Set up and manage Google Ads for a small local structural engineering business

I run a structural engineering business and I want to generate local leads in my county using Google Search Ads only (no Display, no YouTube, no Performance Max). The primary services I want to advertise are: Bearing wall assessments Foundation assessments Lead pipeline: Your job is to optimize the full path: Google Search Ad → Click to my website → Visitor fills out a form → I follow up and book/quote the assessment. I’ll provide the structural-engineering-specific details (ideal customer, service details, typical jobs, etc.). I need you to ask the right questions and translate that into a high-performing search campaign and a clean lead pipeline. Scope of Work Phase 1 - Setup - Keyword research focused on high-intent local searches - Campaign structure (separate campaigns/ad groups as appropriate for each service) - Match type strategy + negative keyword plan (to filter out irrelevant searches) - Write compelling Search ad copy - Location targeting limited to my county (or tightly defined radius/zip codes if needed) - Launch with organized naming conventions and a clear testing plan (ads/keywords) Phase 2 - Ongoing Management - Weekly optimization: search terms review, negative keywords, bids, budgets, ad copy tests - Improve conversion rate through pipeline improvements (e.g., better keyword intent, tighter ad messaging, landing-page recommendations) - Focus on lead quality (homeowners needing assessments, not irrelevant clicks) - Provide a short weekly/biweekly summary + a monthly performance report Reporting Requirements I want reporting that reflects the full funnel: - Spend, impressions, clicks, CTR - Website conversions (form submissions) + conversion rate Cost per conversion/lead (CPL) - Which keywords/search terms are producing form leads (and which are being negated) - What you changed and why - Next steps for the upcoming period Constraints / Must-Haves - Google Search Network ONLY - Local targeting to my county - Conversion-focused (form leads), not just traffic - You proactively ask for what you need before launch (service area, services, form URL, etc.) Nice-to-Haves - Experience with local service businesses (home services, contractors, engineering, etc.) - Strong at improving lead quality, not just lead volume - Ability to suggest landing page and form improvements (I can implement) What I Will Provide - Business/service descriptions + which services to prioritize County + key cities/zip codes to focus on - Website/landing page URL and the form flow - Any disclaimers/notes required for my practice Budget / Engagement Open to: A one-time setup fee, plus A monthly management fee (or hourly with a clear estimate)