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Overview
Launch and maintenance checklist for contractor Google Ads accounts - structure, negatives, geo, extensions, landing pages, and tracking.
Use at account launch and repeat monthly. Pair with the Cost Per Lead calculator at deltamarketingdigital.com/tools/.
Pro tip: 80% of wasted home service ad spend comes from broad match without negatives, wrong geo, and slow landing pages.
Checklist sections
Account Structure Fix first
- Campaigns split by service (emergency, install, etc.)
- Ad groups tightly themed (5-15 keywords max)
- Search campaigns separate from Performance Max test
- Branded campaign protecting your company name
- Conversion actions: calls 60+ sec, forms, booked jobs
Keywords & Negatives Fix first
- Phrase and exact match prioritized over broad
- Negative list: DIY, jobs, salary, free, how to
- Negative list: wrong services you don't offer
- Search terms report reviewed weekly
- Location qualifiers in keywords where needed
Geo & Schedule This month
- Targeting set to service radius or ZIP list
- Location options: Presence only (not interest)
- Bid adjustments for top-converting ZIPs
- Ad schedule matches when you answer phones
- Seasonal budget shifts documented (HVAC, roofing)
Ads, Extensions & Landing Pages This month
- RSA with service + city in headlines
- Call extensions on all mobile campaigns
- Sitelinks to top service pages
- Landing page load under 3 seconds mobile
- One clear CTA above fold (call or short form)
Measurement Ongoing
- Google Ads linked to GA4
- Call tracking DNI on paid traffic
- Offline conversion import or CRM match if available
- CPL and cost per booked job reported monthly
Do this · Not that
| Do | Don't |
|---|---|
| Review search terms every week | Set and forget broad match |
| Send emergency keywords to click-to-call page | Send all traffic to homepage |
| Pause ads in areas you don't serve | Target entire state to 'see what happens' |
Delta Marketing · Home service marketing for US contractors. This guide is educational only. Results vary by market, trade, and competition. Not a guarantee of rankings or lead volume.
