Setting up a Google Ads campaign can feel overwhelming, especially if you’re in the home services or contractor industry. You’ve watched competitors shoot to the top of Google, while you’re still scrambling to get calls. So, how do they do it? Here’s the real deal: Success with Google Ads isn’t about dumping money into the platform. It’s about setting up your campaign the right way, targeting the right customers, and constantly refining your approach.
At EVpro Marketing, we work exclusively with local service businesses like plumbers, HVAC pros, electricians, roofers, landscapers—you name it. If you build or fix stuff, we’re your guys. In this guide, we’ll walk you through the essentials of setting up a Google Ads campaign tailored for contractors and home service providers. No jargon. No fluff. Just clear steps to help you show up where (and when) it matters.
Why Google Ads is a Power Move for Home Service Businesses
When someone has a leak or a broken AC unit, they’re not browsing social media or reading blogs—they’re on Google typing “emergency plumber near me.”
That’s the customer Google Ads gets in front of.
With the right setup:
- Your ads appear exactly when customers are looking for your service.
- You only pay when someone clicks.
- You can target your exact service areas.
It’s fast, reliable, and scalable—but only if you set it up properly.
Google Ads Essentials Every Contractor Needs to Know
Before diving in, let’s straighten out the basics. Google Ads has different campaign types, but for local services, the ones that matter most are:
Search Campaigns
These are text ads that show up in Google search results—ideal for intent-driven searches like “roof repair Austin” or “24/7 electrician near me.”
Local Services Ads (LSAs)
This is Google’s “pay-per-lead” model. Your ad shows with a “Google Guaranteed” badge. You pay only when someone calls or messages you. Which to choose? Many businesses do both. LSAs are great for high-converting leads, and traditional search campaigns allow for more customization, targeting, and branded searches.
Step-by-Step: Setting Up a Google Ads Search Campaign
Ready to roll up your sleeves? Here’s how to set up a solid campaign from scratch.
1. Set Clear Goals
Before touching your dashboard, ask yourself:
- Do you want calls, form submissions, or online bookings?
- Are you targeting emergency jobs or regular service calls?
- Do you have a set budget or are you using a flexible testing model?
The answers shape everything from keywords to copy.
2. Create a Campaign in Google Ads
- Go to your Google Ads account.
- Click + New Campaign.
- Choose Leads as your goal.
- Select Search as your campaign type.
3. Choose the Right Campaign Settings
Pay attention to:
- Location targeting: Only show ads in cities or zip codes you service.
- Ad schedule: Run ads during business hours, or 24/7 if you take emergency calls.
- Language: Stick with English unless you offer bilingual service.
4. Build Laser-Targeted Ad Groups
Keep it simple. Each ad group should focus on a specific service or theme.
Examples:
Ad Group Name | Example Keywords | Example Ad Copy Topic
|
|---|---|---|
Emergency Plumbing | emergency plumber, 24/7 plumber | Fast Response Plumbing Help |
AC Repair | AC repair, HVAC fix | Fix Your AC Today |
Water Heater | water heater repair/install | Water Not Hot? We Can Help |
This structure keeps your ads relevant and improves Quality Score (which lowers your cost per click).
5. Write Clean, Clear Ad Copy
People don’t read ads—they scan them. Make sure yours answers the question: “Can they help me now?”
What to include:
- A headline with the service + location (“Emergency Plumber Austin”)
- A clear value prop (“Fast 60-Minute Response”)
- A call to action (“Call Now” / “Book Today”)
6. Set Up Keywords the Right Way
Keywords trigger your ads. Start simple with a mix of:
- Exact match: [emergency plumber austin]
- Phrase match: “plumber near me”
- Broad match with caution: No brackets or quotes—use sparingly.
Use negative keywords to block irrelevant clicks (e.g., DIY, jobs, schools).
7. Use Call Extensions and Location Extensions
These features boost your ad without extra cost.
- Call extensions: Let people call directly from the ad.
- Location extensions: Show your address or service area with a map pin.
They improve click-through rate, which improves ad rank.
Don’t Ignore Landing Pages—They Matter
Clicking an ad is only half the battle. If users land on a generic or slow site, they’ll bail.
A solid landing page should include:
- A service-specific headline (“Need a Plumber in Austin?”)
- Clear call-to-action (“Call Now” or “Book Online”)
- Mobile-friendly design
- Trust signals (reviews, years in business, licenses)
- Fast loading speed
EVpro Marketing builds landing pages with all this baked in, crafted specifically for local service conversions.
Tracking: Know What’s Working
This is where most contractors get stuck. Ads run, clicks happen, but nothing gets tracked.
Set up:
- Conversion tracking via Google Ads for calls and form fills
- Google Tag Manager to simplify tracking code installs
- Call tracking software to record and measure phone leads
When you track conversions, you learn what keywords, ads, and times of day convert best, so you can double down on what works.
Common Mistakes to Avoid
Even with a solid setup, these pitfalls can tank your results:
1. Not Using Negative Keywords
Without them, your ad budget gets wasted on irrelevant clicks (“free plumber classes”? Nope.)
2. Targeting Too Wide an Area
More area doesn’t mean more leads. Stay local—only target the zip codes where you actually work.
3. Skipping Ad Testing
Always run 2-3 versions of your ads. Test different headlines or calls-to-action and see what drives more calls.
4. Ignoring Budget Pacing
Google can burn through a poorly managed budget in hours. Monitor daily and consider smart bidding tactics like Maximize Conversions (once you’ve got solid tracking set up).
Google Local Services Ads: A Powerful Add-on
If you haven’t explored these yet, you’re missing a major opportunity.
How They Work:
- You apply and verify your business through Google.
- Ads appear above search ads with a “Google Guaranteed” badge.
- You pay per lead, not per click.
Perfect for:
- Emergency services
- Phone-driven services
- Businesses wanting high-intent, low-waste leads
EVpro can help you optimize your setup, manage disputes (Google occasionally refunds for bad leads), and improve your ranking in these results.
FAQ: Quick Answers for Contractors New to Google Ads
How much should I spend on Google Ads?
Start with a daily budget of $20–$50 per service. Monitor it for two weeks, then adjust based on performance.
Can I run ads just in specific zip codes?
Yes. Under location targeting, you can include or exclude individual zip codes and cities.
Is Google Ads worth it for seasonal services?
Absolutely. You can ramp up during busy seasons, then scale back. Roofing, HVAC, lawn care—all see strong ROI during peak windows.
What if I’m not getting leads?
Check three things:
- Are your keywords targeting the right intent?
- Is your landing page clear and mobile-friendly?
- Are you tracking conversions accurately?
Final Thoughts: Let’s Get You Real, Local Leads
Google Ads—when set up right—is one of the fastest ways a local contractor can grow.
But too often, small businesses get burned because they didn’t track leads, didn’t target properly, or gave up too soon.
At EVpro Marketing, we specialize in dialing in Google Ads for service businesses. If you’re tired of watching other contractors dominate local search, you don’t have to sit on the sidelines.
Try one of the strategies here. Need help? Explore what we do, or follow the blog for more local marketing tips built only for home service pros like you.
Let’s put your business exactly where your next customer is looking.
