How to Build a Google Ads Campaign That Actually Books Jobs

If your Google Ads campaign is getting clicks but no calls, something’s broken.

Too many home service businesses launch PPC campaigns that drive traffic — but not results. That’s usually because they’re structured around keywords and clicks, not jobs booked.

In this guide, we’ll show you how to set up a Google Ads campaign designed for one thing: converting high-intent searchers into paying customers.

Step 1: Start With One Service, One Area

The biggest mistake most contractors make? Targeting every service and city in one campaign.

Instead, keep your initial setup narrow. Pick:

• One core service (e.g., water heater repair)
• One service area (e.g., Roswell, GA)

This lets you write better ads, send users to more relevant landing pages, and track results clearly.

Step 2: Use High-Intent Keywords Only

Not all clicks are created equal. You want keywords that signal the person is ready to hire, not just research.

Good examples:

• “ac repair near me"
• “plumber open now”
• “electrical panel upgrade in [city]"

Avoid:

• “how to fix a clogged drain”
• “furnace troubleshooting pdf”
• “what is a heat pump”

These may be cheaper clicks, but they don’t convert.

Step 3: Write Ads That Pre-Qualify

Your ad copy should filter in good leads and filter out bad ones.

Focus on:

• Specific services and locations
• Availability ("same-day", "24/7", "next-day")
• Reasons to trust you ("licensed", "Google Guaranteed", "4.8 stars")

Example Ad:

Water Heater Repair in Roswell
Licensed, Same-Day Service | 500+ 5-Star Reviews
Upfront Pricing. Call Now to Book a Visit.


Step 4: Send Clicks to a High-Converting Landing Page

Never send Google Ads traffic to your homepage.

Your landing page should:

• Match the service and city from the ad
• Load fast and be mobile-friendly
• Feature your phone number, booking CTA, and form above the fold
• Highlight trust signals: reviews, badges, service guarantees

Pro tip: Include a short FAQ section. It boosts trust and helps with SEO.

Step 5: Set Up Proper Conversion Tracking

If you’re not tracking which clicks turn into jobs, you can’t improve.

You should be tracking:

• Phone calls (via CallRail or similar)
• Form submissions
• Booked appointments (via your CRM or website)

Connect Google Ads to:

• Google Analytics 4
• Google Tag Manager
• Your call tracking system

That way you’re not just tracking cost-per-click — you’re tracking cost per lead and cost per job.

Step 6: Add Negative Keywords

Negative keywords prevent your ads from showing on irrelevant searches.

Some universal ones for home services:

• "cheap"
• "free"
• "DIY"
• "home warranty"
• "job openings"

Review your Search Terms report weekly and add new negatives.

Conclusion

A Google Ads campaign that books jobs is not about the biggest budget — it’s about the tightest targeting and clearest messaging.

Start small, track everything, and refine weekly. That’s how you build a high-ROI ad campaign that feeds your service business.