Google and Meta Ads for Home Service Contractors

Sound familiar?

Do you know which of your ads actually book jobs?

Most contractors we talk to are dealing with at least one of these.

You pay for clicks that never call

DIY searchers, job seekers and people outside your service area eat the budget before a real customer sees your ad.

You can’t tell what’s working

The reports show clicks and impressions, but not which ad or keyword produced the calls that turned into jobs.

Your agency holds the keys

Long contracts and ad accounts you don’t own make it hard to leave, even when the leads dry up.

So what’s the fix?

An account built to book jobs, in four stages

Each stage fixes one of those problems, and each one makes the next one reliable.

Stage 1

Aim at real buyers

Tight location settings, high-intent keywords, and negative keywords that block DIY, jobs, and research searches.

Stage 2

Split by service

Separate campaigns, ads, and landing pages for installs, repairs, heat pumps, drains, and the rest, so each search lands on a matching page.

Stage 3

Track every call and form

Conversions feed back to the keyword and campaign that earned them, and we test that the tags fire before spend grows.

Stage 4

Scale on proof

Once conversion data is stable, we move to automated bidding and raise budgets in the markets that are paying back.

Proven. Tracked. Accountable.

The track record, in numbers

From accounts our founder led. The case studies show the periods and definitions behind each one.

$14.6Min HVAC and plumbing ad spend managed over 27 months (CAD)

107,600conversions from that HVAC account over the same 27 months

45,000+self-storage rentals and reservations, July 2025 to September 2026

200+self-storage location campaigns run from one structure

780+real calls and forms for two small-budget gutter contractors

HVAC case study · Self-storage case study · Home-services case study

Five questions to ask any ad agency, including us

Plenty of agencies say they only work with contractors. These questions separate the ones who can show it from the ones who can't.

Can I see which keyword produced each call?

Yes. Calls and form submissions are tracked through GA4 and Google Tag Manager and tied back to the search that caused them.

What keeps DIY and job-seeker clicks out?

Negative keyword lists and tight match types, set before launch and checked against real search terms as the account runs.

Who checks that the leads are real?

We review actual customer calls against your CRM, not only the platform's conversion count.

Do I own my ad account and data?

Yes. The ad account, the tracking, and the data are 100% yours from day one. We work inside your account, so nothing is held back if you leave.

What does the contract look like?

Month to month, with no long-term lock-in. You stay because the numbers hold up. See the details below.

Case studies

The work, with the periods and definitions

Every figure says what it compares and what counts as a conversion.

HVAC and plumbing, Greater Toronto Area

January to June 2024 compared with January to June 2023. Conversions include calls, forms, and other tracked actions. Dollars are CAD.

+35%

ad spend

+162%

conversions

−48%

cost per conversion

We rebuilt campaigns around services, fixed call and form tracking, expanded into Performance Max and YouTube, shortened the quote form, and put a financing offer above the fold.

Read the HVAC case study

Self-storage, United States and Canada

July 2025 to September 2026, $6.6M+ in paid media across 200+ location campaigns. Conversions are rental forms and reservations.

102%

of lead and rental targets

42→57%

lead-to-rental

45,000+

conversions

Location-by-location structure, Smart Bidding, AI Max, and a daily pacing dashboard kept 98% of budget in use with no major over- or underspend.

Read the self-storage case study

Small home-service budgets, Canada

Two gutter installation and repair contractors. Only phone calls and completed forms count as leads.

780+

leads

~$51

cost per lead

$6.41

per repair conversion

Installation and repair split into separate campaigns, each with its own landing page and postal-code targeting, plus Target CPA tests.

Read the home-services case study

We test creative, not just keywords

In a Meta pilot for the storage brand, 39 ad sets drove 202 leads in 3 weeks. Images brought in 160 leads to video’s 29, so budget moved to what worked.

Why we publish the definitions

Every number above says which months it compares and what counts as a conversion, so you can check the work instead of taking our word for it.

Figures come from the clients' Google Ads accounts and are rounded. All accounts were led by our founder. Results vary by market and account.

Estimate how much spend leaks

Unfocused accounts often send part of the budget to DIY searches, job seekers, and people outside the service area. Set your budget and your own guess for that share.

This is an estimate from your assumption, not a measurement. The audit replaces the guess with your real search terms.

Monthly ad budget $10,000

Share of spend you think is wasted 20%

At those numbers, you'd spend about

$2,000 a month

on clicks that never had a chance to become jobs. That is $24,000 a year.

Find your real number

Built around how each trade gets calls

Demand for each trade moves on its own calendar, so each gets its own campaigns, ads, and landing pages.

HVAC

Emergency AC repair in summer, heating breakdowns in winter, and planned installs and heat pumps in between, run as separate campaigns.

Plumbing

Burst pipes, drains, sewer lines, and water heaters, with negative keywords that filter out how-to and job searches.

Electrical

Panel upgrades, EV charger installs, and commercial wiring, with tracking that shows which searches pay back.

Roofing

Replacements and storm repairs, with settings that screen out small patch searches so budget goes to full-roof jobs.

Running several locations or trades? We build one structure that repeats, so each new location launches into a setup that already works.

Ownership and contracts, in plain terms

The things contractors tell us they worry about most when hiring an agency.

Who owns the ad account and the data?

You do, completely. Your Google Ads and Meta accounts, conversion tracking, call data, and reports belong to you from the first day. We manage them from inside your accounts.

Is there a long-term contract?

No. We work month to month, and you own your ad accounts. The ad plan builder above sizes your ad budget and our fee to your goals, and we walk through it on your free audit call.

What happens if I leave?

Your campaigns, tracking, and history stay in your accounts, so a new agency or your own team can pick up where we stopped.

What happens in the free audit?

A senior strategist reviews your current Google and Meta accounts in 15 minutes and shows you where budget is leaking. There is no obligation to hire us afterward.

Claim your free ad audit

A senior strategist reviews your Google and Meta accounts in 15 minutes and shows you where the budget leaks. We reply within 4 business hours.

We use your details only to reply to this request.

Not ready for an audit?

Start with the contractor negative keyword list: the searches that bring DIYers, job seekers, and tire-kickers, grouped by trade.

Google and Meta ads that book jobs, not just clicks.