Google Ads management for a waterproofing company
A waterproofing account is Search with Local Services Ads on top. Search catches the homeowner typing "basement waterproofing near me", "sump pump installation" or "crawl space encapsulation cost" after a storm. Local Services Ads sit above that, charge per lead, and rank partly on reviews, which matters when only 13.8% of waterproofing companies have passed 100. Clicks run $8 to $30 in most metros and a tracked call that becomes an inspection lands between $90 and $250. Beside a $6,000 ticket and a one-in-three close, that math works.
The mistake is running it like a plumbing account: one campaign, broad match on "waterproofing", every click to the home page. That buys "waterproofing paint", "basement waterproofing diy" and "boat deck sealer" all day, and with 41.1% of profiles listing no hours, half the callers reach voicemail.
After two weeks, working looks like 10 to 25 tracked calls, a pruned search terms report, and a cost per booked inspection you can say out loud. The Google Ads guide has the negative list.