A Step-by-Step SEM Plan for Local Service Businesses

Introduction

Local service businesses need a simple, measurable SEM plan. Start by defining clear goals: phone leads, contact form submissions, or appointment bookings. Each goal should map to a conversion action in your analytics.

1. Discovery and goals

Keyword selection should prioritize high-intent phrases that include location and service (for example, 'roof repair grand rapids'). Create a negative keyword list to filter irrelevant traffic and improve ROI.

2. Keyword selection and negative keywords

Organize campaigns by service type and location. Keep ad groups tightly themed (3–7 keywords) so ads remain highly relevant. Use ad extensions (call, sitelink, location) to increase real estate and CTR.

3. Campaign and ad group structure

Design landing pages that match the ad intent. Use clear headlines, benefit-focused copy, and an above-the-fold contact method (click-to-call or short lead form). Optimize load time and mobile layout.

4. Landing page setup

Set up conversion tracking: Google Ads conversions, Analytics events, and phone-call tracking. Verify that conversions appear in your reporting before you scale spend.

5. Tracking and conversion setup

Run A/B tests on headlines, descriptions, and landing page elements. Review weekly performance and shift budget to top-performing keywords and ads. Keep refining negative keywords to remove wasted spend.

6. Testing and optimization

Conclusion: With a well-structured plan and reliable tracking, local service businesses can launch high-performing SEM campaigns that drive qualified leads quickly.