Google Ads is a game-changing tool for service-based businesses looking to connect with potential clients, build brand awareness, and drive revenue. Whether you’re a plumber, landscaper, consultant, or any other service provider. Here’s a breakdown of the different Google Ads campaign types and how they can help service-based businesses achieve success.
1. Search Campaigns: Drive High-Intent Leads
Search campaigns are text-based ads that appear when users search for specific keywords related to your service. They’re perfect for businesses targeting clients actively searching for solutions.Best For:
- Lead Generation: Great for attracting customers searching for specific services like “emergency plumbing near me” or “landscape design in [city].”
- Targeting High-Intent Customers: Focus on prospects ready to book a service.
Key Features:
- Precise Keyword Targeting: Reach users actively searching for your services.
- Custom Ad Copy: Highlight key benefits, pricing, or promotions to stand out.
- Call Extensions: Make it easy for users to contact you directly.
Example:
A roofing company uses search campaigns to target keywords like “roof repair in Cincinnati” and generates calls from homeowners in need of urgent repairs.2. Local Service Ads: Dominate Local Searches
Local Service Ads (LSAs) are designed to help service-based businesses appear at the top of local search results. These ads include the coveted “Google Guaranteed” badge, building trust with potential clients.Best For:
- Brick-and-Mortar Service Providers: Perfect for plumbers, electricians, HVAC specialists, and other home service providers.
- Building Local Trust: The Google Guarantee badge reassures potential customers.
Key Features:
- Pay-Per-Lead Model: Only pay for valid customer leads.
- Google Guarantee Badge: Builds credibility and trust.
- Localized Visibility: Show up prominently in local search results and on Google Maps.
Example:
An HVAC company in Denver uses LSAs to secure top placement when users search for “AC repair near me,” leading to a steady flow of high-quality leads.3. Display Campaigns: Boost Brand Awareness
Display campaigns use visually engaging ads (banners, images, or animations) to reach potential customers across millions of websites in Google’s Display Network.Best For:
- Building Brand Awareness: Introduce your service to a broader audience.
- Retargeting: Re-engage users who visited your website but didn’t convert.
Key Features:
- Visual Appeal: Showcase your services with eye-catching imagery.
- Cost-Effective Reach: Display ads are typically cheaper per impression than search ads.
- Retargeting Opportunities: Remind website visitors to take action.
Example:
A landscaping company uses display campaigns to show before-and-after photos of their projects, targeting homeowners in their service area.4. Performance Max Campaigns: Maximize Conversions
Performance Max campaigns use Google’s AI to run ads across all platforms—Search, Display, YouTube, Gmail, and Maps—optimizing for your specific goals.Best For:
- Comprehensive Strategies: Businesses that want to cover multiple channels with one campaign.
- Maximizing ROI: AI optimizes ad placements for the best results.
Key Features:
- Automated Targeting: Google’s AI identifies and targets high-value leads.
- Cross-Channel Coverage: Appear wherever your audience is.
- Data-Driven Insights: Track which channels perform best.
Example:
A cleaning service runs a Performance Max campaign, driving bookings through search ads, retargeting website visitors on YouTube, and reaching new customers on Gmail.5. Video Campaigns: Tell Your Story
Video campaigns on YouTube and Google partner sites are ideal for service businesses that want to showcase their expertise, share testimonials, or explain their services.Best For:
- Building Trust: Use customer testimonials to highlight your expertise.
- Educating Potential Clients: Explain complex services with video tutorials.
Key Features:
- Engaging Formats: Use skippable or non-skippable ads to share your message.
- Highly Targeted: Reach specific demographics or interests.
- Visual Storytelling: Build trust and familiarity with your brand.
Example:
A moving company creates a YouTube ad showing their packing process, highlighting efficiency and customer care, and targets users searching for “moving services near me.”6. Discovery Campaigns: Expand Your Reach
Discovery campaigns use visually rich ads to connect with potential customers on Google Discover, YouTube, and Gmail.Best For:
- Finding New Clients: Ideal for businesses looking to reach untapped audiences.
- Creating Demand: Showcase your services to users who may not yet know they need them.
Key Features:
- Highly Visual Ads: Use compelling imagery to attract attention.
- Advanced Audience Targeting: Google’s AI identifies users who are likely to engage.
- Broad Coverage: Appear on Gmail, YouTube, and Google Discover.
Example:
A pest control company uses discovery ads featuring seasonal tips and promotions to attract homeowners preparing for spring.Choosing the Right Campaign for Your Goals
To choose the right campaign type, start by identifying your business goals:- Generate Leads: Use Search Campaigns or Local Service Ads.
- Build Brand Awareness: Leverage Display or Video Campaigns.
- Expand Audience Reach: Choose Performance Max or Discovery Campaigns.