# Google Ads checklist for home-service businesses

> A 27-point Google Ads checklist for roofers, HVAC companies, plumbers and other trades: tracking, targeting, keywords, ads, landing pages and budgets. Open your account and tick what you can confirm; anything you cannot tick is likely costing you money.

27 checks that stop wasted spend. Printable, and free.

## The checklist

### Tracking

- Phone calls from ads are tracked as conversions (call extensions and website calls)
- Form submissions are tracked once, on the thank-you step
- Calls under 30 to 60 seconds are not counted as leads
- You can see which search led to each booked job
- Conversions are imported from Google Analytics or set in Google Ads, not both

### Targeting

- Location targeting is set to "Presence: people in or regularly in" your areas
- Ads only run during hours someone answers the phone (or calls route to a service)
- Display Network and search partners are off for search campaigns, unless tested
- Bids are lower or excluded in areas you do not want to drive to

### Keywords and searches

- Each service has its own ad group or campaign
- You read the search terms report at least every two weeks
- Negative keywords block DIY, jobs, careers, supplier, parts and free searches
- Broad match is only used with smart bidding and strong conversion data
- Competitor names are not in your keywords unless you chose to bid on them
- Your own brand name is in a separate campaign

### Ads

- Ads mention the service and area searched for
- Ads give a reason to choose you (reviews, warranty, same-day service)
- Call, location, sitelink and callout assets are all set up
- At least one responsive search ad per ad group, rated Good or Excellent

### Landing pages

- Each ad group sends people to a page about that service, not the homepage
- The page loads in under 3 seconds on a phone
- Your phone number is a tap-to-call button above the fold
- The form asks only what you need to call back
- The page shows reviews, photos of real work and your service area

### Budget and bidding

- You know your target cost per booked job
- Budgets are not limited on your best campaign while weak ones spend freely
- Bidding strategy matches the amount of conversion data you have