The Exact Google AdsStructure We Would Use For A Home Service Business

If you run a home service business, your Google Ads structure determines everything. Your cost per lead, your call volume, your wasted spend, your ability to scale. Most accounts fail not because the business is bad but because the structure is wrong. At BRIW, we use a repeatable framework that works across HVAC, plumbing, electrical, pest control, roofing, and every other local service industry. This is the exact structure we would use before spending a single dollar of your budget.

Campaign 1. High intent service campaigns

These are your core campaigns built around the money makers. Each service gets its own campaign to protect budget and maintain clean signals. For example, AC repair, AC installation, plumbing repair, drain cleaning, electrical repair, and water heater service would all be separate. Inside each campaign are tightly themed ad groups built around one service. This lets us match intent precisely, write hyper relevant ads, and maintain strong quality scores. These campaigns usually drive the highest revenue and become the backbone of the entire account.

Campaign 2. Emergency intent campaigns

Emergency searches behave differently. The person typing in emergency plumber near me or AC repair same day is not shopping around. They want help now. We isolate these terms into their own campaign so we can raise bids, run aggressive call assets, shorten landing pages, and capture high value leads instantly. This single campaign often produces some of the strongest conversion rates in the entire account.

Campaign 3. Branded defense campaigns

If your business has any level of local brand awareness, this campaign is non negotiable. Competitors will bid on your brand name. Directories like Angi and Yelp will bid on your brand name. Lead aggregators will bid on your brand name. A small branded campaign protects your name, costs very little, and converts at the highest possible rate. This is the cheapest and most profitable real estate you will ever buy.

Campaign 4. Competitor conquest campaigns

This is optional, but extremely powerful when used correctly. The goal is not to outbid competitors on their own names. The goal is to intercept the person who is unhappy with the competitor or feels they are being overcharged. Messaging variation and emotional positioning matter here. These campaigns usually deliver a lower volume, but the leads are high intent and often convert at a strong rate.

Campaign 5. Local service ads support

While not technically part of Google Ads search campaigns, LSAs should always operate alongside your search campaigns. This creates total SERP dominance. When searchers see you at the top in LSAs, again in paid search, and again in organic results, they convert at a higher rate. We also use LSAs to identify lead quality trends, call patterns, and peak search hours, which helps optimize your main account structure.

How the structure ties together

Each campaign is built with strict keyword groupings, clean match types, negative keyword lists that remove irrelevant searches, and landing pages aligned exactly to the service the user is searching for. The structure eliminates wasted spend, improves quality scores, and connects each click to the most relevant page possible. This creates higher conversion rates, lower cost per lead, and faster results.

Why this structure works every time

Local service intent is predictable. People search with clear problems and clear urgency. When your campaigns mirror that intent, the algorithm learns faster, irrelevant traffic drops, and revenue increases. This structure has produced consistent gains in lead volume, stronger call quality, and a higher percentage of booked jobs across every local service industry we manage.

If you want BRIW to apply this exact structure to your account, we can audit your setup and tell you exactly where your current structure is leaking money and how fast we can turn it around.

Why Your Google Ads Campaign Stopped Spending After an Overhaul - and How to Fix It

If you’ve recently rebuilt or overhauled a Google Ads account and suddenly noticed that spend has dropped to near zero, you’re not alone. This is a common situation that happens after major structural changes, especially when campaigns are switched to new bidding strategies, keywords, or ad group setups.

The good news: the lack of spend isn’t usually a sign of failure, but a signal that Google’s learning phase has restarted. Here’s what’s really going on and how to get your campaigns moving again.

1. Understand What Triggered the Slowdown

When you make large-scale edits — like changing campaign types, switching to new bidding strategies, replacing ad groups, or removing a big portion of your keywords — Google’s machine learning essentially resets. The system needs fresh conversion data to understand who to serve your ads to.
During this period, performance may pause or crawl as the algorithm gathers enough data to rebuild its model. It’s not broken; it’s recalibrating.

2. Check Conversion Tracking

If you rebuilt the account and forgot to reconnect or re-verify conversion actions, Google might not have the feedback it needs to optimize. Double-check that:
• All conversion actions are active and set to “primary.”
• Each campaign is optimized toward an active conversion goal.
• Tracking is firing correctly in real time.
Without clean data, automated bidding strategies like Max Conversions or Target CPA will hold back spend.

3. Review Budget and Bid Strategy Settings

If you’re running Max Conversions or Target CPA, Google needs conversion volume to optimize effectively. When recent changes disrupt that flow, the system may become overly conservative.
Consider temporarily switching to Maximize Clicks or even Manual CPC for a short period to reintroduce activity. Once impressions and clicks stabilize, you can move back to Max Conversions with better signals.

4. Audit Keyword Coverage and Match Types

Overhauls often include removing broad match or changing keyword groupings. While that’s great for precision, it can also narrow reach too much.
Run a search terms report or use Keyword Planner to confirm you’re still eligible for sufficient auction volume. Adding a few strategic broad match modifiers or phrase keywords can help the algorithm restart data collection.

5. Let the Learning Phase Run Its Course

It’s tempting to make constant tweaks when spend stalls, but that often prolongs the problem. Give the system 5–7 days of consistent settings to learn. Avoid frequent bid, budget, or targeting changes during this period.

6. Track Progress with Patience and Data

Monitor impression share, auction insights, and top-of-page rate instead of daily conversions during the recovery phase. These indicators will tell you whether your account is re-entering auctions efficiently.

The Bottom Line:
When your campaign stops spending after a rebuild, it’s not a sign of failure — it’s a natural part of the optimization cycle. The key is to diagnose whether the issue stems from tracking, bidding, or targeting volume, make one controlled adjustment, and let Google’s learning system stabilize before making further changes.

Handled properly, a short-term slowdown can lead to stronger, more efficient campaigns long term.

The Audit Checklist We Run On Every New Client Before Touching Spend

When a business hires BRIW to take over their Google Ads, the first thing we do is stop the bleeding. Most accounts are losing money long before they realize it, usually from structural issues, poor targeting, or mismatched intent. Before we ever touch your spend or launch a single new campaign, we run every client through a rigorous audit designed to uncover every leak, inefficiency, and missed opportunity.

This isn’t a surface-level glance. It’s a full-stack diagnostic that looks at how your account is built, how your budget is being used, how your landing pages convert, and how your brand shows up across the entire search experience. The goal is simple: get your ad dollars performing like an investment, not an expense.

Below is the full breakdown of the exact audit checklist we run on day one.

1. Campaign Structure and Intent Alignment

Your campaign structure is the backbone of performance. If it doesn’t map to user intent, nothing else matters.

Here’s what we audit:
• Search intent buckets and whether campaigns match buyer mindset
• Segmentation between high intent, mid intent, and low intent searches
• Whether branded, competitor, and generic terms are separated
• How keywords, ads, and landing pages pair together
• Whether the account is using proper naming conventions for clarity

Most accounts lump dozens of unrelated keywords into one campaign, forcing Google to guess who to serve your ads to. Our audit immediately identifies where intent is fractured and where restructuring will increase relevance, lower CPCs, and lift lead quality.

2. Keyword Targeting and Negative Keyword Hygiene

This is where we usually find the biggest leaks. Broad match abuse, irrelevant search queries, and missing negatives cost businesses thousands each month.

Our audit covers:
• Search terms report analysis from the past 90 days
• Broad, phrase, and exact match distribution
• Irrelevant job seekers, DIY searchers, and informational queries
• Industry-specific negatives that should have been added years ago
• Opportunities for expansion into higher-value keyword themes

The goal is to remove spend on anyone who will never buy, while doubling down on the people who actually want your service.

3. Ad Copy, Messaging, and Competitive Positioning

Your ad copy does two things: qualify the right people and repel the wrong ones.

We evaluate:
• Message differentiation vs competitors
• Ad strength, structure, and keyword coverage
• Use of pain points, value props, and proof signals
• Mobile-first formatting
• Whether RSAs have enough pinned structure for consistent messaging

We make sure your ads speak directly to the customer’s problem and show why choosing you is the obvious decision.

4. Conversion Tracking, Data Accuracy, and Attribution

If your data is wrong, your optimization is wrong.

Our audit confirms:
• All conversion actions are firing correctly
• No duplicated or inflated conversion events
• Proper value revenue tracking (where applicable)
• GA4 and Google Ads syncing properly
• Call tracking, form tracking, and offline conversions are clean
• Attribution model chosen for your business type

Most accounts either track far too much or almost nothing at all. BRIW fixes this before anything else.

5. Landing Page Experience and CRO Foundations

Your ads can be perfect, but if your landing page is broken, slow, or confusing, your account will fail.

We audit:
• Page speed and mobile responsiveness
• Scroll depth and heatmap behavior
• Message match from keyword to ad to headline
• Form placement and friction points
• Trust signals, social proof, and clarity of offer
• Whether the page is optimized for high intent searchers

This is where we often find the difference between a $60 CPL and a $14 CPL.

6. Budget Pacing, Bidding Strategy, and Efficiency

The smartest strategy in the world fails if the budget is mismanaged.

We audit:
• Daily pacing vs total monthly projections
• Smart bidding strategies like TCPA or TROAS
• Whether the account has enough conversion volume for automation
• Spend distribution across campaigns and funnels
• Wasted spend pockets that can be reallocated to higher intent areas

We realign spend to maximize ROI, not just clicks.

7. Competitor Intelligence and Market Visibility

Before we optimize you, we need to understand who you’re competing against.

We research:
• Competitor ads, landing pages, and keyword share
• Their offers, CTAs, and positioning angles
• Opportunities where no competitor is addressing customer pain
• Search trends and seasonal fluctuations that impact performance

This helps us build campaigns that outperform—not mimic—your competitors.

Why We Audit Before Spending a Penny

Most agencies skip this step and jump straight into “optimizing.” That’s how budgets get wasted.

BRIW treats your ad account like a surgeon treats a patient. Diagnose first. Operate second.

This audit gives us:
• A clean foundation for scaling
• Clarity on what’s working and what’s not
• A roadmap for restructuring and improving efficiency
• Predictable control over your CPL, lead quality, and ROI

By the time we touch your spend, we know exactly how to win.

Ready for an audit of your own?

If you want BRIW to run this end-to-end audit on your account, just let us know. We’ll uncover every leak, identify the biggest revenue opportunities, and give you the exact game plan to grow your leads profitably.

What a 7 Day Optimization Cycle Looks Like Inside Our Google Ads Accounts

If you’ve ever wondered what actually happens behind the scenes in a high performing Google Ads account, here’s the truth: winning campaigns aren’t built once. They’re built, refined, pressure tested, and tightened every single week.

A 7 day optimization cycle is the heartbeat of predictable, profitable growth. It keeps wasted spend low, intent signals sharp, and your best converting traffic flowing. Here’s what our weekly process looks like when we’re actively managing and scaling campaigns.

Day 1: Performance Audit and Direction Setting

We start with a full scan of the previous week. Not just impressions and clicks, but the deeper indicators: search terms, match type spread, auction insights, conversion paths, and cost per qualified lead.

From this, we identify exactly where the budget should shift, what needs to be tested, and what needs to be cut.

Day 2: Keyword and Query Refinement

This is where the money leaks get fixed.
We comb through search terms, remove irrelevant queries, and tighten match types.

We also check for opportunities to expand into long tail, high intent phrases that competitors overlook. This alone can drop CPL by 15 to 30 percent.

Day 3: Creative and Copy Optimization

Strong Google Ads accounts never let stale copy drag performance down.

We test:
• New headline frameworks
• Pain point focused descriptions
• Updated callouts and sitelinks
• Seasonal or local angles

By day three, every ad group has the best possible version of itself running.

Day 4: Landing Page Review and Improvements

Even the best ads lose money if the landing page is weak.
We look at:
• Page speed
• Relevance to the search term
• CTA clarity
• Form friction
• Above the fold messaging

Small changes here often drive the biggest returns.

Day 5: Bid Strategy and Budget Allocation

This is where we adjust based on performance momentum.

We rebalance budgets toward campaigns with strong conversion velocity, pull back on underperformers, and recalibrate bids to help scaling campaigns maintain efficiency.

The result: money moves to the right places automatically, not emotionally.

Day 6: Competitor and Auction Insights Sweep

We check who entered or exited the auction, who’s bidding aggressively, and which competitors are testing new angles.

This helps us:
• Prevent cost spikes
• Spot copy trends early
• Adjust positioning before anyone else reacts

It’s one of the most underrated levers for cost control.

Day 7: Testing Setup for the Next Cycle

We wrap the week by setting up new experiments—fresh ad variations, new landing page versions, new keyword clusters, new audience layers, and new bid strategies.

The goal is simple: never let the account plateau.

Where BRIW Fits In

Most businesses don’t have the time or expertise to run this kind of disciplined, seven day optimization loop. That’s where BRIW steps in.

We bring this exact framework to every account we manage—tight targeting, nonstop testing, and strategy built for real lead quality, not vanity metrics. If you want Google Ads that run with the precision of a growth engine instead of a guessing game, this is what we do every single week.

When you're ready to treat your ad budget like the investment it is, BRIW is ready to run the system for you.

The 14 Campaign Settings That Destroy Your Budget

And How BRIW Fixes Every One of Them

Running Google Ads without the right campaign settings is like driving with the emergency brake on. You burn through budget fast, performance stalls, and you never see the results you expected. Most advertisers believe weak ads or poor keywords cause the problem, but the biggest money drains usually hide inside settings that quietly waste spend every day.

Below are the fourteen campaign settings most responsible for wasted budget and lost performance. Each section explains the issue and how BRIW solves it through expert optimization and precision account management.

1. Wrong bidding strategy
   Choosing an automated bidding strategy too early or without proper signals leads to runaway CPCs and weak conversions. BRIW analyzes historical data, sets the right strategy for your stage of growth, and feeds Google quality signals to make bidding efficient.

2. Poor conversion tracking
   When Google receives incomplete or inaccurate conversion data, it optimizes toward the wrong goal. BRIW rebuilds tracking with clean events, accurate attribution, and platform aligned signals to ensure Google optimizes for revenue generating actions.

3. Uncontrolled broad match
   Broad match triggers irrelevant search queries and wastes spend when not carefully managed. BRIW uses structured broad match with keyword themes, negative keyword automation, and audience layering to protect your budget.

4. Incorrect location targeting
   The default location setting targets users outside your service area. This burns budget on traffic you can never convert. BRIW immediately corrects this by restricting campaigns to users physically located in your target market.

5. Ignoring search term reviews
   Without regular search term pruning, irrelevant queries accumulate and drain money daily. BRIW performs continuous reviews, removing waste the moment it appears.

6. Excessive keyword volume
   Too many keywords confuse the algorithm and fragment performance. BRIW simplifies keyword sets into tight themes that improve relevance, CTR, and conversion rate.

7. Missing negative keywords
   Without strong negative lists, campaigns attract low intent and irrelevant traffic. BRIW expands negatives continually, refining quality and strengthening overall efficiency.

8. Inefficient ad rotation
   The default ad rotation wastes impressions on weaker ads. BRIW manually tests variations, identifies top performers, and shifts delivery to maximize CTR and conversions.

9. Wrong campaign type
   Many accounts use campaign types that do not align with their funnel or goals. BRIW restructures campaign setup to match your actual acquisition path and conversion journey.

10. Wrong network settings
    Search campaigns often include display or partner networks by default. This reduces intent and raises costs. BRIW ensures campaigns run only on high quality placements.

11. Missing audience signals
    When Google lacks audience context, it struggles to find qualified users. BRIW builds custom intent audiences, layered segments, and algorithm friendly signals to improve targeting.

12. No device optimization
    Mobile and desktop performance usually differs dramatically. BRIW analyzes device data and adjusts spend weighting to prioritize the most profitable segments.

13. Weak landing page alignment
    Even great campaigns fail when landing pages do not match intent. BRIW reviews or rebuilds pages to improve relevance, shorten friction, and increase conversion rate.

14. Blind acceptance of automated recommendations
    Google’s auto recommendations can help, but many harm profitability. BRIW filters every recommendation and only applies those that improve efficiency and scale.

How BRIW Fixes These Problems and Scales Profitably

BRIW specializes in turning underperforming Google Ads accounts into predictable revenue engines. Instead of letting automation make costly decisions, BRIW applies expert strategy, precise structure, strong creative, and daily optimization to eliminate waste and scale growth.

Once these fourteen settings are corrected, budgets stretch further, CPC drops, conversion rates climb, and new revenue becomes consistent.

If you want Google Ads that perform instead of campaigns that quietly drain budget, BRIW is the partner that ensures every dollar works harder.

How We Would Fix a Roofing Company Spending 12k a Month on Google Ads.

Most roofing companies waste a huge portion of their Google Ads budget without realizing it. When someone tells us they’re spending 12k a month, we already know where the leaks are: broad targeting, bad keyword matching, weak landing pages, and zero long-term optimization. Here’s exactly how we would fix it and how BRIW steps in to run this at a higher level.

1. Rebuild the entire campaign structure
Most roofers run everything in one or two generic campaigns. We would rebuild this into tightly themed campaigns such as:
• Roof Repair
• Roof Replacement
• Emergency Roofing
• Free Inspection
• Insurance Claims
This instantly improves relevance, lowers costs, and increases lead quality.

BRIW Advantage: BRIW builds hyper-segmented campaigns that match exactly what high-intent buyers search for, eliminating wasted spend from day one.

2. Fix keyword targeting and remove the money leaks
The biggest issue in roofing is overuse of Broad Match and accidental keywords like:
• roofing jobs
• roofing tools
• how to DIY roofing
• commercial roofing near me (when they don’t offer it)
We would rebuild the keyword list using tight phrase and exact match, then aggressively filter with negative keywords.

BRIW Advantage: BRIW performs continuous weekly keyword audits so no irrelevant clicks ever slip through, protecting your budget long term.

3. Improve the landing pages
A roofing company spending 12k usually sends traffic to the homepage. That kills conversion rates. We would build landing pages for each service with:
• before and after photos
• service area map
• trust elements
• “inspection today” CTA
• mobile-optimized quick call buttons

BRIW Advantage: BRIW builds high-converting roofing landing pages proven to double conversion rates even with the same traffic.

4. Fix tracking so every dollar is accounted for
Most roofing companies aren’t tracking:
• phone calls
• form fills
• chat conversions
• quote requests
• inspection requests

BRIW Advantage: BRIW installs complete call tracking, form tracking, and lead attribution so you know exactly which keyword drove each job.

5. Reallocate budget to high intent, high profit keywords
Not all roofing keywords produce equal revenue. We would prioritize:
• roof replacement
• storm damage repair
• leaking roof emergency
• insurance claim roofing
These searches convert much higher and generate larger contracts.

BRIW Advantage: BRIW optimizes budgets daily, shifting money toward the keywords that bring the highest ticket roofing jobs.

6. Add retargeting and Local Service Ads
Roofing cycles are short. If you aren’t retargeting people who clicked but didn’t convert, you’re losing deals. Plus, LSA ads often deliver cheaper, higher converting calls.

BRIW Advantage: BRIW integrates Google Ads, LSAs, and retargeting into one unified system so roofers dominate their local market.

Conclusion
A roofing company spending 12k per month doesn’t need “more money” for results.

They need BRIW, because what we do is simple:

We turn wasted ad spend into booked roofing jobs using smarter targeting, better landing pages, stricter tracking, and daily optimization.

How to Get More Leads for Your Business

Why Google Ads Could Be Your Secret Weapon

If you’re a business owner searching for ways to generate more leads, you’re in the right place. At BRIW, we specialize in helping businesses like yours turn curious browsers into loyal customers, and one of the most powerful tools to do that is Google Ads.

The Importance of a Strong Lead Generation Strategy

Lead generation is the lifeblood of any growing business. Without a steady influx of potential customers, it’s hard to scale up and reach new heights. The top of the funnel is where it all starts—this is where you capture the attention of people who may not yet know they need your services. But how do you get those leads to flow in consistently?

Why Google Ads is a Game-Changer for Lead Generation

Enter Google Ads. If you’ve been wondering how to attract more leads quickly and efficiently, Google Ads can be your secret weapon. It allows you to place your business right in front of people actively searching for solutions that you offer. Imagine someone typing “how do I get more leads for my business” into Google, and your ad appears right at the top. That’s the power of being visible exactly when and where your potential leads are looking.

How Google Ads Works to Drive Leads

Google Ads operates on a pay-per-click (PPC) model, which means you only pay when someone clicks on your ad. You can target specific keywords related to your industry, location, and audience demographics. This level of precision means that the leads you attract are already interested in what you have to offer. Plus, you can track results in real-time, so you know exactly how well your campaigns are performing and optimize them for even better results.

Conclusion: Turning Visitors into Leads with Google Ads

At BRIW, we help businesses like yours harness the full potential of Google Ads. By capturing attention at the top of the funnel, you can fill your pipeline with high-quality leads who are ready to become your next customers. Ready to get started? Let’s chat about how we can help you grow.