Start with service economics
Group services only when they share value, landing page and sales handling. A consultation and a high-value procedure may need different budgets and messages.
Keep the structure simple enough to generate data.
- Core service campaign
- High-value or specialist service campaign
- Brand campaign where necessary
- Remarketing only after audience volume exists
Use geography as a business rule
Target presence in the location rather than people merely interested in it when local delivery matters.
Exclude areas the business cannot serve and review geographic reports for leakage.
- Practical radius or locality set
- Location-presence option
- Excluded service areas
- Neighbourhood-level performance review
Connect the local conversion path
Calls, directions, forms and WhatsApp can all matter, but they should not be counted as identical outcomes.
Use a fast mobile page and carry source context into the enquiry.
- Call tracking
- WhatsApp message prefill
- Service-specific landing page
- Google Business Profile consistency
- Qualified lead feedback