The main campaign types
| Campaign | Where ads appear | Typical use |
|---|---|---|
| Search | Google results for chosen searches | Leads from people looking for your service |
| Performance Max | Search, YouTube, Display, Maps, Gmail and Discover | One campaign across Google's channels |
| Display | Websites and apps in Google's network | Reminders and awareness |
| Video | YouTube | Showing your work and building recognition |
| Demand Gen | YouTube, Discover and Gmail | Visual ads to new audiences |
For most local service businesses, search campaigns come first. They reach people who already typed what they need.
How it works in practice
You build campaigns, ad groups and ads, set a budget and choose bidding. Each time a person searches, Google runs an auction among eligible ads. Your position depends on your bid, your ad quality and how useful your landing page is.
What it costs
There is no minimum spend. You set a daily budget, and Google can spend up to twice that on busy days while staying within your monthly limit. Costs per click vary widely by industry and city. Legal and home service terms are among the most expensive.
Who owns the account
Your Google Ads account holds years of data about what works. It should be in your business's name, with your payment method, even if an agency manages it.
Good example. A roofing company owns its Google Ads account and adds its agency as a manager. When it changes agencies, all history stays.
Bad example. The same company lets an agency run ads from the agency's own account. When they part ways, the company starts from zero.
See types of PPC campaigns. Our Google Ads management runs inside your account, never ours.