Industry
Services and local business
Services have no shopping cart: the conversion is an enquiry, and enquiries arrive in different ways and are worth different amounts. While a form, a call and an email are counted as one number, optimisation drifts to the cheapest of them — and revenue does not move.
Where the result is lost
Four reasons the budget goes nowhere
All four have been worked through on real projects — each point has a case from this same industry behind it.
«Conversions» are glued into one number
A form, a call, an email and an online order are worth different amounts, yet the report shows one line. The algorithm faithfully optimises for the cheapest enquiry, which turns out to be the least useful one. Splitting enquiry types for an appliance repair service produced 252 conversions, 104 of them online orders.
Reach is wider than the service area
An enquiry from the next town is spent budget if no one travels there. Widening reach in a local service makes no sense: the job is the opposite one — to get the most out of a narrow area.
More campaigns than data
In a narrow niche a scattered structure never accumulates data: each campaign learns on its own and none of them finishes learning. Two campaigns instead of ten let the algorithm reach stable decisions sooner.
A long cycle measured as a short one
Someone buying a modular home compares options for weeks, while the campaign decision is taken in one — and whatever has not paid off yet gets switched off. The evaluation horizon has to match the sales cycle, or everything expensive is cut and everything useless survives.
Stages of work in services
The same four stages, applied by enquiry type
The methodology does not change with the industry — what changes is the unit each phase is measured in.
- 01
Demand
The keyword set is built for each service separately: neighbouring products are searched for with different words. The geography is narrowed to the actual service area.
- 02
Site
The site is prepared to receive traffic: structure, a landing page per service, technical groundwork. The phone number and the form are visible on the first screen, on mobile too.
- 03
Data
GA4 and GTM with goals split apart: a form, an email, a call and an online order are counted separately because they are worth different amounts. Without that split every later decision is made on a meaningless average.
- 04
Decisions
Optimisation is driven by enquiry quality over a horizon that matches the sales cycle. Fewer entities in the account means statistics accumulate faster and decisions hold up better.
Cases in this industry
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We will look at your campaign structure, your geography and how your goals are counted. We will show which enquiry types are glued into one number, and what changes once they are separated.
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