Search ads capture people ready to call.
In this article
Keywords
Service plus city.
Match types
Phrase and exact.
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Service areas
Geo targeting.
Negatives
Exclude junk.
Tracking
Calls and forms.
A closer look
Broad keywords spend money on people looking for jobs, DIY tips or parts. Focused keywords and a strong negative list keep budgets on real customers.
Where to start
Start with your top three services and tight geography.
An example
An HVAC company added negative keywords like "jobs" and "DIY". Cost per call dropped.
Common mistakes
Broad match without negatives, no tracking and sending clicks to the homepage.
What to track
Track cost per call and booked jobs.
Questions to ask
Are we tracking calls? Which searches waste money? Do landing pages match ads?
Make it repeatable
Review search terms weekly and add negatives every time.
Price every call so it pays.
We help service businesses set clear policies, book better jobs and turn more calls into profitable work.
Frequently asked questions
What match types should service businesses use in Google Ads?
Many start with phrase and exact match for core service keywords and add negative keywords to avoid irrelevant clicks, expanding carefully as data grows.