Home services clicks are among the most expensive anywhere, and a small budget in a big metro buys a handful of them. If you are below this, concentrate on one service in one area rather than spreading thin — we will tell you which on the first call.
Most home services enquiries are phone calls, and most home services accounts measure form submissions. That single gap is why so many of these accounts appear to lose money while the business is busy.
Dynamic number insertion attributes a call to the campaign, ad group and keyword that produced it. Without it you are optimising on a minority of your leads. Recordings then tell you which keywords generate real jobs and which generate people asking whether you service an area you do not — and that is where most of the negative keyword list comes from.
A thirty-second call is not a lead. We set a duration threshold and, where the volume supports it, push a "qualified call" conversion back to Google so bidding optimises toward conversations rather than ringtones.
The endgame is sending the job value from your scheduling system back into the ad account. A roof replacement and a gutter clean should not be the same conversion. Once value-based bidding can see the difference, budget moves toward the work you actually want.
If leads are going to be called or texted, the consent language next to your submit button matters, and in the US it moves. We make the disclosure visible and store it with the lead record, and we tell you to have your own counsel approve the wording. We build the form; we do not give you the legal opinion.
Home services accounts fail structurally more often than creatively. These are the three that cost the most.
A thirty-mile radius drawn around your office includes water, farmland and postcodes your crews refuse. Targeting the specific areas you serve — and excluding the ones you do not — removes a quiet, continuous waste that is invisible in the account because those clicks convert into calls you decline.
"Boiler repair near me at 11pm" and "bathroom renovation ideas" deserve different campaigns, different budgets, different landing pages and different hours. Mixed together, the emergency intent subsidises the research intent and you cannot see either clearly.
Where Google offers Local Services Ads, they sit above the search ads and are paid per lead rather than per click. Getting in requires licence and insurance verification and background checks, which takes weeks. It runs alongside search rather than replacing it, and it needs its own management — the dispute process for bad leads is where most of the value is and almost nobody works it.
This is the difference between home services and every other performance category. Generating more demand than you can service is not a win.
When the schedule is full, more leads are a cost with no revenue behind them and a reputational problem when nobody calls back. We pace budget against your capacity, pull back when the diary fills and push hard into the gaps.
The first cold snap sends heating demand and every competitor’s bid up on the same morning. Storms do the same for roofing. Budget held back for those days earns far more than the same money spread evenly across a quiet month, and automated rules can be set to respond to a forecast rather than to someone remembering.
The quiet months are where service agreements, tune-ups and financing offers belong. Cheaper auctions, and it smooths the revenue that makes the peak affordable to staff.
A real audit of your live campaigns — structure, tracking, creative and where the budget is leaking. Free, no obligation, and yours to keep even if you never work with us.
We specify it and configure the ad-side integration; you hold the account with the call tracking provider so the numbers and the recordings stay yours. Same principle as the ad accounts — nothing important should sit in our name.
Yes, where they are available in your market. Be aware the verification takes weeks and has to be done by you as the licence holder. The ongoing value is in working the lead disputes and the review flow, which is unglamorous and worth real money.
Usually several, split by the areas that genuinely differ in competition and job value, not by every suburb. Over-segmenting starves each campaign of data. The audit will say where your line is.
Rarely pause entirely. Auctions are cheaper and it is the right time to sell maintenance plans and book planned work. What should change is the offer and the budget, not the presence.
We make the disclosure visible on the form and store it with the lead so you have a record. The exact wording should be approved by your own lawyer — the rules here change and we are not qualified to give you that opinion.
No. In this category a guaranteed cheap lead usually means a form fill from outside your service area. We measure booked jobs.
Service-area waste, call tracking gaps and the keywords producing calls you decline — in writing, within two working days.