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How to set up, optimize, and scale Google Ads campaigns for HVAC, plumbing, electrical, and other home service businesses.
Google Ads puts your business at the top of search results immediately. Unlike SEO, which takes months to gain traction, PPC delivers leads from day one. For home service businesses, the average cost per lead ranges from $30 to $75 depending on your market and service. That means a $3,000 monthly budget could generate 40-100 qualified leads.
Organize your campaigns by service type: one for AC repair, one for installation, one for maintenance. Within each campaign, create ad groups around specific keyword themes. This structure allows you to write highly relevant ads that match what people are searching for. Relevance drives quality score. Quality score drives lower costs and better positions.
Start with exact match and phrase match keywords. 'AC repair near me,' 'emergency plumber [city],' 'electrical panel upgrade [city].' Add negative keywords aggressively: DIY, how to, jobs, salary, free. These prevent wasted spend on people who aren't looking to hire a contractor. Review your search terms report weekly and add new negatives.
Your headline should include the service and location: 'AC Repair in Dallas | Same-Day Service.' Highlight your differentiators: licensed, insured, 24/7 emergency service, satisfaction guarantee. Use ad extensions: call extensions, location extensions, sitelinks to specific services, callout extensions for benefits. Extensions increase your ad's real estate and click-through rate.
Never send ad traffic to your homepage. Build dedicated landing pages for each service. Include a clear headline matching the ad, your phone number prominently displayed, a simple form (name, phone, service needed), trust signals (reviews, badges, guarantees), and a strong call to action above the fold. Aim for a 15-25% conversion rate.
Start with $50-100 per day and scale up based on results. Use Target CPA bidding once you have 30+ conversions to let Google's AI optimize your bids. Set your ads to run during business hours when you can answer calls. Use bid adjustments to increase bids on mobile devices, since most home service searches happen on phones.
Set up call tracking and form submission tracking from day one. Without proper conversion tracking, you're flying blind. Review performance weekly. Pause underperforming keywords. Increase budget on top performers. Test new ad copy monthly. A well-managed Google Ads account should improve its cost per lead by 20-30% in the first 90 days.
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