Is your home improvement business’s Google ads campaign all set up, but you’re simply not seeing the results you’d ideally like?

You’ve probably chosen some keywords and set up a couple of ads, but not much is happening. If you’re feeling unsure about what to do next, you’re not alone.

The thing with Google ads is that it’s not a ‘set it and forget it’ platform; just like all types of marketing, you need to keep testing to improve the effectiveness of your campaign.

The other challenge is that although Google tells you this is a simple thing to do, I’m sure you’ve probably found the whole process can be a complicated one.

In this article, I will show you how to optimise your campaign in only 30 minutes per week.

Remove irrelevant keywords (5 mins)

One of the most common things I see when I review Google ads accounts is that home improvement companies spend a lot of their Google advertising budget on irrelevant keywords.

When you go to your keyword tab (see image below), go the the search terms report.


Here you’ll be able to see the exact terms that have triggered your ads.

I think you may be surprised by what you find.

When you spot one that is not relevant to your business, simply go ahead and add it to your ‘negative keywords’ list.

To do this, go to ‘keywords’ and then click on ‘negative keywords’ and add in the keywords that you have found.


It’s also worth pinpointing all the keywords that you may think wouldn’t be relevant, and adding them in as quickly as possible.

It’s usually better to add them in as a negative keyword before it costs you money, rather than after the fact.

Remove keywords that are not causing conversions (5 mins)

Take a look at your keywords again. If there are any in there that have not caused or assisted in conversions, then you need to remove them, as these keywords are just costing you money. Do not delete them, just put them on pause, as you might want to revisit them in the future.

One thing to remember here is that your Google ads are not responsible for causing conversions; it’s where you send that traffic to, so in most cases, your website or to be more specific, your landing pages.

You could have an amazing click-through rate on your ads, but the page you send them to may be terrible at converting visitors into leads.

TIP: Never send anyone to your homepage. Make sure you send them to a dedicated landing page that answers all of their questions and addresses their challenges related to the ad you are displaying.

Discover new keywords (5 mins)

Take a look at your opportunities tab, as in here, Google will recommend keywords that it thinks might be relevant to your business.

Try adding these in as a ‘phrase match’ and returning in a week to see how they have performed, before repeating the step above.


Change best keywords to exact match (5 mins)

If you see keywords that are performing really well, analyse the search term that is causing the conversions and add it in as an exact match keyword. This will save you money as you will pay less for that keyword.

Another good idea here would be to take that high performing keyword and create an ad group using only that keyword, before following the instruction below to increase its performance and improve your conversions further.

Improve your ads performance (10 mins)

In every ad group, you have should have two ads that compete with each other. So, take a look at the ad that has performed the best over the past week and pause the worst performing one.

Then, create a new ad to beat the winner and repeat this process every week. Over time you will see massive improvements


So, there you have it; a quick process that you can use just 30 minutes a week to improve your Google ads. If you follow the above steps, you should see a massive difference in conversions in a few months.

What problems do you have with your Google ads? Let me know in the comments.

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