Google Ads basics.
Meta ads show your business to people who might be interested. Google Ads show it to people who are already searching for it right now. That makes Google Ads very powerful for services people actively look for.
How search ads work
Someone searches "AC repair Kukatpally". Businesses that bid on that keyword can show a text ad at the top of results, marked "Sponsored". You usually pay only when someone clicks (pay-per-click).
Campaign types (main ones)
| Type | Shows on | Good for |
|---|---|---|
| Search | Google search results | People actively searching (services, urgent needs) |
| Performance Max | Search, YouTube, Maps, Gmail, Display | Broad reach managed by Google's AI; needs good data |
| Display | Websites and apps | Awareness and remarketing |
| Video | YouTube | Brand awareness, demonstrations |
Start with Search for local services.
Keywords and match types
| Match type | Written as | Matches |
|---|---|---|
| Broad match | ac repair | Related searches too, widest reach |
| Phrase match | "ac repair" | Searches including the meaning of that phrase |
| Exact match | [ac repair kukatpally] | Searches with the same meaning, tightest control |
Negative keywords stop wasted money: for an AC repair business, add negatives like "jobs", "course", "free", "how to".
Writing the ad
- Headlines: include the keyword and a benefit: "AC Repair in Kukatpally · Same-Day Service".
- Descriptions: proof + call to action: "Certified technicians, 4.8★ on Google. Call now for a free inspection."
- Assets (extensions): call button, location, extra links.
Quality Score
Google rates your keyword, ad and landing page relevance. A higher Quality Score can mean better positions at lower cost. Make sure the ad and the landing page match what the person searched.
An AC repair company sees clicks from people searching "AC repair course". What should it do?
Negative keywords stop paying for clicks from people who'll never become customers.
Start with a small daily budget, a few tightly related keywords and conversion tracking (calls or form submissions). Without tracking, you can't tell if ads make money.
Why are search ads powerful for services like plumbing or AC repair?
High intent: the customer is actively looking.
Your task (25 min)
For a local service business, write: 10 keywords (with match types), 5 negative keywords, 3 headlines (under 30 characters each) and 2 descriptions (under 90 characters each). You can explore the Google Ads Keyword Planner for search volume ideas.
Lesson 10 complete!
You understand search campaigns, keywords and match types, ad copy, Quality Score and negative keywords. Next: email and WhatsApp marketing.
Next: Email and WhatsApp marketing →