Good Google Ads optimization starts

Good Google Ads optimization starts at the keyword level. 🔎

Here’s a small snapshot from a Google Ads campaign for a cleaning business in Toronto.

A few things immediately stand out:

→ “move out cleaners” — 100% CTR on the data shown → “house cleaning Toronto rates” — 15% CTR with 3 clicks → “regular cleaning service” — 16.67% CTR → Different keywords are producing clicks at very different costs

But I wouldn't immediately call the 100% CTR keyword a winner.

Why?

Because 1 click isn't enough data.

This is where campaign optimization becomes more than just looking at a dashboard.

I look at:

Search intent → CTR → CPC → conversions → lead quality

The goal isn't to get clicks just because they are cheap.

The goal is to find the searches that represent real buying intent and turn them into qualified leads.

If you're running Google Ads for a local service business and your campaign is getting clicks but not enough customers, the problem may be hiding at the keyword level.

That's the kind of optimization I focus on.