TRADE 01
Plumbing
Emergency clicks up front, repipes and water heaters behind them — urgency-tiered campaigns that bid each intent level to its own economics.
Data-driven PPC engineered for ROI, not vanity metrics, run by a Google Premier Partner team.
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If you run a plumbing, HVAC, roofing, electrical, or any other service company, you don't need an agency that "also does contractors." You need one that knows what an emergency click costs, what a booked job is worth, and how to tell the difference. This page gives you the 7-point checklist to grade any agency by — then shows exactly how we score on every line.
Before you sign with anyone — us included — run them through this list. Each item is non-negotiable for a local service business, and each comes with the red flag that tells you an agency can't deliver it.
What it is: the agency runs the trades every day — it knows emergency intent vs. project intent, storm-season spikes, service radii, and why a $45 roofing click is not a $25 landscaping click. Your account should be built by someone who can talk booked jobs, not just click-through rates.
What it is: Local Services Ads (the Google Guaranteed listings at the very top), classic Search campaigns, and Performance Max — planned together so they cover the whole results page instead of bidding against each other. Each channel has a job; one team should coordinate all three.
What it is: reports that end at the only number that pays your techs — what a booked job cost. Impressions, clicks, and even raw leads are waypoints. A real service-business agency reports cost per lead, booking rate, and cost per booked job, and ties it to your ticket values.
What it is: most service-business leads are phone calls, not forms. Every campaign needs tracked numbers, call recording, and keyword-level attribution so you know exactly which search produced which call — and the algorithm learns from real conversions, not guesses.
What it is: the weekly work of blocking the searches that burn budget — "jobs," "salary," "DIY," "free," "how to," the city you don't serve. In the trades, negative keyword sculpting is where 10–20% of wasted spend gets recovered. It should be a standing weekly task, not a quarterly cleanup.
What it is: you can leave any month with 30 days' notice. Google Ads accounts show their trajectory within 60–90 days; an agency confident in its numbers doesn't need to lock you in for a year.
What it is: the Google Ads account is opened in your name, on your billing, with your full admin access. All the conversion history, quality scores, and learning the account accumulates is an asset — your asset. If the relationship ends, everything stays with you.
Every item on the checklist, answered with our actual operating facts — the same ones we'd put on the strategy call. Our full Google Ads management practice page covers the mechanics in depth.
Each trade below has its own dedicated hub — economics, keywords, and strategy drawn for that trade specifically. Pick yours, or see the full home services marketing practice.
Emergency clicks up front, repipes and water heaters behind them — urgency-tiered campaigns that bid each intent level to its own economics.
The most seasonal auction in the trades — AC emergencies, replacements, and maintenance plans budgeted against the weather calendar.
Panel upgrades, EV chargers, and 24-hour calls — high-ticket project keywords separated from same-day emergency intent.
The heavyweight CPCs in home services, with storm-season spikes that multiply search volume overnight — accounts pre-built to scale.
Recurring contracts and seasonal surges — campaigns engineered around lifetime value, not just the first treatment.
Recurring lawn contracts on one side, big hardscape tickets on the other — two campaign structures, one account.
Snapped springs and off-track doors — pure same-day intent where call tracking and fast answering decide who wins the job.
The full home services marketing practice — Google Ads, LSA, SEO, and lead tracking for 21 trades, engineered around cost per booked job.
The core service page — how we build, manage, and report on Google Ads campaigns for local businesses nationwide.
These are industry benchmark ranges from our own research across the trades — your metro, trade, and keyword mix set your exact costs. Run your trade's numbers in our keyword cost by industry research before you budget.
Industry benchmark ranges from Media Spearhead keyword research — illustrative, not a promise of results. Real numbers vary by trade, metro, budget, season, and how fast your team answers the phone. See per-trade detail in our keyword cost by industry data.
Tracking comes first — before a dollar of ad spend. If an agency proposes launching ads before conversion tracking is proven, that's the whole checklist failing at once.
A free strategy call and account audit: your trade, your metro, your ticket values, and what a booked job costs you today. If you have an existing account, we pull the search-terms report and show you exactly where the budget is leaking.
Keyword map, negative lists, call tracking, landing pages, and the budget math — then campaigns go live within 7 days of kickoff, in an account you own, with tracking verified before launch.
Weekly search-term reviews, negative sculpting, bid and budget tuning, and call-recording review. Job values flow back into the account so Google's algorithm optimizes to your best tickets — not your cheapest clicks.
Once cost per booked job holds at target, we scale spend into your peak season, add LSA and Performance Max coverage, and expand into adjacent services and service-area cities — sized to the crews you can actually field.
A free 30-minute strategy call: your trade, your metro, your numbers — and a straight answer on what a booked job should cost you on Google Ads. Bring the checklist. We wrote it.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.