Google Ads for Contractors: An In-Depth Guide

What Are Google Ads for Contractors?

Have you ever searched for a service or product on Google and seen “Sponsored” or “Ad” posts at the top of the results page? Those are Google Ads!

Google Ads (formerly Google Adwords) is an online advertising platform where businesses pay to display ads—typically using a pay-per-click (PPC) model—across Google’s ecosystem, YouTube, Google Maps, and partner sites. 

While there are various types of Google Ads, the most common one people use is the search ad, which appears at the top of Google Search results. Many businesses also use YouTube ads, as Google owns YouTube.

So why is this important for contractors?

We already know every business must compete with other brands for customer attention and patronage. However, the stakes are higher for roofing, plumbing, and landscaping contractors than in other industries.

There are a ton of contractors from which customers can choose—more than 900,000 in the U.S. alone, according to the Associated General Contractors of America. If you don’t show up in the top positions in SERPs, you may not even get a chance to convince potential customers to choose your brand.

That’s why contractors need to invest in Google Ads to even out the playing field.

How do Google Ads work?

Google Ads generally focuses on keywords, which are the search phrases customers use when searching for specific products or services online.

When business owners or advertisers create digital marketing ad campaigns, they’re required to enter a list of relevant keywords related to their services. For example, relevant keywords to target for your roofing service Google ads could be “roof installation service,” “affordable roof repair,” “roofing contractor,” and “roofing services in [city].”

If someone enters a keyword on Google, the algorithm checks to see if advertisers have active campaigns related to that keyword. If they do, Google shows their ads in the SERP.  

It’s important to note that Google ad spots are limited because many businesses compete for them. Google’s algorithm chooses what ads to display based on relevance to the search query, landing page experience, quality of ads, and several other factors. 

These factors contribute to a score called Ad Rank, and businesses with higher Ad Ranks win more ad spots.

What Are the Benefits of Using Google Ads for Contractors?

Google Ads offers contractors a powerful solution to cut through the noise and place their business directly in front of potential customers when they need it most. Find other top benefits of leveraging Google Ads.

Increased visibility for local businesses

One of Google Ads' perks is increased visibility for your contractor business. Since these ads put you at the top of search results, chances are more users (including your target audience) will see your brand name, which can create a lasting impression in their minds.

Pay-per-click model to ensure cost-effectiveness

Google Ads are more cost-effective than other advertising options in terms of ROI. Unlike traditional advertising, where you pay regardless of engagement, Google Ads operates on a pay-per-click (PPC) model, ensuring you’re only charged when someone clicks on your ad. 

Ability to target specific areas, demographics, and search intents

Google Ads allows contractors to target specific geographical areas they service and tailor ads to specific demographics. 

In addition, Google Ad’s keyword system helps align your ads with specific user search intent. This ensures your ads are shown to people looking for the exact service you provide. 

For example, someone who searches using the keyword “emergency plumber near me” is looking to hire a plumber immediately, not just reading about plumbing tips. Such a user should see your Google Ads for plumbing.

Immediate results compared to organic SEO

Unlike other marketing methods like SEO, Google Ads generate immediate, measurable results. They deliver immediate visibility for your contractor business, helping you fill your sales pipeline with qualified leads.

Enhanced performance tracking and reporting for ROI optimization

Google Ads provides detailed performance metrics on your campaign, from click-through rates to conversion data. This transparency lets you track what’s working, make data-driven adjustments, and ensure every dollar you spend contributes to a positive ROI.

It’s impossible to deny the advantages that using Google Ads offers general contractors. But is there another side to these benefits? Are there any drawbacks? 

What Are the Drawbacks of Using Google Ads for Contractors?

While Google Ads produces impressive marketing results for contractors, it’s not without its challenges. These drawbacks include:

High competition in popular local markets can drive up costs

Depending on the local market's competitiveness, Google Ads can quickly become expensive. This is because there are limited ad slots, and contractors have to compete for them on a budget, leading to higher costs per click on your ads.

Requires ongoing monitoring and optimization

Google Ads do not work on a "set-it-and-forget-it" approach. You’ll need to maintain continuous oversight of your campaign to remain effective. For instance, you may need to change your keywords or bidding strategies due to changes in user trends or customer behavior over time.

Mismanagement can lead to wasted ad spend

Without proper knowledge of campaign settings, targeting, and bidding strategies, you may spend a significant amount of your marketing budget with little to no return on your investment.

Seasonal fluctuations may impact campaign effectiveness

Like many businesses, many contracting services also experience seasonal demand shifts. For instance, when competition surges, HVAC businesses may see higher ad costs in peak summer or winter. 

So, yes, Google Ads has some challenges. But proper strategy, monitoring, and budget allocation can help you manage these drawbacks and use Google Ads effectively to grow your contractor business.

What Types of Google Ads Are Used in Contractor Marketing Campaigns?

As a contractor, Google search ads—the ones that show up in SERPs—may be the most direct way for you to leverage Google Ads. They target users with high intent, but there are other options.

Below you’ll find the various types of Google Ads marketers can use, each tailored to different marketing goals and customer behavior.

1. Search ads

Search ads in digital marketing are text-based Google ads that appear at the top of search engine result pages when users enter a query related to the keywords in those ads. They typically resemble standard SERP website listings and show typical elements such as the website name, logo, and meta description.

Since search ads are one of the most popular Google ad formats and cater to potential customers with high intent, they generally cost more than other types of ads.

2. Display ads

These are image-based ads that show up passively on various websites that you browse. Unlike search ads, which target keywords, display ads target placements (specific sites), audiences, and topics.

The screenshot below shows a display ad for a marketing platform on the Forbes website.

Display ads offer the advantage of reaching potential leads across Google’s network of over 30 million websites and platforms, making them a powerful tool for increasing brand awareness.

3. Instream ads

Instream ads refer to video ads that show up on YouTube and other video streaming platforms that partner with Google. These ads typically feature interactive elements alongside the video, such as CTA buttons.

You should note that users will generally have the choice to skip an in-stream ad, typically after five seconds. So, the first few seconds of your video ad are crucial to its effectiveness. 

4. Local Services Ads

Local Services Ads are business ads that appear at the top of local searches, even above search ads. However, they are technically not a type of Google ad.

Businesses with localized services that complete and verify their Google Business Profiles can create local service ad campaigns that show up in SERPs and on Google Maps. 

And here’s the best part: businesses will only pay for successful bookings.

How Do You Create a Google Ads Campaign for Contractors?

You’ve decided to leverage Google Ads to improve your visibility and lead conversion for your contractor business.

But, how do you set up the ad campaign? Here’s a detailed guide to help you.

1. Define your campaign goals

The first step is establishing clear objectives before launching a Google Ads campaign. 

• Are you looking to generate more leads for your business?

• Is your goal to increase brand awareness?

• Do you want more traffic to your website?

For contractors, lead generation is often the primary goal, meaning your campaign should focus on generating phone calls, form submissions, or bookings. 

2. Conduct keyword research

Effective keyword research before launching your campaign ensures your ads reach the right audience, as it translates to a high-performing campaign.

A good place to start is identifying the high-intent keywords that potential customers use when searching for your specific contractor services, such as “construction companies near me” or “HVAC repair in Kingwood.” 

You can then use Google’s Keyword Planner to analyze the search volume, the keywords' competitiveness, and the cost-per-click (CPC) to refine your keyword list and target the most profitable queries.

3. Set a budget and bid strategy

Google Ads typically operates on a pay-per-click (PPC) model, so setting a realistic budget based on your cash flow is crucial. Besides, your budget will also guide the bid strategy for your ads.

With Google Ads, your ad budget determines how many keywords you can target and how many clicks you can generate monthly. So, once you’ve set a budget for the campaign, you’ll also need to divide it into the daily budget and monthly limits.

Most marketers express their marketing budget as a percentage of revenue. A BDC survey shows this percentage comes to around 2% to 5% for B2B sales and 5% to 10% for B2C. You may use this as a guide for your campaign, too.

Remember, your marketing spending does not have to be fixed. You can adjust as necessary based on the performance of your Google Ads.

4. Optimize landing pages for conversion

Another crucial aspect of setting up a Google Ad campaign for your contractor business is your website’s landing page. You need to ensure that your landing page is optimized for converting the leads you get from your ads into customers. 

• Make sure your landing page is fast and mobile-friendly.

• Include clear calls to action (CTAs) on your page. Good examples are “Call Now” or “Get a Free Quote.” 

• Incorporate trust signals such as customer reviews, industry certifications, and service guarantees on your landing page.

Remember, the goal of your ad campaign is not just to get leads but to convert them to customers. So don’t forget about the rest of your customer journey. Keep your landing page simple, appealing, and relevant to the specific services you promote in your ads.

5. Create a compelling ad

Next comes the most critical part of your ad campaign—creating a compelling ad.

Depending on the type of Google Ads you’re using, you may have the option to include videos and images alongside your text copies. Either way, the goal is to keep your ad copy clear, engaging, and action-driven.

• Keep your headlines simple and ensure they communicate your unique value.

• Emphasize the benefits of your contractor service in your text.

• Include compelling CTAs.

• Add a sense of urgency that encourages users to click on your ad (but don’t be too pushy).

Remember, ads are generally brief. So, the goal is to pack as much value into a small space (or duration) as you can without overdoing it. It also helps if you have an angle.

• Benefit-focused: The key benefits your target customers like. For example, “Work Smarter, Not Harder. Cut paperwork, boost bookings, and get paid faster with ServiceTitan.”

• Solution-oriented: The answer to the problem your target audience has. For example, “Still Losing Jobs to Missed Calls and Messy Scheduling? ServiceTitan fixes what’s costing you money.”

• Proof-centered: Using testimonials, results, or reviews to do the talking. For example, “xxxxxxx Doubled Revenue in 12 Months After Switching to ServiceTitan. Join 100,000+ contractors who are getting real results.”

6. Track your campaign’s performance

Your work is not done once you launch the Google Ads campaign for your contractor business. Once your campaign is live, you’ll need to continuously monitor to see what works and what you need to optimize for maximum ROI.

You can use Google Ads analytics to track key metrics like impressions, click-through rates (CTR), conversion rates, and cost-per-lead (CPL). 

• Impressions: The number of users that see your ad (shows you how successful your bids are).

• Click-through rate (CTR): How many clicks you get compared to your impressions (shows how effective your ad content is).

• Conversion rate: The number of visitors to your website who book with you (this shows how effective your landing page is).

• Cost per lead (CPL): How much you pay for every new lead.

Based on these data, you can adjust your ad bids, refine your targeting, and experiment with different ad creatives to improve performance over time. Remember, a data-driven approach is vital in ensuring your ad campaign is effective and achieves your business objectives.

How ServiceTitan Can Help You Optimize Your ROI

ServiceTitan is a leading software platform for home service businesses that helps contractors maximize the return on investment (ROI) from their Google Ads campaigns. 

With ServiceTitan’s data-driven solutions, you can gain valuable insights into your campaigns' performance to amplify your results.

Most marketing tools only allow you to track metrics like impressions, click rates, and conversion rates. However, these metrics don’t necessarily tell you whether you’re making money.

This is where ServiceTitan comes into the picture.

ServiceTitan provides further insights into the types of job bookings you’re getting and where they’re coming from, helping you to focus ad dollars on what brings in the biggest returns.

Another tool from ServiceTitan you can leverage during your Google Ad campaign is the Ad Optimizer feature.

ServiceTitan integrates with Google Ads and Google Analytics to help you identify where you’re wasting your marketing budget through full-funnel digital ads dashboards. Based on this data, you can now train Google to target higher-quality leads.

In addition, you can minimize human error in your campaign attribution by automating the process with ServiceTitan’s Dynamic Call Tracking. This feature within Marketing Pro enables businesses to monitor and attribute incoming phone calls to specific marketing campaigns. This helps you know where all your leads and conversions come from quickly, easily, and accurately. 

Best Practices for Google Ads for Contractors

Running a successful Google Ads campaign requires more than just setting up ads—strategic planning and an in-depth understanding of what drives conversions are also important. You also want to:

Analyze your competitors’ campaigns

Understanding what your competitors are doing can provide valuable insights into how to refine your own Google Ads strategy. 

For instance, identifying gaps in your competitor’s approach offers you potential opportunities, such as targeting underserved locations or offering more competitive promotions.

You can use tools like Google Keyword Planner to analyze their keywords, ad copy, and bidding strategies. Based on your results, craft a unique campaign plan that matches your strengths.

Optimize your landing page

We can’t overemphasize this—your landing page is crucial to the success of your ads and the returns on your ad spend. It’s how you convert ad clicks into new customers. So, make sure you get it right.

Ensure your page is mobile-friendly, fast-loading, and designed for user engagement. To improve your chances of conversion, include clear CTAs and social proof, like customer testimonials.

You should also continuously update the content on your landing page to ensure that the information there accurately represents your ad campaign and current offerings.

Target negative keywords

Negative keywords are closely related to the phrases you’re targeting but irrelevant to your business goals. 

For instance, “DIY” and “home repair tutorial” are common phrases that users may include when searching for general contractor terms. But you don’t want your ads to appear on these searches, as these customers are likely not looking to hire a professional.

Thankfully, Google allows you to create a list of these negative keywords to prevent your ads from appearing in irrelevant searches and wasting your ad budget. Regularly updating your negative keyword list ensures your ad spend is spent only on high-intent searches.

Target specific locations

With Google Ad campaigns, targeting the specific locations where you offer your services is typically best. This way, when high-quality leads find your business, they’ll be in the right location to hire you.

Google’s geo-targeting feature allows contractors to focus their ads on areas where they are most likely to find customers. In the location settings, you can narrow your audience to a city, zip code, or even a specific radius around your business. 

This ensures your Google Ads account only shows your content to potential clients within your service area, improving lead quality and ad spend efficiency.

A/B test your ads

A/B testing refers to comparing two or more variations of your ad materials that differ only in one element to see which is more effective. 

For example, you might test out two ads with different headers that are otherwise the same. This can help you identify which ad converts better so you can modify your campaigns for better conversions. 

You can experiment with headline variations, descriptions, calls to action, and even display URLs to see which versions drive the most clicks and conversions. 

However, the content of your ads is not the only thing you can A/B test. You can compare the results for placement times, bidding strategies or target users.

While it can seem like a lot of work, regular A/B testing helps fine-tune your campaign and improve overall performance over time. 

Top Tools for Google Ads for Contractors

Successful Google Ad campaigns involve many moving parts and considerations, which can make the process very overwhelming. However, the right tools can help you work more efficiently and effectively. 

Here are some of the top tools to help contractors achieve a profitable Google Ads campaign.

• Google Keyword Planner: This free tool can help you find relevant keywords for your contractor business, analyze their search volume, and estimate cost-per-click (CPC) prices. It ensures you target only high-intent keywords for maximum impact.

• Google Ads Editor: Allows contractors to manage and edit campaigns offline. It streamlines bulk edits, making it easier to adjust bids and create compelling ad copy.

• Google Analytics: This is designed to provide marketers with comprehensive insights into user behavior, including how visitors interact with your website after clicking on an ad. It helps you track CTR, conversions, bounce rates, and engagement metrics to refine your ad campaign.

• SEMrush: A comprehensive SEO and PPC tool for keyword research, SEMrush analyzes ad performance and tracks competitors. It can also provide recommendations for improving your landing pages and ad copy during A/B testing.

• ServiceTitan Marketing Pro: This marketing tool on the ServiceTitan platform can integrate with Google Ads to track leads, measure campaign effectiveness, and automate follow-ups for improved conversions. It can also help you train Google to show your contractor ads to only high-quality leads.

It’s Your Turn Now

Whether you’re a plumber, HVAC technician, landscaper, or roofing technician, a well-executed Google Ads strategy can put your business in front of the right customers at the right time. 

With ServiceTitan, you can manage your marketing efforts in one place while keeping your ads highly targeted for maximum returns on your ad spend.

ServiceTitan is a cloud-based solution designed to help contractors optimize their operations and maximize revenue. Many home service businesses, including HVAC, plumbing, and electrical contractors, have reported up to a 25% increase in revenue within the first year of using ServiceTitan to manage their company.