White papers
Each paper takes one question a trade business actually faces — where the enquiries come from, why a new campaign costs more before it costs less, which numbers in the account can be trusted — and answers it with SoudCoh’s analysis of reported Google Ads data. Then it shows how to check the same thing in your own account.
Search terms, keywords, calls, forms and conversion settings across Australian trade and home-service Google Ads accounts.
Charts, tables and plain-English findings on the page, plus a PDF to share with your team.
Owner-operators, growing trade companies and multi-site service brands — with a method you can run yourself.
Read each paper on the page, or download it as a PDF to share with your team.
Featured · White paper · Home services
What SoudCoh's research shows about demand, discovery, measurement and growth
White paper · Measurement
Where trade and home-service Google Ads tracking goes wrong, and how to build a measurement stack that ends in jobs won rather than clicks
White paper · Paid search
What happens from launch day to month three for trade and home-service advertisers, and how to shape structure, discovery and control around the way customers really search
The papers draw on the same evidence as our benchmark tables and our data-led articles. Each article takes one finding and goes deeper on what to do about it.
BenchmarksGoogle Ads benchmarks for Australian trades — data and methodTell us about your business, where you advertise today and what you would like more of.
