Hi there,
Thanks for reaching out!
Happy to give you some initial thoughts and guidance on your Google Ads setup. It sounds like you're running into a common but frustrating problem: getting local targeting and keywords right. It's easy to burn through a budget in a competitive market like Denver if the foundations aren't solid.
The core issue is usually a disconnect between what you *think* customers are searching for and what they *actually* type into Google when they have an urgent need for your services. We can fix that. Let's walk through how to build a campaign that speaks directly to local customers who are ready to buy.
TLDR;
- Your main problem is likely targeting keywords that are too broad. You need to focus on "high-intent" local search terms that signal someone is ready to hire, not just research.
- Stop thinking about your service and start thinking about your customer's *problem*. Your keywords and ad copy must reflect their urgent need (e.g., "emergency electrician Denver").
- Your website and ad setup must make it incredibly easy to get in touch. A prominent phone number and a clear call-to-action are non-negotiable.
- Denver is a competitive market. Use the interactive calculator in this guide to understand what a realistic Cost Per Lead (CPL) might look like for your business.
- The most important advice is to structure your campaigns to target users based on their intent, which we'll break down below.
You probably should start with a deep dive into user intent...
Okay, let's get straight to it. The single biggest mistake I see with local service campaigns is a misunderstanding of user intent. You're not just targeting "local customers"; you're targeting people with a specific, often urgent, problem who are using Google to find an immediate solution. They aren't browsing; they're buying.
This means your entire strategy needs to be built around capturing that intent. For a local service business, Google Search Ads are almost always the best place to start. Forget social media for now. People don't scroll through Instagram when their boiler has packed in or they need an emergency repair. They go to Google.
Your job is to meet them there with the perfect answer to their problem. This starts with keywords. You need to get out of your own head as a business owner and into the head of a stressed-out customer in Denver. They won't search for "HVAC solutions". They'll search for "ac repair near me" or "emergency plumber Denver". The difference is huge.
The first set of keywords are informational and broad. The second are transactional and specific. We only want to spend money on the second type.
We'll need to look at your keyword strategy...
Let's build a better keyword list. The goal is to create tightly-themed ad groups based on different levels of intent. Your current approach of just targeting the Denver area is a good start, but we need to get much more granular.
Here's how I'd structure it:
- Emergency & Urgent Intent: These are your highest-value keywords. The person searching is in pain and needs help *now*. They are less price-sensitive and more focused on speed and availability.
Examples: "emergency [your service] Denver", "24/7 [your service] near me", "same day [your service] Denver CO". - "Near Me" & Local Intent: These users are actively looking for a local provider. The "near me" search has become standard and Google automatically uses the searcher's location, so you're targeting people in your service area.
Examples: "[your service] near me", "best [your service] in Denver", "[your service] company Denver". - Specific Service Intent: These are for users who know exactly what they need. They might be a bit further down the research path but are still highly qualified.
Examples: "[specific task] repair Denver", "install [specific product]", "quote for [specific service]".
Notice the pattern? Every keyword is modified with a location (Denver, near me) or a term that signals urgency (emergency, 24/7) or a clear action (quote, install). You should avoid bidding on broad, single-word keywords like "plumber" or "electrician", even with location targeting. It's just too expensive and the traffic quality is often poor. You'll get people looking for jobs, DIY advice, or who are just browsing. That's a waste of your ad spend.
A common mistake is thinking more keywords is better. It isn't. A short list of 10-15 highly relevant, high-intent keywords per ad group will always outperform a list of 100 generic ones. The relevence between the keyword, your ad, and your landing page is what Google rewards with better ad positions and lower costs.
I'd say you need to build ads that solve problems, not sell services...
Once you have your keywords, your ad copy needs to match that intent perfectly. If someone searches for "emergency electrician Denver", your ad headline should say something like "24/7 Emergency Electrician in Denver" or "Fast Electrical Repairs in Denver | Call Now".
It needs to instantly confirm to the searcher that you are the solution to their immediate problem. Here are some thoughts on writing better ads:
- Lead with the Solution: Your headline is 80% of the work. Make it match the search query as closely as possible.
- Highlight Key Benefits: Use your description lines to mention things that matter to someone in a hurry: "Available Now", "Fast Call-Outs", "Certified & Insured", "Upfront Pricing". These build trust and reduce friction.
- Use Ad Extensions: This is non-negotiable for local services.
- Call Extensions: This puts your phone number directly in the ad. On mobile, it becomes a click-to-call button. I've seen this single feature account for over 50% of leads for some service clients. We're currently running a campaign for an HVAC company where almost all their leads come from calls direct from the ads.
- Location Extensions: This shows your business address and adds you to Google Maps results, which is a huge trust signal.
- Sitelink Extensions: Add links to specific pages on your site like "Our Services", "Pricing", or "Contact Us".
Think of your ad as a mini-sales pitch. You have a few seconds to convince a stressed-out person that you are the right choice. Every word counts.
You'll need a realistic view of costs...
Let's talk about money. Denver is a major US city, which means the advertising market is going to be competitive. This isn't a bad thing—it means there's a lot of demand—but you need to go in with realistic expectations for your Cost Per Lead (CPL).
The cost will vary massively depending on your specific industry. A lead for a lawyer could be hundreds of dollars, while a lead for a home cleaning service might be much less. Based on my experience with similar B2C service campaigns, you could be looking at anything from $10 to over $60 per lead. For one of our clients, an HVAC company in a similarly competitive area, their CPL is stable at around $60. Conversely, we ran a campaign for a home cleaning business that was getting leads for as little as £5. Your results will fall somewhere in that spectrum, and it will take some testing and optimisation to find your sweet spot.
To give you a better idea, I've created a simple interactive calculator. You can adjust the sliders to see how changes to your Click-Through Rate (CTR) and landing page Conversion Rate (CVR) will impact your final Cost Per Lead. This should help you understand the numbers you need to hit to be profitable.
My advice is to start with a monthly ad spend budget of at least $1,000-$2,000. This should be enough to gather sufficient data to see which keywords and ads are working, allowing you to make informed decisions rather than just guessing. Anything less in a market like Denver and you risk not getting enough clicks to know what's truely working.
You'll need a landing page that converts...
This is where many campaigns fall apart. You can have the best keywords and ads in the world, but if they send traffic to a confusing or untrustworthy website, you're just throwing money away. Your landing page (the page people arrive on after clicking your ad) has one job: to get the visitor to contact you.
Here's a simple flowchart illustrating the ideal user journey from a Google search to becoming a lead for a local service business. Notice how every step is designed to be as simple and frictionless as possible.
1. Google Search
"emergency plumber denver"
2. Clicks Ad
Headline matches search intent
3. Landing Page
Phone # visible
Clear "Call Now" button
4. Conversion
User calls or fills form
Your landing page must be:
- Fast: It needs to load in under 3 seconds. Slow pages kill conversions.
- Mobile-First: Most local searches happen on a phone. Test your site on your own phone. Is it easy to read and navigate?
- Crystal Clear CTA: What is the ONE thing you want them to do? Call you? Fill out a form? Make that button big, bold, and obvious. Use action-oriented text like "Call Now For A Free Quote" instead of a passive "Submit".
- Trustworthy: Include reviews, testimonials, photos of your work, and any certifications you have. People are inviting a stranger to their home or business; they need to feel safe.
This is the main advice I have for you:
| Area of Focus | Actionable Recommendation | Why It's Important |
|---|---|---|
| Campaign Structure | Use Google Search Ads only. Create separate, tightly-themed ad groups for different user intents (e.g., Emergency, Local, Specific Service). | This ensures high relevence between keyword, ad, and landing page, leading to a higher Quality Score, better ad positions, and lower CPC. |
| Keyword Targeting | Focus exclusively on long-tail, high-intent keywords. E.g., "[service] Denver", "emergency [service] near me". Avoide broad, one-word terms. | You'll attract users who are actively looking to hire, not just research, which dramatically improves lead quality and reduces wasted ad spend. |
| Ad Copy & Extensions | Write headlines that mirror the search query. Enable Call, Location, and Sitelink extensions. Make the phone number prominent. | This provides an immediate solution and builds trust. Call extensions make it incredibly easy for mobile users to contact you, often becoming the primary source of leads. |
| Budget & Bidding | Start with a minimum monthly budget of $1,000-$2,000 to gather enough data. Monitor your Cost Per Lead (CPL) closely. | A sufficient budget is needed to test effectively in a competitive market like Denver. This allows for data-driven optimisation rather than guesswork. |
| Landing Page | Ensure the page is mobile-friendly, loads quickly, and has a single, clear Call-To-Action (e.g., a "Call Now" button). | Even the best ads will fail if the landing page is poor. A high conversion rate on your website is the fastest way to lower your overall cost per lead. |
You might want to consider expert help...
As you can see, running a successful local Google Ads campaign involves a lot more than just picking a few keywords and setting a budget. It's a process of continuous testing, analysis, and optimisation. Each element—from the keyword choice to the design of your landing page—plays a part in whether you get a flood of new customers or just a high advertising bill.
Getting it right can transform a local service business. Getting it wrong can be a very expensive and frustrating experience. This is often where working with a specialist can make a significant difference. An expert can bring years of experience from running hundreds of similar campaigns, helping you avoid common pitfalls and accelerate your path to profitability.
We offer a free, no-obligation initial consultation where we can take a look at your specific situation and provide a detailed review of your current strategy. It’s a great way to get an expert pair of eyes on your campaign and some actionable advice you can implement right away. If you’d be interested in setting one up, just let me know.
Regards,
Team @ Lukas Holschuh
