Google Ads, Local Services Ads, and Meta retargeting, built around the searches that end in booked work — and measured against the jobs, not the clicks.
High-intent searches, tight match types, and a negative keyword list that keeps growing.
Pay per lead instead of per click, plus the review and response signals LSA rank depends on.
Stays in front of the homeowner who read your service page and didn't call.
Lead source wired through to the job, where your CRM supports it.
Google Ads & Local Services Ads
PPC management is the work of putting your ads in front of people ready to book, then proving which of those clicks turned into jobs. For most home service operators that means Google Search Ads, Local Services Ads, and a small Meta retargeting budget running together, with tracking wired back to the CRM. We manage all three against booked work.
Every trade, every home service
One method, different demand curves. Roofing spikes with storms, HVAC and electrical follow heat, cold and emergencies, plumbing splits between instant-decision emergencies and planned work like repipes, and recurring services like cleaning and lawn care buy on a steadier curve. The budget and the ad schedule follow whichever curve is yours.
Not on the list? We work with specialty contractors and home service businesses of every kind. The method is the same — the research is what tells us how your buyers search.
Most accounts we take over aren’t broken in an interesting way. The same handful of settings are wrong, the search terms have never been read, and the conversion tracking counts something nobody sells. We work from one standing audit method so nothing gets skipped, and you see the findings before we change a setting.
Account settings
Search partners, display on search campaigns, location targeting, match type and bid strategy. Our defaults: search partners off, display off on search, location set to Presence, phrase match, and Max Conversions bidding until the account has the volume to support a target CPA. Branded search always sits in its own campaign.
Performance against benchmarks
We hold accounts to a floor and a target instead of a vague improving story: search impression share 30% minimum and 60% target, conversion rate 10% minimum and 20% target, click-through rate 4% minimum and 8% target. Anything under the floor is what we work on first.
Search terms
The report of what people typed to trigger your ads. It's the cheapest win in most accounts and the one most often skipped — an account should build a hundred-plus negatives inside its first ninety days.
Geography
Where the spend went, against where the jobs came from. Service-area businesses routinely pay city rates for leads two counties outside the drive time they'd accept.
Conversion tracking
Whether the account counts the thing you sell. Duplicate conversions, page views counted as leads, and fifteen-second calls counted as jobs all make a bad month look fine.
One thing stays fixed. We don’t change what counts as a conversion to get an account out of the learning phase faster, because the number that gets easier to hit is rarely the number that pays you. The levers we’ll use are geography, budget weighting, the number of ads and ad sets, and creative. If that means an account learns slowly, it learns slowly on real leads. The long version is in our guide to paid media for home service businesses.
There’s no single starting point. An account with six years of history and a tangle of paused campaigns needs different work than a clean build for a company that has never run ads. The order of operations stays the same.
Audit before spend changes
We read the account first: settings, performance, search terms, geography, tracking. You get the findings and the priority order before any budget moves.
Tracking before bidding
If the account optimizes toward the wrong event, every bid decision after that is built on it. Tracking gets fixed first, including lead source back to the job where your CRM supports it.
Local Services Ads as its own channel
LSA is pay-per-lead, not pay-per-click, and its rank depends on review volume, response time and dispute rate. It gets managed against those signals, not against a keyword list.
Search structure you can read
One ad group per service or service area, phrase match, and a negative list that grows every week. Tight structure is what makes it possible to tell which service is paying.
Meta kept in its lane
Retargeting the people who read a service page and didn't call, plus service-area recall. Cold Meta traffic asking for a service call rarely works for the trades.
A monthly review where you learn the account
What was spent, what it booked, what changed and why. We build it, then show you how to run it.
What we need from you is access to your own accounts, a straight answer on which services you want more of, and the review and response discipline Local Services Ads rank on — the same work Local SEO Pro does on the organic side. You own the ad accounts, the data and the reports from day one, and there’s no exit fee. Paid media isn’t run in isolation here: it sits inside the Growth System alongside the organic, local and content work, reporting into one monthly review.
161+ Google Ads conversions · $29.27 per Local Services Ads lead · conversion rate 7% → 18%
A regional operator had been flat against a $3M revenue ceiling for two years and needed steadier lead flow in a crowded market. On the paid side we ran Google Ads with tight geography and intent targeting, and launched and managed Local Services Ads for direct lead capture, alongside Business Profile work and social.
Twelve-month program. Paid and organic ran together, so the revenue result isn't a paid-only attribution claim.
A multi-location inspection company needed to scale lead generation across service areas. Ad spend had flattened and the conversion rate was stuck in single digits. Facebook campaigns were rebuilt from the creative up, Local Services Ads were scaled across every service area, and YouTube, email and local SEO ran alongside.
Twelve-month program. Lead growth +20%. Paid sat alongside video, email and organic work.
Across the whole book of business — all services, not paid alone — 4–5× average ROAS, +25% average yearly attributed revenue, and 3× average lead volume in the first six months. Neither case study above is a clean paid-only attribution claim: both programs ran organic and local work at the same time. A result somebody else got is not a forecast of yours. More detail on the full case studies page.
Not only do we rank better than ever before, our efficiency in budget, ad spend, and processes has been dramatically changed.
— David
About 90 seconds online. You get a read on where your marketing stands before anyone tries to sell you anything.
A 30-minute call, then we go through the account: settings, performance against the benchmarks, search terms, geography, and what the conversion action is counting. You get the findings whether or not you hire us.
Tracking gets fixed, the obvious waste gets cut, and the structure gets rebuilt where it's blocking optimization. You see what changed and what it moved.
The organic side: keyword strategy, service pages, content depth and technical health.
Learn moreBusiness Profile, reviews and citations: the signals Local Services Ads rank on.
Learn moreThe long version: channel mix, budgets, and attribution back to booked revenue.
Learn moreStart with the 90-second Growth Diagnostic, or book a call and we’ll read your account with you — settings, search terms, geography, and what the conversion action is counting. Either way you leave with findings, not a pitch.
Every ad account, asset, and report built in your name · No exit fees · We report booked jobs and cost per job — not impressions.
