Google Ads Structure for Service Businesses: The Lead Gen Blueprint

The correct Google Ads structure for service businesses is a lean lead-gen account, not an over-segmented one. Elshorafa Co. builds four campaigns: a Core High-Intent Search campaign taking 60 to 70 percent of budget on mixed broad and phrase keywords, a Competitors campaign at 10 to 15 percent on exact-match competitor terms, a Branded campaign at 5 to 10 percent, and a Remarketing/RLSA campaign at 10 to 15 percent. Ad groups follow STAGs (Single Theme Ad Groups), 5 to 15 tightly themed keywords each, with match types mixed inside the ad group, never split across campaigns. Bidding moves through a fixed sequence: Maximize Conversions first, then Target CPA once a campaign clears 30-plus conversions in 30 days. The decisive rule is the conversion signal: the primary conversion must be a qualified lead imported offline from the CRM with a GCLID, never a raw form fill. Demand Gen sits at zero percent for B2B service accounts.