If you’re running Google Ads for your home service business and not seeing the results you want, the problem may not be your budget. It could be your account structure.
In this post, I’ll explain how to set up your Google Search Ads account the right way—especially if you’re in a service business like septic, fencing, or floor refinishing. When your ads are structured well, Google rewards you, your costs go down, and your lead quality goes way up.
Why Structure Matters
Most small businesses (or DIY marketers) make a critical mistake: they set up one campaign, dump all their keywords into one giant ad group, and send all traffic to the homepage. Unfortunately, Google Ads doesn’t work well that way.
When your structure is sloppy:
- Your ads show up for the wrong searches
- Visitors land on generic or irrelevant pages
- Your cost per click stays high
- Your leads don’t convert
That’s a recipe for wasted money and disappointment.
How Google Ads Are Structured
Here’s the basic structure of a Google Search Ads account:
- Campaign: Sets your overall budget and targeting.
- Ad Groups: Organize keywords and ads by specific services.
- Keywords: Trigger your ads based on what people type into Google.
- Ads: What the searcher sees.
- Landing Page: Where the searcher goes after clicking the ad.
Each layer should align with the next one down. That means each ad group should focus on one specific service and everything beneath it should support that focus.
A Real-World Example
Let’s say you run a fence company.
Instead of throwing all your keywords into one ad group, you’d create:
- An ad group for “cedar fence installation”
- Another for “chain link fence installation”
- And another for “aluminum fence replacement”
Each ad group would have its own keywords, its own ads, and point to its own landing page. That way, someone searching for “chain link fence repair” doesn’t end up on a generic page about cedar fencing.
When you align your structure this way, Google gives you a better Quality Score, your clickthrough rate improves, and your cost per lead drops.
Google Likes Structure
Google’s main goal is to show people exactly what they’re looking for. When your ad structure helps Google do that, you’re rewarded with:
- Better ad placement
- Lower costs
- More qualified leads
It’s the difference between someone calling you to install a drain field… or calling about a brain shield. One’s a profitable job. The other’s just a tinfoil hat.
Final Thoughts
If your account structure is off, everything else suffers. But with a few simple changes, you can turn your campaigns into lead machines.
Need help? I offer free consultations. I’ll take a quick look at your account and let you know what’s working—and what’s not.
Sign up for a FREE phone consultation with me. Click Here. You’ll be taken to my personal calendar.
