• Google Ads · Google Ads

Contextual advertising of services in Google: Google Ads for a company that sells services

Contextual advertising of services in Google is a separate campaign for each service, negative keywords for the field and summary accounting of requests: form, call, messenger in one place. Advertisements are secondary here: in services, the budget is lost not in the texts, but in the fact that no one recorded the appeal with a number. Therefore, we start by checking the record of applications, and not with keywords. Launch takes 8-20 business days depending on how many services and regions we run. Google deducts clicks from your account separately from our work.

See how it works
Price
after a free audit
Guarantee
30 days after project sign-off
What are we doing?
campaigns for each service, negative words for the field, accounting for forms, calls and messengers
Price
after a free audit
Guarantee
30
days after project sign-off
What are we doing?
campaigns for each service, negative words for the field, accounting for forms, calls and messengers
Launch date
8-20
business days from access to first impression
Before the estimate
free verification of application accounting, 3-5 working days, without access to the account
The first conclusion by numbers
after four weeks of impressions, the cost of the appeal jumps earlier
Finding your own dimension
the clinic has a counter, but the container is not loaded due to an error in the snippet itself
What we do not promise
the number of applications, their quality and items of ads in advance
What's included

Complete list of work and what you get as a result

  • We collect semantics separately for each service, with a division into hot and clarifying requests — so that the budget goes where the person is already choosing a contractor
  • We are building an account structure: a campaign for a service, groups for intentions, separate campaigns for regions — so you can see which service eats up money
  • We write ads with specifics: departure period, work format, conditions — this filters out those for whom your conditions do not suit, even before a click
  • We compile minus-words for the field of services: training, vacancies, "with your own hands", essays, free of charge - this list in services is longer than in stores
  • We set events for sending the form, clicking on the phone number and switching to the messenger - after this, the contact exists as a number, and not as an impression of the manager
  • We connect call tracking if the main channel is a phone: the call is tied to the campaign, not to the guess
  • We adjust the geography of the display according to the presence in the region and the schedule for the hours when there is someone to pick up the phone
  • We divide the budget between services by marginality and loading: an expensive service with a queue for two weeks does not need the same budget as an empty direction
  • We keep an account every week: search requests, rates, ads, geography, disconnecting what spends without appeals
  • We give a monthly report: expenses, appeals and the cost of appeals in the section of each service, and not in one line per account
When this service isn't right

What's not included — so there are no surprises at delivery

  • Advertising budget - it is debited from your Google account separately
  • Promises of the number of applications or their quality in advance
  • Processing inquiries and sales by phone
  • Development of landing pages is a related work with a separate estimate
  • Video shooting and editing for video formats
Who it's for

Situations where this service delivers results

Scenario 1 of 4

Outbound service with clear geography

Installation, repair, measurement, service — everything where you physically go to the client. It is not the text of the ad that saves money here, but the setting of the region: by default, Google shows the ad to those who are simply interested in your city from another region. We turn on the display based on the presence in the region, and clicks from cities where you do not leave disappear from the account.

We'll review your situation in a free audit
Free audit

Free check of how your applications are currently calculated

In services, the main problem of advertising is not in advertisements, but in the fact that appeals come through different channels — form, call, messenger — and almost nowhere are they brought together. Until that happens, any talk of bid value is based on gut feeling.

What we measure

  1. How many different ways of appeal are there on the siteForm, phone, messengers, recording widget. On measured service sites, three or four channels are standard at the same time, and they are rarely aggregated.
  2. Does form submission count as an event?Not showing a thank you page, but an event. In the clinic from our dimension, the tag manager snippet is self-blocking by a condition in the code - the counter seems to be standing, and the container is not loaded, so there are no conversions at all.
  3. Are calls measured?Call tracking or at least an event on a click on a number. The website of the installation company from our sample does not have Google analytics at all - there is only a pixel of the social network, and no advertising system sees the application for measurement.
  4. Landing pages for each serviceA single "Services" section with a list of ten different queries performs worse than individual pages. Let's see what is there and what is not.
  5. The speed and mobile appearance of the landing gearIn the measured sample, the slowest page of the service gave the first response in 1.52 seconds. Most of the visits to the services are made by smartphones - we look at the exact share in your GA4, not in someone else's statistics.
  6. Current account, if campaigns are already runningWhere does the budget go, what requests eat it up without any appeal and whether you are advertising services that you do not actually provide.

What you get

  • Map of appeals: which ways do they come to you and what is being measured from them now.
  • A list of services for which there is a landing page and those for which it is not.
  • What needs to be adjusted before launch - a list, divided into mandatory and desirable.
  • A 40-minute conversation where we explain each point.

Timeline: 3-5 working days

Why is it free

Because in services without consolidated records of requests, advertising turns into a dispute about whether there were applications. The check takes a few days and removes this issue forever.

What's next

Next, there is a separate estimate for setting up the measurement and a separate estimate for launching and running campaigns. If you already have everything measured, the first item simply will not appear in the bill.

Short form: your contact and site URL
Contract and paperwork

We work officially

Contract, act and invoice — for every project, not just large ones.

Trusted by6 brands

Trusted by: Kvant Energy, GYPSUN, Naturel Cosmetics, Pancer Protection, LUGI, BeeTech

Terms fixed in writing8 points

  • Contract, act and 30-day warranty

    Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.

  • Sole proprietor & bank transfer

    The contractor is a registered sole proprietor. Payment by invoice with closing documents.

  • Rights & access — yours

    Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.

  • Client portal instead of email chains

    During the project you get access to a portal: contracts, invoices, acts and project status in one place.

  • Sites in nine countries

    Our sites run in nine countries: besides Ukraine — Poland, Germany, Austria, England, Norway, Bulgaria, Moldova and Spain.

  • Verifiable numbers

    Every case in the portfolio comes with a link to a live site and a technical measurement.

  • Audit first, then pricing

    There is no price list on the site intentionally: the scope of the same work differs multiples between clients.

  • We say "no" when unsure

    If the task isn't ours or the deadline is unrealistic — we tell you upfront.

  • Contract, act and 30-day warranty

    Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.

  • Sole proprietor & bank transfer

    The contractor is a registered sole proprietor. Payment by invoice with closing documents.

  • Rights & access — yours

    Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.

  • Client portal instead of email chains

    During the project you get access to a portal: contracts, invoices, acts and project status in one place.

  • Sites in nine countries

    Our sites run in nine countries: besides Ukraine — Poland, Germany, Austria, England, Norway, Bulgaria, Moldova and Spain.

  • Verifiable numbers

    Every case in the portfolio comes with a link to a live site and a technical measurement.

  • Audit first, then pricing

    There is no price list on the site intentionally: the scope of the same work differs multiples between clients.

  • We say "no" when unsure

    If the task isn't ours or the deadline is unrealistic — we tell you upfront.

We sign NDAs on request. After completing the work, we delete our access to your services ourselves.

What affects the price

Why two seemingly identical tasks are priced differently

  • How many services do we advertise?One service is one campaign, one query set, and one negative keyword list. The twelve directions of the installation company are twelve separate semantics, which also intersect with each other and drag the shows into each other. This is where the difference in the amount of work is the biggest.
  • GeographyOne city is run by one campaign. Multiple regions with different competition are separate campaigns with separate bids, otherwise the expensive region eats up the budget of the cheap one and you won't see it in the total.
  • The state of accounting of appealsIf the events are already standing and coming together, we immediately start campaigns. If the account must be built from scratch - events, call tracking, reconciliation with CRM - this is a separate block of work before launch, and it adds days.
  • Availability of boarding servicesReady-made pages for each service speed up the launch. One shared section means either a compromise with a worse return or having the pages developed by a related service with a separate estimate.
  • The main channel of appealForm is measured with a tag in half a day. The phone requires call tracking: a replacement pool of numbers, a subscription fee to the provider and reconciliation with the call log. This is not our markup, it is a side service, but it adds connection work.
  • The purity of the nicheIn some areas, requests are intertwined with educational, job vacancies and "do it yourself". The first weeks there are spent sifting through garbage, and management requires closer attention than in a niche where the demand is unambiguous.
Cases

Tasks and results in numbers — all metrics measured by us

a private plastic surgery clinic with online registration

Task
Before talking about advertising, check whether there is anything to drive paid traffic.
Solution
External dimension without access: server response to browser and search bot, site map, counter code.
Result
The search bot is given a pre-rendered page in 145 ms to the first byte and 178 ms to full HTML, a site map of 89 addresses. And then there's the flaw that breaks the ad: the tag manager's inline snippet is self-blocking — the exit condition compares the id to itself, so the return always fires and the container doesn't load. The counter seems to be there, but there is no data. Measured on 07/31/2026.

consulting company, four areas of services on one site

Task
Understand where to advertise for each of the four areas separately.
Solution
Analysis of the structure of the document and analytics by the external dimension.
Result
The site is fast: 254 ms to the first byte with 102.1 KB of markup — the lightest document among the 16 sites measured. Analytics really works here, which is rather an exception in the sample. But four directions live on one page with five anchors, and there is only one internal link in the markup: there is no place to breed campaigns by directions, all groups rest on the same document. Measured on 07/31/2026.

Dr.Chaustovic Estetisk Klinikk (Крістіансанн, Норвегія)

aesthetic medicine clinic abroad

Task
Assess the site's readiness for paid traffic before discussing campaigns.
Solution
Measurement of speed, volume of the site and a set of counters from the outside.
Result
26 pages published, first server response 286ms, full HTML load 439ms at 119.5KB. Three counters stand at the same time: the tag manager, GA4 and the social network pixel is a rare case. What is not visible from the outside is whether the conversions themselves are configured: this is already a check in the account. Separately: the site map is not given to any of the standard addresses. Measured on 07/31/2026.

Did not find your case?

Describe how it works on your side — we will tell you whether “Search advertising for services” fits and what it means in your situation. No brief and no call: one question, one answer.

Process steps

Transparent stages with approval at every step

Total duration:8–20 days

  1. Accesses and revisions of what is already there

    1-2 working days

    We look at the account, meters, boarding and the list of services. If the campaigns are already running, we write out separately the requests that spent the budget without any appeal.

  2. Semantics for each service

    2-4 working days

    Requests are broken down by services and intentions: chooses a contractor, looks for a price, looks for instructions. The latter are in negative terms along with education, vacancies and "do-it-yourself".

  3. Measurement of appeals

    1-3 working days

    Events on the form, clicking on the number and switching to the messenger, if necessary, call tracking. We check not the fact of the presence of a counter, but the fact that the event actually occurs: we have already seen a snippet that is standing and does not work.

  4. Collection of campaigns

    2-4 working days

    Account structure, announcements with specifics and extensions, geography by presence in the region, schedule of shows for call reception hours, budget limits for each service.

  5. Launch and first screening of requests

    1-4 working days

    The first days of showings give a report on search queries - negative words grow from it. In services, this dropout is the thickest right at the start, so we check the account every day, not once a week.

  6. Reporting and rules of conduct

    1-3 working days

    We record how the appeal is calculated, what report you receive every month and under what conditions we stop the direction. The first conclusion on the cost of the appeal — after four weeks of showings.

Technologies & integrations

What we build on and what it connects to

Stack

  • Google Ads — search campaigns; limit: automatic bidding strategies learn from conversions, and while there are few of them, we manage them manually
  • Google Ads Editor — bulk edits and structure transfer; limit: some of the new settings are only available in the web interface
  • GA4 — combines channels in one place; limit: shows the trend, not the cash register, because blockers and consent mode cut off some of the data
  • Google Tag Manager — events without editing the site code; limit: the container breaks imperceptibly, so we check each event with a live application
  • Call tracking — links a call to a campaign; limit: a separate subscription fee for a pool of numbers, and this is a service on the side, not our part
  • The search report is a source of negative keywords; limit: Google does not show part of the queries, so the list is constantly cleaned, not once

Integrations

  • GA4
  • Google Tag Manager
  • Binotel call tracking
  • CRM
  • feedback forms
  • messengers
Search advertising is next to SEO and automatic campaigns

How this option differs from the alternative

SEO / Performance MaxOur approach
When will the first appeals be made?SEO: months. Performance Max: fast, but overclocking is longer because the system is learningfrom the day of launch, the first conclusion by numbers — in four weeks
Control over the requestSEO: the request is visible after the fact in the reports. Performance Max: the distribution between channels is closedevery search that has spent money is visible and can be turned off
What happens after stoppingSEO: pages remain in the index and continue to give hitsshows stop the same day
When there are many servicesSEO: each service needs a separate page and time. Performance Max: the system shifts the budget to cheaper calls, not to profitable onesthe budget is distributed manually between the directions at the margin
What is needed to even startSEO: a technically sound site. Performance Max: accumulated conversion statisticswork events on the form and call
What we need from you

We can't start without this — best to prepare in advance

  1. Access to Google Ads or consent to create an account for your company.
  2. Access to GA4 and Tag Manager.
  3. List of services divided into priority and those that do not need to be advertised.
  4. The real geography of work: where you go and where you don't.
  5. Monthly budget and maximum cost of application you can afford.
  6. Who takes the calls and at what time — this depends on the schedule of shows.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ

Most frequently asked questions — with concrete answers

Our applications are mostly made by phone calls - can you count that?

You can, but you need call tracking, not guesswork. Without it, you only see forms, and that's often a smaller portion of requests. On service sites, the phone and messengers are always next to the form, but almost never come together: in the installation company we measured, there is no Google analytics at all, only a pixel of the social network - the request for measurement is seen by the manager and not by any advertising system. We either enable call tracking, or at least put the event on a number click. The second is rougher, but worth half a day.

Do you need a separate page for each service?

For each one you actually advertise, yes. The general section "Services" for ten different requests gives a worse return for the same price of a click: a person came with a specific request and has to look for his. This is clearly visible in a measured consulting company: four directions on one document, five anchors and one internal link in the markup - there is no place to breed campaigns. If there are no pages, we either drive traffic to the closest in terms of content and directly say that this is a compromise, or offer to make pages first.

How to set up ads if we only work in a few areas?

Display geography and separate campaigns for regions where rates are different. A detail that is often overlooked: in the region settings, there is a choice between a person's presence in a place and just an interest in it, and the second, broader option is enabled by default. That is, your ad is seen by someone from another region who is interested in your city. We leave the presence - and clicks from cities where you do not leave, disappear from the account.

How long does it take to know if an ad is working?

A month is the minimum, and this is not a refusal. The first two or three weeks are spent on cleaning search queries: there is especially a lot of garbage in services - educational, "do-it-yourself", vacancies, wholesale. Until it is filtered out, the cost of the appeal shows the temperature in the ward, and not the real picture. We submit the first report in four weeks, and already on it we make a decision on the redistribution of the budget between services.

What to do if the applications come, but there are no sales?

Look at the quality of appeals, not their quantity, and it doesn't work without you. We need feedback: which contact became a customer and which did not - at least a mark in the table once a week. With this, we narrow down the queries and geography. Without it, optimization goes to the number of applications, and the number will grow at the expense of quality. This is a well-known trap, and both parties fall into it.

Is it possible to do without advertising and just do SEO?

Often it is possible, and we say it directly. If the niche is not too competitive, and the site is technically sound, organic will give cheaper hits - just later. Advertising is justified when applications are needed now, when you are testing the demand for a new service, or when the season is short and waiting months does not make sense. The difference is also that after stopping the ads, impressions stop on the same day, and organic pages remain in the index.

We already have advertising from another contractor - where do you start?

From the report on searches for the last three months and the list of conversions in the account. Two things almost always get out there: a budget for requests that did not receive a single request, and a conversion that counts something other than the request - for example, going to the contact page. Until this is sorted out, there is no point in changing the ad: you will be improving a number that means nothing.

Do you work with a fixed fee or a percentage of the budget?

Fixed payment for work. A percentage of the budget creates a conflict of interest: it becomes profitable for the contractor that you spend more, and not that the appeals are cheaper. We name the amount for maintenance after a free inspection and fix it in the contract. You spend the budget from your account and see it in full, without our markup in the middle.

Send the website address and the list of services you really want to advertise.

In response, there is a map of appeals: in what ways do they come to you, what is currently being measured and what is missing before launch. If you don't need an ad right now, that's what you'll hear.

From measured casesThe site is fast: 254 ms to the first byte with 102.1 KB of markup

View cases
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  • No commitment
  • We work under a contract

There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.