PPC for contractors

The auction and why intent matters

Every time someone searches, Google runs a quick auction to decide which ads show and in what order. Your bid matters, but so does how relevant your ad and landing page are to the search. A well-matched ad can win a better spot than a bigger bid with a weak page behind it.

Intent is the other half. Someone searching "emergency roof leak repair" is different from someone searching "roof types." The first is ready to call. The second is browsing. Good PPC targets the first group and keeps your budget away from the second. We build campaigns around high-intent searches in your market for that reason.

The landing page is where many campaigns win or lose. You can pay for a perfect click and lose it when the visitor lands on a home page with six different messages. We build a dedicated page for each campaign, so the ad promises one thing and the page delivers it, with a clear way to call or send a request. Then the click has a real chance of becoming a job.

Tracking closes the loop. We set up call and form tracking so we can tell a click that rang the phone from one that did nothing. That lets us cut the searches that waste money and put more behind the ones that bring real inquiries, and it gives you numbers to judge us by. If a campaign isn't working after a fair run, you'll see it in the data and hear it from us first.

Two kinds of paid search for contractors

Most home service contractors use some mix of these two.

How we run it

Our process stays simple and trackable:

• Pick the searches that signal a ready buyer in your trade and area
• Build the campaign and a landing page made for that campaign
• Set up call and form tracking
• Make three optimization adjustments every month
• Report what the spend produced so you can decide what to keep

What it costs

Google Ads management is $650 per month plus a $499 setup. Ad spend is separate and goes directly to Google, so you always see where your money went. For most home service contractors we recommend a minimum ad spend of $1,500 to $3,000 per month, and in low-volume markets we may suggest less. The right number depends on your trade, how many homeowners search in your area, and how much a job is worth to you. Ads management has a 3-month minimum so Google's system has enough data to learn. See the pricing page for the full list.

How paid pairs with organic

Ads capture people searching right now, while SEO and AI visibility build in the background. The two help each other. Ad data shows which searches turn into calls, and we can use that to guide the content we write. Organic visibility then takes some pressure off the ad budget over time.

Some markets lean on organic and AI visibility, with ads as an option. Others need ads first. We recommend what fits your market instead of selling every channel.

Who it fits, and common mistakes

PPC fits home service contractors doing $300K or more a year who want leads from homeowners searching right now, and who can fund a real ad budget. We partner with 15 contractors, with one per trade per market.

The common mistakes are sending every ad to the home page, bidding on broad terms that attract browsers, skipping call tracking, and quitting after a few weeks. If you want to talk it through, reach out.

Another quiet mistake is not answering the phone. A paid click that rings through to voicemail is money gone. Before you spend, decide who picks up, how fast, and what they say. Good PPC can bring in the call, but your team still has to win it.

Last, remember what PPC is not. It won't fix a weak offer or a site that doesn't build trust. If those are the real problems, we'll say so before you spend, and point you to the work that should come first.