Google Ads for Home Services: An In-Depth Guide

What Are Google Ads for Home Service Businesses?

Google Ads for home services businesses are the digital version of a flyer you send to people’s mailboxes. Google Search Ads include a short headline that tells people the name of your business and what you offer, followed by a short paragraph of text with more details. 

You can also include a small thumbnail image. Search ads are a good low-cost way to get seen by people actively looking for your service. 

You’ve probably Googled something like “appliance repair near me” or “emergency electrician” and seen the results labeled “Sponsored” near the top. That’s the power of Google Ads.

When someone enters a search query like “HVAC repair in New Jersey,” you want your ad to be the first thing they see at the top of the results page. This means optimizing your ad well for certain target keywords, such as HVAC.

In addition to search ads, Google also offers a service that places ads on YouTube, other websites that are relevant to your service, and certain apps.

How do Google Ads work?

There’s only so much space at the top of the search engine results pages (SERPs), and everyone wants a piece. Google has devised a clever system to decide who gets the top spots.

• Relevance: How closely does your ad match what users are looking for?

• Ad quality: Is your ad compelling, clear, and useful?

• Your bid: How much are you ready to invest to get noticed?

You set the maximum price you’re willing to pay for each click. Google then looks at your bid while assessing the quality of your ad and landing page. An algorithm then calculates your “Ad Rank.” 

The ads with the highest Ad Rank are shown in the premium spots, i.e., the ones most visible to users.

Google Ads offers three different payment models.

• PPC (Pay-Per-Click): With PPC, you only pay when a user clicks on your ad. 

• CPM (Cost-Per-Mille): CPM means you pay for every thousand times your ad is seen. This is best for boosting brand recognition.

• CPA (Cost-Per-Action): CPA means you pay when a user takes a specific action after seeing your ad, like making a phone call or filling out a form.

What Are the Benefits of Using Google Ads for Home Service Businesses?

If your Google Ads are performing well, it unlocks many benefits:

• Local competitive edge: With the right strategies, your home service business can appear at the top of Google’s local search results. This means potential customers see you before your competitors.

• Budget control: With PPC, you only spend money when a user clicks on your ad, which helps to eliminate the risk of losing money on an ineffective ad. 

• Personalized marketing: Google Ads zoom right in on your target market. You can pinpoint your ads to specific neighborhoods or zip codes. The messaging of your ads can appeal to homeowners in particular age groups or income brackets. You’ll catch people right at the moment they need you, such as when they need emergency repairs.

• Instant results: Organic SEO takes weeks or months to warm up, but Google Ads are like flipping on a light switch. Immediate visibility means you can respond to market needs as they happen, such as a sudden heat wave driving up demand for AC services.

• Data-driven optimization: Google Ads tracks everything from clicks to conversions. You can see where every dollar goes and exactly what you're getting back for your investment. Use the data to tweak, adjust, and perfect your approach.

What Are the Drawbacks of Using Google Ads for Home Service Businesses?

Although Google Ads is a powerful way to get your home services business noticed online, there are a few disadvantages to using them. 

Bidding wars

One of the major drawbacks of Google Ads is that it’s easy to get stuck in a “bidding war.” The more popular the search term, the more it costs to claim it. 

However, there are some smart strategies and tools you can use to gain an edge when bidding, which we’ll discuss later in this guide.

Constant optimization

Another drawback is the pressure to constantly optimize your ads and make sure you’re getting the “right kind” of clicks. In other words, if your ad targeting isn’t on point, you’ll pay for clicks that don’t turn into customers. 

Seasonal changes

You can also experience seasonal changes, with your ads performing well one month, but dipping the next due to changing demand. 

What Types of Google Ads Are Used in Home Service Marketing Campaigns?

By now, you might be wondering what types of Google Ads you can use to promote your business. In this section, we’ll cover all four types to help you choose.

1. Search Ads

These are text-based ads that pop up when people search using specific keywords or phrases in Google. Each ad has the word “Sponsored” next to it, so users can tell it’s an ad rather than an organic search listing.

2. Display Ads

Google has partnered with millions of websites and apps, and your ads will show up as a banner, side ad, or embedded within the content of these platforms. See below for an example of a display ad on the Forbes website.

3. Instream Ads

These ads play before, during, or after video streams on YouTube. They provide a good chance to connect on a more personal level by showing people what you can do for them rather than just telling them.

4. Local Services Ads

You can get your ad to show up in local search results by running Google Local Services Ads. You also need to claim and verify your Google Business Profile if you want to show up in the Google Maps section of a local search listing. The listing displays your address, business hours, and contact details, which are very useful for potential customers.

It might also pay to get “Google Guaranteed” for your home services business. If a business is Google Guaranteed, it means Google has vetted them and backs their services with a financial guarantee. 

How Do You Create a Google Ads Campaign for Home Services?

Now that we’ve covered what Google Ads are and what types exist, let’s take a look at the steps to take to create a successful Google Ads campaign.

1. Define your campaign goals

You can’t run a successful campaign if you don’t know what success looks like. Are you trying to get more leads? How many calls or emails would you like to receive? Are you more focused on building long-term brand awareness? 

Your goals determine the type of ads you run and the metrics you should track, such as the number of received clicks, leads, calls, or impressions.

2. Carry out keyword research

Use tools like Google’s Keyword Planner to find relevant terms your customers are searching for, such as “AC repair near me” or “24/7 plumbing services.” The goal is to focus on keywords with clear intent that reflect real-world needs. 

Look for a balance between relevance, search volume, and competition. Phrases that are too broad might be expensive and less likely to convert, while ultra-specific keywords may have low or no search volume. Aim for terms that reflect what your ideal customer would realistically type in when they need your service. 

3. Set a budget and bidding strategy

This means deciding how much you’re willing to spend per day or campaign, then choosing a bidding strategy based on your goals.  

Google offers several different bidding strategy options: 

• Manual CPC (Cost-Per-Click): You set the maximum amount you’re willing to pay for each individual click. This gives you complete control, but also means you need to monitor and adjust bids regularly.  

• Target CPA (Cost-Per-Acquisition): You tell Google how much you're willing to pay for each lead or conversion. Google then automatically adjusts your bids to get the most conversions at or below that target cost. Less manual work, but you’ll need enough data for the algorithm to learn.  

• Smart Bidding: Google uses machine learning to automatically optimize bids in real time based on the likelihood of a conversion. You choose a goal, such as maximizing conversions or return on ad spend (ROAS), and Google handles the adjustments. It's ideal if you want results without constantly managing your bids.

4. Optimize your landing pages

When people land on your website, you want them to take action. To do this, you need a clear headline, some persuasive copy, and a strong call-to-action (CTA), e.g., “Book a Free Consultation” or “Get a Quote Today.”  

Match the landing page content with the ad’s promise, as this improves your Ad Rank and the number of conversions. You should also make sure your site loads quickly and works well on mobile devices. 

5. Create a compelling ad

Write headlines that grab attention, such as “Fast, Affordable Plumbing—Call Now!”. Use ad copy that highlights your unique selling points, e.g., “Licensed technicians available 24/7” and customer benefits (e.g., “Free estimates on all services”).

You can also add extensions that reveal extra info like reviews, pricing, or service areas.

6. Track your campaign’s performance

Monitor your clicks, conversion rates, and ad ROI through the Google Ads console. Look through the data, highlight any underperforming keywords or ads, and adjust them. You should also analyze metrics like Quality Score and Ad Rank to keep campaigns efficient and cost-effective.

How ServiceTitan Can Help You Optimize Your ROI

Instead of relying on the limited features in the Google Ads platform, you can integrate with your Google Ads account and Google Analytics data with ServiceTitan’s Marketing Software, which ranks your campaigns by revenue they brought in, not just leads or conversions. Instead of just tracking clicks and calls, you can see which ads are actually making you money.

Using this feature, you can easily figure out which ads are bringing in high-quality leads and double down on those. 

ServiceTitan also offers an Ad Optimizer that connects to your CRM and revenue reports and makes it easy to optimize campaigns.   

ServiceTitan’s principal product manager, Dylan Kessler, puts it like this: 

“When you reapply money into working campaigns that are lead-quality high, then you’re training Google [...] to optimize toward these better working campaigns, gain a better picture of your customer and who buys from you, and in the long run, it’s going to pay dividends.” 

Best Practices for Google Ads in Home Services

In this section, we’ll cover some step-by-step best practices to ensure your Google Ad strategy is up to par.

1. Target the right audience

One of the biggest mistakes people make with Google Ads is not targeting the right audience, especially for local businesses. You don’t want someone two towns over clicking on your ad if you don’t serve that area.

It’s all in the location settings. In Google Ads, you can set your campaigns to target specific zip codes, towns, or even a radius around your business. That way, your ads are only shown to people who are actually nearby and likely to book you.

You can add exclusions to your targeting. For example, if someone searches for “plumber near me” but they’re in a region you don’t serve, your ad won’t show up for them. It keeps you from wasting money on clicks that don’t have a chance to convert.

2. Use high-intent keywords

If you’re using the wrong keywords, you’re going to attract people who might click on your ad but don’t actually need your services. 

Focus on high-intent keywords that show people are ready to hire someone and aren’t just browsing. For example, instead of something broad like “home repairs,” use keywords like “emergency plumbing near me” or “AC repair 24/7.” Those tell you the person has a specific problem and is looking for immediate help.

Then use a tool like Google’s Keyword Planner to see how those keywords perform. Look for ones with good search volume but also clear intent.

3. Leverage negative keywords

These are phrases you instruct Google not to show your ads for. For example, if you add “DIY plumbing” as a negative keyword, your ads won’t pop up when a user types in “DIY plumbing” into Google. 

4. Create compelling ad copy

Your ad needs to grab people’s attention and make it clear why they should call you right now.

Start with your unique selling points (USP), i.e., what makes your business stand out. This could be something simple like offering 24/7 emergency services or faster response times than your competitors. If you offer any special discounts or free consultations, make sure to mention those too.

Now pair your USP with a strong CTA that tells people clearly what to do next. Use phrases like “Call Now,” “Get a Free Quote Today,” or “Book Your Appointment.”

5. Optimize your landing pages

You don’t want people to bounce away from your landing page without taking action. The biggest thing to get right is consistency. If your ad promises something, such as “$50 Off Your First Service,” for example, then your landing page needs to show that same offer. If it’s not there, people will feel misled or confused.

6. Use ad extensions

Ad extensions give extra info like your business location or special deals. They have the added advantage of taking up more space on the Google search results page. It’s a free and simple way to grab a bit more attention. They also give people more reasons to choose you. 

7. Track campaign performance and adjust

You can track important metrics through your Google Ads reports.

• Click-through rate (CTR): How many people click on your ad? If your CTR is low, your ad might need a better heading or a stronger CTA.

• Conversions: How many clicks turn into bookings or calls? If you’re getting a lot of clicks but few conversions, it might mean your landing page isn’t convincing enough or your targeting needs work. With ServiceTitan’s Dynamic Call Tracking feature, you can track the conversions of each campaign. This feature allows you to create trackable phone numbers, a different one for each campaign, making it easy to spot the best-performing ones. 

• ROI: Look at the revenue you’re generating compared to how much you’re spending. If it’s low or negative, then you need to change things up.

8. Budget wisely

For most home service businesses, starting with a $20–$50 ad spend per day is a good range. You’ll be able to run enough ads to get data without risking too much upfront.

If your ads are converting and bringing in quality leads, then it’s time to slowly increase your budget. For example, if you’re spending $50 a day and seeing $500 in revenue, you might bump it up to $75 or $100 a day to scale up.

You can use Google’s Smart Bidding options to automatically optimize your ads based on your goals, like maximizing conversions or targeting a specific cost per lead.

9. Take advantage of Google Local Services Ads (Google LSAs)

Google Local Services Ads show up right at the very top of the search results, even higher than regular Google Ads. It’s a good way to share your business details and contact information. 

You should also aim to get good Google reviews from customers. Google LSAs put a lot of weight on reviews, and people trust businesses with a good reputation. 

You might also want to apply for the Google Guarantee badge (sometimes referred to as a Google-screened badge), which means people get reimbursed by Google if they’re not happy with the quality of your work. Google screens businesses and conducts a background check as part of the verification process.

To streamline the entire process, ServiceTitan’s Local Services Ads feature makes it easier to manage and optimize LSAs. You can connect your Google profile, track performance, and even enable one-click booking, so potential customers can schedule jobs directly, without ever picking up the phone. The beauty of one-click booking is that it is also open-hours-agnostic, meaning customers can book an appointment at any time of day or night!

Top Tools for Google Ads in Home Services

Managing Google Ads can get technical, but the right tools make it much easier. 

Google Keyword Planner

Google Keyword Planner is a free tool that’s included in the Google Ads platform. It’s a go-to tool for finding the best keywords to target.

It gives you ideas based on what people are searching for, with search volumes and estimates on how much each keyword will cost per click.

You can also use it to spy on your competitors. Plug in their website and see which keywords they’re ranking for and what’s driving their traffic.

Google Analytics

Google Analytics lets you track what people do on your website or landing page after they click on your ad. You’ll see things like how long they stay, the pages they visit, where they come from (ads, organic search, social media, etc.), and device and browser data. 

ServiceTitan’s Marketing Pro

If you run Google Ads for home service providers, then ServiceTitan’s Marketing Pro is super powerful. It helps you train Google to show your ads only to high-quality, qualified leads. It connects to your CRM and revenue reports, which means you can optimize your campaigns for actual profit, rather than just clicks.

It’s Your Turn Now

Google Ads helps put your home service business in front of people who are actively looking for help and assistance. 

You need to pay attention to three core things before placing Google Ads: your ad’s relevance, the quality of your copy, and your bid. 

Make sure you also target your ads locally so you only get people in your service area. And don’t forget to make the most of tools like Google Analytics and ServiceTitan’s Marketing Pro. 

ServiceTitan is an all-in-one platform helping home service businesses automate day-to-day admin tasks, improve customer experience, and grow revenue. It can help you run a Google Ads campaign, track leads, schedule appointments, keep financial records, and much more. It connects all the moving parts of your business in one place, that’s accessible on desktop or through a mobile app.