GOOGLE ADS QUESTIONS.

A Search campaign shows a text ad in Google results when someone types what you sell, such as "water heater repair" or "brunch near me". You choose the keywords, the locations, the schedule and the budget, and Google runs an auction each time a search happens. You pay when someone clicks. It is the campaign type we build first for most local businesses because it reaches people who are already looking. See Google Ads for local business.

Google calls it Ad Rank. It uses your bid, the quality of your ads and landing page, how competitive the auction is, the context of the search and other factors. That is why a bigger bid alone does not win, and why the page the ad sends people to matters as much as the ad. More in local SEO vs Google Ads.

No. Google runs the auction and ranks ads on every search, so nobody can promise a position, a click volume or a return on ad spend. Anyone who guarantees the top spot is guessing or selling something else. What we can do is build the campaign properly, track what it produces and report it honestly. See Google and Meta ads.

As soon as the ads are approved and eligible, which is one of the main differences from local SEO, where there is no set timeline. Showing is not the same as producing calls, though. We set up conversion tracking before spending so the first weeks tell you something useful. The comparison is in local SEO vs Google Ads.

They stop showing. That is true of Google Ads and Local Services Ads alike. Your Business Profile and website keep working, and local SEO work compounds instead of switching off, which is why we see ads as a way to fill the calendar now while the free channels build. See local SEO vs Google Ads.

No. Google removed the option to create new call-only ads in February 2026, and existing ones stop receiving impressions in February 2027. The replacement is a call asset on a responsive search ad, which shows a call button on phones. If your account still has call-only ads, they need to be rebuilt before that date. Details in our post on call ads ending.

A call asset adds your phone number to your ads. On a phone, a clickable call button appears under the ad; on desktop, a "Call us" button shows the number with a QR code that opens the phone's dialer. A click on it costs the same as a headline click. Google says call assets do not show with every impression, and you can schedule the number to appear only when you can answer. See tracking calls from Google.

Google checks that the number in a call asset represents the business. It warns that ads are disapproved for "Unverified Phone Number" if the number is not in E.164 format, such as +12345678900 with no spaces, or if that exact number is not visible in your website's source code and your domain is not verified in Search Console. Vanity, premium and fax numbers are not accepted. See the call assets post and Search Console for local business.

Yes, through location assets. For locations you own, the data source can be your Google Business Profile, so the ad can show your address, a map or the distance to you. Link the right Business Profile account, and note that Google allows only one location asset type per account. Setup notes are in Google Ads for local business.

Yes. An ad schedule picks the days and hours ads can show, or adjusts bids by time. Two things to watch: schedules use your Google Ads account's time zone, and the campaign still paces toward a monthly spend based on the daily budget, so fewer hours does not automatically mean less spend. See Google Ads for local business.

No. Google says advertising has no effect on your presence in its search results, and that there is no way to pay for a better local ranking on Maps. Ads and organic results are separate systems on purpose. Ads can reach areas where your profile does not rank yet, but they do not push the profile up. See local SEO vs Google Ads.

We work in English, French and Spanish, so a French campaign is something we can build. Whether you need one, or a bilingual setup, depends on who your customers are and how they search, and we scope that on the strategy call rather than assuming. See Google and Meta ads.

You set an average daily budget per campaign. On a given day Google may spend up to twice that amount to catch traffic swings, but you will not be charged more than 30.4 times the daily budget in a month. So uneven days are normal, and the number to watch is the monthly total. Several campaigns can also draw on one shared budget. See Google Ads budget for local business.

Divide the monthly amount by 30.4, which is the average number of days in a month and the multiplier Google uses for its monthly cap. That keeps the month inside what you can afford even when individual days run over. Google's own advice after setting a new budget is to start small and check the account daily. See Google Ads budget for local business.

It depends on what is tracked. Before calls and forms are counted, Maximize clicks gets traffic while you watch search terms closely. Once calls, forms and bookings are tracked as conversions, Maximize conversions makes sense. Target CPA suits accounts that know what a lead is worth and have conversion history. Manual CPC gives tight control over a small keyword set. See Google Ads budget for local business.

Yes. Conversion-based strategies optimize toward the actions you mark as Primary, so without tracking Smart Bidding has nothing to learn from. Google also says it is critical to use Smart Bidding with broad match, which is why we set up call and form tracking before widening keywords. See tracking phone calls from Google.

Mostly when your sales carry values the account can see, such as online orders. A plumber whose conversion is a phone call has no order value to optimize toward, so Target CPA or Maximize conversions fits better. If you sell online, we can talk through whether values can be passed to Google Ads. See Google Ads budget for local business.

Treat it as a suggestion. Google bases budget recommendations on recent campaign performance, and its interest is more spend. Judge any increase against booked jobs, not clicks or impressions. If the current budget is producing jobs at a cost you can live with, scaling makes sense; if not, fix search terms and the landing page first. See Google Ads budget for local business.

Write the rule down before spending. For example: if spend reaches a set multiple of what a lead is worth to you with no booked calls, pause and review the search terms and landing page rather than raising the budget. If leads come in below what a job is worth, scale gradually. Having the rule stops the account being judged on emotion. See Google Ads budget for local business.

Start with your average job value and how many enquiries become jobs. Only you have those numbers. Together they set what you can afford to pay per lead, and that is the figure a budget and a Target CPA should be built around. We ask for both on the strategy call. See Google Ads budget for local business.

Yes. Google's Keyword Planner shows search volume estimates, average costs for keywords, and forecasts of clicks and conversions based on spend. It also suggests keyword ideas. Google notes that bid, budget, ad quality, location targeting and other factors all affect real results, so treat it as a sizing tool, not a promise. See Google Ads budget for local business.

We do not publish one, because the right starting budget depends on click costs in your area and what a lead is worth to you. We go through plans, pricing and how budgets work on the strategy call so you know the full cost before anything runs. Ad spend is separate from plan fees. See Google Ads budget for local business.

Google's goal-based campaign type that can use all Google Ads inventory, including YouTube, Display, Search, Discover, Gmail and Maps, from one campaign. You supply text, images and video, choose the conversion actions you care about, and can add a ROAS or CPA target; Google's AI decides where and to whom the ads show. Google positions it as a complement to Search campaigns, not a replacement. See Performance Max for local business.

No. Google describes Performance Max as complementing keyword-based Search campaigns, and says a Search campaign with an exact match keyword is prioritized over Performance Max when a query hits that keyword. Keeping Search gives you tight control over the high-intent searches that usually drive calls. See Performance Max for local business.

Working conversion tracking, because it optimizes toward the goals you choose; real text, images and video, using photos and footage you own or have licensed; a budget big enough to spread across many channels; and careful location targeting. If any of those is missing, we fix it first or start with Search. See Performance Max for local business.

A version built for businesses with locations. You define your locations by linking your Business Profile, then provide a budget and ad assets. It aims to maximize in-store value using store visits, store sales and local actions such as call and direction clicks. Get your Business Profile right first, because the campaign relies on it. See Performance Max for local business and optimize your Business Profile.

Google defines them as local engagements like call and direction requests. They can include clicks for directions, calls, website visits and, for some business types, orders and menu views. They show intent, not a visit or a sale, so we judge the campaign against real bookings and sales rather than the local actions count. See Performance Max for local business.

Less than a Search campaign, but not none. Negative keywords apply to its Search and Shopping inventory, brand exclusions stop it serving on a brand's queries, search themes tell Google which searches your customers use, and location targeting works as in any campaign. Audience signals are optional and do not limit delivery. See Performance Max for local business.

Searches you tell Google your customers use, up to 50 per asset group. Google gives them the same priority as phrase and broad match keywords in Search campaigns, so they are the closest thing Performance Max has to keywords. We build them from the search terms that already produce calls. See Performance Max for local business.

Google says search terms reporting is available for all Performance Max campaigns. Reporting for this campaign type changes often, so we check the current help page rather than relying on last year's screenshots. We use the report the same way as in Search: add junk as negatives, promote winners to search themes. See Performance Max for local business.

No. Direction and call clicks show intent, not a visit or a sale. Store visit conversions are enabled automatically only for accounts that meet Google's eligibility criteria, so most small businesses should not count on them. Judge the campaign against real bookings and sales. See Google Maps ads.

Check Google's current store goals help page for eligibility before planning around it, because the campaign is built around store locations linked from your Business Profile. For trades that serve customers at home, Local Services Ads or a tightly targeted Search campaign is usually the better comparison. See Performance Max for local business.

A submitted form, a phone call, a booking or an order. A page view is not a lead. We set those actions up as conversions before spending, mark the ones that matter as Primary, and keep the list short so the reports show customers and not only clicks. See Google Analytics 4 setup.

Through call reporting. Google shows a forwarding number on the ad's call asset, counts the call, and can record it as a conversion when it lasts longer than a length you set. It can also tell you which keywords, ads, ad groups and campaigns led to call conversions. See tracking phone calls from Google.

Yes. Google can show a dynamically generated forwarding number on your site only to people who arrived from an ad, and count calls to it as conversions, along with clicks on your number on a mobile site. Everyone else sees your normal number. Forwarding numbers are available only in certain countries, so check Google's list. See tracking phone calls from Google.

Google lets you choose it. Pick the shortest call that could realistically be a booking for your trade, so wrong numbers and hang-ups drop out while a genuine two-minute enquiry still counts. We set it with you and adjust once real calls come in. See tracking phone calls from Google.

Not if done properly. Google's Business Profile guidelines say the number must be under the business's direct control and not redirect to other numbers, so we keep one main number on your profile, site footer, schema and listings. Google Ads forwarding numbers are shown dynamically to ad visitors only, so the published number stays the same for everyone else. See tracking phone calls from Google.

Not always. Google Ads call reporting and GA4 key events cover many small businesses. A third-party tracking number on your Business Profile is where owners get into trouble, so whatever you use, keep the listing number within Google's guidelines. See tracking phone calls from Google.

Because Google's Business Profile call metric is the number of times someone clicked the call button, not completed calls. Treat profile and click counts as intent, and call-length conversions from Google Ads as the stronger signal. See tracking phone calls from Google.

You link the two, which needs editor or admin on the Analytics property and administrative access to the Ads account, then import key events into Google Ads so it reports and bids on the same leads Analytics counts. Auto-tagging must be on. Google says Ads link data can take up to 48 hours to flow. See Google Analytics 4 setup.

Your business. Create it with a Google login the business owns and add your agency as a user. We set it up in your name, test each event and show you the one report worth checking each month. Do not let anyone else own your data. See Google Analytics 4 setup.

It depends on where your visitors are and which laws apply, and that is a question for a lawyer. What we can say: Google's consent mode passes your visitors' consent choices to Google tags but does not provide the banner itself, and your privacy policy should mention analytics and ad tracking. See Google Analytics 4 setup.

Enhanced measurement in GA4 can miss form submissions. Test by submitting your own form and checking the event appears; if it does not, send a dedicated event from your thank-you page or form tool instead. Ads data can also lag up to 48 hours after linking. See Google Analytics 4 setup.

If the tool sends people to a confirmation page on your site, that page view becomes the event. If the booking happens on the tool's own domain, it depends on what tracking that tool supports, so we check before promising a number. See Google Analytics 4 setup.

No. Google says you currently cannot serve ads exclusively in Google Maps; the campaign types that reach Maps may automatically serve on other surfaces too. Google lists four Maps formats: promoted pins, map search ads, map suggest ads and placesheet ads. See Google Maps ads.

Square ad pins on the map that stand out from the usual round pins, shown when people browse, search, view directions or navigate. Google says they need your Business Profile linked to Google Ads, and they do not show when the map is zoomed out. Your ad may show as a pin without also appearing in Maps search results. See Google Maps ads.

Google's own checklist: is your profile linked and verified, is the location asset approved, is the campaign active and targeting the right area, are you zoomed in far enough for pins, and is the search relevant to your keywords? Other advertisers may also win the limited slots. See Google Maps ads.

No. Google says local search ads are different from your organic listing; a wrong address or pin is a Business Profile problem and has to be fixed there. Ads sit on top of the profile, they do not repair it. See Business Profile setup.

Last, and only with a budget you can afford to lose while testing. Get found for free first, then capture search demand with tightly targeted Search ads, then track calls and forms. Geofencing can suit a business with a clear place to target, such as a home show or event. Ask any vendor where its location data comes from and how consent was collected. See geofencing and location-based ads.

Location settings can include a radius around any address, so in that narrow sense yes. Keep the ads honest: do not name or disparage a competitor, and read each platform's policies first. Whether it is worth the money is a different question. See geofencing and location-based ads.

No, and we will not set it up whatever a vendor allows. Clinics, hospitals, places of worship, shelters, schools and protests are off limits. In January 2024 the US Federal Trade Commission ordered two data brokers to stop selling data tied to sensitive locations. Privacy laws vary by state, province and country; this is general information, not legal advice. See geofencing and location-based ads.

When you want to reach people before they search. Google Search catches someone typing what you sell; Facebook and Instagram put your dishes, specials, events or new services in front of nearby people who were not looking yet. That suits openings, new menus and events. Both let you limit ads to the area you serve. See Meta ads for local business.

Browser tracking can miss events. Meta recommends running the Conversions API alongside the Pixel, sending events from your server with a matching event name and event ID so duplicates are removed. Install the Pixel on every page, then test. And judge on booked jobs, not the platform's count. See Meta ads for local business.

Change one thing at a time, the hook, the image or the offer, so you know what made the difference. Use real photos you have rights to, never another business's. Give each test enough time and spend before calling a winner, judge on cost per lead and booked jobs rather than likes, and refresh creative when results slip. See Meta ads for local business.

Yes, set at the ad set level: countries, regions, cities, postal codes or a radius around an address. Radius limits and available options vary by country and change, so we check Meta's current help page before building. Housing, employment and credit ads must declare a Special Ad Category, which limits targeting. See Meta ads for local business.

Check the reports, including where results come from by location, review the search terms and add negatives, adjust bids, budgets and ads, and send monthly reporting on calls, clicks and customers. The accounts are in your name, so you can look inside at any time. See Google and Meta ads.

Yes. Building the campaigns includes the ad copy, the keywords, the negatives, the assets and the location targeting, and campaigns and copy are among the deliverables described in our Terms of Service. We write from what you sell and how your customers search, then adjust from the search terms report.

Before. Calls, forms and bookings are set up as conversions first, so reports show customers and not only clicks, and so Smart Bidding has something to optimize toward from day one. Spending before tracking means paying for a month you cannot judge. See tracking phone calls from Google.

Yes. Bring your account questions to the strategy call and we walk through them. Most wasted local ad spend comes from settings rather than ads: the wrong location option, no negative keywords, no conversion tracking. Those are the first things we check. See Google Ads for local business.

Yes. Watching the migration, choosing the campaign structure, replacing callouts, keeping lead disputes going and comparing cost per lead against your Search campaigns are part of our Google Ads management. Having all Google spend in one account makes that comparison easier. See our migration post.

Yes. We record your calls, cost and cost per call first, add the phone numbers as call assets, build the responsive search ad in the same ad group, run both side by side until the new ad is approved and getting calls, then remove the old one, with call reporting on. Do not leave it to January 2027. See the call ads post.

Calls, clicks and customers, and where they came from, so you can see what the spend is doing. Not impressions dressed up as results. If a market or campaign is not producing, the report says so and the budget moves toward the ones that are. See client acquisition.

Yes. Paid ads suit local businesses that want to reach people searching now in the areas they serve. They are not a fit if you need guaranteed results, because ad platforms run auctions. On the strategy call we outline the campaigns we would run, or tell you to start somewhere else. See Google and Meta ads.

Dominate adds ads, full social management and client acquisition campaigns. Launch is for a shop with no website, and Growth adds local SEO, content and reporting. Ad spend itself is separate from every plan fee. What each plan includes is on the homepage, and we help you pick on the call. See book a call.

Yes. You can take one piece or all of them. That said, ads work best alongside local SEO and a fast website, because the page the ad lands on decides whether the click becomes a customer. We will say so on the call if we think the site is the bottleneck. See Google and Meta ads.

The people who build and run your campaigns, not an account manager reading a script. They answer your calls, nights included. Email is our official channel for anything about your account, so put changes in writing as well. See about us.

Google's personalized advertising policy limits housing, employment and credit ads in the US and Canada: no targeting by gender, age, parental status or marital status, and no ZIP code targeting. Radius of at least 1 km, city and country targeting are allowed; in Canada the first three characters of a postal code are acceptable. Ads that break the rules can be restricted until fixed. This is a summary, not legal advice. See Google Ads for local business.

Yes. Google says advertisers in sensitive interest categories cannot use advertiser-curated audiences, and precise location data around clinics is treated as sensitive by regulators. Automatic Local Services lead credits also exclude health care. Confirm what applies to your clinic with your own advisor. See geofencing and location-based ads.

Better not. Google says putting a phone number in the ad text instead of using a call asset may lead to disapproval. Add the number as a call asset, where it is verified and can be tracked as a conversion. See Google Ads for local business.

Under our Terms of Service you agree to comply with every platform's advertising, review and privacy rules, and we may refuse a request we reasonably believe breaks them. In practice we build within the rules and tell you when something you ask for would not pass. Platforms change approval rules without notice, and we adjust and tell you what changed.

Use photos and footage you own or have licensed, and never another business's photos. Performance Max runs on the assets you give it, Meta creative works best with your team, your work and your storefront, and Local Services Ads has its own photo rules including the AI image ban in the EU and New York. See Meta ads for local business.