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.
