Google Ads for Home Services

Your Google Ads are burning cash on unqualified leads while real customers call your competitors. I see it constantly — Home Services companies spending $3,000/month on ads that generate calls from people 50 miles outside their service area, or worse, calls that never get tracked as conversions.

What’s Actually Going Wrong

Your phone call tracking is broken. About 70% of Home Services ads I audit have call tracking that only works when people click the phone number on your website. But most customers call the Google forwarding number directly from the search results — and those calls vanish into a tracking black hole. You’re optimizing campaigns based on incomplete data.

You’re bidding against the wrong competitors. Google sees your “plumbing repair” campaign competing with Home Depot and Lowe’s for people buying DIY supplies. Meanwhile, actual emergency plumbing calls are going to companies that structured their campaigns around immediate-need keywords like “burst pipe” and “water leak emergency.”

Your conversion tracking counts the wrong thing. Most Home Services accounts count form fills as conversions, but 80% of your actual customers call. You’re training Google’s algorithm to find people who fill out forms instead of people who need immediate service. Your cost per actual customer is 3x higher than what your dashboard shows.

Seasonal demand crushes your budget optimization. AC repair gets 400% more search volume in July, but your budget stays flat all year. You either blow through your entire monthly budget in the first week of summer, or you underspend during peak season because Google’s automated bidding can’t react fast enough to demand spikes.

What I Do Differently

I build the tracking infrastructure first, then the campaigns. Most agencies throw up some keywords and “optimize later” — which means they’re optimizing blind for months while burning through your budget.

My tracking setup captures every phone call from every source — Google forwarding numbers, your website, direct calls to your main line. I can tell you exactly which keyword drove the call that became a $1,200 HVAC install versus the call from someone “just getting quotes.”

The campaigns are built around your actual service radius, not Google’s idea of your local area. I use radius bidding with dayparting that matches when people actually have home emergencies (spoiler: it’s not 9-5 weekdays). Your ads show to people who can actually become customers, not everyone in a 25-mile radius.

Everything runs through automated monitoring that catches problems before they cost you money. Budget pacing alerts when seasonal demand hits. Quality score alerts when Google starts showing your emergency plumbing ads to DIY researchers. Cost-per-conversion alerts when lead quality drops.

What’s Included

Pricing

$800 setup — Tracking infrastructure, campaign build, and first month optimization

$200/month — Ongoing management, monitoring, and optimization

I don’t take a percentage of ad spend because your budget should go toward ads, not management fees. You control your Google Ads budget directly — I just make sure it’s working efficiently.

How It Works

Week 1: Audit & Build — I audit your current setup (if you have one), implement call tracking across all touchpoints, and build campaigns optimized for your specific services and geographic area.

Week 2-4: Monitor & Optimize — Daily monitoring of performance with weekly optimization cycles. I’m adjusting bids, adding negative keywords, and testing ad copy based on which calls actually convert to jobs.

Month 2+: Scale & Refine — Once we have clean data on what’s working, we scale successful campaigns and pause underperforming ones. Seasonal adjustments for demand patterns in your market.

Ready to stop wasting ad spend on unqualified leads? Get a free audit of your current setup — I’ll show you exactly where your tracking is broken and what it’s costing you.