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Yeah this is the exact problem with local services… most people optimize the ads but ignore what happens after the click which is where everything falls apart.
I run a few HVAC and home service accounts and the real wins come from call tracking integration plus actually listening to the calls to see why leads aren’t booking. Usually it’s either response time is garbage or the phone script sucks… not the ads.
What I do for these clients is connect the ad data with their CRM so we can see which keywords actually turn into booked jobs not just calls. Then we kill the keywords bringing in tire kickers and double down on what books. Sounds basic but most people never close that loop.
