Google Ads for garage door companies: campaigns split by job, judged on booked work

Google Ads works for garage door companies when repairs, new doors, automation and commercial shutters each get their own campaign, the wrong searches are blocked, and every call is tracked back to a booked job. Run it as one broad campaign and spring repair budget leaks into DIY parts searches. Unavoidable Marketing is a UK-wide, Leeds-based agency that runs Google Ads for garage door companies across the UK, on a flat monthly fee with ad spend paid straight to Google, and founder Andrew Heppinstall is on every strategy call.

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Last updated: 21 October 2026

Why one campaign for “garage doors” wastes money

Someone typing “garage door spring snapped” wants an engineer today. Someone typing “insulated sectional garage door prices” is planning a purchase, may want a showroom visit and might not buy for weeks. Someone typing “roller shutter repair industrial unit” is a facilities manager with a very different budget and timeline.

Put all three in one campaign and Google decides where your money goes, usually towards the cheapest clicks, not the most valuable. Splitting by job type gives each customer the right budget, ad text and landing page.

How we split a garage door account

Negative keywords that matter for garage doors

Negative keywords stop your ads showing for searches you will never turn into work. For a garage door firm, the list grows every week, but these are the usual starting points:

• DIY and parts searches: “spring kit”, “replacement cable buy”, “how to fix”, “video”, “manual”
• Retail and flat-pack: big DIY store names, “cheap garage door online”, “self install”
• Jobs and training: “garage door engineer jobs”, “apprenticeship”, “salary”
• Wrong trade: “garage” on its own pulls in car repair searches, so block “MOT”, “car service”, “mechanic” and “tyres”
• Wrong product, if you do not offer them: gate automation, car port kits, garden sheds

We read the search terms report every week. It is where you find the odd one, like “garage door spray paint” or “garage conversion”, that would quietly eat your budget.

Location settings: presence, not interest

Google’s default can show your ads to people merely interested in your area, not just people in it. Set targeting to people who are in, or regularly in, your area.

Draw the area around where your vans work. A Newcastle firm might cover Tyneside and Sunderland at full bid, with a lower bid for Durham. A Swansea company might push harder on the city and Neath than on the far side of Carmarthenshire. For commercial shutters, a wider radius often makes sense, since a single contract can justify the drive.

Call tracking: the calls are the business

Most garage door enquiries are phone calls. If you only measure form fills, you are blind to most of what the ads produce. We set up:

• Call extensions and call-only ads on mobile for the repair campaign
• Tracked numbers on the website, so calls from an ad click are counted
• A minimum call length, so wrong numbers and hang-ups are not counted as leads
• Form tracking on quote requests for new doors and automation
• A simple way for you to mark which calls became booked jobs

Landing pages that match the search

Send a “broken garage door spring” click to your homepage and the customer has to hunt. Send it to a spring repair page with a phone number at the top, a line on how quickly you can usually attend, and photos of real repairs, and they ring.

For new doors, the page should show the door styles you fit, the brands you are approved for, real photos of your installs, and a short quote form asking for door width, current door type and whether they want it electric. For commercial work, show shutters you have fitted and serviced, and mention maintenance visits.

Door and Hardware Federation membership, if you have it, belongs near the top of every landing page. On automated doors it reassures a buyer that you take safety seriously.

Measuring cost per booked job, not cost per click

A cheap click that never rings is worth nothing. A pricier click that books a full sectional door install is worth a great deal. The number that matters is how much ad spend it took to get a booked job, worked out separately for repairs, new doors, automation and commercial work.

If repairs are booking well but automation is not, we move the money.

Seasons in the garage door trade

Cold weather is often when tired springs and cables give up, so repair searches tend to rise in winter, and you want budget ready for a frosty week. Spring and summer bring more planned replacements, as people tidy the house and finally replace the dented up and over door. Commercial shutter work follows its own rhythm around business security and year-end budgets. We shift budget between campaigns as the year turns, rather than leaving one setting running all year.

How we do it

Since 2012 we have worked on 390+ projects, and we currently work with 40+ UK trade businesses. One example: Mr Reactive, a Leeds boiler installer: over £22,000 of revenue in the first month from £1,200 of ad spend.