The 8-Step Website Checklist to Boost Google Ads ROI with AI (and stops wasted ad spend)

Your website isn’t just a destination anymore — it’s the brain behind your Google Ads performance.

Here’s how to make it smarter, faster, and ready for AI.

Most home service businesses don’t realize this yet — but the line between SEO and paid ads is gone. Google’s new Performance Max (PMax) and AI Max campaigns now use your website to build and optimize your ads.

That means Google’s AI looks at your pages, your wording, your images, and your structure to decide what ads to show and who to show them to.

If your website is weak, messy, or slow — your ads will perform the same way.It’s not a budget problem. It’s a website quality problem.

Here’s how to fix it — and stop wasting ad spend on low-quality clicks that don’t convert.

1. Fix Your Website Speed and User Experience

If your site loads slow or looks bad on mobile, your ads will suffer. Google’s AI pays attention to whether people click and stay — or bounce off right away.

What to do:

• Get your load time under 2 seconds.

• Make your site easy to use on a phone.

• Put your call button, quote form, or “Book Now” button front and center.

When your site loads fast and looks clean, Google’s algorithm trusts you more — and rewards you with cheaper, better-quality clicks.

2. Use Real Photos and Videos

Performance Max runs your ads across Google Search, YouTube, Display, Maps, and Gmail. If your website doesn’t have strong visuals, Google fills in the blanks — and believe you me, that’s never good.

What to do:

• Add real job photos, before-and-afters, team shots, trucks, and 15–30 sec short videos.

• Skip the stock photos.

• Embed short clips on your homepage and service pages.

Good visuals help Google create stronger ads — and they help customers trust you faster.

3. Write Pages That Match Customer Intent

Google’s AI doesn’t just look for crappy keywords like “junk removal” or “roof repair.” It looks for intent — why someone is searching.

If your page doesn’t answer their specific need, the AI won’t match it properly.

What to do: Write pages that cover the full reason someone might need your service.

For example:

• Junk removal for moving

• Dumpster rentals for renovations

• Yard cleanup for the fall season

The clearer and more relevant your content, the better Google understands when to show your ads.

4. Structure Your Website for Clarity

Instead of creating 20 short pages for every tiny keyword, build pillar pages — one strong, detailed page for each major service.

Think:

• Junk Removal

• Dumpster Rental

• Demolition

Inside each, include sections for cost, process, FAQs, photos, and service areas. Google loves pages that fully answer a topic — and so do your customers.

5. Add Schema and Trust Elements

Google’s AI reads your site like a robot. It can’t “see” trust unless you label it properly. That’s where structured data (schema) comes in.

What to do:

• Add reviews, prices, and FAQs using schema markup.

• Display testimonials, before-and-after galleries, and your team info.

• Make sure your (NAP) business name, address, and phone number match everywhere.

This helps your ads show richer info — like ratings and services — and builds authority.

6. Make It Obvious Why You’re Better

Every business says “fast, friendly, affordable.” None of that means anything anymore.

What to do: List clear reasons why customers should pick you.

• “Same-day pickup available.”

• “Locally owned and operated for 10+ years.”

• “No hidden fees.”

• or something unique to your business.

These should show up on your homepage, service pages, and even your page titles. Google pulls these directly into your ads — so make them count.

7. Show Proof and Expertise

Google now considers your credibility when deciding how to rank and represent your business.

What to do:

• Add an “About Us” page with your photo and story.

• Display local awards or certifications.

• Link to your Google and Facebook reviews.

It’s simple — people buy from people they trust. And Google’s AI is trained to look for those same signals.

8. Connect SEO and Ads Together

Stop treating Google Ads and SEO like separate things. They feed each other. Your ad campaign data shows you what people are actually searching — which tells you what content your website needs next.

What to do: Check your search term reports each month and:

• Add new service pages based on what’s converting.

• Block irrelevant searches that waste money.

The tighter your feedback loop between SEO and ads, the more efficient your marketing engine becomes.

The Takeaway

The future of digital marketing is about out-optimizing the competition.

Your website is no longer just a brochure or a digital storefront . It’s the brain that feeds Google’s AI.

If you make it clear, fast, and packed with intent-driven content, your ads will perform like you’re spending double.

So before you increase your ad budget, fix your website first. Because now and beyond, your website is your ad.

Now THAT's the Haulers' Edge Baby! ✌️

P.S.

Does your website suck? No offense — but if it’s slow, cluttered, or just feels outdated, Google knows it too. That’s why me and my team at Adimize (the anti-agency) build and manage websites that actually help convert your organic and paid traffic better.

If you’re tired of sending good traffic to a bad site, shoot me an email justin@haulinghubb.com and let’s fix it.

After a decade running hauling and service businesses myself, I’ve learned this firsthand: your website either multiplies your ad spend or burns through it. Don’t give Google garbage to work with — feed it the right data, structure, and trust signals.

Justin Hubbard

Find me on LinkedIn | Instagram

or Book a 1:1 Call

And whenever you’re ready, here are a few ways I can help grow your business:

1. Get a Free Google Ads Review with AdimizeWe’ve tested everything on my own business and know what works. No contracts. No pressure. Just a free review to see what’s working and what’s not. Schedule your review here.

2. Tap Into The Hauler’s Edge AIMy custom-built AI assistant for haulers—trained on everything I’ve learned running and scaling hauling businesses. It’s like having me on call 24/7. Try it here.

3. Organize & Automate with Service Hubb AI CRMAn AI-powered CRM built for service businesses. Track leads, follow up automatically, and close more jobs without drowning in admin work. See how it works here.

4. Book a Free Strategy CallLet’s talk one-on-one about your business. You've invested in experts for your golf game and your finances—now let’s do the same for your business. Book your call here.