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 →
Choose Your Trade
Seven trades, seven
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 →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.