Google Ads for contractors and home services
When a pipe bursts or a roof leaks, people search Google for a trade near them and call the first business that looks right. Google Ads can put a contractor, roofer, plumber or HVAC company in front of those searches. This guide covers the two ways to appear (Local Services Ads and Search ads), how to get calls instead of clicks, how to target the area you serve, and how to know which leads turned into jobs.
The facts here come from Google's own help pages: Local Services Ads Help Getting started with Local Services Ads, and Google Ads Help About call assets, How to transition from call ads to call assets, About call reporting, Target ads to geographic locations and About lead form assets. Where we give an opinion, we say so. Google does not publish a standard cost per lead for contractors, and we do not quote one.
The short answer
Most home service businesses can use two Google products side by side. Local Services Ads charge per lead and show a business profile with reviews. Search ads charge per click, show your own text and send people to your website or straight to your phone. Both work best when you can answer the phone quickly and you only pay for the area and the jobs you actually want.
Local Services Ads or Search ads?
Local Services Ads are a separate Google product for local trades. Google's category list includes "General contractor", "HVAC (heating or air conditioning)", "Plumbers", "Roofers" and "Electricians", among others, and says you "Pay only for leads related to your business and the services you offer." You go through Google's checks (such as licence and insurance where required) before the ads run, and Google says the product is "available only for certain service categories", so use its eligibility check for your address. Search ads have no such screening and you can run them for any service you offer. Screening, lead charges and credits are in our Local Services Ads guide; this page does not repeat them.
Search campaigns for service and area searches
Searches for a trade usually name a service, a problem or a place: "roof repair", "furnace not working", "plumber in [town]". Group your keywords by service, one ad group per job type, so each ad and landing page matches the search. Our grouping, not Google's:
- Urgent jobs: emergency plumber, AC repair, leak, no heat. These callers want someone today, so calls matter more than forms.
- Planned jobs: kitchen remodel, new roof, furnace replacement, home addition. People compare quotes, so a form or a quote page fits.
- Area searches: the service plus a town or "near me". Location targeting decides where your ads show, so the town name in the keyword is optional.
Use Keyword Planner to find the terms, match types to control them, and the search terms report to add negatives for jobs you do not take, such as DIY searches or job seekers. Show your address with location assets if you have an office or showroom.
Getting calls: call assets
Call assets add your phone number to Search ads. Google says that if the device can make calls, "a clickable call button will be shown under your responsive search ad"; on desktop a "Call us" button shows your number and a QR code. Calls from the button cost the same as a click on the headline. You can set the number to show "only when your business can accept calls", which matters for a small crew that cannot answer at night.
Call-only ads are being retired. Google's dates: "February 2026: All options to create a new call-only ad will be removed" and "February 2027: All existing call-only ads will stop receiving impressions." Google's advice is to move to responsive search ads with call assets. The steps and number rules are in our call ads guide.
Targeting the area you serve
Google lets you target countries, areas within a country, or a radius around a location. A contractor usually picks the towns or a radius around the shop that matches how far the crew will drive. Google warns that "If you target a small radius or very small location, your ads might only show intermittently or not at all", so do not set a radius tighter than your real service area.
Google recommends "Presence or Interest" as a best practice on Search; it also reaches people outside your area who show interest in it. Google says to consider "Presence" when you "only want to target users in specific locations". For a trade that has to visit the house, that is usually the right setting: a click from someone three states away is wasted. Details and exclusions are in our location targeting guide. Your landing pages should match the areas too; see service-area pages.
Lead form assets
A lead form lets someone send their details from the ad without loading your website. Google says "You can add lead forms to Search and Performance Max campaigns." That suits planned jobs where people ask for a quote. Leads can reach you by email, CSV download or a webhook to your CRM; download them often, because Google says "You can only download leads from the last 30 days" and "Google Ads stores leads for 60 days". Setup and questions are in our lead form assets guide.
Tracking calls and jobs
Turn on call reporting so calls from your ads count. Google explains that with it "a Google forwarding number is assigned to your ad", which records details such as call duration, call start time and whether the call was connected, and you can count calls of a set duration as conversions. Google notes that if you prefer to show your own number or use third-party call tracking, you can turn call reporting off. Calls from your website need a separate setup; see our call tracking guide.
A call is not a job. Note in your CRM or job software which calls and forms became booked work, and feed that back with conversion tracking so you can see which services and areas pay.
Where to start (our view)
This section is our opinion, not a rule from Google.
- Check Local Services Ads first. If your trade and area are open, it gives you a pay-per-lead spot above the regular ads.
- Add Search for your most profitable jobs, not every service at once. One or two ad groups, each with its own landing page.
- Make it easy to call. Call assets, business hours on the number, and someone who answers.
- Use Presence targeting and a realistic radius, then review the search terms each week for the first month.
If you also want to reach homeowners before they search, see Google Ads vs Facebook ads and Facebook ads for local businesses. We set up and run Google Ads for local businesses through our marketing services.
Frequently asked questions
Do Google Ads work for contractors?
They can, because many homeowners start with a Google search when they need a trade. Results depend on the area, the service, the landing page and how fast you answer. Track calls and forms through to booked jobs before you judge.
Should a contractor use Local Services Ads or Search ads?
Often both. Local Services Ads charge per lead and are open only to certain categories and areas, after Google's checks. Search ads charge per click and can promote any service you offer. Check Local Services Ads eligibility for your address first.
Can roofers, plumbers and HVAC companies use Local Services Ads?
Google's category list includes Roofers, Plumbers, HVAC (heating or air conditioning), Electricians and General contractor, but availability depends on the country and area. Use Google's eligibility check.
Can I still create call-only ads?
No. Google removed the option to create new call-only ads in February 2026, and existing ones stop showing in February 2027. Use responsive search ads with call assets instead.
How much do Google Ads cost for contractors?
There is no set price. Search clicks are priced in an auction and you control the budget; Local Services Ads charge per lead. Google does not publish a contractor average, so start with a small test budget and measure cost per booked job in your own area.