Google Ads search leads at $5.93 each for a local services business

This local services operator was already generating a steady flow of leads from Meta and wanted to add Google Ads to capture high-intent demand the moment people were actively searching. The main concern was cost, since search advertising in their vertical carried a reputation for clicks above $60 driven by aggressive competitor bidding.

A two-week test window also left no room for a slow learning phase. They needed a tightly scoped Search campaign that could prove the channel inside 14 days at a cost per lead that made Google a genuine second pillar alongside Facebook.

Built a lean Search campaign focused entirely on bottom-of-funnel commercial intent keywords, using phrase and exact match to avoid broad match waste. Structured ad groups tightly around service type and location, with responsive search ads naming the specific problem, the service area, and a clear next step.

Added call and lead form assets so prospects could convert in more than one way. Wired conversion tracking through a GA4 to Google Ads import with enhanced conversions enabled.

Ran bidding on Maximise Conversions, moving to a target CPA once enough data had accumulated.