Google Ads
Show up the moment
someone needs you.
Google Search Ads put your business at the top of results when a homeowner types "water heater replacement" or "emergency plumber." You only pay when someone clicks. Done right, it is one of the fastest ways to generate real calls.
What it is
Google Ads, explained without the jargon.
When someone searches on Google, there are paid results at the top and organic results below. Google Ads is how you show up in the paid section. Every click costs money, but every click is from someone who just searched for your exact service.
The magic (and the trap) of Google Ads is that it can work immediately. The trap is that without the right keywords, landing pages, and ongoing optimization, you will spend $2,000 on leads that never call. We have seen contractors burn through $10,000+ on ads managed by their cousin who "knows computers."
Done properly, Google Ads for home services typically runs $75-$200 per real lead (depending on trade and city), with close rates in the 25-40% range. That math works for most trades. Done badly, it is a fast way to lose money.
What we deliver
What we actually do.
Campaign strategy and structure
Campaigns built around your highest-value services, not a catch-all that wastes spend. Proper ad groups, match types, and negative keyword lists from day one.
Landing pages that actually convert
Every ad campaign points to a dedicated landing page built to convert (not your homepage). Clear offer, prominent phone number, short form, mobile-optimized.
Conversion tracking setup
Phone call tracking, form tracking, and offline conversion import so you know which keywords generate real jobs (not just calls).
Weekly optimization
Bid adjustments, negative keyword additions, ad copy testing, and budget reallocation every week. Underperforming campaigns get paused, winners get more budget.
Call recording review
We listen to a sample of calls monthly to make sure your team is converting the leads we are sending. If calls are not converting, we find out why and fix it upstream.
Monthly plain-English report
Impressions, clicks, cost per click, calls, cost per call, and actual jobs booked. Two paragraphs on what moved and what we are doing next month.
Who it is for
Google Ads works best for trades where a homeowner has an urgent or high-intent need and will hire quickly. Emergency services, high-ticket one-time jobs, and trades with strong demand signals all benefit.
What to expect
What to expect after launch.
Unlike SEO, Google Ads produces leads from day one. But there is still a ramp as the account gathers data and we optimize. Here is the realistic pattern.
Weeks 1-4
Launch week: campaigns live, landing pages live, tracking verified. First calls come in within days. Cost per lead is higher than normal as we gather data. Early budget goes toward learning what works.
Months 2-3
Optimization phase. We have identified which keywords and ad groups convert best. Underperformers pruned. Cost per lead drops 20-40% from launch levels. Call volume becomes more predictable.
Months 3+
Steady state. Cost per lead hits the sustainable range for your trade and market. You can scale budget up to generate more leads or keep steady for consistent volume. Ad strategy shifts from "optimize" to "maintain and refine."
Pricing
Part of Full Service
$1,500/mo
Google Ads management is what makes Full Service the Full Service tier. Includes everything in Organic ($500/mo) plus full Google Ads management: keyword research, campaign build, bid management, ad copy, call tracking, weekly optimization.
Ad spend is your money going directly to Google, billed to your card. We never take a percentage or mark it up. Minimum recommended ad budget: $1,500/mo in spend (in addition to the Full Service management fee). That is what produces enough data to optimize.
Common questions
Questions before we talk.
Do I need Google Ads if I already rank well in Local SEO?
Not necessarily. If your organic and Map Pack rankings are strong and you are booked out, ads might be unnecessary. But ads can still be useful for specific services you want to grow, emergency keywords (where ads often beat organic), or new service areas you are expanding into.
What's the minimum ad budget you'd recommend?
$1,500/mo in ad spend is our minimum recommendation for most trades. Below that, you do not have enough data to optimize effectively, and click costs in competitive markets eat the budget too fast. $2,500-$5,000/mo is the sweet spot for most home service businesses.
Do you take a percentage of my ad spend?
No. Our fee is flat regardless of whether you spend $1,500 or $15,000. Percentage-of-spend pricing creates a bad incentive for agencies to push more spend whether or not it is working. Your ad spend goes to Google, billed directly to you.
What's the difference between Google Ads and Local Service Ads?
Google Ads (Search) charges per click. Someone searches, sees your ad, clicks, lands on your site, and might or might not call. Local Service Ads (LSA) charges per lead. Someone searches, sees your LSA at the very top with a Google Guaranteed badge, and calls you directly. LSA is typically cheaper per lead but requires background checks. Many contractors run both.
What happens if I want to pause the ads?
We turn them off whenever you want, typically with 48 hours notice to wrap up the campaign cleanly. Unlike SEO, which takes months to build and holds even when you pause, ads stop producing leads the day you stop paying. That is the trade-off.
Can you run ads in Spanish?
Yes. If your market has a meaningful Spanish-speaking homeowner population, we can run separate Spanish campaigns with Spanish ad copy and Spanish landing pages. This is where the bilingual capability actually matters.
Tired of ads that do not work?
Book a 30-minute call. We will look at your current ad setup (if you have one) or sketch what a campaign should look like for your trade and market, with realistic numbers.
Book a Free Call