3 Google Ads Reports to Save Your Local Services Budget

By: Nikolina Tomašković, Google Ads Specialist

Are you a local service business owner tired of seeing your Google Ads budget disappear without a trace?  Do you feel like you're throwing money into a black hole? You're not alone. Many local businesses struggle to effectively manage their Google Ads campaigns, often wasting precious resources on irrelevant clicks and poorly targeted ads. This post will show you how to take control of your spending and maximize your return on investment.

We'll cover three essential Google Ads reports that can help you save money and improve your campaign performance:

By understanding and utilizing these reports, you can stop wasting money on the wrong audience and start attracting more qualified leads.


1. Matched Locations Report: Are Your Ads Showing in the Right Places?

The Matched Locations report reveals the difference between where you target your ads to show and where they actually appear. This discrepancy can be a major source of wasted budget. For example, you might be targeting a specific city, but your ads could be showing in surrounding areas that you don't serve.

The Matched Locations report helps you identify these discrepancies. Analyze the report to see which locations are generating conversions and which are simply draining your budget.  Focus on the high-performing locations and exclude the irrelevant ones to refine your targeting. This ensures your ads are seen by potential customers in your service area.

Think of it like casting a fishing net. You want to cast it where the fish are, not in an empty part of the ocean. The Matched Locations report helps you cast your "net" (your ads) in the right "ocean" (locations).


2. Search Terms Report: What Are People Searching For?

The Search Terms report is a goldmine of information. It shows you the exact queries that triggered your ads, which can be very different from the keywords you're targeting.  This report is crucial for identifying irrelevant clicks and refining your keyword strategy.

Let's say you're a plumber targeting the keyword "plumber." The Search Terms report might reveal that your ads are also showing for searches like "DIY plumbing repair" or "emergency plumber near me."  If you don't offer DIY advice or only handle scheduled appointments, these clicks are irrelevant and costly.

By regularly reviewing the Search Terms report, you can add negative keywords to exclude these unwanted searches. This prevents your ads from showing for irrelevant queries, saving you money and improving your click-through rate.  Conversely, you might discover high-intent search terms you hadn't considered. Add these as keywords to your campaign to capture more qualified leads.

Think of the Search Terms report as a detective uncovering the hidden intentions behind searches. It helps you understand what people are really looking for when they click on your ads.


3. Auction Insights Report: Know Your Competition

The Auction Insights report provides valuable information about your competitors. It shows you who you're bidding against, how often your ads are showing compared to theirs, and other key metrics.  This report helps you optimize your bids and compete more strategically.

Many advertisers simply increase their bids to outrank competitors. However, this can be a costly mistake. The Auction Insights report might reveal that some competitors with lower quality ads are outranking you. This is an opportunity to improve your ad quality and landing page experience, allowing you to compete more effectively without solely relying on higher bids.

Additionally, the report can show if you're losing impression share due to budget constraints. If so, adjusting your bids can help you gain more visibility without necessarily increasing your overall spend.

The Auction Insights report is like having a secret weapon. It gives you insights into your competitors' strategies, allowing you to make smarter decisions about your own bidding and targeting.


By consistently reviewing and acting on the insights from these three reports – Matched Locations, Search Terms, and Auction Insights – you can take control of your Google Ads budget, eliminate wasted spend, and drive more qualified leads to your local service business.  Start exploring these reports today and see the difference they can make.

Nikolina Tomašković is a Google Ads specialist who works with local service businesses across Europe and the United States. 

You can find her on LinkedIn