5 Advanced Google Ads Strategies to Maximize ROI

Many home service businesses struggle to get the most out of Google Ads, often leaving money on the table. It’s easy to set up a campaign, but scaling it profitably? That’s where the real challenge begins.

Basic tactics like generic keyword targeting or relying on default settings might work at first, but they’re not enough to drive sustainable growth. If you want to move beyond just breaking even and start thriving, you need to adopt advanced strategies that can give you a competitive edge.

In this article, we’ll explore five advanced Google Ads strategies designed to help you maximize your ROI. From smarter keyword targeting to fine-tuning your audience engagement and beyond, these are the tools you need to take your campaigns to the next level.

Strategy 1: Fine-Tune Your Targeting with Advanced Audience Segmentation

Why Segmentation Matters

Showing the right ads to the right people ensures your marketing dollars are spent wisely. Advanced audience segmentation allows you to segment users based on behaviors, demographics, and even specific locations.

For example, consider a plumbing company targeting homeowners in flood-prone areas. Instead of marketing to everyone, they narrow their audience to individuals with a high likelihood of requiring emergency services.

How to Implement Advanced Audience Segmentation

Google Ads provides powerful tools to create and refine audiences. Use Audience Manager to set up custom audience types such as:

• In-Market Audiences: Users actively searching for services like yours (e.g., “emergency plumbing” or “AC repair near me”).
• Customer Match: Upload your customer list to target similar individuals.
• Lookalike Audiences: Reach users who share characteristics with your existing customers.

“Smart audience segmentation ensures you’re showing the right ad to the right people at the right time. That’s how you outsmart, not outspend, your competitors.” – Avram Gonzales, Chief Strategist at Digital Harvest

Strategy 2: Use Data-Driven Bid Strategies

What Are Data-Driven Bid Strategies?

Google Ads’ machine learning takes the guesswork out of bidding. Automated bidding optimizes for your goals, such as more leads or higher revenue. Consider these bidding options for home service businesses:

• Target ROAS (Return on Ad Spend): Focuses on maximizing revenue.
• Maximize Conversions: Prioritizes lead generation.
• Enhanced CPC (Cost Per Click): Combines manual control with automation for optimal results.

How to Implement This Strategy

Monitor conversion data closely to adjust bidding goals effectively. Start by analyzing historical data to identify trends and align your bidding strategy with your business objectives. Don’t forget to review performance regularly and be ready to refine your approach as needed to ensure continued success. 

Bonus Tips

• Use conversion tracking to gather accurate data before adjusting bids.
• Avoid sudden shifts; transition gradually to preserve campaign stability.

Strategy 3: Leverage Ad Extensions to Increase Click-Through Rates

Ad extensions make your ads more engaging and helpful, directly boosting your click-through rates (CTR) and Quality Score. By providing additional information or interactive options, extensions give your audience more reasons to click on your ad. They also improve your ad’s visibility on search result pages, helping you stand out from the competition.

Types of Ad Extensions to Use

• Call Extensions: Make it easy for potential customers to call you directly from your ad with a single tap or click. Ideal for businesses that prioritize phone inquiries or bookings.
• Location Extensions: Display your business address, map, and even distance to your location, encouraging local customers to visit your store or office.
• Structured Snippets: Highlight specific services, features, or products with a brief, organized description. Great for showcasing variety, like listing “lawn care,” “tree trimming,” and “garden design” for a landscaping business.
• Price Extensions: Show pricing details upfront to attract high-intent customers looking for transparency and value. This is highly effective for price-sensitive audiences.

Best Practices

To get the most out of ad extensions, aim to use at least three per ad group to maximize your impact:

• Update regularly: Reflect promotions, seasonal offers, or timely details.
• Keep it concise: Ensure extensions are short and to the point.
• Focus on relevance: Align extensions with your business goals and audience needs.

Strategy 4: Optimize Landing Pages for Better Conversions

What Makes a Landing Page Effective?

Once a user clicks your ad, your landing page becomes the next crucial touchpoint in converting them into a customer. A well-designed landing page can make or break your marketing campaign. Here’s what top-performing pages have in common, along with tips to make yours stand out: 

• Consistent Messaging: Ensure the ad and landing page align perfectly (no surprises). If your ad promises a discount or free trial, make it the focal point of your landing page. This consistency builds trust and reassures visitors they’re in the right place.
• Compelling Headline and Value Proposition: Your headline should grab attention instantly while clearly conveying the benefit of your product or service. For example, instead of “Welcome to Our Site,” go with “Save 30% on Your First Order – Limited Time Offer.” Follow up with a concise value proposition that explains why your offering is the best choice.
• Prominent CTAs (Calls to Action): Use bold, actionable commands such as “Claim Your Free Demo” or “Start Saving Now.” Place these CTAs strategically throughout the page – above the fold, mid-scroll, and at the bottom – so users never have to search for what to do next. Make them visually distinct with contrasting colors and large buttons to draw attention.
• Trust Signals: Build credibility by displaying customer reviews, testimonials, industry certifications, or warranties. For example, include a quote from a satisfied client or showcase logos of well-known brands you’ve worked with. If applicable, add stats like “Trusted by 10,000+ customers” or “Rated 5 stars on Trustpilot” to further enhance reliability.

By focusing on these elements and optimizing for clarity and user trust, your landing page can significantly boost conversions and ensure every click on your ad brings you closer to your goals.

Bonus Tips

• A/B test landing pages to determine what resonates (different headlines, button colors, or layout formats).
• Optimize for mobile devices—over 50% of traffic comes from mobile users.

Strategy 5: Implement Remarketing Campaigns

How Remarketing Works

Remarketing focuses on users who have already interacted with your site. These are high-intent customers who might simply need an extra nudge to convert.

For example, a roofing company targeted users who visited their “Roof Repair” page but didn’t book an appointment. By showing enticing follow-up ads featuring discounts or customer testimonials, they encouraged users to return and convert.

Benefits of Remarketing

• Keeps your brand top of mind.
• Low-cost strategy compared to traditional search campaigns.
• Higher conversion rates due to repeated exposure.

How to Set It Up

Remarketing can help you re-engage visitors and drive conversions. Follow these steps to get started:

• Add a Remarketing Tag or Pixel to Your Website: This tag tracks visitors and their behavior on your site. Once installed, it allows you to create audience segments based on specific actions.
• Create Audience Segments: Segment users based on their actions, such as cart abandonment, viewing specific product pages, or spending time on high-intent pages like pricing or contact forms.
• Set Up Campaigns in Your Advertising Platform: Use platforms like Google Ads or Facebook Ads to create remarketing campaigns. Customize your ads with tailored messages, exclusive offers, or reminders to complete purchases.
• Set a Frequency Cap: Avoid overwhelming your audience by limiting how often they see your ads.

With the right setup, remarketing can keep your brand top-of-mind and help drive users back to complete their journey.

“Remarketing is one of the most cost-effective ways to stay in front of potential customers. It’s like a polite nudge saying, ‘Hey, we’re still here to help!’” – Avram Gonzales

How to Know If Your Google Ads Campaigns Are Working

Knowing if your campaigns are effective is key to making smart, data-driven decisions. Google Ads offers valuable insights to help you track progress. By focusing on the right metrics and tools, you can measure success and find areas to improve.

Metrics to Track

• CTR (Click-Through Rate): A high CTR shows that your ad copy and targeting resonate with your audience. It’s a direct indicator of how appealing your ads are.
• Conversion Rate: This metric tells you how effective your ads are at driving users to complete desired actions, like filling out a contact form or making a purchase.
• Cost Per Conversion: Understanding how much it costs to acquire each customer helps you manage your budget and refine your targeting.
• ROAS (Return on Ad Spend): Perhaps the most important metric, ROAS reveals the profitability of your campaign by comparing revenue to ad spend.

Tools to Use

• Google Ads Dashboard: Your first stop for tracking metrics, spotting trends, and making quick adjustments to your campaigns.
• Google Analytics: For deeper insights, connected Analytics can provide a clearer picture of user behavior, showing where they came from, what actions they took on your site, and more.

By keeping an eye on these metrics and leveraging the right tools, you’ll have a solid grasp of your campaign’s success and the confidence to optimize for even better results.

Take Your Google Ads Campaigns to the Next Level

Taking your Google Ads campaigns to the next level means mastering strategies like advanced segmentation, remarketing, and optimized landing pages. By constantly experimenting and refining, home service businesses can unlock a steady stream of qualified leads and measurable ROI improvements.

Don’t leave money on the table. Visit Digital Harvest or simply connect with Avram Gonzales on LinkedIn for even more expert guidance tailored to your business.