The Beginner’s Guide to Google Ads for Local Home Service Contractors

Running a local contracting business isn’t easy. You’ve got to juggle customer service, manage employees, keep up with supplies, and still find time to get new leads. Most contractors tell us the hardest part isn’t doing the work — it’s getting the phone to ring consistently. That’s where Google Ads comes in.

If you’re a plumber, roofer, HVAC pro, or landscaper, Google Ads can put you at the very top of search results, right when homeowners are looking for your services. No more waiting around for referrals or hoping someone sees your yard sign. With Google Ads, you show up today in front of people who are ready to hire.

But let’s be real: Google Ads can feel overwhelming. Budgets, keywords, bidding, click-through rates — it sounds like a foreign language. That’s why we created this beginner’s guide to help local contractors understand how Google Ads works and whether it’s right for your business.

Why Google Ads Is a Game-Changer for Contractors

Think about it: when a homeowner’s air conditioning breaks in the middle of summer, where do they go? They don’t check the Yellow Pages anymore. They don’t drive around town looking for signs. They go straight to Google and type something like “AC repair near me” or “plumber in Atlanta.”

If your business shows up right there in the search results, you have a huge chance of winning that customer. And because these people are actively searching, they’re some of the highest-quality leads you’ll ever get.

That’s what makes Google Ads so powerful for contractors. Instead of advertising to everyone and hoping the right person sees it, you’re targeting people at the exact moment they need your service.

How Google Ads Works in Plain English

Here’s the simple breakdown:

1. You choose keywords → the search terms you want your business to show up for (like “roof replacement Chicago”).

2. You set a budget → how much you’re willing to spend per day or per month.

3. Your ad appears when someone in your area searches for that keyword.

4. You pay per click → only when someone actually clicks your ad to visit your site or call your business.

That’s it. The more competitive the keyword (like “emergency plumber”), the more you’ll pay per click. But when it’s set up right, every dollar you spend has the potential to bring back multiple dollars in booked jobs.

Is $500 a Month Enough for Google Ads?

This is one of the most common questions we hear from contractors starting out. The short answer: it depends on your industry and market size.

In smaller towns with less competition, $500 might get you decent visibility for niche services. But in bigger cities — where roofing, HVAC, and plumbing companies are fighting for the same customers — $500 a month usually isn’t enough to move the needle.

Here’s why:

• Clicks often cost $10–$30 each in competitive home service industries.

• At $500/month, that only buys you 15–50 clicks total.

• Even with a solid website, you’ll likely only convert 10–20% of those clicks into calls or leads.

That means $500/month might only generate 2–5 leads. For some contractors, that could be worth it. But if you want consistent lead flow, most businesses see stronger results starting around $1,000–$2,000/month.

So while $500 is a fine testing budget, it’s usually not a long-term growth strategy.

What Is the Best Advertising for Contractors?

There are lots of ways contractors advertise: yard signs, door hangers, mailers, Facebook ads, even sponsoring local little league teams. All of these can work. But if we’re talking about the best advertising for home service contractors — meaning the most cost-effective and reliable — the answer is usually Google Ads + Google Local Services Ads.

Here’s why:

• Google Ads = people actively searching for your service. High intent, ready to buy.

• Local Services Ads (LSAs) = the ads at the very top of Google with “Google Guaranteed” badges. These let customers call you directly, and you only pay per lead, not per click.

When combined, these two put you at the very top of Google search — above your competitors — and generate both calls and form fills from qualified customers.

Other platforms like Facebook and Instagram are great for building awareness, but they usually don’t convert as quickly because people aren’t actively searching for a contractor while scrolling. Google is different: it’s a demand-capture platform.

Is $20 a Day Good for Google Ads?

Now let’s talk about daily budgets. $20 a day equals about $600/month. Is that enough?

The same principle applies as with the $500/month question. In smaller towns or niche services, $20/day might get you a steady trickle of clicks. But in bigger metro areas, $20/day might only buy you one or two clicks, especially for high-cost keywords like roofing or HVAC.

To put it into perspective:

• A roofing click in Chicago can cost $25–$40.

• An HVAC emergency repair click can cost $15–$25.

• A plumbing click can cost $10–$20.

If your clicks cost more than $20 each, your daily budget may get eaten up by a single visitor. That’s not enough to produce consistent leads.

For contractors serious about growing, a daily budget of $50–$100 is usually more effective. It ensures you get enough clicks to generate multiple leads per week.

The Keys to Making Google Ads Work

Throwing money at Google Ads won’t guarantee results. Here are the basics that make or break campaigns:

1. Target the right keywords

   • Focus on high-intent terms like “AC repair near me” instead of broad terms like “air conditioning.”

   • Avoid wasting money on keywords that don’t convert.

2. Set your service area

   • Don’t advertise to the entire state if you only serve a 30-mile radius. Geo-targeting saves budget.

3. Use a strong landing page

   • Your ad should link to a page that sells your service, not just your homepage.

   • Include a clear headline, phone number, form, and trust factors (reviews, guarantees, licenses).

4. Track your results

   • Use call tracking and conversion tracking so you know which keywords and ads bring in leads.

   • Don’t guess — use data to optimize.

5. Test and improve

   • Adjust your bids, try new ad copy, and refine targeting. The best campaigns are constantly being fine-tuned.

6. 
   

Common Mistakes Contractors Make

• Sending ads to their homepage instead of a dedicated landing page.

• Targeting too broad of an area and wasting money on clicks from people outside their service zone.

• Not tracking conversions and then wondering if ads are “working.”

• Setting budgets too low to generate meaningful data.

• Ignoring negative keywords (like “jobs” or “DIY”), which can burn through ad spend quickly.

Realistic Expectations for Contractors

If you’ve never run Google Ads before, it’s important to set realistic expectations:

• Don’t expect results overnight. It takes time to dial in targeting, keywords, and landing pages.

• Understand that not every click becomes a lead. Industry averages suggest 10–20% conversion rates.

• Plan on investing at least $1,000–$2,000/month for consistent lead flow in most mid-sized cities.

• Measure success in cost per lead and return on investment (ROI), not just “number of clicks.”

Why Work with a Pro?

Many contractors try to run Google Ads on their own and end up frustrated. Google makes it look easy, but without the right strategy, it’s easy to waste money on the wrong clicks.

At Cadencia Digital Marketing, we specialize in helping home service contractors get the most out of Google Ads. We’ve run campaigns for HVAC companies, roofers, plumbers, and more — and we know how to avoid the common pitfalls.

We don’t just “set and forget.” We actively manage, optimize, and improve campaigns so you see real results: more calls, more booked jobs, and more revenue.

Conclusion: Is Google Ads Right for You?

If you’re a local home service contractor looking to generate more leads, Google Ads is one of the most powerful tools available. But it’s not a magic switch — it takes the right budget, smart strategy, and ongoing optimization to get real results and a strong ROI.

So, is $500 a month enough? Sometimes, but not if you want consistent leads.Is $20 a day good? It can work short-term, but in most competitive markets you’ll need more.And what’s the best advertising for contractors? Nine times out of ten, it’s Google Ads paired with Local Services Ads.

But here’s the catch: even good campaigns leak money without you realizing it.

👉 That’s why we created our free guide, “7 Hidden Leaks in Your Google Ads Account.”Inside, you’ll discover exactly where your ad budget might be slipping away — and how to fix it — so you can turn wasted spend into steady calls, booked jobs, and real profit.

Download your free copy today and stop letting Google Ads dollars go down the drain.

Ready to Get More Calls and Leads?

At Cadencia Digital Marketing, we help contractors like you dominate Google search results, stay booked year-round, and grow revenue with smart, data-driven Google Ads campaigns.

👉 Contact us today for a free consultation and let’s see how we can make your phone ring more often.