Search ads only pay off if they're structured around the jobs that actually make you money, not just whatever's easiest to write an ad for. We build campaigns around your profitable services, lock targeting to the neighborhoods you really work, and cut the keywords that burn budget without ever producing a call.
Call (775) 444-9650We start by breaking your account into campaigns organized around individual services instead of one broad campaign trying to cover everything you do, because a single ad group stretched across water heater repair, drain cleaning, and full re-pipes ends up mediocre at all three instead of good at any one of them. Ad copy gets written for each service specifically, calling out what a Reno or Sparks homeowner is actually searching for, not generic phrases like "quality service" that could describe any business in any city. Extensions get filled in too, call buttons, service area, sitelinks to individual service pages, since a bare text ad without them is easy for Google to rank lower and easy for a searcher to scroll past.
Geographic targeting gets set to your real service area, not a blanket 25-mile radius that also pulls in searches from Tahoe or out past Fernley where you're not driving a truck for a service call. Negative keywords go in from day one and keep getting added as the account runs, so a search for "how to fix a garbage disposal myself" doesn't burn your budget on someone who was never going to call a professional. Every month you get a report that ties spend to cost per lead by campaign, not a stack of impressions and click numbers with no connection to whether the phone actually rang.
Reno and Sparks sit close enough together that search intent overlaps constantly, someone in Spanish Springs searching for a plumber might see results meant for downtown Reno, and vice versa, so targeting has to be dialed in at the neighborhood level or you're paying for clicks outside where you actually send trucks. The market's also seasonal in ways that matter for bid strategy: HVAC searches spike hard the first hot week in June and the first cold snap in November, and a campaign that isn't watched closely misses the window to raise bids right when demand, and competition for that demand, is highest. Reno also has out-of-town competitors bidding on the same keywords during ski season and summer tourism months, national franchises with bigger budgets who don't actually service the area, and negative keywords help keep your spend away from searches those bigger accounts are already overpaying for.
A business with no landing page built for the services it wants to advertise isn't ready for this yet. Sending paid traffic to a generic homepage that talks about the company instead of the specific job someone searched for wastes budget before the campaign even has a chance to work, so that gets fixed first. The same goes for a business that can't answer or return calls quickly, since paid clicks are expensive enough that a lead going to voicemail and never getting a callback is money spent for nothing.
Google Ads is the paid search results you write yourself, targeting specific keywords with ad copy you control, and you pay per click whether or not that click turns into a job. Local Services Ads is a separate pay-per-lead placement above the search results with less control over the copy, but you're only billed for actual leads. Most service businesses in Reno and Sparks end up running both, since they compete for different searches.
Search ads can start producing calls the same day they go live, since you're bidding on searches happening right now, not waiting on organic rankings to build over months. The first few weeks are still spent watching performance closely and tightening the keyword list, so the leads you get in month two are usually cheaper and better matched than the ones from week one.
Yes, and it's common. We audit the existing account first, campaign structure, keyword list, past spend and conversion data, before changing anything, so nothing that was actually working gets undone in the process.
Call (775) 444-9650 or fill out the form below to talk through your campaign.