One Stone Digital.

It seems obvious for a plumber to target the keyword "plumber near me" and call it a day. Expanding that to include city names or neighborhoods would be slightly better. Expanding that to include specific services is better still. 

However, that is not a holistic strategy. A strategy incorporates

• Audience segmentation
• Keyword themes
• Messaging
• Website CRO 

Know who you want to target with each ad and use all of the targeting tools at your disposal to really find those in-market users. User-message-page harmony matters.

This is one of the most discussed topics in my consultations. Unfortunately, PPC campaigns are not turn-key. First, implement a series of best practices and Google essentials. Have you ever turned on a campaign for it to ramp up and just as quickly stall with minimal daily impressions? You are likely committing some sin against Google's rank systems.

Before committing to more budget, or a new campaign idea, ask yourself if your GBP is up to date; check your page speed on mobile; and compare your offer to competitors'.

Perfect targeting, smart bids, and killer ad copy will fail to convert if the landing page isn't up to snuff.

Your landing page is your closer. The ads facilitate a meeting of your brand and your prospects. The landing page's job is to close the sale by confirming the ad's offer or value prop and  then providing a way for them to act.

Your landing page should convey relevance and authority and it should allow the user to effortlessly convert when they choose to.