Omni Channel Guide

Google Ads
The Omni Way

Google is where demand surfaces in real time — people typing exactly what they need, right now. Capturing that intent, converting those clicks, and tracking every outcome to a booked job is the entire game.

Philosophy

"Google captures demand that already exists. Your job is to be there when intent is highest — and to never let a click go to waste."

The Omni System

Why Google Ads Belongs in the Multi-Touch Stack

Paid social creates demand. Email nurtures it. Google Ads captures it at the moment it spills over into a search. In the Omni system, Google is the demand-capture layer — the channel that catches buyers who are already in motion. That makes it one of the highest-leverage channels in the entire stack, and one of the easiest to waste money on if it isn't run correctly.

Tenet 02

Omni-Presence

Buyers search for your service every day — with or without you. Omni-Presence means you are visible at every moment of active intent, not just when a campaign happens to be running. Google Ads is the mechanism that puts you in front of the right searcher at the exact second they're ready to buy. Miss that moment and a competitor gets the call.

Tenet 05

Omni-Tracking

Every click costs money. Omni-Tracking means every click, every call, every form fill is connected back to a booked job and a dollar amount — not a session count or a conversion event that may or may not mean real revenue. On Google Ads, this requires proper pixel installation, conversion mapping, and LeadSprout tagging. Without it, you're optimizing blind.

Baseline Standards

The Omni Standard

Most Businesses How Google Ads typically gets run	The Omni Way How Wundertre runs it
✕ Run broad, untargeted keywords — anything vaguely related to the service	✓ Intent-matched keywords per service line — the right search terms for the right campaign, nothing else
✕ Send all traffic to the homepage — one destination for every campaign	✓ Dedicated landing pages per ad group — message match between the ad and the page is mandatory
✕ Measure success by clicks and CTR — numbers that feel good but mean nothing	✓ Every conversion tracked back to revenue — cost per booked job is the only metric that matters
✕ Set it and forget it — launch the campaign, revisit it next quarter	✓ Weekly campaign review and optimization — bids, negatives, ad copy, and quality scores reviewed on cadence
✕ Ignore Local Services Ads — run only traditional search, leave LSA unclaimed	✓ LSA set up and optimized separately — different auction, different lead type, runs alongside search campaigns
✕ Let Google auto-apply recommendations — accept whatever Google suggests by default	✓ Manual control — every Google recommendation reviewed before applying; Google's suggestions favor Google's revenue

Account Architecture

Campaign Structure

Search — Branded

Protect your own name. Anyone searching your brand is already sold on you — don't let a competitor intercept that traffic.

Target your exact brand name and common misspellings
Impression share target: 90%+
CPCs are low — this is the cheapest traffic you'll ever buy
Always-on; never pause for budget reasons

Search — Competitor

Capture comparison searches. Buyers typing a competitor's name are actively evaluating options — give them a better one.

Target top competitors' brand names
Ad copy focuses on your differentiators, not their weaknesses
Expect higher CPCs — worth it for the intent level
Monitor quality score closely; landing page relevance is critical

Search — Service-Specific

The core revenue driver. One campaign per service line, tightly controlled. This is where most of the budget should live.

Separate campaign per major service (e.g., roof repair, roof replacement)
Intent-matched keywords only — no broad match without negatives
Dedicated landing page per campaign
Bid by device, time, and location

Search — Local/Geo

Hyper-local targeting within the actual service area. Don't pay for clicks from people you can't serve.

Radius targeting centered on the business location
Exclude zip codes outside the real service area
City- and neighborhood-specific ad copy where relevant
Bid adjustments for highest-value zones

⭐

Local Services Ads (LSA)

Pay-Per-Lead

LSA is a completely separate product from Google Search Ads. It runs in its own auction, above standard search results, and you pay per verified lead — not per click.

Google Guaranteed badge builds immediate trust with searchers
Priority placement above all traditional paid search results
Dispute invalid leads directly inside LSA to get credits back
Optimize your profile: license, insurance, review count, response rate
Typically lower cost-per-lead than traditional search — treat it as a separate budget line

🖼

Display — Retargeting Only

Supplemental

Google's Display Network reaches millions of websites, but cold display traffic for local service businesses almost never converts at a meaningful rate. Use it only for retargeting.

Only show display ads to people who have visited your website
Keep frequency caps tight to avoid ad fatigue (3–5 impressions per week)
Set a modest budget — this is a follow-up channel, not an awareness play
Never run cold display without a specific strategic justification

⚡

Performance Max

Use Cautiously

PMax uses machine learning to run across all Google surfaces simultaneously. It can expand reach efficiently — but it surrenders a significant amount of advertiser control.

Do not launch PMax until search campaigns are fully dialed in
PMax will cannibalize your branded search traffic if not configured correctly
Provide high-quality creative assets: headlines, descriptions, images, video
Review placement reports regularly and exclude low-quality placements
Treat as a reach expansion layer, not a replacement for structured search

Ad Creative

Creative Best Practices

What Works

Pain-first headline structure: problem → solution → credibility Example: "Roof Leaking?" → "Same-Day Estimates" → "500+ 5-Star Reviews." Lead with the pain, resolve it, then earn trust.
15 headlines and 4 descriptions — fill every slot Google's Responsive Search Ads test combinations automatically. More inputs = better learning. Fewer than 10 headlines is a missed optimization opportunity.
Ad extensions are mandatory — callouts, sitelinks, call extension, location, review snippets Extensions expand your ad's real estate and improve Quality Score. Skipping them hands impression share to competitors who use them.
Every ad group maps to a dedicated landing page — never the homepage Message match between ad copy and landing page is one of the biggest levers for conversion rate. Mismatched destinations bleed budget.
Match ad copy to search intent — not just keyword "Emergency roof repair" needs urgency-forward copy and a phone number front and center. "Roof replacement cost" needs transparent pricing and a comparison. Same service, different buyer mindset.

What Doesn't Work

Generic headlines that could apply to any business "Quality Service You Can Trust" says nothing. Every competitor writes the same thing. The searcher learns nothing from your ad.
Sending all traffic to the homepage The homepage is built for everyone. An ad targeted to someone searching "emergency plumber near me" needs a page built for that specific moment — not a general overview of the company.
Fewer than 5 headlines in a responsive search ad You're handing Google almost nothing to test. The ad system can't learn what resonates, so it defaults to whatever it has — and performance plateaus.
No ad extensions Your ad is smaller, your Quality Score is lower, and your competitors with full extension stacks take the impression share you're leaving behind.
One landing page for all campaigns A roofing company running repair, replacement, and inspection campaigns — all pointing at the same page — is losing conversion rate on at least two of them. Every campaign earns its own page.

Targeting

Targeting Strategy

📍

Geographic

Tight radius around actual service area — not the entire metro
Use radius targeting from the business address, not broad zip code lists
Exclude known out-of-area locations explicitly
Bid up in highest-revenue zones if data supports it
Review the locations report monthly — clicks come from surprising places

🕐

Ad Scheduling

Run during hours when calls can be answered and jobs can be booked
If a Voice Agent handles after-hours calls, running 24/7 is a viable option
Review day-of-week and hour-of-day performance data — most local services peak mid-morning
Don't pay for overnight clicks that go to a voicemail that never gets returned

📱

Device

Mobile-first — the majority of local service searches happen on a phone
Landing pages must be fully mobile-optimized before spend scales
Use device bid adjustments based on actual performance data
Call extensions become especially critical on mobile — one tap to call
Check page load speed on mobile; slow pages kill conversion rate

🚫

Negative Keywords

Build the negative list before the campaign goes live
Always exclude: DIY, free, how to, training, certification, jobs, careers, Wikipedia
Add to the negative list weekly by reviewing the search terms report
Shared negative keyword lists apply across multiple campaigns efficiently

Non-negotiable: Broad match without a robust negative keyword list burns budget at an alarming rate. Build the list first.

WundertreOS Integration

How Google Ads Connects to the OS

WundertreOS Pixel

Install the conversion tracking pixel on every key page. Fire conversion events on form submission, phone call initiation, and booking confirmation — not just pageviews.

Tracking Foundation

MarketBOOST Ads Hub

Connect the Google Ads account to MarketBOOST. View campaign performance alongside all other paid channels in a single dashboard — impressions, clicks, spend, and booked jobs in one view.

Unified Reporting

Conversion Mapping

Map each Google conversion action (form fills, calls, booking completions) through Omni-Tracking. Tie ad spend to closed revenue — not just conversion events — so optimization is guided by actual business outcomes.

Revenue Attribution

LeadSprout Tagging

Every Google lead tagged at source in LeadSprout — campaign, ad group, keyword, match type. Fully traceable through the pipeline to a closed job. Attribution never gets lost in the handoff between marketing and sales.

Full Attribution

Why this matters: Most agencies report on Google Ads performance inside Google Ads. Wundertre reports on Google Ads performance inside the revenue pipeline. The difference is knowing whether you're spending $80 per booked job or $800 — and only one of those numbers lets you make a good business decision.

Measurement

What to Measure — KPIs That Matter

Primary KPI

Cost per Booked Job

Not cost per click. Not cost per lead. The only number that tells you whether Google Ads is generating real business value. Every optimization decision should trace back to its effect on this metric.

Primary KPI

Conversion Rate: Click → Contact

The percentage of ad clicks that result in a form fill, phone call, or booking action. Low conversion rate points to a landing page problem, an audience mismatch, or an ad-to-page message gap — all fixable.

Keyword Health

Quality Score

Target: 7+ per keyword. Below 5 means your ad relevance, landing page experience, or expected CTR needs work — and you're paying more per click for the privilege.

Brand Visibility

Branded Impression Share

Target: 90%+ on all branded terms. Below 90% means competitors are intercepting your own brand traffic. This is the most affordable impression share to own.

Call Tracking

Call Connection Rate

The percentage of call extension clicks that connect to a live person or Voice Agent. Missed calls from ad traffic are the most expensive leads you'll ever generate.

Market Presence

Search Impression Share

Target: 60%+ on service-specific campaigns. Below 40% means budget is too low or Quality Score is suppressing delivery. Identify the constraint and address it.

Vanity Metrics to Ignore

These look good in reports and mean little for business outcomes

Clicks alone — without conversion context

Impressions — volume without intent is noise

CTR without a corresponding conversion rate

Watch Outs

Common Mistakes — And Why They're Costly

Sending all traffic to the homepage

The homepage is designed for everyone — which means it's optimized for no one. A searcher who clicked "emergency roof repair Austin" lands on a general "About Us" page and bounces. The fix: every campaign gets a dedicated landing page built to match the intent of the search. Message match is not optional.

Broad match without negative keywords

Broad match without a negative keyword list means your roofing campaign is spending on searches like "roofing jobs near me," "how to repair a roof DIY," and "roofing certification programs." Real-world budgets get cut in half by irrelevant clicks inside the first 30 days. The fix: build the negative keyword list before launch, and review search terms weekly.

Measuring by clicks, not booked jobs

A campaign that drives 500 clicks looks excellent in a dashboard. If 490 of those clicks bounced and 10 converted, and 3 of those leads were actually booked — the real cost per outcome is dramatically different from the cost per click. The fix: install proper conversion tracking from day one and report on cost per booked job exclusively.

Set it and forget it

Google Ads is a live auction. Bids drift, competitor behavior changes, Quality Scores fluctuate, and search trends shift seasonally. A campaign that was dialed in three months ago may be bleeding budget today. The fix: weekly campaign review is non-negotiable — bids, search terms, Quality Scores, and conversion data all need eyes on them regularly.

Ignoring Local Services Ads

LSA appears above all standard search results. It carries a Google Guaranteed badge. Leads are typically higher-intent and often cheaper on a cost-per-lead basis than traditional search. Businesses that skip it are conceding prime real estate to whoever did set it up. The fix: set up LSA alongside regular search campaigns, optimize the profile, and manage leads actively.

Auto-applying Google's recommendations

Google's "Recommendations" tab is designed to improve Google's revenue, not yours. Auto-applying suggestions can switch your campaign to broad match, expand your geographic targeting, add keywords you explicitly excluded, and increase bids beyond what your economics support. The fix: review every recommendation manually, understand what it changes, and only apply what genuinely serves the account's goals.

Quick Reference

The Google Ads Cheat Sheet

Campaign Priority Order

Branded search — protect your name first
Service-specific search — core revenue driver
Local Services Ads — separate auction, lower CPL
Competitor search — capture comparison traffic
Display retargeting — follow site visitors only
Performance Max — only after search is dialed in

The Non-Negotiables

Pixel installed and firing on all conversion events
Dedicated landing page per campaign — never homepage
Negative keyword list built before launch
Weekly review cadence on bids, search terms, QS
LSA profile active and optimized
All Google recommendations reviewed manually

The Omni KPI

Cost per Booked Job

Not cost per click. Not cost per lead. Not CTR. The only number that tells you whether your Google Ads spend is generating real business outcomes — and the only number worth optimizing toward.

Attribution & Measurement

UTM Tracking — how to tag every Google ads link

If it's not tagged, it didn't happen. Every clickable Google ads link must ship with UTMs so LeadSprout, GA4, and the CRM tell the same story. Full reference lives in the UTM Tracking channel guide.

The Google ads defaults

Parameter	Value for Google ads
`utm_source`	google
`utm_medium`	cpc
`utm_campaign`	{brand}_{offer}_{geo}_{yyyymm}
`utm_content`	{format}_{hook}_{version}
`utm_term`	audience or keyword

Where to set it

Set a Tracking template at the account level using ValueTrack parameters ({_campaign}, {creative}, {keyword}, {gclid}). Keep Auto-tagging (GCLID) ON — GCLID feeds conversions back into Google; UTMs feed GA4 and LeadSprout.

Example

https://client.com/offer
  ?utm_source=google
  &utm_medium=cpc
  &utm_campaign=acme_free-inspection_atl_202607
  &utm_content=creative-v3

Non-negotiables: lowercase only, hyphens (not spaces or underscores), never tag internal links, and every campaign name ends with _yyyymm. QA every URL with a test click before launch — GA4 Realtime and LeadSprout should show the correct source within 60 seconds.

Google Ads The Omni Way