What Should I Run Ads For?

A lot of contractors turn on Google Ads and advertise everything they do. That is usually the fastest way to waste money. The better question is simple: which calls do you actually want?

Every click costs money

With Google Search Ads, you pay each time someone clicks. In home services, one click can cost anywhere from a few dollars to over fifty. So every click should have a real chance of turning into a job that is worth it.

Run ads for your high-ticket services first

Start with the jobs that bring in the most money. For a plumber, that might be water heater installs, repiping, or sewer line replacement. For a roofer, full roof replacements. For HVAC, new system installs.

The math is simple. If a click costs $30 and it takes ten clicks to get a call, that call cost you $300. On a $150 drain clean, that hurts. On a $12,000 repipe, it's a great deal. High-ticket jobs leave room for the ad cost and still make you money.

Run ads for the calls you want to get

Here is a simple test. Picture your phone ringing. If someone said I need this, would you be happy to take that job? If yes, it's a good ad. If you'd groan, or send it to someone else, don't pay for it.

Maybe you can do small repairs, but you'd rather do full installs. Maybe you don't want to drive across the county for a quick fix. Your ads should match the work you want more of, not everything you are able to do.

What to leave out

• Small, low-dollar jobs that don't cover the ad cost
• Services you don't enjoy or don't want to grow
• Areas you don't want to drive to
• Searches for DIY, free, jobs, or how to. Add these as negative keywords so your ad never shows for them

Send each ad to its own page

If your ad says Water Heater Replacement, the click should land on a page about water heater replacement. Not your home page. A matching page gets more calls for the same money.

The short version

Pick your two or three most profitable services. Make sure they are jobs you'd happily take every day. Run ads just for those, in the areas you want to work. Track the calls. Then grow from there.

Not sure which services to start with? Call us and we'll build you a free ad game plan.