The wrong searches trigger the ad.
Loose targeting and missing exclusions can spend money on research, jobs, training, DIY and services you do not sell. I read the search terms, keep the useful demand and block the rest.
Google Ads · Australia-wide
Turn active searches into booked jobs.
I build and manage Google Search campaigns for Australian service businesses, with the focus on qualified calls, enquiries and booked work. I handle the first account check, the campaign and the weekly decisions myself.
01 / DIAGNOSE
An active campaign can still waste money.
Google can deliver traffic. I decide which searches are worth paying for, where those people should land and whether the business is ready to handle the enquiry.
Every service is pushed through one message.
A customer searching for an urgent repair should not land on the same promise as someone comparing a planned installation. I separate the useful buying intents and match each one to a clear ad and destination.
A click is counted as success.
Clicks do not tell you whether the phone rang, the enquiry was qualified or the work was booked. I set up the clearest measurement the business can support and report the gaps when the booking data is incomplete.
The lead arrives, then waits.
Paid traffic can expose a slow response very quickly. If calls ring out or forms sit untouched, I flag it and can connect the campaign to better follow-up or an AI receptionist.
02 / CONTROL
What I manage inside and outside the account.
Google's documentation explains how negative keywords exclude irrelevant searches and how call tracking connects ads with phone actions. I use both, then check the actual lead quality before deciding what deserves more budget.
01 / INTENT
Campaign and keyword structure
Organise the account around the services, service areas and customer decisions that can become valuable work.
02 / CONTROL
Search terms and exclusions
Review what people actually typed, protect the budget from irrelevant demand and keep useful discovery visible.
03 / MESSAGE
Ads and landing paths
Match the promise to the search and send people to a page that answers the job, builds trust and makes the next action obvious.
04 / SIGNAL
Calls and enquiry tracking
Measure the strongest available conversion signals, document what each one means and avoid treating every button click as a lead.
05 / PACE
Budget, location and schedule
Control where and when the campaign can spend, then adjust from lead quality and capacity rather than chasing platform activity.
06 / REVIEW
Weekly management
Check search demand, spend, conversion evidence and lead quality; make the next change and explain it in plain English.
Source references: Google Ads on negative keywords and phone-call conversion tracking.
03 / MEASURE
What I report, and why.
01 / SIGNAL
Search
What the customer actually wanted
02 / SIGNAL
Lead
A qualified call or enquiry instead of every click
03 / SIGNAL
Booking
Whether the opportunity became scheduled work
04 / SIGNAL
Value
Job value or revenue when the business can share it
If booking or revenue feedback is unavailable, I do not invent it. I report the strongest verified signal, label the blind spot and show what would be needed to close it.
04 / FIT
Google Ads is useful when the business is ready for the demand.
Good fit
- Customers already search for the service
- A worthwhile job can support paid acquisition
- Someone can answer and follow up quickly
- The business wants lead quality measured
Fix this first
- Nobody can respond to new enquiries
- The service or area is still unclear
- Success means traffic rather than customers
- The budget cannot be tied to job economics
05 / PROCESS
How I take over or rebuild an account.
Account and economics check
I inspect the current account, website, service areas, call handling and the value of a worthwhile job. If Google Ads is not the right first move, I say so.
Measurement before scale
I define which calls and forms count, what remains untracked and how booked-job feedback can return to the campaign without pretending the data is cleaner than it is.
Build or repair the campaign
I structure the useful demand, write the ads, control location and budget, connect the right landing paths and protect the launch with exclusions.
Manage from lead quality
Each week I check where the money went, which searches produced a real enquiry and what became useful work. Those findings decide the next account change.
06 / CONTEXT
The campaign is only one part of the result.
The existing home-service case study includes Google Ads, the website and AI call handling. The campaign worked as part of that wider setup. Read it to see the path from a search to an answered call and then a booked job.
07 / QUESTIONS
Google Ads questions.
- How much should an Australian service business spend on Google Ads?
- There is no single budget that suits every business. The starting amount depends on the service, search demand, location, competition, job value and how many leads the business can answer. I check those inputs first and keep my management fee separate from ad spend.
- How quickly can Google Ads generate leads?
- Google Ads can reach active searchers sooner than SEO. Early results still need context, so I check the tracking, search terms, lead quality and website before deciding what is working. The first weeks are a testing period and do not guarantee a result by a set date.
- Can you take over an existing Google Ads account?
- Yes. I can audit the existing account, preserve useful history and repair the structure where that is safer than rebuilding. Your business should retain ownership and access to its account and data.
- Do I need a new landing page?
- Not automatically. If an existing service page answers the search well and converts cleanly, I can use it. If the page is vague, slow or asks the customer to hunt for the next step, I will explain what should change before more budget is sent there.
- Do you guarantee a number of leads or a return on ad spend?
- No. Demand, competition, pricing, service capacity and sales follow-up sit outside the ad account. I provide transparent management, clear measurement and direct recommendations, but I do not invent certainty that the market cannot provide.
- Do you manage Google Ads outside Melbourne?
- Yes. Google Ads management is available to suitable service businesses across Australia. I am based in Melbourne; the campaign work, reporting and account management are delivered directly nationwide.
08 / NEXT MOVE
Before you spend more, find out where the current budget leaks.
Tell me what you sell, where you work and what a worthwhile job looks like. I will explain whether Google Ads is the right first move and what I would inspect before changing the account.