Emergency searches are expensive and short-lived. Installs are slower decisions with far more value per job. A good account treats them as different businesses.
Split campaigns by job type
- Emergency: leaks, no hot water, burst pipes — call ads, tight radius, business hours you can cover
- Installs: boiler replacement, heat pumps — landing page with quote form, wider radius
- Bathrooms: longer research phase — gallery page, remarketing
Match each search to its own page
Someone searching for a combi boiler replacement should land on a page about boiler replacement, not your homepage. Page match lifts conversion and usually lowers the cost of each click.
Add the negatives early
Exclude DIY, jobs, courses and parts searches from day one. Review the search terms report weekly for the first month.
Track calls, not clicks
Use call tracking and form tracking so you can see cost per enquiry and, ideally, cost per booked job. Without that, you are optimising for traffic.