Keep it organized
A search campaign is made of ad groups, and each ad group should focus on one tight theme, such as one service. This keeps keywords, ads and landing page closely matched.
Choose keywords by intent
Target phrases that show buying intent, like a service plus a location or "near me". Start with phrase and exact match to keep traffic relevant, and expand as you learn.
Add negative keywords
Negative keywords stop your ads showing for irrelevant searches such as "free", "jobs" or "course" if you do not offer them. Review the search terms report weekly and add negatives.
Track conversions
Set up tracking for calls, form submissions and WhatsApp clicks. Without conversion data you cannot tell which keywords bring real inquiries.