Search campaigns built around the jobs your crews actually want: repairs, replacements, and recurring service. Managed by a former seven-truck service company owner, reported in cost per booked job, with missed call text back on every ad number so the calls you paid for become customers.
I hired three agencies to run Google Ads for my own service company. Every one of them made the same four mistakes. I open new clients' accounts and find the same four, whatever the trade.
Broad-match keywords let Google decide what "plumber" means. It decides it means plumbing jobs, plumbing school, plumbing supplies, and how to fix a toilet yourself. A third of the budget goes to searches that could never become a booked job.
The ad says "AC repair today." The click lands on a homepage with a hero video, a mission statement, and the phone number in the footer. Half the people who click leave before they find it. Every ad needs a page that matches it, with the number and a form above the fold.
HVAC demand doubles in a heat wave. Roofing spikes after a storm. Pool service triples in spring. An agency spending the same amount every month is overspending when nobody's searching and starving the account when everybody is.
The report says 340 clicks and a 4 percent click-through rate. It doesn't say how many calls were answered, how many became quotes, or what a booked job cost. Those are the only numbers that matter, and most agencies don't track any of them.
Repairs, replacements, and recurring service get their own campaigns with their own budgets. Emergency searches get their own ad group because that person is calling the first number they see. Display, Performance Max, and video stay off unless there's a reason.
Every search term that spent money gets reviewed. Anything that isn't a homeowner in your service area who needs the job done goes on the negative list. It starts long on day one and never stops growing.
The repair ad lands on a repair page. The replacement ad lands on a replacement page. Phone number, short form, three reviews, and a price anchor above the fold. This is where an Arizona client's conversion rate went from under 10 percent to over 24.
The budget follows your trade's season, set at the start of the year from the demand curve in your market. Bids go up in the zip codes where your crews already work and down where a job would cost a 40-minute drive.
Every ad number is tracked, so the report shows calls, not clicks. Missed calls get a text back in seconds. That one feature is often the difference between a campaign that pays and one that doesn't, because the phone rings while you're on the job.
You get one number every week: what a booked job cost. Behind it, calls answered, quotes sent, quotes won. If the number goes the wrong way, you'll hear from me before you have to ask.
Emergency intent, high ticket, phone-first. Campaigns lean on "repair" and "near me" terms, extended hours, and call-only ads in a heat wave or a freeze.
Storm-driven, long quote cycle, big ticket. Budget surges after weather events, and the follow-up sequence matters more than the ad because a roof takes three touches to close.
Recurring revenue, seasonal, lower ticket per job but worth thousands over a customer's life. Campaigns are sized to lifetime value, not to the first job. Pool companies have their own page.
Recurring service and repair company. Google Ads and follow-up automation, no new website. Full 2025 season, January through August.
| Metric | Result |
|---|---|
| Cost per lead, first 30 days | −72% |
| Landing page conversion rate, same budget | +145% |
| Ad spend for the season, paid to Google | $33,169 |
| Conversions (calls and form fills) | 604 |
| Conversion rate | 24.17% |
| Cost per conversion | $54.92 |
| New customers added | 400 |
Full breakdown on the results page.
One flat monthly fee for the campaign build, weekly optimization, landing pages, call tracking, and reporting. No percentage of spend, so there's no reason for me to want your budget bigger than it should be. Month to month.
Paid by you, directly to Google, in an account you own. The starting budget is set on the call from what a booked job is worth in your trade. Use the budget guide to work backward from what a booked job is worth.
Google Ads is one part of home service marketing. If your website and follow-up are already solid, ads alone might be all you need. If they aren't, ads will find the leaks fast. The teardown tells you which.
Work backward from a booked job. If a job is worth $600 in gross profit and you close one in three quoted leads, a lead is worth $200 and you can afford to pay $60 to $80 for one. Set the starting budget from that number, not from what feels comfortable. The budget guide walks through the math.
Any trade where the homeowner searches with intent and a phone number: HVAC repair, plumbing, roofing, pool service, pest control, garage doors, electrical. Emergency and repair searches convert highest. Remodel and design searches convert slowest and need longer follow-up.
Both. Local Services Ads sit above everything, charge per lead, and carry the Google Guaranteed badge. Search ads give you control over the message and the landing page. Run LSAs on top and search underneath, and put the same tracked number on both.
Calls start the first week. The account is tuned by day 30, which is when cost per lead usually drops. An Arizona service company saw cost per lead fall 72 percent in the first 30 days. After that the work is seasonal pacing and keeping the landing page honest.
No. Management is a flat monthly fee. Ad spend is paid by you, directly to Google, in an account you own. If we stop working together, the account and its history stay with you.
They hit a tracked number and a short form. Missed calls get a text back in seconds, and form fills get a follow-up sequence, so the leads you paid for don't die in voicemail while you're on a roof or under a sink. That follow-up is included.
Fifteen minutes with your Google Ads account open. I'll show you where the budget is leaking and what I'd change first, whether or not we work together.