Google Ads
Ads judged by
phone calls.
I break your business down into the individual services people search for, test three ads for each, keep the winners and keep testing. Every ad gets its own tracking number, so at the end of each month you know exactly which ads brought in real leads.
Service-by-service ads · a tracking number for every ad · calls recorded and tagged as leads or spam
Example · Plumber
The method
Test small. Keep what works. Repeat.
Most Google Ads accounts are set up once and left alone. I treat yours as an ongoing experiment, with every decision based on which ads actually make your phone ring.
- Break your business down
I split what you do into the individual services people search for. A plumber, for example, becomes boiler repair, gas safety certificates, emergency call-outs, bathroom fitting and so on. Each service gets its own ads.
- Three ads per service
I write three different ads for each service and run them for a week. Each ad tries a different angle, such as price, speed or reassurance.
- Keep the winner, split it again
After a week I keep the ad that performed best for each service and write three new variations of it. Then I run those for another week, and repeat.
- Grow to around 150 ads
Week by week the account grows into a large set of tested ads, each one descended from an ad that already worked for that service.
- Judge every ad by calls
Clicks and impressions are not the goal. Every ad has its own virtual phone number with call recording, so each call is linked to the exact ad that produced it.
- Tag the calls, close the rest
At the end of each month every recorded call is tagged as a lead or spam. Ads that brought in leads stay. Ads that did not are closed, and the testing carries on.
Tracking numbers
A phone number for every ad.
Each ad shows its own phone number on Google. If someone clicks the ad instead of calling straight away, your website shows them that same number. Whichever way they ring, the call is counted against the ad that brought them in. At the end of each month you can see exactly how many calls each ad got, which is what really matters.
- A unique virtual number for each ad
- The same number shown on your website after someone clicks that ad
- Calls forwarded straight to your normal phone
- Call recording on every tracked call
- Each call tagged as a lead or spam at month end
Example monthly report
| Ad | Calls | Leads | Spam | Decision |
|---|---|---|---|---|
| Boiler repair · B2.3 | 14 | 9 | 5 | Keep |
| Emergency call-out · A1 | 11 | 7 | 4 | Keep |
| Gas safety · C3 | 6 | 1 | 5 | Close |
| Bathroom fitting · B1 | 0 | 0 | 0 | Close |
Illustrative example. Your report shows your own ads and calls.
Beyond Google
Track every advert you pay for.
Tracking numbers are not just for Google Ads. Put a different number on each piece of advertising and you will know exactly which ones make your phone ring, and which ones are wasting your money.
Print and press
Newspaper and magazine adverts, brochures, leaflets and flyers.
Out and about
Business cards, uniforms, vans, posters, bus stops, bus sides and sports grounds.
Proof after six months
See every source side by side, with real call counts instead of guesses.
| Where the number appeared | Monthly cost | Calls in 6 months |
|---|---|---|
| Business cards left in local takeaways | £0 | 75 |
| Google Ads · boiler repair | £300 | 62 |
| Van livery | £0 | 18 |
| Local newspaper advert | £180 | 0 |
Illustrative example.
Why it works
Built around the calls that pay your bills.
Leads, not clicks
An ad with lots of clicks but no calls is costing you money. Measuring calls, and checking each one, shows which ads actually bring in customers.
Service by service
Someone searching for a gas safety certificate wants a different message from someone with a broken boiler. Separate ads for each service speak to each person directly.
Always improving
Testing never stops. Each week builds on the best-performing ads so far, and each month removes the ones that do not bring in leads.
Questions
Common questions about Google Ads.
What kind of businesses is this for?
It works best for businesses that win work by phone and offer several distinct services, such as trades, home services, repairs and local professional services.
How soon will I see results?
The first comparison between ads is made after one week. A clearer picture of which ads bring in leads builds up over the first month, once calls have been tagged.
Why measure phone calls instead of clicks?
Clicks only show interest. A recorded call that turns out to be a genuine enquiry shows an ad is actually bringing in work.
Do I need a new phone number?
No. Each ad uses its own tracking number, and calls are forwarded to the number you already answer.
Can I use tracking numbers for other advertising?
Yes. Put a different number on business cards, leaflets, vans, uniforms, posters, newspapers or magazines, and you will see how many calls each one brings in.
How does the website show the right number?
When someone clicks an ad, your website shows them the same tracking number as that ad, so the call is still counted against the ad that brought them in.
What happens to spam calls?
Spam and irrelevant calls are tagged at the end of each month, so they are not counted as leads when deciding which ads to keep.
How much does it cost?
It depends on how many services you offer and the budget you want to spend on ads. Tell me about your business and I will give you a clear price before anything starts.
Get started
Tell me what your business does.
Send me a list of your services and the areas you cover. I will explain how I would structure your ads and what it would cost before anything starts.
Talk to me about Google AdsYour next step
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