Free for local service businesses

The free Google Ads toolkit for local service businesses.

A budget planner, a 252-keyword negative list and 9 landing page templates. Fill out one form and get all three instantly.

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Budget kit · 252 negative keywords · 9 templates

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Everything is unlocked. Grab the files here, or scroll down to browse the templates.

PDF Budget Formula cheat sheet2 pages · printable↓ XLSX Budget planner + weekly trackerExcel · works in Google Sheets↓ GS Negative keyword listMakes your own copy in Google Sheets→ 9 Landing page templatesBrowse them on this page↓

On your phone? The planner is easiest on a computer or in the Google Sheets app.

Sound familiar?

Most local ads leak money in three places.

My agency says $60 a lead is good. Good compared to what?Fixed by: the Budget Kit
Half my ad calls are people asking if we're hiring.Fixed by: the negative keyword list
My ads send people to my homepage, and they leave.Fixed by: the landing page templates

The toolkit covers all three: know what a lead is worth, stop paying for the wrong clicks, and send the right ones to a page built to get the call.

What's inside

Three tools. One free signup.

Page 1 of the Booked-Job Budget Formula cheat sheet
01 · Budget Kit · PDF + spreadsheet

Know what to spend before you spend it

  • 2-page cheat sheet: the 5-step Booked-Job Budget Formula with worked examples
  • Budget planner: your target cost per job, max cost per lead and daily budget
  • 12-week tracker that flags the week your cost per job starts to drift
Cheat sheet (PDF) ↓ Planner (Excel) ↓
02 · Negative keyword list · Google Sheets

Stop paying for clicks that will never call

  • 252 safe negatives in 7 categories: job seekers, DIYers, parts shoppers and more
  • 38 "review first" terms, each with a note on why it's risky
  • 21 high-intent terms you should never block, like quote, estimate and near me
  • A paste-ready column for your account-level negative list
Make my copy in Google Sheets →
03 · Landing page templates · desktop + mobile

9 landing pages built to turn clicks into calls

The layouts I use for client campaigns: quote form above the fold, trust badges, services, process, reviews and a closing call to action.

Don't see your industry? Let me know!

Tell me what you do. I add new industries based on requests.

Who made this

The same tools I use before I touch a client's account.

I'm David. I run Second Street Digital and manage Google Ads for local service businesses, with 7+ years of doing it. Every account I take on starts with these three things: knowing what a booked job is worth, blocking the searches that will never become one, and a landing page built to get the call.

★★★★★

"David is a gem. He constantly A/B tested our ads, kept our budgets and goals in mind every step of the way, and offered valuable recommendations to decrease our overall cost per lead."

Joshua M.Founder
Free · 3 tools

Get the whole toolkit free.

The budget planner, 252 negative keywords and 9 landing page templates. One form, instant access.

Next step

Want me to set this up for you?

Book a free 30-minute strategy session. We'll look at your market, your numbers and what Google Ads can realistically do for your business.

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