Google Search Ads let you buy placement for exact keywords homeowners type when they need your trade — useful when LSA is not available, too competitive, or you need control over messaging and landing pages.
At a Glance
- Pay model: Per click (CPC) — typical $4–$18 in home services metros
- Best for: High-intent keywords, seasonal pushes, multi-service brands, retargeting
- Start after: GBP live + tracking on phone and forms
- Success metric: Cost per booked job, not clicks or CPL alone
- Compare: LSA vs Google Ads before splitting budget
When Search Ads Make Sense
Use Search Ads when:
- LSA is not in your category or ZIP yet
- You want dedicated landing pages per service (water heater vs drain vs AC repair)
- You are protecting brand searches (
[your company name]) - You need geographic tests outside LSA service areas
Deprioritize Search Ads when:
- LSA delivers booked jobs under target CPA and you lack capacity
- You have no conversion tracking — you will guess wrong and waste spend
Campaign Structure (Simple & Effective)
One account, three campaign types to start:
| Campaign | Purpose | Example ad groups |
|---|---|---|
| Emergency / high intent | Same-day and urgent jobs | emergency plumber [city], AC repair near me |
| Core services | Bread-and-butter revenue | water heater install, roof repair, panel upgrade |
| Brand | Cheap defense of your name | [your business name], [name] reviews |
Use phrase and exact match heavily at launch. Add broad match only after 30 days of search term reviews and a solid negative keyword list.
Landing Page Must-Haves
Every paid click should land on a page that:
- Names one primary service + city or neighborhood in the headline
- Shows click-to-call phone above the fold (tracking number from Tracking setup)
- Has a short form: name, phone, zip, problem description
- Displays 3–5 real review snippets and license/insured badges
- Loads in <3 seconds on mobile (Website basics)
Do not send $15 clicks to a cluttered homepage.
Budget & Targets
| Metric | Typical range (varies by market) |
|---|---|
| CPC | $4–$18 |
| Click → lead (form + call) | 8–20% on a good landing page |
| Lead → booked | 25–40% with fast follow-up |
| Target cost per booked job | Often $80–$200 depending on ticket size |
Run numbers in the ROI simulator. If booked-job cost is above your gross profit on an average job, fix landing page and speed-to-lead before raising budget.
- Confirm conversion tracking: calls (minimum 60 sec), form submits, and optionally booked jobs in CRM.
- Build one landing page per top money service with city-specific headline and CTA.
- Create one Search campaign per service tier with phrase/exact keywords and geo targeting to your service radius.
- Add negative keywords: jobs, salary, DIY, free, parts, wholesale, training, school.
- Set daily budget 20% below what you are willing to spend until 50+ clicks accrue.
- Review search terms every Monday; add negatives and pause losers.
- Pair with Speed-to-Lead — paid leads decay in minutes, not hours.
Ad Copy Angles That Work
- Speed: “Same-day [service] in [City] — call now”
- Trust: “Licensed & insured · 200+ local reviews”
- Offer: “$89 diagnostic this week” (only if you honor it)
- Seasonal: “AC tune-up before summer heat — book this week”
Match the promise on the landing page or close rate collapses.
Weekly Optimization Ritual
- Export search terms → add 10–20 negatives
- Pause keywords with spend and zero leads (or zero booked after CRM check)
- Test one new headline per top ad group monthly
- Compare Search vs LSA booked-job cost in Metrics
Quick Win
Pull your last 30 days of search terms (or use Google’s keyword planner). Pick one emergency keyword for your top service + city. Build a single landing page and run $25/day for 7 days with exact match only.
Next Steps
- Google Local Services Ads — usually higher ROI first
- Website & Lead Capture — fix pages before scaling spend
- Ultimate Guide — full paid + organic stack
- Weekly metrics checklist — CPL and cost per booked job
- Scorecard — personalized channel priority