If you’re running Google Ads for your trade or home improvement business, there’s one thing I can almost guarantee…
At some point, you’ve been tempted to set it up, let it run, and hope for the best.
And honestly? You’re not alone.
Between managing quotes, chasing suppliers, and keeping your team organised, logging into Google Ads every week probably feels like the last thing on your to-do list.
But here’s the truth most trades don’t realise:
The “set and forget” approach is silently killing your results — and costing you hundreds (if not thousands) in wasted ad spend every month.
1. The problem with “set and forget”
When you first launch your Google Ads campaign, the algorithm is learning — figuring out who’s clicking, what search terms people use, and which ads get results.
If you don’t check in regularly, Google keeps showing your ads to the wrong people.
Every one of those irrelevant clicks eats away at your budget — fast.
The truth is, Google wants to spend your budget. It doesn’t care whether those clicks turn into paying customers. That’s your job.
2. Why trades waste money without even realising it
Here are three of the most common reasons I see trades wasting money on Google Ads (and how to stop it):
a) Broad match keywords
Using broad match means your ad shows for any related term, not just your service. For example, bidding on “roofing” could trigger “roof repairs,” “roof jobs,” or even “how to become a roofer.”
✅ Fix: Switch to phrase match (e.g. “roof replacement”) or exact match ([roof replacement near me]) and build a negative keyword list to block time-wasting searches.
b) No location control
Many trades accidentally advertise UK-wide when they only work locally.
✅ Fix: In your campaign settings, go to Location options → select “Presence: People in or regularly in your targeted locations.”
c) Poor performing ads left running for months
If you’re not testing ad copy or monitoring performance, Google might keep pushing the worst ad just because it gets clicks.
✅ Fix: Run at least 2–3 ads per ad group and review which one gets the best conversion rate (not just clicks). Keep the winner, pause the rest.
3. How to fix your campaign (without spending hours a week)
Here’s the good news: You don’t need to become a full-time Google Ads manager. You just need a simple routine that keeps your campaigns on track.
Weekly quick check (15-30 mins)
• Look at your Search Terms Report: are your clicks relevant?
• Pause any search terms that aren’t.
• Check your Cost per Conversion: is it rising or steady?
• If costs are up, look for ads with low click-through rates and refresh the copy.
Monthly review (1-2 hours)
• Review which keywords drive the most leads
• Check location performance — which towns convert best?
• Add new negative keywords based on real search behaviour
• Test a new ad headline or offer
4. The hidden cost of ignoring your ads
Say you’re spending £30 per day on Google Ads — roughly £900 a month. If 30% of those clicks are wasted because of poor targeting or irrelevant search terms, that’s £270 down the drain every month — or £3,200 a year.
5. How small tweaks lead to big results
I’ve seen simple changes completely transform campaigns:
• A resin driveway installer reduced cost per lead from £70 to £28 just by tightening up keywords and updating ad copy.
• A roofing contractor doubled their leads by excluding “roofing jobs.”
• A garden room company increased conversions 40% by running ads only in high-performing postcodes.
6. The takeaway: Google Ads isn’t set-and-forget. It’s test-and-tweak.
Google Ads is one of the most powerful tools trades can use to generate consistent, high-quality leads. But only if you treat it like an investment, not a slot machine.
When you check your campaign regularly, learn what’s working, and keep refining your targeting, you’ll:
• Lower your cost per lead
• Improve lead quality
• Build a predictable, steady pipeline of work
And most importantly — stop wasting money on clicks that go nowhere.
Need help getting your Google Ads back on track?
If you’re running Google Ads and you’re not sure where your money’s going, or if your leads have slowed down lately, I can help you fix it.
I’ll review your campaign, spot what’s not working, and help you turn your ad spend into real, profitable leads.
👉 Book a Google Ads Audit here.
Stop letting Google decide where your money goes — let’s make your ads work smarter.