This guide is general information for Australian service businesses. Account decisions should be based on your own search terms, conversion tracking, margins, service area and sales outcomes.
Define a qualified lead before changing the campaign
Lead quality cannot be improved consistently until the business and campaign manager use the same definition. Document the service, location, minimum job value, urgency and disqualifiers that make an enquiry worth pursuing.
Build intent into the keyword and ad structure
Separate high-value services so their searches, ads, budgets and landing pages can be judged independently. Add negative keywords from real search-term data rather than relying on a generic list that may block valuable demand.
Let the landing page pre-qualify without becoming a wall
State the service area, the work you do and the next step clearly. Use a small number of fields or quiz questions to remove obvious mismatches, but do not make a ready-to-buy visitor complete an application form before they can ask for help.
Close the loop with sales outcomes
Platform conversion data shows what happened on the website or phone line. It does not automatically know which enquiries became real opportunities. A simple qualified, unqualified and won/lost feedback loop gives optimisation a better commercial signal.
- Record why a lead was disqualified.
- Measure speed to first response.
- Separate booked jobs from raw enquiries.
- Review lead quality by search term and landing page.