Google Ads agency for contractors & home services
Someone needs you now.
Be the first call.
A homeowner with no heat, a leaking roof or a tripped breaker searches, calls the first business that looks right, and books. That's the most valuable search a contractor can buy and the easiest to waste: one campaign for every job, Google's default settings left on, and calls nobody tracks to a booked job. We run Google Ads for home service businesses around booked work, job type by job type.
Which jobs do you
want more of?
An emergency call-out, a replacement quote and a seasonal service visit come from different searches, at different hours, and are worth very different amounts. An account that treats them as one campaign pays emergency prices for maintenance searches and maintenance attention to emergencies. Start with the jobs that pay best and the hours you can answer.
Emergencies priced like emergencies
Separate campaigns and budgets for emergency work, replacement and installation jobs, and routine servicing, so a burst pipe at midnight isn't bid like a quote for next month. Search terms reviewed and negatives added every week, starting with DIY, jobs and parts searches.
Paid per lead, managed weekly
Where your trade qualifies, Local Services Ads charge per lead rather than per click. Google credits many low-quality leads automatically, but not for advertisers in the UK and the rest of EMEA, so we manage lead quality through service areas, categories and lead feedback every week.
Calls counted, then judged
Calls count only past a minimum length, and booked jobs are imported from your CRM or job system where it allows it, so Google learns from work, not from short calls and wrong numbers.
Your patch, not the whole metro
Location targeting set to people physically in the areas you serve, not merely interested in them, which is Google's default. Areas you won't drive to are excluded, and ad scheduling follows the hours someone can answer.
Your ads aren't broken.
Your setup is.
Most contractors we talk to say the same thing: Google brings calls, but too many are the wrong job, the wrong area or no job at all. That's rarely the trade and almost always the setup. Here's what's usually happening, and what a properly built home services account does instead.
What's draining your budget
- One campaign for every job, bidding the same for a repair and a full replacement
- Broad match and search partners left on, because they're Google's defaults
- Location set to 'presence or interest', so you pay for people outside your area
- No negative keywords, so you fund DIY, parts and job-seeker searches
- Every call counted as a conversion, however short
- Emergency ads running when nobody can answer the phone
- Local Services Ads left running with nobody reviewing the leads
- Reported on clicks and calls, never on booked jobs
What we install instead
- Campaigns split by job type and urgency, each with its own budget
- Match types and networks chosen on purpose, not left on defaults
- Location set to people physically in your service area
- Search terms reviewed and negatives added every week
- Calls counted only past a minimum length, with booked jobs imported where possible
- Ad scheduling matched to the hours someone can take the call
- Local Services Ads reviewed weekly, with areas and categories tightened when quality drops
- Reporting on cost per booked job, by job type
The founders we work with.
Here's what founders say after working with us - unfiltered.
NCMborz rebuilt our site, then unleashed focused Meta and Google ads that filled coaching calendars fast. Branding, traffic, engagement, revenue - every dot now connects and we speak to ideal students. They made bold decisions feel easy with calm, data-backed reasoning.
Our old site was clunky and our ads were bleeding cash. Their team stepped in, rebuilt everything, and suddenly shoppers could buy without any fuss. They explain the numbers in plain language and always lay out the next move. First agency that's truly felt like part of our crew.
They built our Shopify store from sketch to polish, and the ads keep bringing in people who actually appreciate the product. Fast, thoughtful, no guessing games. For a brand that sweats the small stuff, having a partner who gets that is a big deal.
Six systems.
One full build.
This is the build order for every home services Google account we take on, from a one-van operator to a business with several crews. Skip a step and the rest stops working.
Pricing, scoped to you.
No packages to pick from. A one-van plumber and a multi-crew HVAC company need different amounts of work, so we quote after the call, based on your job types, your area and what you spend on ads.
- Month-to-month · No setup fees · No long-term contracts
- Scoped to your job types, area and budget, not a fixed package
- You keep full ownership of your Google Ads account
ALL PRICES IN USD · MANAGEMENT FEE ONLY, EXCLUDING AD SPEND
NCMborz vs. the alternatives
You've got options. Here's how we compare with what most contractors try first.
Here's exactly what you get.
Here's what the first month looks like. Each stage ends with something in writing, and within a week you'll know which searches and settings have been costing you jobs.
Strategy call & access
Half an hour on the jobs you want more of, the towns you cover and what a typical job is worth to you. We ask for account access the same day.
Audit & rebuild plan
We go through the account line by line: location and network settings, the searches you've paid for, call tracking and any Local Services Ads. Nothing changes until you've seen the plan.
Launch & first calls
New campaigns go live job type by job type. We watch them daily, block bad searches as they appear, and place test calls to make sure every ring is counted.
Optimize to booked jobs
By the end of the month you'll see which job types and towns book, what each booked job cost, and where the next dollar should go.
What we have written on Google Ads for trades.
Google Ads Clicks Not Converting? Check These
Google Ads getting clicks but no conversions? Check tracking first, then search terms, networks, location, auto-applied changes and the landing page.
Read it →Google Ads Agency Pricing: Management Cost 2026
Google Ads agency pricing in 2026: what management costs a small business, market rates by provider, pricing models, packages and hidden costs.
Read it →Facebook Leads Not Answering the Phone?
Facebook leads that never pick up? Why it happens, the follow-up that fixes it, and the form and campaign settings that bring leads who answer.
Read it →Stop Fake & Unqualified Bookings From Google Ads
Fake and unqualified bookings from Google Ads come from junk networks, open calendars and form-fill bidding. How to fix all three, in order.
Read it →We get asked these every week.
Have you run Google Ads for contractors before?
Not as published work: none of our case studies is a contractor, and we won't put trades numbers on this page that we can't show you. Our published proof is two local booking businesses, written up in full. The method on this page, job-type campaigns, tight settings and tracked calls, is how we'd run your account, and you can judge it on the call.
What does a Google Ads lead cost for home services?
LocalIQ's 2026 search advertising benchmarks put the average for home and home improvement at $90.92 a lead and $8.33 a click, against $66.69 and $5.42 across all industries. Emergency searches usually cost more than routine ones, which is why each job type needs its own budget.
Should we use Local Services Ads?
If your trade qualifies, usually yes, alongside search. You set an average weekly budget and the most you'll pay per lead, and you pay for valid leads rather than clicks. It still needs weekly attention: Google credits many low-quality leads automatically, but not for advertisers in the UK and the rest of EMEA.
What happens to bad Local Services Ads leads?
Google says leads it judges invalid or low quality at first contact aren't charged, and charged leads are reassessed and may be credited automatically. You can report poor leads in the lead feedback survey. In the UK and the rest of EMEA there are no lead credits, so tightening service areas, categories and service types is the main lever.
Why are we getting calls from outside our area?
Almost always the location setting. Google's default includes people who are merely interested in a location, not just people in it. We switch to people physically in your service area and exclude the places you won't drive to.
We get calls but they're the wrong jobs. How do you fix that?
Three levers, in this order. Negative keywords stop you paying for DIY, parts and job searches. Splitting campaigns by job type stops a small repair being bid like a full replacement. And counting calls only past a minimum length stops wrong numbers looking like wins.
Google Ads or Facebook ads for a contractor?
Different jobs. Google catches people who need you now: emergencies, repairs and urgent replacements. Facebook and Instagram reach homeowners who are planning work they've put off. Many contractors run both, with Google for urgent work and Facebook for bigger planned jobs.
Our ads run at night but nobody answers. Is that a problem?
Yes, and an expensive one. A click from someone who can't reach you is wasted. We set ad scheduling around the hours you or your answering service can take the call, and keep night budgets only where someone picks up.
How much should a contractor spend on Google Ads?
Enough to compete for the jobs that pay best in your area. At LocalIQ's 2026 average of $90.92 a lead for home improvement, $2,000 a month buys about 22 leads. A busy metro or emergency-led business needs more; a single trade in a quieter area can start lower.
How quickly will we see calls?
Usually within days of launch, because people search when they need help. Reliable cost per booked job takes around 45 days, because you need enough calls to see which job types and searches are worth the money.
Who owns the Google Ads account?
You do. The account is in your business's name and billed to your card; we're given access to run it. If you ever move on, the campaigns, call history and conversion data stay where they are.
What happens on the strategy call?
Thirty minutes on screen together. We open your account, look at what you've been paying for and how calls are tracked, and tell you the three changes we'd make first. You'll get a rough price if it's a fit, and an honest no if it isn't.
Be the first call they make.
30 minutes. We'll look at your account, your service area and what happens to a call after it comes in, then tell you what we'd change and roughly what a booked job should cost you. Pick a time.