By 
If you’re like most home improvement business owners, you probably check your Google Ads account by scanning a few key numbers:
- Total spend
- Number of leads
- Cost per lead
Those metrics matter, but they don’t always tell the full story.
We’ve seen companies raise their budget while lead quality quietly slipped. We’ve also seen businesses generate more leads than ever, only to realize that many of them weren’t a good fit for the services they offer.
Here’s the truth: successful Google Ads management isn’t about glancing at your performance once a month and hoping for the best. It’s about consistently reviewing the right data and making small, steady improvements over time.
The good news? A monthly audit can help you catch wasted spend, uncover new opportunities, and improve the quality of your leads.
Here’s what we recommend reviewing each month.
1. Review your lead trends
Before you change anything, get clear on whether performance is improving, declining, or holding steady. Looking at your leads over the last 30 to 60 days can help you catch problems early, before they turn into expensive ones.
What to look at:
- Are leads increasing or decreasing?
- Has your cost per lead changed significantly?
- Did performance shift after a website update or campaign change?
This gives you a clear picture of your account’s overall health before you dig into individual campaigns.
2. Identify keywords that spend without producing leads
Some keywords quietly drain your budget without ever turning into a phone call or form fill. Find them, then pause or refine them.
A keyword that’s spent $500 without generating a single lead deserves a closer look. The goal is simple: shift more budget toward what’s working and less toward what isn’t.
Common negative keywords for home improvement companies
Every market is different, but a few search terms tend to attract clicks from people who aren’t actually looking to hire a contractor. It’s worth checking whether these belong in your campaigns as negative keywords:
- DIY
- Jobs
- Careers
- Salary
- Training
- Classes
- Free
- YouTube
- How to
- Wholesale
These searches usually point to someone who’s researching, learning, or looking for a job, not planning a home improvement project.
3. Confirm your conversion tracking is working
If tracking breaks, every decision after it is a guess. Before you trust your numbers, make sure calls and form submissions are being recorded correctly.
We’ve seen accounts where phone calls weren’t being tracked, forms quietly stopped recording conversions, or a website update broke tracking altogether.
Confirm that you’re tracking:
- Contact form submissions
- Phone calls from your website
- Mobile click-to-call taps
- Calls generated directly from Google Ads
- Any other lead that matters to your business
A campaign can look like it’s underperforming when the real problem is simply missing data.
4. Review your landing pages
Your ad is only half the job, the page it sends people to does the rest. Take a few minutes each month to review your most important landing pages.
Ask yourself:
- Does the page load quickly?
- Does it look good on mobile?
- Is the contact form working?
- Are phone numbers easy to find?
- Are recent project photos displayed?
- Are customer reviews visible?
- Is there a clear call to action?
Sometimes a small improvement to a landing page has a bigger impact than any change you could make inside Google Ads.
Why Consistent Google Ads Management Is So Difficult?
Most home improvement companies understand the importance of reviewing lead trends, monitoring conversions, and keeping an eye on landing page performance. The challenge usually isn’t knowing what to check, it’s finding the time to do it consistently while running projects, managing crews, meeting with homeowners, and handling day-to-day operations.
That’s exactly why Project Perks was built. Instead of jumping between platforms, spreadsheets, and reports, home improvement companies can keep their leads, marketing activity, and business insights organized in one place. Whether you’re reviewing lead trends, tracking new opportunities, or spotting areas to improve, having the right systems in place makes it easier to make informed decisions and act quickly when something changes.
Join our waitlist or schedule a call to learn how Project Perks can help simplify your marketing and lead management.