How RYN Digital Works

How RYN Digital works: we build, manage, and optimize Google Ads campaigns for home service contractors to deliver 20-30 qualified leads per month.

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How RYN Digital Works, Our Google Ads Process for Service Businesses

Most Google Ads agencies are vague about what they actually do. We are not. Here is the exact process we use to set up, launch, and optimize Google Ads campaigns for contractors and service businesses, step by step, with timelines.

Step 1: Discovery and Market Research (Day 1–2)

Before we touch your Google Ads account, we learn your business. We conduct a structured discovery session covering your service area, your highest-value jobs, your average ticket size, your current lead sources, and your target cost-per-lead. We then run keyword research specific to your market, looking at actual search volume, competition levels, and the cost-per-click benchmarks for your vertical and geography.

For existing accounts, we perform a full audit: campaign structure, Quality Scores, wasted spend from broad-match keywords, conversion tracking gaps, and missed opportunities. Most accounts we audit have 30–50% of budget going to irrelevant searches that will never convert.

Step 2: Campaign Architecture and Setup (Day 2–3)

We build campaigns from scratch or rebuild existing ones using a proven structure designed for service businesses. Every campaign is organized by service type and intent level, emergency searches (“plumber near me now”) get different bids and messaging than informational searches (“how much does a water heater replacement cost”).

• Keyword strategy, We use exact match and phrase match keywords based on what your most profitable customers actually search. We build extensive negative keyword lists to filter out unqualified clicks from day one.
• Ad copy, We write 3–5 Responsive Search Ads per ad group, testing different value propositions, calls to action, and offers. Every ad includes your location, phone number, and primary service.
• Bidding strategy, We start campaigns on Manual CPC or Target CPA depending on account history, then transition to Smart Bidding once we have 30+ conversions of clean data.
• Ad extensions, We add all relevant extensions: call extensions, sitelinks, callouts, structured snippets, location extensions, and image extensions where applicable.

Step 3: Conversion Tracking Setup (Day 2–3)

This is where most agencies fail their clients. Without proper conversion tracking, Google Ads optimization is guesswork. We set up full conversion tracking before any campaign goes live:

• Call tracking, We set up dynamic number insertion (DNI) so every call from a Google Ads click is tracked back to the specific keyword and ad that generated it. We track calls of 60 seconds or longer as qualified leads.
• Form submissions, Every form on your website is tracked as a conversion event in Google Ads and Google Analytics.
• Google Analytics 4 integration, We connect GA4 to Google Ads and import conversions, giving Google’s algorithm clean data to optimize toward.
• Local Services Ads tracking, LSA leads are tracked separately through the LSA dashboard and cross-referenced with your Google Ads leads to measure total paid search performance.

Step 4: Launch (Day 3–5)

Campaigns go live within 3–5 business days of signing on with RYN Digital. We do a final QA review before launch: checking that all tracking is firing correctly, all keywords have approved ads, all ad extensions are active, and all budgets are set correctly. We monitor the first 48 hours closely to catch any early issues, irrelevant search terms, low impression share, ad disapprovals, and fix them immediately.

Step 5: Daily Optimization (Ongoing)

Unlike most agencies that check in monthly, we optimize campaigns every business day. Daily optimization tasks include:

• Search term review, We review every search term that triggered your ads and add irrelevant terms as negatives. This is the single highest-impact daily action in Google Ads management.
• Bid adjustments, We adjust bids by keyword, device, location, time of day, and audience based on performance data.
• Ad performance, We monitor ad CTR, conversion rate, and quality scores, pausing underperformers and testing new variations.
• Budget pacing, We ensure daily budgets are spending efficiently without running out mid-day or overspending.

Step 6: Monthly Reporting and Strategy Review

Every month, you receive a clear report showing: total leads, cost per lead by campaign, total ad spend, ROAS, and a breakdown of top-performing keywords and ads. We include a written summary of what we did that month, what is working, what we are testing next, and what we recommend for the following month.

We schedule a monthly call to walk through the report, answer questions, and align on priorities. If you want more frequent check-ins, that is always available, you have a dedicated account manager, not a ticketing system.

Our Commitment to Transparency

You own your Google Ads account. You can log in at any time and see everything we are doing. We never lock you into proprietary platforms or hold your data hostage. If you ever decide to leave (though most clients stay for years), you take your account, with all its history and data, with you.

This is the standard we hold ourselves to at RYN Digital. It is how we have built a client base of contractors and service businesses who trust us with their primary lead generation channel, and refer us to their industry peers.

Ready to see this process in action for your business? Request your free Google Ads audit today.