When it's worth it
- People search for what you sell with a clear need: a burst pipe, a broken aircon, a bond clean.
- One job is worth several times what a click costs.
- You can answer the phone when the ads run.
- Your profile and site look trustworthy when people check you out.
When it usually isn't
- Nobody searches for what you sell. Ads can't create demand, only catch it.
- Jobs are small and one-off, so a click costs almost as much as the job earns.
- The account runs on broad match with no negatives and no call tracking.
- Clicks land on a slow home page with the phone number buried.
Work out your own break-even
- What's an average job worth to you, after materials?
- Of ten people who ring, how many book?
- So what can you afford to pay for one call and still be well ahead?
- Compare that with what calls cost once the account is tuned.
Fix these before you spend
Call tracking, a page per job type, a complete Google Business Profile and a handful of recent reviews. Ads send people to check you out. If what they find is thin, the click is wasted.
How long before you know
For urgent trades, a few weeks of tracked calls tells you a lot. For planned jobs with longer decisions, give it two or three months before judging, and judge on booked jobs, not clicks.
Want it run for you? Our Google Ads management is built around tracked calls, not clicks.