Google Ads progress

10 November 2026

Where your Google Ads stand

We fixed the biggest leaks between 29 October and 3 November. The wasted builders' merchant clicks have stopped. But no leads have been counted since, so here is what is working, what is not, and what comes next.

Spent 3 to 9 Nov£907about £130 a day
Clicks631548 of them from websites, not Google search
Leads counted0none since 1 Nov
Left this month£1,179ads stop around 17 Nov
6Fixed and working
6Not working yet
5Still to build

Fixed and working

  • Builders' merchant clicksSelco, Jewson and the rest: was 70% of spend, now £0
  • Google's auto search add-onTurned off, it was pulling in the wrong searches
  • Tighter keywordsAll 19 now only match close screed searches
  • DIY block list"how to", "bags", "mix", "calculator" and more
  • Old blocks removed14 that were stopping good searches like "liquid screed near me"
  • Call countingOnly calls over 60 seconds count as a lead

Not working yet

  • Ads on websites and apps£283 last week, 548 clicks, no leads
  • Product name searchesSika, Mapei, Cemfloor, Flowcrete: people buying materials
  • Two DIY keywords"quick drying screed time" and "screed mix", £100 last week
  • Website form not countedTracking points at an old domain
  • Some ads blockedGoogle has disapproved some ads
  • Monthly spend limit£2,500 cap ends ads around 17 Nov

Still to build

  • London keywords"floor screeding London", "screeding contractors"
  • Product block listStops material and equipment searches
  • Stronger adsLondon, warranty, speed and "Get a quote"
  • Form and call trackingSo every enquiry is counted once
  • Smart bidding back onOnce Google can see real leads

Google Ads progress

10 November 2026

From search to screeding job

Every lead takes these five steps. Right now the chain breaks at step 4: we cannot see who called or filled the form.

  1. Step 1Someone searches"liquid screed", "screeding contractors" in London and the South EastWorking
  2. Step 2They see your ad1 in 3 pounds goes on website ads, not searchFixing
  3. Step 3They clickHalf the search clicks are people buying materialsFixing
  4. Step 4They call or fill the formForm not counted. No calls over 60 seconds countedBroken
  5. Step 5You win the jobWe need to hear which enquiries came in and became jobsNeeds you

Where last week's £907 went · 3 to 9 Nov

Google search£612 · 73 clicks67%
Ads on websites and apps£283 · 548 clicks · no leads31%
Google's partner sites£11 · 10 clicks1%

What people searched · the £206 of searches Google shows us

Real screeding jobs"liquid screed", "screeding contractors", "cement floor screed"40%
Products and equipment"sikascreed", "cemfloor", "flowcrete", "screed hire"47%
Drying times and DIY"liquid screed drying time"13%

Before our fixes, most counted leads came from people looking for builders' merchants like Selco. That waste has stopped. Now we need to point the spend only at real screeding searches and make sure every real enquiry is counted, so Google learns who your customers are.

Google Ads progress

10 November 2026

Who does what next

Si and Funnels.com

  • Turn off ads on websites and apps, Google search only
  • Block product buying, equipment and hire searches
  • Pause the two DIY keywords
  • Add London and "screeding contractor" keywords
  • Fix the blocked ads and write stronger ones
  • Fix form and call tracking once we have website access
  • Switch smart bidding back on when leads are tracked
  • Sunday update every week

Martynas

  • Tell us every enquiry since 1 November: calls, forms and emails
  • Confirm the ad phone number now forwards to someone
  • Send us access to the website
  • Raise the monthly spend limit to £4,000 before 17 November
  • Tell us which jobs to push hardest
  • Tell us which screed brands you install, for a small product test later
  • Each Sunday, tell us which leads became jobs

Google Ads progress

10 November 2026

Road to qualified screeding leads

Your goal is real jobs, not cheap clicks. This is the order we get there.

  1. 1
    Biggest leaks closedMerchant searches blocked, tighter keywords, DIY blocked
    Done 29 Oct to 3 Nov
  2. 2
    Search only, no product searchesWebsite ads off, product and brand names blocked
    This week
  3. 3
    London keywords and new adsReach people looking for a screeding contractor
    This week
  4. 4
    Every enquiry countedForm and call tracking fixed on your website
    Once we have access
  5. 5
    Check what came inYour enquiries side by side with the ads
    Sunday 15 Nov
  6. 6
    Smart bidding back onGoogle aims for leads, not clicks
    About 3 weeks of clean data
  7. 7
    Grow what books jobsMore budget on the jobs and areas that pay best
    December on

Prepared by Funnels.com for LMA Floor Screeding · figures from your Google Ads account, 3 to 9 Nov 2026 unless stated