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The client is a local plumbing business focused on emergency and residential services. The main goal was to increase phone calls and lead form submissions from high-intent local searches. The biggest challenge was high competition and expensive keywords in the service area. I built tightly themed search campaigns, focused on call only and lead form ads, optimized keywords and negatives, and improved conversion tracking. As a result, the campaign generated consistent plumbing leads at a controlled cost per conversion while maximizing local visibility and call volume.
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Google Ads + Social Media Ad Creatives
You're probably looking at the wrong Google Ads metric.
I don't care if your campaign has:
✅ 8% CTR
✅ 10/10 Quality Score
✅ Cheap CPC
If it's not generating profitable leads or sales, none of those numbers matter.
The first thing I check in every Google Ads account isn't CTR.
It's this:
Search Terms.
I've seen businesses spend thousands of dollars because Google matched their ads to searches they never intended to target.
Examples:
❌ Free...
❌ Jobs...
❌ DIY...
❌ "Near another city you don't serve..."
The campaign looked healthy.
The business kept losing money.
Before increasing your budget, spend 10 minutes reviewing your Search Terms report.
You might find the real reason your Google Ads aren't working.
Question: When was the last time you checked your Search Terms report?
#googleads #ppc #marketing
A dental clinic in Milan taught me more about conversion than any landing page course.
35 years in practice. 12,000 patients treated. And the easiest way to book was still to find the phone number yourself.
Three things we changed
1. Two actions in the hero, not one. Book now for people who are ready, Call us for people who want reassurance first. In healthcare the audience splits almost evenly, and forcing everyone down one path loses half of them.
A dental clinic in Milan taught me more about conversion than any landing page course.
35 years in practice. 12,000 patients treated. And the easiest way to book an appointment was still to go hunting for the phone number.
Three things we changed.
1. Two actions in the hero, not one. Book now for people who are ready, call us for people who want reassurance first. In healthcare that audience splits almost evenly, and forcing everyone down one path quietly loses half of them.
2. Proof before persuasion. Years in practice, patients treated, size of the studio, sitting directly under the hero as plain numbers. No adjectives. Numbers do reassurance better than copy does.
3. Address and directions treated as content, not footer text. For a local business, how do I get there is a conversion question, not an admin detail.
The pattern keeps repeating. For local service businesses the bottleneck is rarely traffic. It is that the site makes people work to do the thing they already wanted to do.
What is the most buried call to action you have run into lately?
2. Proof before persuasion. Years in practice, patients treated, size of the studio, sitting directly under the hero as plain numbers. No adjectives. Numbers do the reassuring that copy cannot.
3. Address and directions treated as content, not footer text. For a local business, how do I get there is a conversion question, not an admin detail.
The pattern keeps repeating: for local service businesses the bottleneck is rarely traffic. It is that the site makes people work to do the thing they already wanted to do.
What is the most buried call to action you have run into lately?