Google Ads lead generation

Google Ads lead generation is the work of running Google search campaigns whose job is an enquiry, not a shopping cart sale: a quote request, a booked consultation, an estimate visit or a phone call from someone ready to hire. It suits owners and marketing managers of service firms such as renovation contractors, law and accounting practices, clinics, movers, tutors and business to business suppliers, where one good enquiry can be worth a lot and a bad one wastes an afternoon. Canada Create is a Toronto agency that plans and manages these campaigns for businesses across Canada, with the ad account, the landing pages and the enquiry records kept in your name.

Contents

• Searches that signal someone wants to hire
• Keeping job seekers and do it yourself searches out
• Lead form assets and call assets explained
• A landing page for each service
• Spam, junk and the lead quality review
• Splitting the budget by service line and area
• Fast follow up through CS+ and AI answering
• Reporting on cost per enquiry and per booked job
• How search ads fit with your other enquiry sources
• Ad policies, verification and privacy
• How we run an enquiry campaign
• What it costs
• Choosing a partner for paid search enquiries
• Your next step

Searches that signal someone wants to hire

A search ad only produces an enquiry when the person typing has a job they want done. The words in the query usually tell you whether that is true. Someone who types “kitchen renovation quote Mississauga” or “employment lawyer consultation” is further along than someone who types “how much does a kitchen cost” or “what is wrongful dismissal”. Both searches matter to a business, but only the first kind belongs in a campaign that is judged on enquiries.

Words that show a buyer

Phrases with quote, estimate, book, consultation, hire, near me, company, firm, service or a town name attached tend to come from people choosing a provider. So do searches naming a specific job, such as “basement underpinning”, “corporate tax return for a holding company” or “commercial office move”. When the campaign is built around the jobs you actually want, the enquiries that arrive describe those jobs.

Searches that look similar but are not

Many queries share words with buyer searches and mean something else. “Plumber salary”, “how to become a bookkeeper”, “free will template” and “renovation ideas” all contain service words but rarely turn into paid work. Recognizing those patterns early saves budget for the people who are shopping.

Your service and your place

Intent also has a place attached. A query for an emergency furnace repair two hours from your shop is real intent, but not for you. Matching searches to the jobs you sell and the area you can reach is the first decision on any enquiry campaign, and it is a business decision you make with us, not a setting chosen for you.

Keeping job seekers and do it yourself searches out

Much of the waste in a lead campaign comes from three groups who are not buyers: people looking for a job in your field, people who want to do the work themselves and people who only want something free. Excluding them is ongoing housekeeping, because new variations appear every month.

Job seekers

Searches with careers, hiring, salary, apprenticeship, resume or “jobs near me” bring applicants, not clients. A contractor or a clinic that is recruiting may want those people, but they belong on a careers page, not in the budget meant for paid enquiries.

Do it yourself and free

“How to fix”, “tutorial”, “template”, “free consultation online” and “cheap” are common signs of someone who wants to avoid paying a professional. A law firm offering a free first call may still decide to keep “free” searches, while a renovation company usually removes them. The decision depends on how you sell.

Reading the search terms

Google Ads shows the actual searches that triggered your ads. Reading that list and adding the poor matches as exclusions is part of the regular work, and your monthly summary tells you which kinds of searches were removed and why, so you can push back if we removed something you want.

Lead form assets and call assets explained

Search ads can carry extra pieces, called assets, that give a searcher another way to reach you without visiting your website. Two of them matter most for enquiries.

Lead form assets

A lead form asset lets a searcher open a short form inside the ad and send their name, contact details and an answer or two without leaving Google. It can suit a simple request, such as a callback or a booking for an estimate. Because it takes so little effort, it can also bring in people who were only curious, so the questions on the form and the speed of your reply matter a great deal. The submissions need to reach your team quickly, which is why we connect them to your CRM rather than leaving them inside the ad account.

Call assets

A call asset adds your phone number to a search ad so someone on a phone can tap to call. For businesses that close work in conversation, such as a moving company quoting a weekend move or a firm booking consultations, this is often the most valuable way in. Call assets should only show when someone is there to answer. The Call only ads page in this group explains Google’s retirement of the older call only format and how phone campaigns work now.

When the landing page is still the main path

For larger or more considered jobs, such as an addition, an accounting engagement for a corporation or a managed office move, many people want to read before they reach out. In those cases the ad sends them to a page that answers their questions, and the form or phone number on that page does the rest.

A landing page for each service

Sending every ad to the home page asks a visitor to find their own way. A page built for one service, and matching the search that led to it, makes the next step obvious. Our landing page design service covers the build itself; here is what an enquiry page needs to carry.

One service, one page

A bathroom renovation searcher should land on bathroom renovations, not a menu of every trade you offer. A firm that does both immigration and family law should have a page for each. Separate pages also make reporting honest, because you can see which service is producing enquiries and which is only spending.

A short form

Ask for what you need to call back and qualify the job: name, phone or email, the service, the town and one or two questions that sort serious requests from casual ones, such as the rough start date or the size of the project. Every extra field costs some submissions, so each question should earn its place.

What the page should answer

The page should say what you do, where you work, what happens after someone reaches out and what they should have ready, along with real photos of your work and your licence or membership details where your field requires them. It should load quickly on a phone and show the phone number near the top.

Spam, junk and the lead quality review

An enquiry count on its own can hide a lot. Some submissions come from bots, some from sales pitches aimed at you and some from real people who will never hire you. The goal is to count only the enquiries that could become paid work.

Filtering spam submissions

Forms that receive paid traffic attract automated junk. Spam filtering on the form, hidden checks that bots fill in and humans do not, and rules that flag nonsense entries keep that noise out of your inbox and out of the numbers the campaign learns from. Vendors offering web design or loans through your quote form are marked as junk too.

Reviewing quality with whoever answers

The person who answers your phone or replies to the forms knows which enquiries were real. We set up a regular review with that person: which requests were outside your area, which wanted a service you do not offer, which were price shoppers and which turned into booked jobs. Those notes change the exclusions, the form questions and the page wording. When your team records which enquiries became customers, that outcome can be shared back with Google Ads so the account learns what a good enquiry looks like.

Agreeing what a good enquiry is

Before launch we write down what counts as a qualified enquiry for your business: the services, the area, the minimum job size or the type of client. That definition becomes the yardstick in every report, so a busy month full of the wrong requests is not mistaken for success.

Splitting the budget by service line and area

Not every service earns the same, and not every town is equally worth the drive. A single shared budget tends to drift toward whatever is cheapest to click, which is often the least profitable work.

Budgets per service line

A renovation firm might fund basements, kitchens and additions separately, because a kitchen job is worth more than a small repair and the searches cost differently. An accounting practice might separate personal tax season from year round corporate bookkeeping. Separate budgets let you protect the services you most want to sell.

Budgets per service area

If your crews are based in one city, nearby towns may deserve a full budget and distant ones a smaller test. When you open a second location or add a crew, the map and the budget split change together. The Local lead generation page in this group covers the wider question of mapping a service area across every enquiry source.

Seasons and capacity

Budgets should follow your calendar and your capacity. A landscaper fully booked for spring does not need ads running at full strength in April; a tax practice may want them heavier in March. You decide the priorities, and the plan states how spend shifts across the year.

Fast follow up through CS+ and AI answering

Paying for an enquiry and then replying the next afternoon hands the job to whoever called back first. Speed of response is the part of the system owners control most directly.

Every enquiry in one place

We set up and connect CS+, our CRM, so form submissions, lead form asset entries and calls land in one list with the service, the town and the ad they came from. Someone on your team gets notified at once, and nothing sits unread in a shared inbox. Our CRM setup and automation page explains this side of the work.

Answering when nobody is free

Crews on a roof and lawyers in a meeting cannot pick up every call. An AI receptionist that answers and books can take the caller’s details, answer common questions and book a callback, so the enquiry you paid for is not lost to voicemail.

A reply that moves the job forward

A first reply should confirm the request, say who will call and when, and ask for anything needed to quote, such as photos of the space or the date of the move. Automated messages to people who enquired follow consent rules, which we cover below.

Reporting on cost per enquiry and per booked job

Each month you receive a plain report written for an owner, not a dashboard full of clicks. It answers what the campaign cost, what it produced and what is changing next.

What the report shows

• Spend per service line and per area, with ad spend paid to Google shown apart from our fees.
• Enquiries received, with spam and junk removed and the reasons listed.
• Cost per qualified enquiry for each service.
• Cost per booked job, using the outcomes your team records in CS+.
• Searches excluded, pages changed and form questions adjusted.
• Decisions for you, such as moving budget from one service to another.

Why booked jobs matter more than clicks

A campaign can look cheap per enquiry and still be poor value if the enquiries rarely book. Another can look costly per enquiry while filling your calendar with the right jobs. Cost per booked job is the number that tells you whether the ads pay for themselves, and it only works when your team records outcomes honestly.

How search ads fit with your other enquiry sources

Paid search is one source among several. Our lead generation services page sets out the whole approach, and our Google Ads management page covers campaigns run for other goals, such as store visits or online sales. Businesses in eligible categories can add Local Services Ads, which charge per lead. Organic enquiries grow from local search work in Toronto and a well kept Google Business Profile. If partners already send you work, a referral partner program can pay them only for results. The Call only ads and Local lead generation pages in this group go deeper on phone campaigns and on area based enquiries.

Ad policies, verification and privacy

Google Ads policies apply to the ad and to the landing page it sends people to. Claims must be accurate, pages must work and say who you are, and some services carry extra steps. Financial services, health services, legal services, locksmiths and several home service trades can face additional verification or restrictions before ads show, and the requirements change from time to time. We check what applies before launch and keep the account in good standing.

Consent for email and texts

Replying to someone who asked you for a quote is expected. Adding them to a marketing list is different: Canada’s anti spam law (CASL) requires consent for commercial email and texts, clear identification of the sender and a working unsubscribe in every message. Forms should ask for marketing consent separately from the enquiry itself.

Personal information

Enquiry forms collect personal information, so PIPEDA principles apply in general: collect what you need, say why, protect it and let people ask what you hold. Sensitive details, such as health conditions or legal matters, should never be passed to analytics or used in ad targeting. This is a marketing observation, not legal advice.

How we run an enquiry campaign

Canada Create works in plain steps, and you see each one in writing.

A free review

We look at your current ad account if you have one, your website pages and how enquiries are handled today: who answers, where forms go and which jobs you want more of. If you are starting fresh, we talk through your services, areas and capacity.

A custom proposal

You receive a custom proposal listing the services and areas to fund, the searches to target and exclude in plain terms, the pages and forms needed, the definition of a qualified enquiry and how follow up will work, with our fees quoted in writing and the suggested ad budget shown separately.

Build and launch

Pages, forms, the connection to CS+ and the campaigns are set up in accounts owned by your business. Nothing goes live until you have seen the pages and the form questions.

Monthly reporting and review

Every month you receive the report described above and a short conversation about the decisions it raises, including the lead quality notes from whoever answers your enquiries.

What it costs

Enquiry campaigns are quoted in writing after the free review. Your ad budget is paid directly to Google and appears on its own line, apart from our management fees. SEO and paid search work for enquiries are always quoted for your situation.

What drives the quote

• How many service lines need their own budget, pages and reporting.
• How many towns or regions are covered and whether each is reported separately.
• Whether new landing pages are needed or existing pages can be improved.
• Whether lead form assets, call assets or both are part of the plan.
• How much CS+ setup and AI answering is included.
• Whether your field has extra ad verification steps to work through.

A single service contractor in one city is a very different quote from a multi service firm covering several regions in English and French.

Choosing a partner for paid search enquiries

Many agencies can launch ads. Fewer will talk honestly about which enquiries turned into work and which did not.

Questions worth asking

• Who owns the accounts? The answer should be you, for the ad account, the landing pages, the forms and the CRM records.
• How will you decide what counts as a qualified enquiry for us?
• Will we see the searches our ads showed for, and which ones you excluded?
• How are spam and junk removed from the numbers?
• Will the report show cost per booked job, not only cost per click?
• How do enquiries reach the person who answers, and how quickly?
• Is our ad spend shown separately from your fees?

Warning signs

Be wary of anyone who promises a set number of leads or a fixed cost per lead before seeing your business, who reports only clicks and impressions, or who keeps the ad account in their own name. Be equally wary of lead sellers who send the same request to several competitors.

Your next step

Start with a free review of your search ads and enquiry handling. Before the call, note the services you most want to sell, the towns you serve and who answers new enquiries today. Call (416) 273-9030, Monday to Friday, 9 am to 6 pm, and Saturday, 10 am to 2 pm. After hours, our 24/7 AI agent answers the toll-free line, +1 (800) 808-9235, and we’ll follow up the next business morning. You can also reach us through our contact page. We reply within one business day. Our office is at 126 Willowdale Avenue, Suite 3, Toronto, and you can learn about Canada Create before we talk.