I hired a marketing company that tracks all this for me and we review a report every few months. Keyword searches are another thing to pay attention to. These can be changed or new words added as needed to make sure people are finding you when they are looking for their service. The key that I found was to make yourself stand out somehow, set your standards higher and make sure you can communicate that well.
I didn't know anything about Google ads before this and I am admittedly still very unsure what it all means but I do know that some leads have come in that I have closed. I have a good situation where 1 lead can easily turn into $600-1000 so paying $150-300 a month, even to get 2-3 leads is really good for me.
