Last updated: 6 November 2026 · Written by Malek Bin Sohrab, Business Growth Strategist in Singapore
Most Singapore SMEs try Google Ads at some point. Many stop after a few months with the same conclusion: “It doesn’t work for my business.”
In my experience, Google Ads almost always can work. What doesn’t work is the default setup: broad keywords, no tracking, ads shown to the wrong people, and every click sent to the homepage.
This guide walks you through the exact checklist I use to set up and fix Google Ads accounts for Singapore service businesses, so every dollar has a job.
Quick summary:
- Set up conversion tracking before you spend a dollar
- Target people in Singapore, not people “interested in” it
- Start with high-intent, phrase and exact match keywords
- Build a strong negative keyword list
- Turn off the Display Network and search partners at the start
- Write ads that pre-qualify clicks
- Send traffic to dedicated landing pages
- Run ads only when you can answer enquiries
- Review search terms every week
Why most SME Google Ads accounts waste money
When I audit an underperforming account, I usually find the same handful of problems:
- No conversion tracking, so Google’s bidding is optimising for clicks, not customers
- Broad keywords matching irrelevant searches like jobs, courses and DIY tutorials
- Wrong location settings showing ads to people outside Singapore
- Display Network enabled on a Search campaign, buying cheap but low-quality clicks
- Homepage traffic instead of a page built for the service being searched
Fix these five and most accounts improve noticeably, often without increasing budget.
Step 1: Set up conversion tracking first
If Google doesn’t know what a lead looks like, it can’t find you more of them. Before launching, track these actions as conversions:
- Calls from ads (using call assets)
- Clicks on phone numbers on your website (
tel:links) - Clicks on WhatsApp buttons (
wa.melinks), which is essential in Singapore - Form submissions (track the thank-you page or a form submit event)
Use Google Tag Manager with GA4, then import the key events into Google Ads, or use the Google Ads conversion tag directly. Mark only real lead actions as primary conversions. Page views and scrolls are not leads.
Step 2: Fix your location settings
This is the most expensive setting most people never check. In your campaign’s location options, choose:
Presence: People in or regularly in your included locations
The alternative option also shows ads to people who are merely interested in Singapore, even if they’re overseas. For a local service business, those clicks almost never convert.
Step 3: Start with high-intent keywords
Not all searches are equal. Someone searching “how does a circuit breaker work” is learning. Someone searching “electrician near me” or “emergency plumber singapore” is ready to hire.
| Search intent | Example | Use in ads? |
|---|---|---|
| High (ready to buy) | “aircon repair singapore”, “electrician near me” | Yes, start here |
| Medium (comparing) | “best waterproofing contractor singapore” | Yes, once tracking proves profitable |
| Low (researching) | “how to fix leaking roof” | Usually no, so target with SEO content instead |
Start with phrase match and exact match keywords for your core services. Use broad match only later, with Smart Bidding and enough conversion data to guide it.
Step 4: Build a negative keyword list
Negative keywords stop your ads from showing for searches you don’t want to pay for. Start every account with a shared list like this, then adjust for your industry:
- Jobs: job, jobs, hiring, vacancy, salary, career, internship
- Learning: course, training, how to, tutorial, diy, youtube
- Free & cheap: free, pdf, template (unless relevant)
- Irrelevant locations: malaysia, johor, batam (if you only serve Singapore)
- Competitor brand names (optional, depending on strategy)
Step 5: Turn off the Display Network and search partners
When you create a Search campaign, Google may include the Display Network and Google search partners by default. Untick both at the start. Display clicks are cheap for a reason: people browsing websites and apps are far less likely to need you right now than people actively searching.
Once your Search campaign is profitable and tracking is solid, you can test them separately and compare results.
Step 6: Write ads that pre-qualify clicks
A good ad doesn’t just attract clicks. It attracts the right clicks and quietly filters out the wrong ones. In your Responsive Search Ads, include:
- The service + location (e.g. “Licensed Electrician in Singapore”)
- A clear differentiator: licences, years of experience, response time, warranty
- A call-to-action: “WhatsApp for a Quote”, “Book a Site Survey”
- Qualifiers if needed, such as “Commercial & Residential” or “Islandwide Service”
Add sitelinks to your top service pages, call assets, callouts and a location asset linked to your Google Business Profile. Assets make your ad bigger and more useful at no extra cost per click.
Step 7: Send traffic to dedicated landing pages
If someone searches “ceiling partition contractor” and lands on a homepage talking about ten different services, many will leave. Send each ad group to the page that matches the search exactly.
A high-converting landing page has:
- A headline that matches the search
- Proof above the fold: reviews, licences, photos of real work
- One clear action, such as a WhatsApp, call or short form
- Fast mobile load time (aim for LCP under 2.5 seconds)
- No distracting menus or unrelated offers
Step 8: Only run ads when you can answer
A lead that isn’t answered quickly is often a lead lost to a competitor. If you only take enquiries during working hours, use an ad schedule to run ads (or lower bids) only when someone can respond. If you offer 24/7 emergency service, make that visible in your ads instead.
Step 9: Review search terms every week
The Search terms report shows the actual searches that triggered your ads. Check it weekly for the first few months:
- Add irrelevant searches as negative keywords.
- Add high-performing searches as new phrase or exact keywords.
- Pause keywords that spend but never convert.
This single habit is what separates accounts that improve every month from accounts that slowly burn money.
What about Performance Max?
Performance Max (PMax) can work well, but it relies heavily on good conversion data and gives you less control over where ads appear. For most SMEs, I recommend proving a Search campaign first, then testing PMax with accurate conversion tracking and solid creative assets in place.
How much should you spend on Google Ads?
There’s no universal number, but you can work it out backwards:
Monthly budget ≈ number of leads you want × your expected cost per lead
Example: if you want 20 leads a month and similar businesses pay around S$40 per lead, start with roughly S$800 a month, then adjust using your own data.
Your actual cost per lead depends on your industry, competition and how well your landing page converts. That’s exactly why tracking comes first.
Your Google Ads checklist
- ☐ Conversion tracking for calls, WhatsApp clicks and forms
- ☐ Location set to “Presence” only
- ☐ Phrase and exact match, high-intent keywords
- ☐ Negative keyword list applied
- ☐ Display Network and search partners off
- ☐ Ads with service, location, differentiator and CTA
- ☐ Sitelinks, call, callout and location assets
- ☐ Dedicated, fast landing pages
- ☐ Ad schedule matches your response hours
- ☐ Weekly search terms review
Want to go further on the organic side? Read my 7-step local SEO guide for Singapore SMEs. Ads bring leads quickly, SEO builds long-term traffic, and they work best together.
Frequently asked questions
How much does Google Ads cost in Singapore?
There is no minimum spend. You pay per click, and costs vary widely by industry and competition. A practical way to set a budget is to multiply the number of leads you want each month by your expected cost per lead, then adjust using your own conversion data.
How long does it take for Google Ads to get results?
Ads can start showing as soon as they are approved, often the same day. Allow 2 to 4 weeks of data before making major changes, so you can see which keywords and ads actually produce enquiries.
Should I use Performance Max or Search campaigns?
For most SMEs, start with a Search campaign targeting high-intent keywords. Performance Max works best once you have reliable conversion tracking and enough conversion data for Google’s automation to learn from.
Why am I getting clicks but no leads?
The most common causes are missing conversion tracking, location settings that include people outside Singapore, broad keywords matching irrelevant searches, and sending traffic to a homepage instead of a dedicated landing page.
Can I run Google Ads myself?
Yes. With conversion tracking, good location settings, a negative keyword list and weekly search terms reviews, many owners manage their own campaigns. It takes regular time each week, which is why some SMEs hire a specialist.
Want me to review your Google Ads account?
If your ads are running but enquiries aren’t where they should be, I’ll look at your campaigns, tracking and landing pages in a free 20-minute audit, and show you exactly where the budget is leaking.
Get your free Google Ads audit
No obligation. You’ll leave with 3 fixes you can use today.
About the author
Malek Bin Sohrab
Business Growth Strategist in Singapore with 7+ years in SEO, Google Ads and growth strategy and 16+ years in engineering and operations. He runs Singapore service businesses and uses the same systems for clients. More about Malek · LinkedIn
