Google Ads for Home Services
Home services paid search is unusually unforgiving. Clicks are expensive, the competition is bidding hard, and most of the resulting conversions are phone calls that never get properly tracked. Accounts here usually improve less from bid strategy changes than from two boring things: separating high margin work from cheap work, and finding out which calls were actually jobs.
What changes at this scale
The conversion is a phone call
Without dynamic number insertion and call scoring, the platform optimises against form fills that represent a fraction of your leads, and treats a ninety-second wrong number the same as a booked install.
Emergency and replacement need separate campaigns
Urgent repair converts fast at a low ticket. System replacement is a considered purchase with multiple quotes. One campaign, one bid target and one landing page cannot serve both, and blending them hides which one is profitable.
Local Services Ads sit above everything
LSA appears above the standard ads, is priced per lead and carries the Google Guaranteed badge. It usually belongs in the mix, with search ads running alongside for the higher ticket work where the landing page matters.
Seasonality has to be planned, not reacted to
Demand spikes with weather. Budget pacing set once in January is either exhausted by the first heat wave or leaves the best demand of the year uncaptured.
Everything you get
- Call tracking with dynamic number insertion and call scoring
- Campaigns split by job type, margin and urgency
- Local Services Ads setup and ongoing lead dispute management
- Fast single-purpose mobile landing pages per job type
- Search term mining and weekly negative keyword work
- Geographic targeting matched to real service radius and drive time
- Seasonal budget pacing built around your demand curve
- Monthly reporting on cost per booked job, not cost per click
Common questions
What is a realistic cost per lead?
It varies enormously by trade, market and job type, from under fifty dollars for a routine service call to several hundred for a large replacement in a competitive metro. Anyone quoting you a number before seeing your market is guessing. What we can tell you early is whether your current number is out of line with what the auction data supports.
Are Local Services Ads leads any good?
Mixed, and that is the trade-off for the placement and the badge. Some are excellent, some are people who called five companies, and some are plainly not for you. Disputing bad leads matters and most advertisers do not bother, which is money left on the table every month.
Should we advertise when we are already busy?
Usually shift rather than stop. Pause the low margin job types and keep the high ticket work running. Turning everything off in a busy season means rebuilding momentum and learning data later, which costs more than pacing down does.
Want a straight read on where you actually stand?
Book a free assessment. We will have looked before the call, and you keep the findings either way.