1) The Local Lead Gen Math
- Example snapshot: CPC ~$8, CTR ~4.7%, Conv Rate ~4% → CPL ≈ $200 is common if queries are messy and LPs don’t match urgency. Winning comes from query control + local relevance + urgency UX.
2) Step 1: Search Terms → Negative Keywords
How to do it (weekly in Month 1):
- Sort by Cost and Clicks; add negatives for:
DIY, how to, jobs/careers, salaries, manuals, parts/wholesale, remote programming, home depot, lowes, opener troubleshooting, door painting, estimates only, price shoppers in areas you don’t serve, wrong cities.
Starter negative list (copy/paste):
diy
how to
job
jobs
career
manual
parts
wholesale
remote programming
home depot
lowes
price
cheap
cost of
replacement panels
painting
repair kit
opener manual
opener troubleshooting
near me (wrong cities)
3) Step 2: Match Types & When to Use Broad
- Keep Exact on high-intent repair/install terms.
- If testing Broad, restrict with location, audience signals, strong negative lists, and smart bidding.
4) Step 3: Conversion Tracking That Guides Bids
- Separate Phone (qualified duration) vs Form; optionally track Click-to-Call as micro.
- Assign values if phone leads close better.
- Remove duplicate pageview goals.
5) Step 4: Ad Assets That Boost Trust & CTR
- Ratings, Sitelinks (Springs, Cables, Opener, Emergency), Callouts (Same-Day, 90-min ETA, Warranty), Structured snippets (Services), Location, Promo (e.g., $25 off spring repair).
- More assets = more real estate + more trust = higher CVR.
6) Step 5: Area-Specific Campaign Structure
Why: budget control, precise reporting, stronger ad relevance.
Build: one campaign (or ad group) per city/area.
Add city in headlines: “Garage Door Repair [City] – 24/7, 90-Min Arrival”.
Sample Ad Copy (swap city/name):
- H1: Garage Door Repair in [City]
- H2: 24/7 — 90-Min Arrival — Local Techs
- Desc: Springs, Cables, Openers, New Doors. 1000+ 5★ Reviews. Call Now for Fast Service.
7) Step 6: Urgency-Optimized Landing Pages
Above the fold:
- Sticky Call Now button + number
- 2–3 trust badges (Google rating, #reviews, years)
- Fast ETA, service hours, areas
- Offer (e.g., $25 Off Spring Repair)
Below: photos, services, reviews, FAQs, neighborhoods map, financing if any.
8) Step 7: Bid Strategies by Data Stage
- New/low volume: Maximize Conversions (no tCPA until ≥15–30 conv/30d).
- Stable volume: tCPA close to achievable CPL; adjust in small steps.
- Value-driven installs: consider tROAS with values per conversion type.
9) Step 8: Budget & Pacing
- Practical floors: $15–$50/day per area to exit learning and populate Search Terms. Micro-budgets starve the algorithm.
10) Step 9: AI-Driven Campaigns & Local Services Ads
- Test Google’s latest AI-driven/PMax-style campaigns for incremental reach; protect brand and measure separately.
- Add Local Services Ads for pay-per-lead and prominent phone-first placement.
11) Templates
A) Weekly Triage Checklist
- Pull Search Terms (30–90d) → add negatives
- Review by area: CPC, CTR, CVR, CPL
- Rotate ad copy; ensure city present
- Asset coverage ≥ 6 types
- LP speed/UX & call button test
- Bid strategy sanity vs. data volume
- Budget sufficiency per area
B) Ad Asset List (minimum set)
- Ratings, Sitelinks (4+), Callouts (6+), Structured Snippets, Location, Phone, Promo.
C) Landing Page Wireframe (one-service emergency)
- Header: Logo | Phone (sticky) | CTA
- Hero: Headline + ETA + Offer + Call Now
- Proof: Rating, Reviews count, Years, “Locally Owned”
- Services grid (Repair, Springs, Opener, New Doors)
- Neighborhoods/Areas
- Reviews (3–6)
- FAQs
- Footer: Licenses, Hours, Payment options
12) FAQ
Q1: Exact only is too narrow. What now?
Add a controlled Broad ad group with tight negatives and let Max Conversions learn for 2–4 weeks.
Q2: Calls vs forms?
If calls close better, give them higher value and optimize toward them.
Q3: My CTR is fine but CPL is high.
It’s usually query quality and LP urgency. Fix both before tweaking bids.
CTA
Want my Garage Door PPC Audit Checklist (Google Sheet) or a pro audit/management? Contact me here: Aarswebs.com — my team and I are Google-certified and specialize in home services.