplier names decided with you

Whether to show for a competitor's name is a business decision with a cost attached. It is put to you with the reasoning rather than decided for you.

Landing pages

The page a click lands on is part of the campaign. An ad that names a scope and lands on a general services page has broken its own promise.

One landing page per service campaign

The page names the scope the ad named, in its first heading. Where a page for that scope does not exist, we say so before launch and quote the page as a separate item.

The enquiry route visible without scrolling

A phone number that can be tapped and a short form are placed at the top of the page, both visible on a phone screen before the visitor scrolls.

Proof, handled properly

Project references with permission, anonymised where permission is not available, and never stock construction photography captioned as your work.

Built to the same standard as the site

Server rendered, quick to load, with explicit image dimensions and a form that reports what happened to the submission. Where we did not build the site, the brief lists what the page needs.

One page, one purpose

No navigation that leads the visitor away and no unrelated services in the margin. The page exists to answer the search and to make the enquiry easy.

Call and form tracking

Tracking is built and tested before the first campaign is switched on. Spend on an untracked account cannot be reviewed, only guessed at.

Calls from ads are tracked as calls

A call placed from an ad or from the landing page is recorded as a conversion with its duration. A short wrong number is not counted the same way as a conversation.

Forms are tracked on submission

The conversion fires when the form is submitted successfully, not when the page loads or when the button is clicked. A failed submission is not a lead.

Each conversion is named by what it is

Phone call, quote request, plan upload. You can see which service produced which kind of enquiry, in the report and in the account.

Tested before launch, checked every week

A test call and a test form are placed before any budget runs, and the record is checked. The weekly review confirms the tracking is still firing before any bid is changed.

Your data stays in your account

Conversion data is held in your own Google Ads account, not in a tool of ours. If you leave, the history leaves with you.

What is included and what is not

Stated here rather than discovered on an invoice.

From first call to live

Six steps. Nothing is switched on until you have seen the structure and the fee in writing.

1. 01

   Read access and a first conversation

   You grant read only access to any existing account, or tell us there is none. We talk through the services you want more of, the areas you serve, and what an enquiry is worth to you.

2. 02

   A written proposal

   The management fee, the proposed campaign structure and the recommended starting budget, stated in United States dollars, in writing. You approve it before anything is built.

3. 03

   Tracking first

   Call tracking and form tracking are installed on the landing pages. Test conversions are placed and checked in the account before any campaign exists.

4. 04

   Structure, keywords and copy

   Campaigns, ad groups, keywords with their match types, the negative list and the ad copy are built in the account and left paused. You review the copy, since it is your name on it.

5. 05

   Landing pages confirmed

   Each campaign is pointed at a page that names its scope. Where a page is missing, it is built or briefed before that campaign goes live, not after.

6. 06

   Launch at the starting budget, then the weekly rhythm

   Campaigns go live at the agreed starting budget. From the first week the search terms report is read, negatives are added, and the change log begins.

Budget pacing, the weekly review and the monthly report

The monthly figure you set is the figure we manage to and report against.

A monthly figure, paced through the month

You set a monthly budget. It is divided across the campaigns in the proportions in the plan, daily budgets are set to pace the month, and spend is checked against that pace every week.

Reallocation, not increase

Budget moves between campaigns as the search terms and the conversions show where it is working. It does not increase without your written agreement.

The weekly review

Search terms read in full, negatives added, tracking confirmed, spend checked against pace, and ad copy and bids adjusted where the record supports it. Every change is written in a log you can read.

The monthly report

What was spent by campaign, what conversions were recorded by kind, what changed in the account and why, the negatives added, and a recommendation for the next month with the reasoning.

In your own language

The report names your services as you name them. It does not present a platform score as if it were a result.

Questions clients ask