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Home services PPC & SEO

Marketing where the phone is the conversion.

Paid search and local SEO for HVAC, plumbing, roofing and other home services, built around emergency versus planned demand and the phone as the conversion.

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HVAC, plumbing, roofing, electrical, pest control, restoration and cleaning share one thing: the lead is a phone call, usually from a phone, often in a hurry. We build home service accounts around that. Emergency intent and planned intent are separated, the landing page has a call button at every scroll depth, the call is tracked to the keyword and, where you use one, to the booking in your field software. Local Services Ads run alongside Search because in these categories they deliver the cheapest leads in the account.

How we structure a home services account

  • Emergency vs planned. "No AC" at 9pm and "AC maintenance plan" on a Sunday are different campaigns with different bids, hours and pages.
  • Service lines separated. Repair, replacement, install, maintenance each own a campaign, so an $8,000 system replacement isn't sharing budget with a $99 tune-up.
  • Seasonal pacing. Budgets and bids move with the season by market; a Tampa HVAC account in July doesn't look like the same account in January.
  • Local Services Ads with a review process that keeps ranking up and lead feedback that keeps Google's automated credits honest. LSA.
  • Call tracking to booking, integrated with ServiceTitan, Housecall Pro, Jobber or your CRM, so bidding learns from booked jobs, not calls. Call tracking.
  • Landing pages per service with sticky call, license and insurance shown, real trucks and real techs. Landing pages.
  • Multi-market and franchise structure for companies with several service areas or franchise locations. Franchise marketing.

Reviews & the map pack

Home services live in the map pack and in LSA, and both run on reviews. Our review process asks every customer for a Google review at the right moment and makes leaving one easy, and it gets complaints to you fast so they are handled. Local SEO.

Experience

Home services have been a core part of our client base for over a decade, from single-truck operations to multi-market companies.

What it costs

Most home service clients spend $3,000 to $40,000 a month. Onboarding fee plus a tiered percentage of spend, 15 percent on the first $25,000 and less above it, LSA included for the first 90 days. Pricing.

Frequently asked questions

Should I run LSA or Google Ads?
Both. LSA is usually the cheaper lead; Search is the volume. See the full answer on the LSA page.
How do you handle after-hours calls?
Ads schedule to when someone can answer, or route to an answering service that books. An ad that runs to voicemail is money burned.
Can you pause during a slow season?
Yes, month to month. Most clients reduce rather than pause, because the account's learning resets if it goes dark.

Find out what your account is leaving on the table.

A senior strategist audits your Google or Microsoft Ads account and sends you the findings in writing, with a 90-day roadmap. Free, and yours to keep whether or not you hire us.

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