Google Ads & PPC
The 3-campaign structure every home service should run.
Anything more is over-engineered. Anything less leaves money on the table.
The three campaigns
Each plays a specific role.
- 01
Core search
Your main spend. Targets every primary service you offer. This is the backbone.
- 02
Branded
Tiny budget, around $5/month. Protects your business name from competitors bidding on it.
- 03
PMax (informational only)
Optional. Targets info-stage searches. Keep it off high-intent transactional queries.
Why this structure works
Each campaign has one job.
Core search captures intent. Branded captures retention. PMax captures awareness. When they're separated, you can measure each one independently and kill the ones that aren't earning. When they're lumped together, you can't see what's working.
What kills most home service ad accounts
Three structural mistakes.
- 01
One mega-campaign with every keyword
You can't see what's working. Bad keywords drag down good ones.
- 02
PMax with no exclusions
It eats your core search traffic and reports it as PMax wins. False attribution.
- 03
No branded campaign
Competitors bid on your name. Your $50 lead becomes their $50 lead.
The takeaway
Three campaigns. One job each.
If your account doesn't look like this, restructure it. It's a Saturday of work.