Contractors and the trades
Contractors, where the phone is the conversion
In home services, the phone is the conversion. Success depends on capturing local intent the exact moment a homeowner realizes something is broken, and ensuring your team actually answers the call.
The battleground
Local intent and dispatch radiuses
Home services (HVAC, plumbing, roofing, electrical) is a hyper local game. A homeowner with a broken air conditioner does not care about your national brand; they care if your truck can be in their driveway in two hours.
The biggest mistake we see in trades accounts is sloppy geographic targeting. If your service area is Fort Myers and Bonita Springs, but your ads bleed into Cape Coral where your dispatchers refuse to send trucks, you are burning cash on leads you cannot service.
We build campaigns mapped tightly to your actual operational reality. We use zip code level bidding adjustments, prioritizing the neighborhoods that yield the highest average ticket size, and strictly excluding the areas where drive time destroys your margin.
Measurement
Tracking the call to the invoice
A ring is not a revenue event. We track the entire journey from the click to the closed job.
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01
Dynamic call tracking
We implement phone number insertion on your website. When a user clicks an ad, they see a unique tracking number. This tells us exactly which campaign, ad, and keyword generated the call, allowing us to bid aggressively on terms that actually make the phone ring.
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02
Lead qualification
Not all calls are equal. We track call duration and outcome, separating wrong numbers, parts inquiries, and out of area callers from genuine requests for estimates.
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03
Dispatch integration
If you use ServiceTitan, Housecall Pro, or similar dispatch software, we work to close the loop. By feeding actual invoice values back to the ad platforms, we optimize for revenue rather than just raw call volume.
Capacity management
Aligning spend with the schedule
The trades face a unique problem: inventory is constrained by labor. When your board is full for the next three weeks, generating more leads only creates angry customers.
Advertising must flex with your dispatch capacity and the weather. We employ strict dayparting, turning ads off when your answering service cannot dispatch emergencies. During severe weather events (hurricanes, heatwaves), we shift messaging and budget to capture the surge in high urgency demand.
When capacity is tight, we don't just pause the account; we restrict it to only the most profitable, highest ticket services (e.g., full system replacements over basic tune ups) to maximize the yield on your available labor hours.
The Google Screened Advantage
Local Services Ads
Google Local Services Ads (LSAs) are non negotiable for eligible trades.
LSAs sit above the ordinary search results. They display your Google Review rating, and you only pay when a customer contacts you directly through the ad.
We manage your LSA presence alongside traditional PPC. We handle the dispute process to ensure you get refunded for spam calls, and we guide you on the review velocity and responsiveness metrics required to maintain a top three position in the local pack.
Common questions
Home services advertising FAQ
Are Google Local Services Ads (LSA) better than regular search ads?
They serve different purposes. LSAs are excellent because you pay per lead (phone call or message) rather than per click, and they appear at the very top of the page. However, volume is limited by your reviews and responsiveness. Traditional search ads provide scalability and control over the exact messaging. The best accounts run both.
How do you track if an ad turned into a booked job?
Through call tracking and CRM integration. We use dynamic number insertion so we know exactly which keyword generated the phone call. If you use software like ServiceTitan, Housecall Pro, or Jobber, we integrate it to trace that call all the way to a closed invoice.
Can we turn ads off when our schedule is full?
Yes, but it requires care. Pausing campaigns entirely resets algorithmic learning, causing performance to suffer when you turn them back on. Instead, we lower budgets or shift bidding to purely target highly profitable, lower funnel queries until your capacity opens up.
What is the biggest waste of money in home services ads?
Broad match keywords and poor geographic targeting. Bidding on "roofing" without modifiers will buy you clicks from people looking for DIY roofing tutorials or materials, and failing to set strict service radiuses means you pay for leads outside your driving zone.
Next step
Find out what your account is wasting
Send us access and we will come back with a written audit: where the budget is leaking, what it is costing you, and the three fixes worth doing first. No charge, no obligation.