Challenge

Local service campaigns can waste budget when broad search traffic, mixed service intent, loose geography, unanswered calls, and duplicate conversions are treated as equally valuable.

Solution

Separate high-intent services and locations, review search terms, build negative-keyword lists, align each ad with its landing page, and schedule campaigns around real call coverage. Validate form, call, and offline conversion actions, then choose which signals should guide automated bidding before increasing spend.

Results

Qualified inquiries, conversion rate, booked-job rate, cost per qualified acquisition, impression share on priority searches, and attributable revenue when the data is complete.

Outcome

Verify conversion tracking before increasing budget; otherwise, optimization can reward the wrong actions.