Google ads for home services

Google Ads for Home Services

Google ads for home services buy the most expensive and most valuable click there is: a homeowner with a problem right now. The account lives or dies on two things, whether the budget is going to emergencies or to people reading about them, and whether anyone picks up. Most of the money wasted in this channel is wasted after the click, not before it.

Book a Stride Scaling Call Offers that work
clients served
400+clients served
to first reply
< 2sto first reply
to go live
2-3 wksto go live

Example call conversation between Max, an AI assistant for Peak Comfort Heating & Air, and a lead named Dana.

  1. Max (AI): Thanks for calling Peak Comfort Heating and Air. This is Max, the AI assistant. How can I help tonight?
  2. Dana: Our AC is running but it's blowing warm air. It's 84 in the house.
  3. Max (AI): Sorry, that's miserable. Is the outdoor unit running, and do you see any ice on the lines?
  4. Dana: The fan's spinning. I don't see ice.
  5. Max (AI): Thanks, that's helpful for the tech. Do you own the home, and is anyone there especially sensitive to heat?
  6. Dana: We own it. Two little kids, so sooner is better.
  7. Max (AI): Understood. I can get a technician there tomorrow between 8 and 10 AM, the first slot of the day. Does that work?
  8. Dana: Yes, please.
  9. Max (AI): You're booked. The tech will text you when they're on the way.

Booked: AC repair visit, Tomorrow, 8 to 10 AM, First slot of the day.

Offers

Offers that get homeowners to raise a hand.

The offer is the ad. We pick one per campaign, test it against a second, and keep whichever books more appointments.

  1. 01

    Same-day or next-morning service

    For an emergency search the offer is the arrival time. A named window beats any discount when there is no heat or water on the floor.

  2. 02

    A dispatch fee that credits

    Say the fee and say that it comes off the repair. Hiding it costs you the call, and stating it filters out the people who were never going to pay one.

  3. 03

    Tune-up before the season

    The shoulder months are cheap to advertise in and fill the calendar before the rush you cannot staff.

  4. 04

    Financing on replacements

    Nobody budgets for a new system. Saying that monthly payments exist turns a no into a quote appointment.

After the click

From ad to booked in minutes.

Ads only pay when someone books. This is what happens to every lead, at 2 PM or 2 AM. It's our speed to lead system on AI appointment setters.

  1. 1

    The call comes in

    Search traffic calls more than it fills in forms, usually at the worst possible moment for your office.

  2. 2

    Answered or texted back

    An AI agent picks up when the lines are busy or the office is closed, and texts back in under 2 seconds any call that rings out.

  3. 3

    Triaged

    Is it an emergency, do they own the home, what is the address, what are they seeing. The answers reach the dispatcher with the job.

  4. 4

    On the board

    Booked into your field service software against real availability, confirmed and reminded, so the truck is not driving to an empty house.

Creative

Angles we test first.

Real people and real work beat stock photos. We produce the rest with AI and ship fresh creative every week, before the old ads wear out.

  • Local Services Ads first

    The Google Guaranteed unit sits above the text ads and bills per lead. It needs license and insurance checks and its own budget, and for many trades it is the cheapest booked job in the account.

  • One ad group per problem

    No heat, no hot water, drain backup and system replacement are four different jobs with four different pages. One generic page pays for all four clicks and converts one.

  • Call assets while someone can answer

    Most of this demand wants a phone call, not a form. Make calling the obvious action during the hours you can pick up, and lean on the text-back the rest of the time.

  • Real crews and real trucks

    A photo of your actual van in a recognizable neighborhood outperforms a stock technician. For Performance Max it is also the asset library you already own.

Before you launch

Rules we build around

  • Local Services Ads and search are two channels, not one. LSAs bill per lead with a dispute window and need verification before they run. Give each its own budget and its own scorecard or the better one will hide inside the worse one.
  • Broad match will buy you how to fix a leaking tap and HVAC technician jobs. Negative keyword lists are weekly maintenance, not a launch task.
  • Bid by hour and by day. An emergency search at 9 PM is worth more than the same words at 11 AM, and only if somebody answers it.
  • Keep the service area honest. Bidding on towns you will not drive to buys calls you have to turn down, and those still cost full price.

Calls and texts only go to people who opted in on your form. How consent works.

Platforms

Where it runs, and where it connects.

The Google Ads placements we use for home services, where your leads come from, and the tools the agent writes back to.

Where your ads show

Search first, then Maps, YouTube and Gmail where there's a clear reason.

  • Google logoGoogle
  • Google Maps logoGoogle Maps
  • YouTube logoYouTube
  • Gmail logoGmail
  • Google Ads logoGoogle Ads

Where your leads come from

  • Google logoGoogle
  • Angi logoAngi
  • HomeAdvisor logoHomeAdvisor
  • Thumbtack logoThumbtack
  • Yelp logoYelp
  • Nextdoor logoNextdoor
  • Facebook logoFacebook

Tools we connect to

Typical systems in your space. Most others connect through an API.

  • ServiceTitan logoServiceTitan
  • Housecall Pro logoHousecall Pro
  • Jobber logoJobber
  • FieldEdge logoFieldEdge
  • GoHighLevel logoGoHighLevel
  • Google logoGoogle LSA
  • CallRail logoCallRail
  • Angi logoAngi leads
  • Google Calendar logoGoogle Calendar
  • Slack logoSlack

What we report on

What your Google Ads report shows.

Booked appointments first, then the numbers that explain them.

01
Impression share on money searches
How often you show up for the searches that turn into jobs. Low share means you're losing buyers to competitors.
02
Search terms blocked
The irrelevant searches we exclude every week, so budget only goes to people who can buy.
03
Call answer rate
Paid calls answered by your team or the voice agent. A missed paid call is wasted spend.
04
Cost per call and form
Spend per conversion, split by campaign and search.
05
Cost per booked call
The number every bid and budget change is judged against.
06
Revenue per ad dollar
Closed jobs imported back from your CRM against spend.

Client results

Hear it from our clients.

Executive Stride clients on camera and in their own words.

All client results
clients served
400+
clients served
in client results
$10M+
in client results
industries
20+
industries
average rating
4.8
average rating
$220K profit in 2 monthsFranky Shaw, FutrGroupClient
10+ calls a week for 6 monthsJacob Snitman, Burke FinancialClient
37 calls, 13 clients in 3 weeksKas Ghorb, Content RocketClient
15 calls, 3 deals in 2 weeksBharat, Bison MarketersClient
They've consistently been able to help me achieve at least 10 booked appointments on my calendar for both of my businesses separately every week for the last six months.
Jacob SnitmanBurke Financial
I don't usually do testimonials for people but we've been able to generate a tremendous amount of additional monthly income with Executive Stride. Their team is super supportive and basically hand you results on a silver platter.
Franky ShawFutrGroup
I can personally attribute over $20k/mo of additional monthly income to Josh and the team at Executive Stride with their LinkedIn strategies alone. If you're not working with them I don't know what you're doing.
Stephen GomesRealtor Media Leads
Getting leads is fantastic, we have a small team and actually had too much coming in and I had to reel it back a little bit, which is a good problem to have.
Jacob SherrardElvt Marketing Solutions
Since working with Josh and his team at Executive Stride for three weeks, we have been able to book 35 qualified leads and closed 11 leads by using their LinkedIn system
Harshal DewanganDewa Direction
Josh and his team basically helped me generate over 37 booked appointments and 13 new clients, which is mind-blowing!
Kas GhorbContent Rocket

FAQ

Google Ads for Home Services: questions, answered.

Anything else, ask us on the call.

Are Google Ads worth it for home services?
Yes, as long as calls get answered. The intent is the highest of any channel because the homeowner went looking. That also makes the clicks the most expensive, so an account where a quarter of the calls ring out is losing money no amount of bid tuning will recover.
Local Services Ads or Google Ads?
Both, for different work. LSAs sit above the text ads, bill per lead and suit steady repair demand. Search gives you control over the query and the landing page, which is what replacements and financing offers need. Run them side by side and track them separately.
How much should a home services company spend on Google Ads?
Enough to compete in the hours that matter in your service area, which depends on your trade and your market. We set a starting budget on the strategy call from your average job value and close rate, then scale only once the cost per booked job holds up.
What happens to calls that come in after hours?
A voice agent answers in under 2 seconds, triages against your emergency rules, routes genuine emergencies to your on-call tech and books everything else into the first open slot. The alternative is voicemail, and the homeowner calls the next company on the page.
Why is my cost per lead so high?
Usually three things: broad match buying research and jobs searches, one landing page serving four different problems, and missed calls. The first two are account work. The third is why we put an agent on the phones at the same time.

Turn ad clicks into booked appointments.

Book a call and we'll show you the offer, creative and follow-up we'd run for your home services company.

Book a Stride Scaling Call