What Is Included in Google Ads Management Services?
- Fretchie Gay Monterde
- 3 days ago
- 8 min read
Quick Links
Key Takeaways
Google Ads management services include everything from strategy and setup to ongoing optimization.
A well-managed campaign requires accurate conversion tracking and continuous refinement.
Custom landing pages tailored for conversions can significantly improve results.
Smart bidding strategies work best when used correctly—starting with manual CPC and switching to max conversions when enough data is available.
Ongoing campaign management ensures ad spend is used efficiently, with constant adjustments to bids, keywords, and targeting.
Introduction
Google Ads can be an incredibly powerful tool for driving leads to your business—but only if it's managed correctly. Many business owners try running Google Ads themselves, only to find that their budget disappears quickly with little to show for it. Why? Because effective Google Ads management requires expertise, strategy, and continuous optimization.
In this guide, we’ll break down exactly what’s included in Google Ads management services, so you know what to expect when hiring an expert team like Good Growth. Whether you're in home services, construction, legal, healthcare, or another service-based industry, understanding what goes into professional Google Ads management can help you make an informed decision about your marketing investment.
Let’s dive in.
1. Campaign Strategy & Setup
Before a single ad goes live, a solid strategy must be in place. Proper setup ensures that every dollar spent is optimized for results.
Here’s what this phase includes:
Understanding Your Business & Goals
A good Google Ads agency starts by getting to know your business, industry, and goals.
At Good Growth, we ask questions like:
What services do you want to promote?
Who is your ideal customer?
What is your target cost per lead (CPL)?
Do you have historical conversion data?
This information helps shape the entire strategy.
Keyword Research & Targeting
Not all keywords are created equal. High-intent keywords (like "emergency plumber near me" or "best personal injury lawyer in [city]") tend to drive better leads than broad, general terms.
High-intent keywords: Focus on terms that indicate someone is ready to take action.
Negative keywords: Filtering out irrelevant searches prevents wasted spend (e.g., "DIY plumbing repair" or "free legal advice").
Location targeting: For service businesses, targeting the right geographic area is critical to avoid wasted impressions.
Campaign Structure & Bid Strategy
Google Ads campaigns should be structured logically to ensure optimal performance.
This includes:
Segmenting campaigns by service or location (e.g., "HVAC Installation" separate from "HVAC Repair").
Choosing the right bid strategy:
Start with manual CPC for control.
Once 15-20 high-quality leads are recorded, switch to max conversions to let Google’s algorithm optimize bids.
For brand campaigns, manual CPC usually outperforms smart bidding.
Ad Extensions & Call Tracking Setup
Ad extensions (now called assets) improve visibility and increase click-through rates.
Common extensions include:
Call extensions (for direct phone calls)
Location extensions (to show your business address)
Sitelink extensions (linking to important pages like "About Us" or "Contact")
Callout extensions (highlighting unique selling points like "24/7 Emergency Service")
Once the strategy is solidified, we move on to ad creation.
2. Ad Creation & Optimization
Creating effective Google Ads isn’t just about writing a catchy headline. The right messaging can make or break your campaign.
Crafting High-Converting Ad Copy
Each ad should:
Speak directly to your ideal customer’s pain points.
Highlight what makes your business different (e.g., "Family-Owned for 30+ Years").
Use strong calls to action (e.g., "Get a Free Quote Today").
A/B Testing Different Ad Variations
Google Ads performance improves over time with testing. We experiment with:
Different headlines and descriptions
Various CTAs ("Call Now" vs. "Schedule Your Free Estimate")
Unique offers ("$50 Off Your First Service")
Dynamic Keyword Insertion (DKI)
For some industries, dynamic keyword insertion can personalize ads based on what users search for, making them more relevant and increasing click-through rates.
3. Landing Page Optimization
Even the best Google Ads won’t convert well if they send traffic to a poorly designed landing page. That’s why custom landing pages are an essential part of Google Ads management services.
What Makes a Landing Page Convert?
Clear, compelling headline that matches the ad message.
Strong call-to-action (CTA) like "Request a Free Quote."
Fast load speed (slow pages kill conversions).
Mobile-friendly design since most traffic comes from phones.
Trust signals like reviews, testimonials, or awards.
A/B Testing Landing Pages
We continuously test different landing page elements, such as:
CTA button colors and text
Different form lengths (shorter forms often convert better)
Adding trust badges and testimonials
Case Study: AmishCo
AmishCo, a company selling Amish-built structures, struggled with high lead costs. By optimizing their landing pages, we:
Increased the conversion rate by 160%.
Reduced their cost per lead from $216 to $117.
Used A/B testing to refine CTAs and form layouts.
Conversion Tracking: The Backbone of a Profitable Google Ads Campaign
Setting up Google Ads is one thing—tracking whether it’s actually driving results is another. Without accurate conversion tracking, businesses are flying blind, unable to tell which keywords, ads, or campaigns are producing real leads and revenue.
What is Conversion Tracking in Google Ads?
Conversion tracking allows advertisers to measure specific actions users take after clicking an ad.
These could be:
Phone calls (tracked via call extensions or call tracking software such as CallRail)
Form submissions (such as quote requests, appointment bookings, or contact forms)
Live chat engagements
Purchases (for eCommerce businesses)
Clicks on key site elements (like a "Get a Free Estimate" button)
For lead-generation campaigns—like those Good Growth manages for home service providers, legal firms, and other service businesses—phone calls and form submissions are the most valuable conversions.
Why Accurate Conversion Tracking is Non-Negotiable
Here’s what happens when conversion tracking is properly set up:
Smarter Bidding: Google’s bidding algorithms (like Max Conversions) rely on conversion data to optimize for the best results. Without conversion tracking, Smart Bidding strategies become useless.
Better Budget Allocation: Knowing which campaigns are producing high-quality leads helps advertisers shift budgets to what works.
Insight into Lead Quality: Not all leads are created equal. A campaign might generate a high number of form submissions, but are they from serious potential customers or just tire-kickers? Proper tracking helps separate good leads from junk.
At Good Growth, we don’t just track conversions—we track lead quality.
That means:
Recording and reviewing call data to ensure leads are qualified.
Tracking form submissions beyond just a “thank you” page load—are the leads actually becoming customers?
Filtering out spam and low-quality leads to prevent wasted ad spend.
The Right Way to Set Up Conversion Tracking
Many advertisers make the mistake of setting up Google Ads conversion tracking incorrectly, leading to misleading data and wasted budget.
Here’s how we ensure accuracy:
Google Tag Manager & Google Analytics 4 (GA4): Instead of relying solely on Google Ads tracking, we use Google Tag Manager and GA4 for deeper insights.
Call Tracking with Dynamic Number Insertion (DNI): This allows us to track calls that come specifically from Google Ads and tie them back to the exact keyword and ad that drove them.
CRM Integration: If a business has a CRM (like HubSpot, Salesforce, or ServiceTitan), we set up conversion tracking to connect ad-generated leads to actual sales.
Without this level of tracking, businesses can end up wasting thousands on ads that appear to perform well but aren’t actually bringing in revenue.
Ongoing Campaign Management: The Difference Between Success and Failure
Launching a Google Ads campaign is just the beginning. The real work—and the real results—come from ongoing optimization and campaign management.
Many businesses make the mistake of setting up their ads and letting them run on autopilot. Google is happy to take their money, but without active monitoring and adjustments, performance will eventually decline.
What’s Included in Google Ads Campaign Management?
Managing Google Ads properly requires:
Search Term & Keyword Optimization
Identifying high-performing keywords and doubling down on them.
Eliminating irrelevant search terms through aggressive negative keyword management.
Bid Strategy Adjustments
Starting with manual CPC to collect conversion data before switching to Max Conversions.
Adjusting bids based on device, location, and audience performance.
Ad Copy & A/B Testing
Testing different headlines and descriptions to improve click-through rates (CTR).
Updating ad copy based on performance data.
Landing Page Optimization
Ensuring pages load fast, look professional, and have clear calls to action.
Running A/B tests on different page elements (e.g., button colors, form placements).
Budget & ROAS Monitoring
Making sure the campaign stays within budget while maximizing return on ad spend (ROAS).
Cutting underperforming campaigns and reallocating funds to top performers.
Common Google Ads Pitfalls (And How to Avoid Them)
Even experienced advertisers can make mistakes that cost them thousands of dollars in wasted ad spend. Here are some of the most common pitfalls and how to avoid them.
1. Not Tracking Leads Properly
The Mistake: Only tracking “clicks” or “impressions” instead of actual conversions.
The Fix: Set up call tracking, form tracking, and CRM integration to measure real lead quality.
2. Letting Google Automate Too Much
The Mistake: Relying too heavily on Google’s automation features (like broad match keywords and auto-applied recommendations).
The Fix: Start with manual bidding, use phrase and exact match keywords, and carefully review Google’s suggestions before applying them.
3. Not Using Negative Keywords
The Mistake: Allowing ads to show for irrelevant searches (e.g., a personal injury lawyer showing up for “free legal advice”).
The Fix: Add negative keywords aggressively and review search terms regularly.
4. Poor Landing Pages
The Mistake: Sending traffic to a slow, confusing, or generic website homepage.
The Fix: Use dedicated, conversion-optimized landing pages with strong CTAs.
5. Ignoring Mobile Experience
The Mistake: Not optimizing for mobile users, even though most searches happen on mobile.
The Fix: Ensure fast-loading mobile pages, click-to-call buttons, and a streamlined form experience.
Key Takeaways: What to Expect from Google Ads Management Services
Google Ads can be a powerful driver of leads and revenue, but only when managed correctly.
Here’s a quick recap of what’s included in professional Google Ads management services:
Strategic Campaign Setup: A well-structured account with optimized ad groups, high-intent keywords, and manual bidding to start.
Conversion Tracking & Lead Quality Analysis: Proper tracking ensures ad spend isn’t wasted on low-quality leads.
Ongoing Optimization & Bid Strategy Adjustments: Campaigns need continuous improvement, including refining keywords, adjusting bids, and testing new ad creatives.
Landing Page Optimization: Ads are only half the battle—high-converting landing pages are just as important.
Proactive Budget & Performance Monitoring: Data-driven decision-making to maximize return on ad spend (ROAS).
Avoiding Costly Mistakes: Common pitfalls like broad match abuse, lack of negative keywords, and poor tracking can be costly if not handled correctly.
For service businesses, these elements are non-negotiable—getting them wrong can mean thousands of dollars wasted with little to show for it. That’s why working with an experienced Google Ads agency makes all the difference.
Why Choose Good Growth for Google Ads Management?
At Good Growth, we don’t just run Google Ads—we build high-performing lead-generation systems for service businesses.
Here’s what makes us different:
1. We Focus on Lead Quality, Not Just Clicks
Clicks mean nothing if they don’t turn into paying customers. We go beyond basic conversion tracking to ensure the leads you’re getting are qualified and ready to do business.
2. We Use Proven, Data-Driven Strategies
From starting with manual CPC to switching to Max Conversions at the right time, our approach is based on real data, not guesswork. We use advanced call tracking, CRM integrations, and A/B testing to continuously improve results.
3. We Build & Optimize Custom Landing Pages
Most agencies just send traffic to your website. We take it a step further by designing custom landing pages built specifically to convert visitors into leads—whether that’s phone calls, form submissions, or booked appointments.
4. We Have a Track Record of Success
Take AmishCo—we helped them drop their cost per lead from $216 to $117 in just a few months. Or Bylers Quality Construction, where we doubled their monthly leads without increasing ad spend.
5. No Long-Term Contracts—Just Results
We believe in earning your business every month. That’s why we don’t lock you into long-term contracts—you stay because our work delivers real results.
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