Google Ads · 2026-06-20 · 6 min read
Before You Spend on Google Ads: 5 Checks Every Service Business Should Make
Many service businesses waste money on Google Ads because the traffic arrives at a page that is not ready. These five checks help you avoid that.
1. Can a stranger understand your offer?
The landing page should state who the service is for, what problem it solves and what the visitor should do next — without assuming prior knowledge of the business.
2. Does the page match the search?
If someone searches for 'emergency plumber Sandton', they should land on a page about emergency plumbing in Sandton, not a generic homepage. Relevance improves quality score and conversion.
3. Is the next step obvious?
Call buttons, enquiry forms and quote requests should be easy to find on mobile. Ask for enough information to qualify the lead, but not so much that visitors abandon.
4. Is conversion tracking set up?
Without tracking on completed enquiries, you cannot know which keywords and ads generate business. Measure the action that matters, not just clicks.
5. Are expectations realistic?
Ads work when the market, offer, budget and page work together. No responsible provider can guarantee a return on ad spend before understanding the business and the market.