Quick answer
Bad Google Ads leads usually come from loose keyword matching without ongoing search-query management, geographic targeting that reaches outside your service area, traffic sent to a generic homepage, and conversion tracking that counts junk as success. Fixing targeting, filtering and tracking usually improves lead quality more than raising the budget.
The full answer
Google optimizes toward whatever you tell it counts as a conversion. If a two-second call, a spam form or a page view is counted, the algorithm happily finds you more of them.
- Review the search terms report regularly and exclude irrelevant searches.
- Target where you actually install, and check "presence" versus "interest" location settings.
- Send each campaign to a page that matches the search.
- Count only real calls and submitted forms as primary conversions.
- Separate residential and commercial intent.
We do not publish our own keyword or negative keyword lists; they are part of the proprietary system clients pay for. The principles above are what matter.
Go deeperGoogle Ads vs Facebook Ads for Concrete Coating Companies
About the author
Logen Doiel · Founder, Polyurea Marketing
Logen Doiel founded Polyurea Marketing to give concrete coating contractors one connected customer-acquisition system instead of a pile of disconnected vendors. He builds and manages the websites, Google Ads, organic search and lead tracking behind the ArmorShield Concrete Coatings case study. Polyurea Marketing is a specialized brand of Tech Turtle Marketing LLC.
More about Logen