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LSA vs Search — the honest tradeoffs
Local Services Ads (LSA) pays per lead and shows above Search. Cheaper per lead but volume is capped by your rating and response time. Search Ads scale higher and give you full control of the landing page. Best practice: run LSA to cap, then add Search for overflow.
The 5 mistakes that kill service-business ad accounts
- Sending traffic to the homepage instead of a landing page.
- No negative keywords ('free,' 'jobs,' 'DIY,' competitor names).
- Broad-match keywords with no budget cap.
- No call tracking, so lead source is invisible.
- Dayparting off — running ads at 2am when no one answers the phone.
Resources in Google Ads for Service Businesses
Every guide, podcast episode, checklist, and Q&A tagged to this topic — pick the format you learn best from.
Solution Guides(19)
Google Ads for Service Businesses: How to Stop Wasting Money
Most service businesses waste 40-60% of their Google Ads budget. Learn the campaign structure, keyword strategy, and landing page tactics that actually generate leads.
10 min read
Google Ads for HVAC Companies: Stop Wasting Your Budget
The campaign structure, seasonal bidding, and conversion tracking that turn Google Ads into a profitable HVAC lead engine — instead of a monthly money pit.
10 min read
Google Ads for Garage Door Companies: Stop Wasting Spend
The campaign structure, keyword strategy, and bidding tactics that turn Google Ads into a profitable garage door lead engine instead of a money pit.
10 min read
Google Ads for Plumbers: Stop Wasting Your Budget
The campaign structure, keyword strategy, and conversion tracking that turn Google Ads into a profitable plumbing lead engine instead of a money pit.
10 min read
Roofing Marketing: Build a Year-Round Lead Pipeline
Stop chasing storms. The complete marketing playbook for roofing companies — local SEO, Google Ads, estimate follow-up, and year-round lead generation.
10 min read
Pest Control Marketing: The Complete Owner's Guide
The complete marketing playbook for pest control companies — local SEO, Google Ads, email, reviews, and referrals built into one system.
10 min read
Templates & Checklists(16)
HVAC Marketing Checklist
The complete hvac marketing checklist: GBP, service pages, ads, reviews, tracking. 48 audit items. Free PDF download.
48-item PDF
Plumbing Marketing Checklist
The complete plumbing marketing checklist: GBP, service pages, ads, reviews, tracking. 48 audit items. Free PDF download.
48-item PDF
Roofing Marketing Checklist
The complete roofing marketing checklist: GBP, service pages, ads, reviews, tracking. 48 audit items. Free PDF download.
48-item PDF
Electrical Marketing Checklist
The complete electrical marketing checklist: GBP, service pages, ads, reviews, tracking. 48 audit items. Free PDF download.
48-item PDF
Garage Door Marketing Checklist
The complete garage door marketing checklist: GBP, service pages, ads, reviews, tracking. 48 audit items. Free PDF download.
48-item PDF
Landscaping Marketing Checklist
The complete landscaping marketing checklist: GBP, service pages, ads, reviews, tracking. 48 audit items. Free PDF download.
48-item PDF
Videos(1)
Q&A(5)
How much should an HVAC company spend on marketing?
Established HVAC companies spend 5–8% of revenue on marketing to maintain, 10–15% to grow. A $2M HVAC business in growth mode should budget $16k–$25k per month across Google Ads, LSA, SEO, and email. Startups typically over-invest at 15–20% for the first two years.
Q&A
What is a good cost per lead for home services?
Cost per lead ranges $25–$250 depending on trade and channel. HVAC and plumbing service calls: $40–$120. Roofing and remodeling estimates: $75–$250. Cleaning and lawn care: $25–$60. If your CPL is more than 3x these benchmarks, audit the offer and landing page before the traffic source.
Q&A
Do I need Google Ads if I have good SEO?
Usually yes. Even businesses ranked #1 organically capture only 30–45% of clicks; paid ads capture another 15–25% of clicks that would otherwise go to competitors. The exceptions: when your capacity is already booked out, or when CPCs in your market exceed your break-even.
Q&A
What are Local Service Ads and are they worth it?
Local Service Ads are Google's pay-per-lead placement that sits above the map pack for service searches. They cost $15–$80 per lead depending on trade and market, and typically outperform Google Ads for HVAC, plumbing, electrical, and garage-door companies where searches are urgent and local.
Q&A
How Do I Lower My Google Ads Cost Per Click?
Lower CPC by adding negative keywords, tightening match types to phrase/exact, and improving landing-page relevance. A landing page that matches the keyword can cut CPC 30–50% through Quality Score alone.
Q&A
Frequently Asked Questions
How much should I budget for Google Ads?
Minimum $1,500/mo to see meaningful data in most metros. Below that, you get too few clicks to optimize. Ideal starting budget: 60 clicks/week at your average CPC.
Do I need to hire an agency to run ads?
For under $3k/mo spend, learn it yourself — the tools are usable and agency fees eat the budget. Above $5k/mo, a specialist typically returns 2–3x their fee in efficiency.
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About the Author
Chris Heidlebaugh
Chris Heidlebaugh is a former construction worker turned Digital Marketing Coach with 25+ years of experience helping home service businesses — contractors, roofers, plumbers, HVAC, electricians, landscapers, and remodelers — build in-house marketing systems they actually own. He spent 18+ years on the job site while building a web and marketing company on the side, so he speaks both languages. He's also a former college professor who has taught 20,000+ students, the author of Digital Marketing for DIYers, host of the Digital Marketing Coach Podcast, and creator of the Insourced Marketing Blueprint.