Lesson objectives
- Understand high-intent keywords
- Connect ads to the right landing pages
Intent is everything
Searches like 'emergency plumber near me' signal someone ready to hire. Searches like 'how to fix a dripping tap' signal a DIY attempt. Local service ads usually perform best when focused on high-intent, service-specific terms.
Common budget leaks
- Sending every ad to the homepage instead of the matching service page.
- Broad location targeting that shows ads outside your real service area.
- No negative keywords, so ads show for jobs you don't do or DIY searches.
- No conversion tracking, so you can't tell which keywords produce jobs.
Action steps
- List your 10 highest-intent service searches
- Map each to a specific landing page
Checklist
- Location targeting matches service area
- Negative keywords added
- Calls and forms tracked as conversions