Industries We Work In
Google Ads,
built per trade.
The wasted spend in a plumbing account looks nothing like the wasted spend in a law firm account. One is people pricing geysers at a hardware store; the other is people wanting free advice. Same platform, different leak — so the campaigns are built differently.
Service Businesses Only
We do not work with e-commerce, SaaS or anything where the goal is not a phone call or a booked job. That narrowness is the point: the negative keyword lists, the conversion definitions and the campaign structures below all come from running these trades rather than reading about them.
Not listed? Movers, pest control, restoration, medical and dental practices, guest houses and lodges are all service businesses we build for. Ask about your trade →
Not sure what your numbers should look like yet? Try our free Google Ads cost calculator →
Choose Your Industry
Nineteen industries, nineteen
different accounts.
Each page covers how that trade’s customers actually search, which searches waste the money, and what a properly structured account looks like.
Plumbers
Emergency callouts, geysers, installations and commercial work — kept in separate campaigns so cheap clicks cannot eat the callout budget.
Google Ads for plumbers →Electricians
Certificates of Compliance, emergency fault finding, backup power and commercial work — with Eskom and municipal searches filtered out.
Google Ads for electricians →Roofing Companies
Leak repairs, re-roofing, waterproofing and commercial roofs — with budget paced to the weather instead of spread flat.
Google Ads for roofing companies →HVAC & Aircon Companies
Installations, repairs, service contracts and commercial refrigeration — with retail intent stripped out of every group.
Google Ads for hvac & aircon companies →Cleaning Companies
Office contracts, deep cleans, carpets and domestic work — with the trade’s enormous job-seeker traffic blocked first.
Google Ads for cleaning companies →Construction Companies
Renovations, extensions, paving and commercial builds — with tender hunters and list-builders removed.
Google Ads for construction companies →Lawyers & Law Firms
Built one practice area at a time, with free-advice and legal-aid traffic blocked and consultations counted instead of forms.
Google Ads for lawyers & law firms →Solar & Backup Power
Backup and inverters, full solar, service and commercial — kept in separate campaigns so cheap jobs can’t outbid the big installs.
Google Ads for solar installers →Security Companies
Alarms, armed response, CCTV and fencing — with the trade’s huge job-seeker and guarding-tender traffic blocked first.
Google Ads for security companies →Pest Control
Emergency call-outs, contracts, seasonal treatments and fumigation — with DIY and product searches filtered out.
Google Ads for pest control →Removal Companies
Local, long-distance, office and storage moves — with man-and-van bargain hunters and box shoppers removed.
Google Ads for removal companies →Painters
Interior, exterior, waterproofing and commercial repaints — with DIY, paint-price and car-spraying searches blocked.
Google Ads for painters →Architects
New homes, alterations, plan approvals and commercial work — with students, software tutorials and free-plan hunters blocked.
Google Ads for architects →Real Estate Agents
Seller valuations, rental management, developments and commercial — with buyer browsing and agent-course traffic kept out.
Google Ads for real estate agents →Accountants
Monthly clients, tax, compliance and advisory — with SARS, eFiling and student traffic blocked. Includes a documented SA practice account.
Google Ads for accountants →Physiotherapists
Back pain, sports injuries, rehab and specialised care — built on conditions, with free-exercise searches blocked.
Google Ads for physiotherapists →Wineries
Tastings, weddings, groups and restaurant bookings — kept apart from bottle shoppers and built inside Google’s alcohol rules.
Google Ads for wineries →Engineering Firms
Residential sign-offs, structural, civil and building services — each discipline separate, with students and bursary hunters blocked.
Google Ads for engineering firms →Mechanics & Workshops
Services by make and model, repairs, roadworthy work and fleets — with parts shoppers and DIY searches blocked.
Google Ads for mechanics →The Common Thread
What every one of these
accounts has in common.
Different trades, same four failures — found in nearly every account we audit.
01
One ad group for everything
Every service in one group on one budget, so the cheapest, vaguest traffic sets the bid and drains the day before the valuable searches happen.
02
No negative keyword list
Job seekers, students, DIYers and people buying products, funded month after month and reported as clicks.
03
Clicks counted as leads
No call tracking, no minimum call duration, no idea which enquiries turned into work — so the bidding optimises toward the wrong people.
04
Cost per lead as the scoreboard
The easiest number to improve and the easiest to fake. Loosen the match types and it falls while the business gets worse.