Why This Step Is Non-Negotiable
Most people open Google Ads and start with keywords, budgets, and ads. That is backwards. Google Ads only works when it is constrained. These three anchors are the constraints.
Anchor 1: Industry
Industry controls language boundaries, problem scope, and Buying Moment realism. It is the frame, not the picture.
Step 1A — Industry Selection Rules
Your industry must meet all four conditions:
- Buyers already search Google for solutions
- The problem is real-world and concrete
- Competitors are already advertising
- The service solves something now, not "someday"
Correct vs Incorrect Industry Examples
Correct: Electrician, HVAC, Plumber, Pest Control, EV Charger Installation. Incorrect: "AI consulting", "Brand strategy", "Business coaching".
Anchor 2: Primary Service
Google Ads does not sell companies. It sells jobs to be done. Your service must be narrow enough that a buyer could search for it directly and a stranger could understand it instantly.
Step 2A — Service Narrowing Test
Your service must pass all three:
- Can be explained in one sentence
- Solves one core problem
- Could stand alone as its own business