The Google Ads Metrics That Actually Matter

If you’re obsessing over impressions, you’re doing it wrong.

Hey window and solar panel cleaning pros—if you're measuring success by how many impressions your ad gets, you're basically clapping for yourself in an empty room.

Impressions = “Google showed your ad.” Cool. But did anyone call you?
Did they book a job? If not, who cares?

Here’s what actually matters:

• Clicks – But only from homeowners in your zip code. Not tire-kickers in another state.
• Click-Through Rate (CTR) – If it’s low, your ad stinks. Rewrite it.
• Conversions – Calls, form fills, online bookings = $$$.
• Search Terms Report – Find out what they actually typed. If you’re getting clicks from “DIY solar panel cleaner,” you’ve got problems.
• Impression Share – This shows how often you could’ve shown up. Low number = you’re losing jobs to the guy who’s willing to spend $10 more a day.

Bottom line: you’re not in the business of showing ads—you’re in the business of getting booked.