Google Ads and Local Services Ads
Google Ads Built Around Qualified Leads, Not Clicks
Paid search puts your business in front of homeowners at the moment they need you. We plan, build and manage Google Search and Local Services Ads campaigns for home service contractors, and judge them by what matters: qualified enquiries and booked work.
- Intent-based structureCampaigns by service and job value
- Tight service areasAds shown where you want work
- Negative keywordsNo spend on jobs, DIY or out-of-scope searches
- Call and form trackingEvery enquiry recorded by campaign
- Lead quality feedbackBidding guided by real opportunities
Why it matters
Most Wasted Ad Spend Is Invisible Until You Track It
Contractor ad accounts often lose money in quiet ways: broad keywords that attract job seekers and DIY researchers, ads that show outside the service area, calls nobody tracks, and campaigns optimised for form fills that were never real opportunities.
The fix is rarely a bigger budget. It’s tighter targeting, landing pages that match the search, and conversion tracking that tells Google which enquiries were worth having. When the platform learns from qualified leads instead of raw clicks, the whole account gets smarter.
What’s included
What We Manage
Search Campaign Strategy
Campaigns organised by service, job value and urgency, so budget goes to the work you want most.
Local Services Ads
Help with setup and verification, service and area settings, budgets and fast lead response, since responsiveness and reviews influence how LSA ranks you.
Keywords and Negatives
Ongoing search term reviews that add what’s working and block what isn’t, from “jobs” and “DIY” to areas you don’t serve.
Ad Copy and Assets
Ads that speak to the homeowner’s problem, with call, location and sitelink assets that make it easy to act.
Landing Pages
Pages matched to each campaign, so the promise in the ad is answered the moment the page loads.
Conversion and Call Tracking
Calls, forms and booked jobs tracked and, where possible, fed back to Google so bidding learns from real opportunities.
Search ads vs. LSA
Google Search Ads or Local Services Ads?
They appear in different places, are paid for differently and suit different jobs. Many contractors use both.
| Google Search Ads | Local Services Ads | |
|---|---|---|
| How you pay | Per click | Per lead (a call or message from a homeowner) |
| What you control | Keywords, ads, bids, schedules and landing pages | Services, service areas, budget, hours and your profile |
| Requirements | A Google Ads account and a website | Google’s business verification and screening, which varies by trade and state |
| Where the homeowner goes | Your website or a call from the ad | Your LSA profile, then a call or message |
| Often best for | Specific, high-value services and campaigns you want to steer closely | Homeowners ready to book, especially for repair and emergency work |
Part of the system
How Paid Search Fits the Lead Generation System
Ads bring in enquiries while local SEO builds. Tracking and follow-up decide whether those enquiries become jobs, and what each one really cost.
01 · Visibility
Be the Company Homeowners Find First
Most homeowners start with a search: “roof repair near me”, “AC repair”, “kitchen remodeler in [city]”. We build your presence where those searches happen: the Google map pack, organic results, Google Search ads and Local Services Ads, supported by social content that keeps your name familiar.
02 · Conversion
Turn Visits Into Enquiries
Traffic only matters if it turns into a call or a form. We build fast, mobile-first pages that answer the questions a homeowner has before they pick up the phone: what you do, where you work, why they can trust you and what happens next.
03 · Capture
Catch Every Enquiry, From Every Source
Calls, forms and messages arrive in different places. We connect them so each enquiry is recorded with where it came from, which service it is about and where the job is. Nothing relies on someone remembering to write it down.
04 · Follow-Up
Respond Fast and Follow Up Consistently
A good lead can go cold while it waits for a call back. We set up a simple CRM pipeline with instant notifications, reminders and follow-up messages for quotes that have not been answered, so your team knows exactly who to call next.
05 · Measurement
Know What Each Qualified Lead Costs
Clicks and impressions are not the goal. We report on the numbers you run your business by: how many enquiries were real opportunities, what each qualified lead cost, and which channels produced booked work.
06 · Optimization
Improve the System With Evidence
Each month we look at what the data says and act on it: move budget toward the services and areas that produce booked work, fix the pages that leak enquiries, and tighten follow-up where leads stall.
Getting started
What We Need From You
- Admin access to your Google Ads account, or we create one in your business’s name
- Average job values and the services you want more of
- Someone who can answer calls promptly during the hours ads run
- A monthly ad budget you’re comfortable with, paid directly to Google
Honest limits
What Paid Search Can’t Do
- It stops when spend stops.Ads are rented visibility; that’s why we pair them with assets you own.
- Costs depend on your market.Competition, season and job type all affect what a lead costs.
- LSA isn’t available everywhere.Eligibility and screening requirements vary by trade and location.
FAQ
Google Ads Questions, Answered
How much should a contractor spend on Google Ads?
Enough to get meaningful data in your service area, and no more than your margins and capacity can support. The right figure depends on your trade, city and competition. We look at search volume and click costs in your market before recommending a starting budget.
Should I run Google Search Ads or Local Services Ads?
Often both. Local Services Ads are simple and charged per lead, which suits homeowners who are ready to book. Search ads give you more control over which services you promote and where people land. We’ll recommend a split based on your trade and goals.
Who owns the Google Ads account?
You do. Accounts are created in or connected to your business’s name, and you pay Google directly. If we stop working together, the account, history and data stay with you.
How do you measure whether ads are working?
By cost per qualified lead and, where you share job outcomes, cost per booked job. Clicks and click-through rate help us optimise, but they aren’t the result you’re paying for.
Related services
Works Even Better Together
Local SEO & Google Business Profile
Show up in the map pack and local results for the services and towns that matter most to your business.
Contractor Websites & Landing Pages
Fast, mobile-first pages that answer homeowner questions and turn visits into calls and form enquiries.
Lead Tracking & CRM Follow-Up
Call tracking, conversion tracking and a simple CRM pipeline, so every enquiry is captured, followed up and measured.
Find Out Where Your Ad Spend Is Leaking
Book a strategy call. If you already run ads, we’ll look at how your campaigns are set up and tracked, and where budget may be going to searches that never become jobs.