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How to run Google Ads for home service businesses. Start with exact match keywords to build clean conversion data, then layer in AI Max to scale what's already converting. Includes keyword lists, budget benchmarks, and a complete setup checklist.

Section 01 — Phase 1, Exact Match Foundation (Weeks 1–6)

• Start with exact match keywords only, no broad match, no AI features
• Target three intent types: service + location, emergency, and transactional
• Example roofing keywords: [roofing contractor near me], [roof replacement cost], [storm damage roof repair], [emergency roof leak repair]
• Example HVAC keywords: [AC repair near me], [furnace installation cost], [emergency heating repair], [HVAC tune-up service]
• Example plumbing keywords: [emergency plumber near me], [water heater installation], [drain repair service], [burst pipe repair]
• Example electrical keywords: [electrician near me], [panel upgrade cost], [emergency electrician], [outlet repair service]
• Set up call tracking (CallRail or WhatConverts) with dynamic number insertion on every landing page
• Tag every conversion: which keyword triggered the call, did it become a booked job, service type, and revenue
• Structure campaigns by intent: separate campaigns for emergency vs. replacement vs. maintenance
• Run Phase 1 for 4–6 weeks, you need enough conversion volume for AI to learn from

Section 02 — Phase 2, AI Max at Half Budget (Week 6+)

• Launch a secondary AI Max campaign at 50% of your Phase 1 budget
• Keep exact match campaigns running alongside AI Max, don't replace them
• AI Max uses your conversion data to find adjacent search terms real buyers use
• It discovers phrasing variations that correlate with high-quality leads
• Optimizes bids based on buyer behavioral patterns from Phase 1