Paid search
Google Ads
Search ads for a local business: the keywords people type when they need the job done, a page with one action, and tracking on the calls.
Client
Local service business
Year
2026
Services
Google Ads · Landing page · Call tracking
Search
Intent
1 page
Landing
Calls
Tracking
Exact
Match
Project overview
The account was buying broad clicks and sending them to the homepage. We kept the searches people type when they are ready to hire, built one page for that offer, and tied calls back to the keyword.
VIQQ scope: Search structure, landing page, call tracking
Challenge → solution
Same traffic - clearer path to action.
Before
- Broad keywords
- Homepage as the landing page
- Clicks with no call record
After - live build
- Hire-intent search
- One offer page
- Calls tied to keywords
Problem
- The account bid on broad searches that sounded related and rarely turned into a job.
- Clicks landed on the homepage, where the offer, the phone number, and the next step were easy to miss.
- Calls were not tied back to a keyword, so the budget kept funding searches that did not book.
- Ads and the site used different words for the same service, so the click felt like a mismatch.
What we changed
- Cut the account down to searches with hire intent: the service, the city, and the job to be done.
- Built one landing page for the offer, with the phone, the form, and the proof above the fold.
- Turned on call tracking so a keyword is kept or cut based on conversations, not clicks.
- Wrote the ads in the same language as the page, including the area the business actually serves.
What we built
Deliverable 01
Keywords with hire intent
The service, the city, and the job. Broad searches that only sound related come out of the account.
Deliverable 02
One page for the click
Phone, form, and proof sit above the fold. The click does not have to tour the rest of the site to take the next step.
Deliverable 03
Calls tied to the search
A keyword stays or goes based on the conversations it starts, not on how many people tapped the ad.
Result
- Budget sits on searches from people who are ready to hire.
- The click opens one page with one action, not a tour of the whole site.
- Calls are tied to the keyword that started them.
- The ad and the page describe the same job, in the same city.
How visitors convert
A shorter path from first visit to the action you care about.
- 1Search the job
- 2Click the ad
- 3Land on the offer
- 4Call or send the form
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