Google Ads Audit Checklist for Plumbers

Use this Google Ads audit checklist for a plumbing company in order: define the decision, verify service areas and hours, separate emergency from planned intent, test calls and forms, reconcile leads with CRM and job stages, and compare qualified work with dispatch, labor, callbacks, and margin. A click or call is not automatically a profitable job.

This is a self-service educational checklist, not an automated adz.so audit. Gather account exports, search terms, call and form records, landing-page captures, CRM and scheduling stages, job outcomes, revenue and cost data, consent tests, and change history. Consult Google Ads Help and current Google Ads policy guidance.

1. Set scope and definitions

[ ] Record dates, service area, cities or postal regions, hours, emergency coverage, crews, campaigns, pages, phone numbers, CRM, and conversion actions.
[ ] State whether the question concerns qualified demand, geographic waste, missed calls, routing, booking rate, job value, or margin.
[ ] List call, form, chat, quote, appointment, dispatch, arrival, estimate, approval, completion, invoice, payment, cancellation, and invalid-lead stages.
[ ] Preserve settings, search terms, call and form records, changes, CRM stages, outcomes, revenue, labor, materials, travel, and callbacks.
[ ] Assign source, owner, priority, and proof condition to every finding.

Keep a call distinct from qualified lead, appointment, completed job, invoice, payment, refund, and support. Mark missing evidence unknown.

2. Validate service areas and settings

[ ] Map campaigns, services, locations, hours, devices, networks, languages, audiences, budgets, bids, call assets, and pages.
[ ] Compare advertised area with actual dispatch coverage, travel limits, emergency hours, holiday coverage, crew capacity, and licensing boundaries where relevant.
[ ] Check location options, excluded regions, radius assumptions, and city or postal targeting.
[ ] Identify queries outside coverage, DIY, employment, supplier, support, and other non-service intent.
[ ] Record changes to location, budget, phone, form, bid, conversion, ad, and exclusion settings.

A click from inside a radius does not prove the caller is serviceable. Preserve the area and hour assumptions used in the audit.

3. Separate emergency and planned intent

[ ] Classify leak, burst pipe, flood, no-water, sewer backup, gas-related, and after-hours queries separately from planned work.
[ ] Review drain cleaning, inspection, water heater, fixture, repipe, remodel, maintenance, and commercial paths.
[ ] Record query, service, location, urgency, page, call or form, outcome, and owner.
[ ] Check emergency messages reach a responsive path and planned-project messages do not promise emergency dispatch.
[ ] Separate residential, commercial, support, and educational or DIY demand.

Do not count a high-converting urgent query as qualified work when the company cannot respond, cover the location, or provide the service.

4. Test calls, forms, and landing pages

[ ] Test mobile and desktop paths during open and closed hours.
[ ] Confirm phone number, call asset, tracking number, business name, service area, hours, emergency availability, licensing or insurance wording, and response promise.
[ ] Check form fields, privacy notice, thank-you page, scheduling, address, service, urgency, and dispatch routing.
[ ] Identify unanswered calls, wrong numbers, short hang-ups, supplier calls, support calls, duplicate forms, and missing campaign IDs.
[ ] Record URL, campaign, query, device, time, phone or form path, observed behavior, expected behavior, owner, and proof condition.

Keep names, addresses, call recordings, and customer details in approved systems rather than the general worksheet.

5. Test CRM and job stages

[ ] Trace click, call, form, chat, quote, appointment, dispatch, arrival, estimate, approval, completion, invoice, payment, repeat service, cancellation, and invalid lead.
[ ] Confirm calls and forms fire once and pass stable lead or call ID, source, campaign, service, location, value, and stage.
[ ] Reconcile Google Ads with call logs, CRM, scheduling, dispatch, job management, invoicing, payment, and approved offline imports.
[ ] Separate call from qualified lead, qualified lead from appointment, and appointment from completed revenue.
[ ] Review call-duration rules, missed calls, after-hours, imported stages, attribution windows, time zones, consent, and currency.

Preserve an unexplained join or stage gap as a finding rather than changing definitions to make totals match.

6. Review lead and job economics

[ ] Capture dispatch, technician labor, materials, travel, equipment, subcontractor, permit or disposal, financing, callback, warranty, refund, discount, and unpaid invoice costs.
[ ] Compare reported leads and value with completed jobs and contribution margin by service, urgency, area, device, campaign, and customer type.
[ ] Identify unserviceable locations, expensive after-hours dispatch, emergency calls that do not become jobs, rejected estimates, and high-callback work.
[ ] Check revenue excludes or clearly identifies labor, materials, refunds, and callbacks.
[ ] Mark profitability unknown when stage or cost data is missing.

Lead volume and return on ad spend do not by themselves prove job profitability.

7. Check consent and privacy behavior

[ ] Test forms and tracking with consent granted, denied, changed, and withdrawn.
[ ] Confirm phone and form identifiers are handled in approved systems and not copied into unrelated reports.
[ ] Check call recording, form storage, CRM access, and offline import ownership.
[ ] Document only the behavior needed to prove conversion and stage measurement.
[ ] Assign an owner to unresolved privacy or consent questions.

Do not place customer addresses, household details, recordings, or sensitive service notes in the audit file.

8. Close the finding log

For each failed checkbox capture account, campaign, service, urgency, location, query, device, phone, form, page, lead or call ID, CRM stage, appointment, dispatch, job, invoice, revenue, cost, callback, cancellation, consent, claim, policy reference, impact, owner, priority, action, proof condition, retest result, and limitation.

Prioritize tracking and consent failures; service-area, hours, emergency, location, phone, form, page, policy, and routing mismatches; CRM stage, booking, dispatch, callback, invoice, and margin gaps; irrelevant, DIY, employment, supplier, support, commercial, or unserviceable intent; then campaign and call-routing tests.

Plumbing handoff

End with what is proven, what should be corrected or paused, what can be tested, and what remains unknown. This is a repeatable review aid, not an automated adz.so audit. For deeper context, see how to audit Google Ads for plumbers and keep recommendations grounded in the company’s actual coverage, calls, crews, job stages, customers, and economics.