Google Ads for home services contractors and what a booked job costs

Google Ads for home services typically run $5 to $30 per click and $40 to $150 per lead, varying by trade and market. Emergency and high-value trades like HVAC and water restoration sit at the higher end; routine handyman and smaller repair keywords are cheaper. Monthly budgets commonly start at $1,500 to $5,000 for a single-market contractor and scale from there.

What makes the math work is job value. A $120 lead is expensive next to an $80 service call but cheap next to a $12,000 HVAC install. Size your budget against the jobs you actually want with the advertising budget calculator, and check the return with the ROAS calculator.

Costs vary a lot by trade, so it is worth reading the numbers for your own. We break them down for Google Ads for HVAC, Google Ads for plumbers, Google Ads for electricians, roofers, pest control companies, landscaping companies, and solar installers. Landscaping and pest control clicks near $3.65 to $7.85 sit at the affordable end, while roofing above $10 and storm-restoration terms above $50 sit at the top.

Local Services Ads (LSAs) are Google's pay-per-lead format that puts Google Guaranteed contractors at the very top of search results, above the regular text ads. You pay per lead rather than per click, and the Google Guaranteed badge builds trust with homeowners. For many trades LSAs and Search ads work best together, LSAs for the top-of-page trust spot and Search for coverage and control.

Local Services Ads and Search ads are bought and managed separately inside Google, so plan the budget for both and track which one actually books jobs. Google Ads campaigns are not available for new orders right now. What AdBot takes new orders for is Meta ads on Facebook and Instagram. For more on running Google Ads accounts, see our automated Google Ads management page.

You stop wasting money by blocking the searches that never become jobs, tightening location targeting to your real service area, and tracking calls so you optimize toward booked work instead of raw clicks. If you operate more than one branch or a franchised territory, multi location PPC adds the overlap problem on top of all of this. The biggest leaks are broad match without negatives, ads showing outside your service radius, and no call tracking, so you cannot tell which keywords actually ring the phone.

This is exactly the maintenance most contractors do not have time for, which is why accounts drift. Set a weekly slot to review the search terms report, add negatives, and move budget toward the trades and jobs that convert, or hand the job to someone who will. Firms comparing an agency against software can weigh both on our AI PPC software page.