Hey Blue Collar Boss,
Google Ads keeps getting more automated.
With AI Max, Google can expand beyond the searches you specifically targeted, customize ad messaging based on what someone searched, and even choose a different page on your website when Final URL Expansion is enabled.
That can be powerful.
It can also burn money if Google’s idea of a “good customer” doesn’t match yours.
Now Google is giving advertisers a better way to see what its AI is actually doing.
Its AI Max reporting can connect the journey:
What someone searched → What headline they saw → Where Google sent them
For a plumbing, HVAC, roofing, or other home-service company, that visibility matters.
A Good CPA Can Still Hide Bad Marketing
Say you’re a plumber trying to grow higher-value water heater and sewer jobs.
Google starts finding conversions at what looks like a reasonable cost.
Great, right?
Not necessarily.
What if a chunk of those conversions comes from people looking for cheap drain cleaning?
Or DIY searches?
Or jobs outside the area you actually want to service?
Google may count the conversion.
Your business has to decide whether that conversion was actually worth paying for.
That’s the part too many marketing reports miss.
They show you clicks, calls, leads, and CPA.
But you don’t deposit “conversions” at the bank.
You need booked jobs and profitable revenue.
This Is What You Should Be Looking For
As Google takes more control, your marketing team needs to get better at auditing the decisions its AI makes.
For example, is Google expanding into searches for services you technically offer but don’t really want more of?
Is the ad messaging emphasizing “affordable” when you’re trying to attract customers who care about fast, professional service?
Are calls coming from the right service areas?
And most importantly, which searches are actually turning into the jobs you want on your technicians’ schedules?
That last question is where the real work starts.
Google’s AI Doesn’t Know Your Business Like You Do
Google knows a lot about search behavior.
It doesn’t automatically know that you want more sewer replacements and fewer basic drain calls.
It doesn’t know your technicians are already booked solid for one service but have capacity for another.
And unless you’re feeding good conversion data back into the system, it may not know which leads became real revenue.
That business context matters more as Google automates more of Search.
The job is no longer simply picking keywords and writing ads.
It’s making sure Google learns from the right signals, then checking whether its decisions match what actually makes your company money.
Because the goal isn’t to get Google Ads to report more conversions.
The goal is to get more of the right jobs on the board.
Want to see whether your Google Ads are generating the kind of calls your business actually needs?
Avi | Founder True Blue Collar Marketing
Talk to you next week,