Quick answer
To get leads from Google Ads, run a Search campaign for each main service, use phrase and exact match keywords that show buying intent ("AC repair in Pune", "GST registration fees"), add a strong negative keyword list, write ads with your price, city and USP, and send clicks to a fast landing page with a form, call and WhatsApp button. Track every call, WhatsApp click and form as a conversion, target only the areas you serve, run ads when you can answer, and call every lead within 5 minutes. Expect your first enquiries within days and steadier costs after 2–4 weeks.
- Build your first keyword list with the keyword idea builder.
- Want it managed? See our Google Ads service.
Get a free Google Ads lead plan with keywords, budget and expected cost per lead.
Why Google Ads brings high-intent leads
On Google, people tell you exactly what they want. Someone searching "pest control for cockroaches in Andheri" or "private limited company registration cost" already has a need and is comparing options. That's why Google leads are often closer to buying than leads from social media. The flip side is that clicks cost more, so every rupee needs to go to the right searches.
The 10-step setup for lead generation
1. Create the account properly
- Create Google Ads in your own business Google account, not an agency's or employee's personal account.
- Add billing details with your GSTIN and complete advertiser verification when Google asks.
- Switch to Expert mode (not Smart campaigns) if you want full control over keywords and settings.
2. Set up conversion tracking before spending
- Form submissions: fire a conversion on the thank-you page or form success.
- Calls from ads: use call assets with call reporting where available.
- Calls from your website: track clicks on your phone number (tel: links).
- WhatsApp clicks: track clicks on wa.me links. Many Indian customers prefer WhatsApp.
- Use Google Tag Manager or the Google tag, and link GA4 for extra insight.
3. Structure campaigns by service
Create one campaign per main service (for example, "GST registration" and "Company registration"), so each gets its own budget. Inside each, create ad groups by theme: price searches, "near me" searches, service-plus-city searches. Tight groups mean more relevant ads and better Quality Score.
4. Choose keywords with buying intent
| Intent | Example searches | Use? |
|---|---|---|
| Ready to buy | "AC repair near me", "book AC service Pune", "AC repair charges" | Yes: highest priority |
| Comparing | "best AC repair service Pune", "AC service price list" | Yes |
| Researching | "why AC not cooling", "AC gas refill cost" | Maybe, with a lower budget |
| Not buyers | "AC technician job", "AC repair course", "how to repair AC yourself" | No: add as negatives |
5. Use the right match types
- Exact match [ac repair pune]: shows for that search and close variants. Most control.
- Phrase match "ac repair pune": shows for searches that include that meaning, such as "best ac repair in pune". A good balance.
- Broad match: shows for related searches. Use it only once conversion tracking and smart bidding are working, with strong negatives.
Keyword idea builder
Type your service and city to get a starter keyword list and negative keywords.
Exact match
Phrase match
Negative keywords to add
6. Add negative keywords from day one
Negative keywords stop your ads showing for searches that won't become customers. A starter list for most Indian service businesses:
free, jobs, job, vacancy, salary, hiring, internship, course, training, institute, certification, pdf, ppt, meaning, definition, wikipedia, how to, DIY, youtube, video, second hand, used, olx, sample, template, format, syllabus
Review the search terms report every week and add any irrelevant searches you're paying for.
7. Write ads that pre-qualify
- Put the service and city in a headline: "AC Repair in Pune | Same-Day Visit".
- Show a price or starting price: "AC Service from ₹499". It filters out people looking for free help.
- Add your USP and proof: "Certified Technicians", "4.8★ on Google" (only if true).
- Include a clear call to action: "Call Now", "Book on WhatsApp", "Get a Free Quote".
- Give Google 10–15 headlines and 4 descriptions in responsive search ads, so it can test combinations.
8. Add assets (extensions)
| Asset | What it adds |
|---|---|
| Call | A phone number or call button on the ad |
| Sitelinks | Links to pricing, services, reviews or contact pages |
| Callouts | Short benefits like "No Hidden Charges" or "Weekend Slots" |
| Location | Your address from Google Business Profile |
| Lead form | A form inside the ad, where available, for quick enquiries |
| Structured snippets | A list of services, such as "Services: Repair, Gas Refill, Installation" |
9. Send clicks to a landing page that converts
- The page headline matches the search: "AC Repair in Pune" for AC repair keywords.
- It loads in under 3 seconds on mobile data.
- It has a short form, a call button and a WhatsApp button visible on mobile without scrolling.
- It shows price or price range, service area, reviews and photos of real work.
- It has one goal: no menus pulling people away.
Need one? See our landing page design service.
10. Set targeting, schedule and bidding
- Location: only the cities or areas you serve, with "Presence: people in or regularly in your locations".
- Networks: turn off the Display Network in Search campaigns.
- Schedule: run ads when someone can answer calls and WhatsApp, or reduce bids at night.
- Bidding: start with Maximise clicks (with a bid limit) or manual CPC to collect data, then move to Maximise conversions once you have steady conversions (around 15–30 a month).
- Budget: enough for at least 20–30 clicks a day per campaign. See Google Ads cost in India.
Want this set up for you?
We build your Google Ads with keywords, negatives, ads, tracking and landing page advice, then optimise every week.
Get local leads with Google Business Profile
For local businesses, your Google Business Profile works alongside ads: it appears in Google Maps and the local results, shows reviews, and can be used for location assets in your ads. Keep it complete with photos, timings, services and recent reviews. We can set it up for you.
Turn leads into customers
- Answer calls during ad hours. A missed call from an ad is money lost; set a call-back routine.
- Call form leads within 5 minutes and send a WhatsApp message with your details.
- Ask two qualifying questions (requirement and timeline), then offer a specific next step.
- Follow up 3 times over the next week if they don't decide.
- Record outcomes (qualified, won, lost) in a CRM or sheet.
Improve lead quality over time
- Import offline conversions: tell Google which leads became customers, so smart bidding finds more like them.
- Pause keywords that bring many leads but few customers.
- Raise bids on searches that bring paying customers.
- Mention price and minimum order in ads and on the page to filter unsuitable enquiries.
- Exclude job seekers and students with negatives and clear ad text.
Should you use Performance Max for leads?
Performance Max can bring leads at a lower cost, but it decides where to show your ads (Search, YouTube, Display, Maps, Gmail) and gives less control. It works best when conversion tracking is accurate and you can feed back lead quality. Most businesses should start with Search, then test Performance Max alongside it once they have 30+ conversions a month.
A simple weekly routine
| Task | Why |
|---|---|
| Check search terms | Add negatives and new keywords |
| Check conversions and cost per lead | Move budget to the best campaigns |
| Review ad performance | Replace weak headlines |
| Listen to a few call outcomes or read form leads | Spot quality problems early |
| Check the landing page | Make sure forms and buttons still work |
Mistakes that waste money
- Using Smart campaigns or broad match with no negatives.
- Sending traffic to the home page.
- No conversion tracking, or tracking page views as conversions.
- Display Network on inside Search campaigns.
- Targeting all of India for a local service.
- Ads at night with no one to answer.
- Changing everything every day instead of giving campaigns 1–2 weeks to learn.
- Slow follow-up on leads.
Google Ads vs Meta Ads for leads
Google captures people already searching; Meta (Facebook and Instagram) reaches people before they search, often with lower cost per lead. Many businesses use Google for high-intent searches and Meta for volume and retargeting. Read Facebook Ads vs Google Ads and how to get leads from Facebook ads.
How iBACT Digital can help
- Google Ads management: ₹7,999/month for ad spend up to ₹50,000, ₹14,999 up to ₹2,00,000, and 10% (minimum ₹24,999) above that, plus GST.
- Keyword research, negative keywords, ad copy and assets, and call, WhatsApp and form conversion tracking in every plan.
- Weekly optimisation, monthly reports, and no lock-in.
- Your account stays in your name; ad spend is paid directly to Google.
Frequently asked questions
How do I get leads from Google Ads?
Run Search campaigns for each service with buying-intent keywords, add negative keywords, write ads with price and city, send clicks to a focused landing page with form, call and WhatsApp buttons, track conversions and follow up every lead quickly.
How long does it take to get leads from Google Ads?
Search campaigns often bring the first calls and enquiries within a few days. Costs and lead quality usually improve over the first 2 to 4 weeks.
How much budget do I need for Google Ads leads?
Most local businesses start with ₹15,000 to ₹30,000 a month. At about ₹30 per click and a 5% enquiry rate, ₹30,000 gives roughly 50 leads.
Which keywords should I use?
Start with buying-intent searches: your service plus city, "near me", price and booking searches, in phrase and exact match. Avoid research and job-related searches.
What are negative keywords?
They're words that stop your ad showing for irrelevant searches, such as "free", "jobs", "course", "salary" and "DIY". They save budget and improve lead quality.
Do I need a website for Google Ads leads?
A fast landing page gives the best results. You can also use call assets and lead form assets, but a page with form, call and WhatsApp buttons usually converts better.
How do I track WhatsApp leads from Google Ads?
Track clicks on your WhatsApp (wa.me) links as conversions using Google Tag Manager or the Google tag, and ask customers how they found you.
Why am I getting clicks but no leads?
Common reasons are broad or irrelevant keywords, a slow or confusing landing page, missing call and WhatsApp buttons, wrong locations or broken conversion tracking.
Should I use Smart campaigns?
Smart campaigns are simple but give little control over keywords and placements. For steady, good-quality leads, Search campaigns in Expert mode usually work better.
Is Performance Max good for leads?
It can be, once conversion tracking is accurate and you have enough conversions. Most businesses should start with Search and test Performance Max later.
Can I target a specific city or pin code?
Yes. You can target cities, areas, pin codes or a radius around your business, and exclude places you don't serve.
Can iBACT Digital set up Google Ads for leads?
Yes. We set up and manage Search campaigns with keywords, negatives, ads and call, WhatsApp and form tracking, from ₹7,999 a month plus GST with no lock-in.
Get a free Google Ads lead plan
Share your service and city. We'll send a plan with keywords, budget and expected cost per lead.
- From ₹7,999/month + GST
- Call, WhatsApp and form tracking
- No lock-in, account stays yours