If you run Google Ads for a local service business (especially in a competitive space like junk removal) then this blog post is for you. This is how Max Conversion founder Kyle built and optimized a new Google Ads campaign for a junk removal company. The results? 21 leads at $30 each from $630 ad spend - plus a conversion rate of over 30%.

You'll see exactly how this high-performing campaign performed - including bidding strategy, keyword selection, negative keyword tactics, and device targeting you can use for your own campaigns.

Table of Contents

Setting the Foundation: Why This Campaign Performed So Well Out of the Gate

Not every new Google Ads campaign has to be launched from scratch. In this case, the campaign was new but the account had prior conversion data - so we could use a Target CPA (Cost Per Acquisition) bidding strategy from day one.

"This account already had data so we started off with a Target CPA bidding strategy which is good" - Kyle, Max Conversion 

Key Benefits of Target CPA Bidding:

• Drives leads at predictable cost.
• Bid adjustments are automated for maximum efficiency.
• Ideal once conversion tracking is set up.

Tip: New accounts should start with Maximize Clicks or Manual CPC until conversion data is available. Accurate conversion tracking setup is non-negotiable.

Campaign Performance Snapshot (Sept 8–20)

What the campaign delivered in its first 12 days:

• Ad Spending: $630
• (Phone Form Submissions) Leads Generated: 21
• Cost Per Lead: ~$30
• Clicks: 68
• Conversion Rate: 30.88% in total.
• Best-Performing Ad Group: Junk Removal (Broad Match)

This campaign had a solid foundation but quickly scaled due to good structuring and keyword strategy.

Ad Group Structure: Scaling What Works, Cutting What Doesn’t

We tested multiple ad groups and focused on the highest-value services. Here's how we refined performance:

Paused Low-Value Single Item Pickups 

• Furniture Removal.
• Mattress Disposal.
• Appliances.

"Too many single item pickups... we want to remove them at any cost so we can have more budget for general Junk Removal and cleanouts." 

Prioritized: High-Volume and High-Intent junk removal (General).

• Garage Cleanout.
• Hoarder Cleanout / Hoarder Cleanout.
• Shed Removal.
• Rubbish Removal.

These types of jobs are larger and more profitable, so we assigned custom Target CPAs accordingly:

• $45 for Hoarder and Shed Cleanouts.
• $30 for General Junk Removal.
• (Recommendation: $25 for low-value jobs (furniture, if running).
  

Keyword Strategy: Broad Match + Smart Negatives = Winning Combo

Unlike most campaigns that use phrase or exact Match, this one used Broad match keywords - a potentially dangerous move unless you know how to control it.

Why It Worked:

• Existing conversion data.
• Prebuilt negative keyword list.
• Search terms are monitored daily.

Run broad match only if you have a negative keyword list already. If you do, stay phrase and exact. "

Real Search Terms We Showed Up For:

• "junk removal near me."
• "garage cleanout"
• "pick up yard debris"
• "junk removal Austin."
  

Negative Keywords Included:

• Competitors names (e.g., "1-800-GOT-JUNK") are often employed
• "recycling."
• "sanitation."
• "tool" (after an unrelated term triggered it)
  

Conversion Data by Device: Don’t Assume Mobile Wins

Most service businesses expect mobile to dominate - but desktop performed better than mobile in this campaign.

"The computer' s actually outperforming the mobile phone' this is something you want to check often. " 

Lesson: Always analyze device performance before adjusting bid modifiers.

Leveraging In-Market Audiences (Observation Mode)

We also added multiple in-market and affinity audiences to Observation Mode to collect future targeting insights.

Audiences Observed:

• Bargain Hunters.
• Sports and Fitness Enthusiasts.
• Real Estate/Property Shoppers.

Results are too early to act on yet, but the strategy allows us to refine targeting as data accumulates.

"You're collecting data so you can target specific audiences down the road."

5 Key Takeaways to Apply to Your Google Ads Campaigns

1. Only use Target CPA if you have conversion history.
2. Stop low-value service ad groups to focus on more profitable leads.
3. Leverage Broad Match keywords only if you have a strong negative keyword list.
4. You might be surprised by monitoring device performance closely - desktop.
5. Turn on Observation Mode on audiences to collect future targeting insights.
   

Final Thoughts: Early Success in a Competitive Market

This campaign launched in Austin, one of the most competitive markets for junk removal. With proper setup, daily optimization and a strategy-first approach, this junk removal company is now generating quality leads affordably and predictably.

"We expect to get cost per lead down to $25... and we have scale room,"

To learn how to improve your Google Ads performance Book a Free Strategy Call with Max Conversion.

Whether you're a junk removal pro or any local service provider, we'll help you launch, optimize, and scale your PPC campaigns with confidence.