1. A clear offer
Do not make people guess what they receive or why it is worth acting now. A strong ad offer is specific: a service, a location, a clear benefit and a sensible next step.
2. A page that matches the ad
Send people to the most relevant page, not a generic homepage. Repeat the service, explain what happens next, show proof and make enquiry, booking or calling easy on a phone.
3. Conversion tracking
Track the actions that matter: completed forms, phone calls, bookings, quote requests or purchases. Without this, Google can report clicks but you cannot judge commercial quality.
4. A real follow-up process
Fast replies matter. Decide who receives leads, how quickly they respond and how outcomes are recorded. A good campaign cannot compensate for a lead that goes unanswered.
5. A test budget and a learning mindset
Begin with a focused campaign and enough budget to gather a useful signal. Review search terms, lead quality and conversion cost before expanding.