Practical notes on advertising a trade business.
Short, specific guides to the settings and decisions that most affect what home improvement businesses get from Google Ads and Local Services Ads. Each one cites Google’s own help pages where it states a rule.
Articles
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How Google Local Services Ads charge for leads in the UK
What counts as a chargeable lead, how lead prices and budgets work, and why UK advertisers cannot rely on lead credits.
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What to count as a conversion in a trade Google Ads account
Which calls, forms and clicks a home improvement business should count, which to leave out, and how to feed real jobs back into bidding.
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Negative keywords for home improvement businesses
The searches that most often waste trade ad budgets, how to find them in the search terms report, and how to exclude them without blocking customers.
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