Customers search for what you do
People look for your service on Google at the moment they need it, so the demand already exists.
Show up when they search.Spend where the jobs are.
LaniHQ manages Google Search ads and Local Services Ads for local service businesses: the searches worth paying for, the ads, the page each ad lands on, and the follow-up when someone calls. The ad account and the budget stay yours, and the price is quoted after a short review.
THE OPERATING MODEL
- 01
Qualify
Check that the phone gets answered and the budget can fund enough leads to learn from. For Local Services Ads, also check that the trade and area are eligible and the Business Profile is verified.
- 02
Build
Set up tracking for calls and forms, choose the searches worth paying for, write the ads, and match each one to a page about that exact service.
- 03
Launch
Start small on the searches closest to a booked job, with a budget you approved in writing.
- 04
Tune
Review search terms and leads every week, cut what wastes money, and move budget toward what books jobs.
WHAT THIS CAN INCLUDE
One team responsible for the whole system.
Scope is selected around the current constraint. Existing tools stay when they remain the soundest option.
- 01
Google Search campaigns built around the services and towns you want work in
- 02
Local Services Ads setup, verification paperwork, and weekly lead review
- 03
Keyword research and a negative keyword list that grows every week
- 04
Ad copy and assets written from how you actually do the job
- 05
A landing page for each advertised service on your managed website
- 06
Call and form conversion tracking, confirmed before any spend
- 07
Ad calls routed to your business line, with follow-up for the ones you miss
- 08
Budget and service area changes only with your written approval
- 09
A monthly report: leads, cost per lead, and booked jobs
- 10
Your own ad account and billing, with LaniHQ on delegated access
When this service earns its place.
A larger system is not automatically a better system. These are the conditions that make the responsibility useful.
Someone answers the phone
Ads produce calls. A business that answers during its listed hours gets the value, and one that does not pays for missed calls.
You can fund a fair test
A budget large enough to bring in leads every week, so decisions come from data and not from a handful of clicks.
THE EVIDENCE
What Google says about how these ads work.
The way we run ads follows Google's own published rules. Each point below links to the page it comes from, so you can check it.
No one can promise leads, rankings, or a cost per lead. Google publishes no cost ranges, and results depend on the trade, the area, the budget, and how quickly calls are answered.
- 01
A matching page lowers the cost
Google Ads grades landing page experience as part of ad quality, and says higher quality ads can earn better positions at lower cost. That is why each advertised service gets its own page.
Google Ads Help, "About ad quality" - 02
Answering the phone is part of the job
Google counts how responsive a business is when it ranks Local Services Ads, and missed calls can lower that. We check that calls are being picked up before and after launch.
Google Local Services Help - 03
One badge: Google Verified
Since October 2025 a single Google Verified badge has replaced Google Guaranteed and Google Screened, and the money-back guarantee has ended. We do not promise either.
Google Local Services Help - 04
Local Services Ads are moving into Google Ads
Google is turning Local Services Ads into pay-per-lead campaigns inside Google Ads, starting with home service businesses. Verification and the badge carry over. Managing both in one place is the direction Google is heading.
Google Ads Help - 05
Not every poor lead is credited
Google now reviews lead quality automatically. It does not credit calls outside your listed hours, price shoppers, cancellations, or job types you do not offer, so accurate hours and job types matter.
Google Local Services Help
Google Ads management is quoted after a short review of your trade, your service area, and your current site. Ad spend is billed by Google to your own card, never ours.
Start the free reviewTHE MANAGED CADENCE
- 01
Review
Check search terms, leads, and spend every week.
- 02
Rate
Mark each lead booked or not, and rate poor Local Services leads so Google's credit review sees them.
- 03
Report
Send a monthly view of leads, cost per lead, and booked jobs.
- 04
Adjust
Change budget, keywords, or service areas with your approval.
CONNECTED WHEN USEFUL
This service does not have to operate alone.
Start here, then connect the adjacent responsibilities only when they strengthen the customer journey or operating result.
- 01
Local SEO & Site Structure
Technical SEO, a page for each service, useful area pages, internal linking, schema, Business Profile alignment, and search reporting.
- 02
Visibility & Reporting
Analytics, search and AI visibility, site health, behavior, attribution, and reporting organized around business decisions.
- 03
CRM, Lead Flow & Booking
Lead capture, CRM, routing, pipelines, follow-up, calendars, reviews, reactivation, and outcome reporting.
WHERE THE PRACTICE COMES FROM
Run first on the founder's own business.
LaniHQ's founder has managed the Google Ads account for EverTrade Electronics, a business he owns: the keyword strategy and the ongoing optimization of its campaigns. It is an electronics resale business, not a local trade, and because it is founder-owned we publish no figures from it.
See the EverTrade workAd spend you can trace to booked jobs, in an account you own.
Show us the current process, tools, and failure points. We will recommend the smallest responsible next move.
Request a systems review