Hey Blue Collar Boss,
Google Ads is changing again.
More AI.
More automation.
More recommendations telling advertisers to loosen the controls and let Google “figure it out.”
More automation.
More recommendations telling advertisers to loosen the controls and let Google “figure it out.”
One of the newer features getting attention is called AI Max.
It is an AI upgrade inside Google Search campaigns. In plain English, it gives Google more room to match your ads to searches, write different ad copy, and sometimes send people to different pages on your website.
That can be useful.
Especially in home services, because homeowners don’t always search in clean little keyword boxes.
They search for things like:
“water heater leaking from bottom”
“AC running but house still hot”
“drain keeps backing up after plumber snaked it”
“furnace making loud banging noise”
“AC running but house still hot”
“drain keeps backing up after plumber snaked it”
“furnace making loud banging noise”
Those are real searches from real people with real problems.
So yes, AI Max can help your ads show up for more of those high-intent searches.
But here’s the part most business owners need to pay attention to.
AI Max can also waste money fast if your agency is not watching it closely.
It can start pulling in DIY searches.
It can bring in people outside your service area.
It can push low-value jobs when you want bigger tickets.
It can send traffic to weak pages on your website.
It can make the account look “busy” without actually bringing in better calls.
It can bring in people outside your service area.
It can push low-value jobs when you want bigger tickets.
It can send traffic to weak pages on your website.
It can make the account look “busy” without actually bringing in better calls.
And that is where the problem starts.
Because Google may show your agency more conversions.
The report may look fine.
The cost per lead may even look okay.
But your team is the one answering the phone.
You know when the calls are bad.
You know when the leads are cheap.
You know when the ZIP codes are wrong.
You know when marketing is creating activity, but not booked jobs.
You know when the leads are cheap.
You know when the ZIP codes are wrong.
You know when marketing is creating activity, but not booked jobs.
That is the question you should be asking right now:
Do you know how to manage AI Max?
Not just turn it on.
Not just repeat what Google recommends.
Actually manage it.
That means checking search terms.
Reviewing call quality.
Watching service areas.
Controlling landing pages.
Building negative keywords.
Tracking qualified calls, not just random form fills.
Knowing whether the campaign is bringing in the kind of jobs you actually want.
Reviewing call quality.
Watching service areas.
Controlling landing pages.
Building negative keywords.
Tracking qualified calls, not just random form fills.
Knowing whether the campaign is bringing in the kind of jobs you actually want.
Because automation is not a strategy.
AI Max can be a good tool, but only in the hands of someone who understands local service lead generation.
At True Blue Collar, we look at Google Ads through one simple lens:
Is it getting the phone ringing with the right people?
Not more noise.
Not prettier reports.
Not fake momentum.
Not prettier reports.
Not fake momentum.
Qualified calls. Booked jobs. Profitable growth.
If you are running Google Ads right now and wondering whether AI Max might help you, it may be time to take a closer look.
Your budget might not be “underperforming.” It might just be unmanaged.
Book a quick strategy call with True Blue Collar, and let’s check what is really happening inside your Google Ads account.
Avi | Founder True Blue Collar Marketing
Talk to you next week,