5 Signs You’ve Outgrown DIY Google Ads

Carl Lane
May 16
5 min read

Updated: Jun 13

When you first launched your business, managing your own Google Ads made sense. It was cost-effective, gave you control, and allowed you to test the waters.

But as your business grows, so do the complexities of effective advertising.

If you're a local service-based business like a builder, plumber, roofer, or electrician in Hertfordshire it's crucial to recognise when DIY ads are holding you back.

Here are five clear signs you've outgrown managing Google Ads on your own, and actionable steps to elevate your advertising strategy.

1. Your Ad Spend Is Increasing, but Leads Aren’t

You're investing more into Google Ads, but the return isn't matching up. This discrepancy often indicates inefficiencies in campaign structure, keyword targeting, or bidding strategies. Without expert optimisation, increased spending doesn't guarantee better results.

What to Do Next: Consider a professional Google Ads Audit to identify and rectify issues in your campaigns. An audit can uncover areas where your budget isn't being utilised effectively, ensuring every pound spent contributes to your business goals. For most local trades, a monthly spend of £300–£800 is a realistic starting point, depending on competition and lead targets.

2. You're Spending More Time Managing Ads Than Running Your Business

Managing Google Ads requires continuous attention, monitoring performance, adjusting bids, testing ad copy, and more. If you're finding that ad management is consuming time better spent on your core services, it's a sign to delegate.

What to Do Next: Engage a Google Ads Management service that can handle the intricacies of your campaigns. This allows you to focus on delivering quality services to your clients while experts optimise your advertising efforts. If you’re managing quotes, jobs and customer service during the day, having someone else manage your ads can be a game-changer.

3. You're Unsure About the Effectiveness of Your Ads

Without proper tracking, it's challenging to determine which ads are driving leads and which aren't. Lack of clarity on performance metrics can lead to wasted spend and missed opportunities.

What to Do Next: Implement comprehensive conversion tracking and analytics. This data-driven approach provides insights into what's working, enabling informed decisions to enhance campaign performance. You’ll know exactly which keywords or ads bring in real enquiries, whether it's phone calls, contact forms or quote requests.

4. Your Ads Aren't Reaching the Right Audience

If you're noticing clicks from outside your service area or from individuals unlikely to convert, your targeting settings may need refinement. Effective local advertising requires precise geographic and demographic targeting.

What to Do Next: Optimise your campaigns with Local SEO strategies and geo-targeted ads to ensure your services are visible to potential clients in your area. This focused approach increases the likelihood of attracting high-quality leads. If you're a roofer working in St Albans or a plumber focused on Hertford, your ads should reflect that.

5. You're Not Keeping Up with Google Ads Updates

Google Ads is an ever-evolving platform, with frequent updates and new features. Staying current is essential to maintain effective campaigns. If you're not regularly updating your strategies, you risk falling behind competitors.

What to Do Next: Partner with a Google Ads Agency that stays abreast of the latest developments. Their expertise ensures your campaigns leverage new features and best practices, keeping you competitive in the digital landscape.

How Can a Google Ads Audit Help Your Business?

A Google Ads Audit gives you an expert’s view of what’s working, what’s wasting your budget, and where opportunities are being missed. It examines your account structure, ad relevance, keyword targeting, conversion tracking, and more. For service-based businesses in Hertfordshire, an audit often reveals untapped potential, such as more precise local targeting or smarter budget allocation. It’s the foundation for data-led decisions that can increase lead volume and improve cost-efficiency. If you’re unsure where your campaigns stand, an audit is the best place to start.

How Can Google Ads Management Help Your Business?

Professional Google Ads Management takes the pressure off your shoulders and ensures your campaigns are always running at peak performance. From keyword research and bid adjustments to ongoing A/B testing and performance reporting, management services provide continuous optimisation. You’ll save time, avoid costly mistakes, and see more consistent, qualified leads. For trades, home services, and local businesses in Hertfordshire, outsourcing Google Ads allows you to focus on running your business while a specialist drives traffic, enquiries, and conversions.

Ready to Elevate Your Google Ads Strategy?

Recognising these signs is the first step toward more effective advertising. By partnering with professionals who specialise in Google Ads, you can optimise your campaigns, save time, and focus on what you do best, serving your clients.

If you're ready to take your advertising to the next level, book your free 15-minute Google Ads health check. We’ll take a look at how your current campaigns are performing and provide honest, actionable feedback.

Frequently Asked Questions

How much should I be spending on Google Ads each month?

It depends on your goals and the average cost-per-lead in your trade, but many small service-based businesses start with £300–£1,000/month. For example, a plumber in Hertfordshire targeting local jobs may spend around £20–£40 per lead. If you want 10 quality leads, you’d budget around £400. Starting small and scaling up as you see results is often the best approach.

What kind of results should I expect from professional Google Ads management?

You should expect more consistency in the quality and volume of enquiries. A well-managed campaign brings in better-targeted leads, reduces wasted spend, and frees up your time. Over the first 2–3 months, many local service businesses start to see a 30–50% improvement in lead quality or volume.

Do I need to run Google Ads all year round?

Not necessarily. Seasonal businesses (e.g. garden services, boiler servicing) often ramp up spending at peak times. But if you're in a year-round trade, keeping ads running (with ongoing optimisation) helps maintain a steady stream of leads and brand presence. You can always adjust your spend based on workload.

What if I’ve run Google Ads before and didn’t get any leads?

That’s common when campaigns are set up without proper targeting or tracking. The problem usually isn’t the platform, it's how it’s set up. A detailed audit can reveal whether your keywords, location targeting, or landing pages were off. Many clients see strong results once the fundamentals are fixed.

Can I just get help with the setup and manage it myself after?

Yes, absolutely. A one-off setup service is a great option if you’re happy managing day-to-day tasks but want to make sure your campaign is set up correctly from the start. You’ll also get advice on budgets, keywords, and tracking so you can move forward confidently.