Google Ads can be a powerful way for surveyors to generate steady calls and leads. The problem is that many firms set up campaigns without a clear strategy, and the result is wasted spend. Surveying may not have the same ad costs as industries like law or roofing, but mistakes can still burn through a budget quickly. Knowing what to avoid is just as important as knowing what to do. Here are the most common Google Ads mistakes that drain money for surveyors and how to prevent them.
Targeting the Wrong Keywords
Surveying is a specialized field, but the word “surveyor” covers a wide range of meanings. Without refining your keyword list, you may pay for clicks from students researching surveyor jobs, people looking for surveyor salaries, or even unrelated services like quantity surveying.
How to fix it:
- Focus on intent-heavy terms such as “boundary survey [City]” or “licensed land surveyor near me.”
- Add negative keywords like “jobs,” “degree,” and “salary” to filter out irrelevant traffic.
- Use exact match and phrase match more often than broad match to keep your clicks relevant.
Ignoring Geo-Targeting Settings
Surveyors work in defined service areas. Running ads across an entire state or country wastes budget on people you cannot serve.
How to fix it:
- Set your targeting to the specific city, county, or radius where you actually take on work.
- Use location exclusions if you are near a large metro area but only cover certain suburbs or towns.
- Check Google Ads location reports to see where your clicks are coming from and tighten the settings if needed.
Writing Vague or Generic Ad Copy
Surveying is a trust-based service. If your ad copy is bland, people are less likely to click. Ads that simply say “Professional Surveying Services” without mentioning your specialties or location do little to separate you from competitors.
How to fix it:
- Call out your specific services such as “Boundary Surveys, Topographic Surveys, ALTA Surveys.”
- Include the service area in your headline or description.
- Add ad extensions like call buttons and location details to make it easy for prospects to take action.
Failing to Use Call Tracking
Many surveyors rely on phone calls as the main lead source, but they never track which calls come from ads. This makes it impossible to measure the real return on ad spend.
How to fix it:
- Set up call tracking inside Google Ads so you know which ads and keywords generate leads.
- Use dynamic number insertion on your website if you are directing traffic to landing pages.
- Review call performance regularly so you can cut poor-performing ads and invest in what works.
Skipping Landing Pages
Sending ad traffic straight to a generic homepage is a common mistake. Homepages are usually broad and cluttered, which makes it harder for a visitor to take action.
How to fix it:
- Create simple, service-specific landing pages for your ads.
- Include a clear headline, a short description of your services, and strong calls to action like “Request a Quote” or “Call Now.”
- Keep the form short. Ask for only the information you truly need to respond quickly.
Not Managing Budgets and Bids
Surveyors sometimes set up campaigns and let them run without oversight. This leads to wasted spend on poor keywords or unprofitable clicks.
How to fix it:
- Start with a budget you are comfortable testing, then adjust once you know your cost per lead.
- Review your search terms report to see exactly what people typed before clicking.
- Pause keywords or ads that consistently cost money without producing results.
Overlooking Negative Keywords
Negative keywords are one of the most important tools in Google Ads, yet they are often ignored. Without them, your ads will show up for irrelevant searches, and you will keep paying for wasted clicks.
How to fix it:
- Build a master negative keyword list with terms like “jobs,” “careers,” “training,” and “salary.”
- Add location-based negatives if you get clicks from areas you do not serve.
- Review search terms weekly and keep adding negatives as you discover them.
Forgetting to Test and Improve
Some surveyors run the same ads month after month without testing new ideas. Even small adjustments can improve click-through rates and lead quality.
How to fix it:
- Test different headlines to see which drive more clicks.
- Rotate ad variations and let the best performers rise to the top.
- Adjust bidding strategies if you notice costs creeping up.
Final Thoughts
Ads on Google are a practical way for surveyors to generate calls quickly, but mistakes can drain your budget if you are not careful. The most common errors come down to poor targeting, vague ad copy, and lack of tracking. By tightening your keywords, focusing on your service area, building dedicated landing pages, and monitoring performance, you can make every dollar count. The result is more qualified leads and a steady stream of work without wasted spend.
