Google Ads Audit Checklist for Home Services

Use this Google Ads audit checklist for a home-services company in order: define trade and area scope, classify emergency and routine intent, check service pages, test calls and dispatch, reconcile jobs, and compare collected margin with technician capacity. Keep addresses and access details in approved systems.

This is an educational checklist, not trade, safety, legal, pricing, or automated adz.so advice. Consult Google Ads Help and local requirements before changing claims or data flows.

1. Define scope and stages

[ ] Record dates, trades, services, areas, offices, hours, technicians, vehicles, pages, phones, forms, field-service stages, campaigns, budgets, and conversions.
[ ] State whether the question concerns repair, installation, maintenance, inspection, remodeling, emergency work, or another service.
[ ] Separate click, call, form, qualified request, scheduled visit, dispatch, estimate, approved work, completion, invoice, payment, warranty, cancellation, and repeat service.
[ ] Separate supplier, employment, existing-customer, wrong-number, and spam contacts.
[ ] Record currency, time zone, attribution window, consent assumptions, weather, staffing, and service changes.

2. Check local and emergency intent

[ ] Map campaigns to trade, service, area, urgency, page, phone route, dispatch owner, and booking path.
[ ] Review location targeting, exclusions, presence assumptions, radius or city settings, location assets, and out-of-area searches.
[ ] Classify emergency, repair, replacement, installation, maintenance, inspection, quote, price, DIY, parts, jobs, suppliers, existing customer, competitor, and irrelevant intent.
[ ] Confirm advertised hours, 24/7 coverage, arrival expectations, and service area match actual response capacity.

3. Validate pages and claims

[ ] Follow searches through ad, service page, phone, form, booking, and confirmation.
[ ] Check trade identity, service area, hours, emergency instructions, credentials, estimates, warranty, financing, discounts, and response expectations.
[ ] Flag guaranteed arrival, lowest price, permanent fix, unsupported savings, and location-specific license claims.
[ ] Confirm promotions and maintenance plans are current and available.

4. Test calls, forms, and dispatch

[ ] Use an approved test identity; do not submit real addresses, alarm, access, or safety details to an uncontrolled system.
[ ] Test mobile and desktop routes during open, closing, overnight, and weekend conditions where relevant.
[ ] Check number ownership, answering service, wait time, emergency triage, dispatch route, missed-call response, disposition, source value, and recording notice.
[ ] Test form fields, consent, validation, confirmation, duplicate handling, assignment, calendar slot, and follow-up owner.
[ ] Distinguish inquiry, qualified request, booking, dispatch, estimate, approved work, completion, invoice, and payment.

5. Reconcile jobs

[ ] Compare ad events with connected calls, qualified requests, booked visits, dispatches, estimates, completed jobs, invoices, payments, cancellations, no-access visits, warranty callbacks, and repeats.
[ ] Break down by trade, service, area, campaign, query, page, device, day, hour, technician, and cohort.
[ ] Check source IDs, call and form definitions, deduplication, time zone, service-area join, field-service imports, and revenue lag.
[ ] Mark incomplete job cohorts immature.
[ ] Do not send offline values into bidding before the join is proven.

6. Review capacity and margin

[ ] Record spend, booked and completed jobs, invoice, collected revenue, technician time, travel, fuel, materials, equipment, subcontractors, dispatch, warranty, refunds, discounts, fees, and rework.
[ ] Keep estimate, approved value, billed amount, and collected cash separate.
[ ] Compare demand with technician capacity, route density, appointment windows, and emergency coverage.
[ ] Identify profitable demand that exceeds response capacity and low-margin work that blocks better jobs.
[ ] Mark missing travel, materials, cost, and job outcomes unknown.

7. Check privacy, safety, and claims

[ ] Review forms, calls, analytics, customer lists, remarketing, field-service imports, dispatch notifications, access, retention, and consent.
[ ] Keep property, access, security, and personal information in approved systems.
[ ] Review trade, license, permit, safety, warranty, pricing, emergency, and financing claims with the responsible owner.
[ ] Escalate trade, safety, legal, insurance, and privacy questions.

8. Close findings and retest

For every failure, capture trade, service, area, campaign, query or page, device, evidence, impact, owner, priority, action, proof condition, retest result, and limitation. Prioritize broken calls or forms, wrong-area routing, false emergency coverage, missing consent, unsupported claims, and job-stage gaps.

After each repair, repeat the same journey and compare comparable cohorts. Annotate weather, seasonality, staffing, outages, pricing, and capacity changes.

Home-services handoff

End with what is proven, what must be corrected, what requires trade or safety review, what should be tested, and what remains unknown. For context, see how to audit Google Ads for home services, free Google Ads audit for home services, and best Google Ads audit tools.