01
Pure intent
People searching are already looking for a contractor. You're interrupting a buying decision — not inventing one.
Brandon Nickles
Search Ads & WordPress
Google Search Ads
Put your business at the top of Google when homeowners are ready to hire
I build and manage Google Search campaigns for home service companies — so when someone in your area searches for the job you do, you're the business they call.
Book a Search Ads strategy call- Built for home service owners
- Clear reporting, no jargon fog
- Optimized for booked jobs — not vanity clicks
Homeowners are already hunting for you
Search intent is different from scrolling a feed. When someone types a service + their city into Google, they've got a problem to solve — planned projects and urgent ones alike. I make sure your business shows up with the right offer at that exact moment.
Example searches look like this (any trade, any town):
"near me" service open now
best [job] company in [city]
[service] estimate / free quote
emergency [repair] same day
licensed [trade] for [project]
What home services Search Ads look like in the real world
Benchmarks from LocaliQ / WordStream across 3,211 campaigns (Apr 2024–Mar 2025). Useful as a compass — your market and offer will set the exact numbers.
6.37%
Avg. CTR
7.33%
Avg. CVR
$7.85
Avg. CPC
$90.92
Avg. CPL
Cost per lead rose for 69% of home services advertisers year over year — about ~10.5% on average. That's why waste-cutting and conversion tracking matter more than ever.
Why Search Ads work for home services
Five reasons I lean on Search when owners need predictable, hire-ready demand.
02
Local by design
Geo-target the towns and ZIP codes you actually serve. Stop paying for clicks you'll never drive to.
03
Message control
You choose the headlines, offers, and extensions — so your brand, warranties, and response time show up clearly.
04
Full demand cycle
Capture planned projects and urgent jobs. Emergencies are one angle — not the only hook.
05
Tracking & math
Calls, forms, and booked jobs get measured. We manage the cost per lead and close rate — no guessing games.
Who this is for
If you run a home service company and want more of the right calls — welcome. I work with owners across the trades: residential and light commercial, one-truck shops and multi-crew teams.
You don't need a huge ad budget to start. You do need a service area you can cover, a way to answer the phone (or capture the lead), and a willingness to treat ads like a system — not a slot machine.
Any home service trade
Local service areas
Owner-operators & growing teams
Planned + urgent demand
Ready to track leads properly
How I work
A clear process from first call to ongoing optimization — so you always know what's happening with your budget.
1
Strategize
I map your services, service area, margins, and how leads become booked jobs today.
2
Account & tracking setup
Clean campaign structure, conversion tracking for calls and forms, and geo settings that match how you dispatch.
3
Launch with intent keywords
Ads and keywords aimed at hire-ready searches — plus negatives so you don't bleed spend on tire-kickers.
4
Weekly optimization
Search terms, bids, ads, and landing paths get reviewed. Winners scale; losers get cut.
5
Reporting you can act on
Plain-English updates: spend, leads, cost per lead, and what we're changing next.
Search Ads aren't expensive. Bad Search Ads are.
Paying for the wrong clicks, the wrong towns, or ads that don't convert will always feel "too expensive." Paying for leads that turn into booked work is just the cost of growing.
Frequently asked questions
Straight answers before we hop on a call.
How do Search Ads compare to referrals?
Referrals are gold — keep earning them. Search Ads fill the gaps when word-of-mouth is quiet, when you expand into a new ZIP, or when a competitor is already showing up for the searches your customers type. Most healthy shops run both: reputation for trust, Search for consistent volume.
How is working with you different from an agency?
You work with me — not a rotating junior media buyer. I specialize in home services, keep accounts lean, and report in plain English. No bloated retainers for work you don't need, and no "set it and forget it" accounts hiding behind a dashboard you never open.
Who is this for?
Any home service company that wants more hire-ready leads in a defined service area. Solo operators and growing multi-crew teams both fit — as long as you can answer the phone (or route leads) and you're serious about tracking results.
What's a typical cost per lead?
Industry benchmarks put average CPL around ~$91 for home services Search (LocaliQ / WordStream, 2024–2025). Your number will vary by trade competitiveness, season, offer, and how well the landing page converts. We'll set expectations against your ticket size and close rate — not a one-size promise.
How fast can I expect leads?
Once tracking is live and campaigns launch, many accounts see inquiries within the first days to couple of weeks — depending on budget, competition, and season. Early leads teach us what to cut and what to scale; the first month is as much about learning as volume.
Is this set-and-forget?
No. Search changes weekly — new queries, competitor ads, seasonality. Ongoing optimization (search terms, negatives, bids, creative, landing paths) is how you keep CPL sane. If someone sells you "set it once," they're selling waste.
What do I need to get started?
A Google Ads account (or willingness to create one), a website or landing page that can take calls/forms, a defined service area, and a monthly ad budget you're comfortable testing with. Access for conversion tracking helps a lot — I'll walk you through it.
What if my website is outdated?
Honesty first: a slow or confusing site will burn ad spend. We can still launch with a focused landing page or a quick conversion pass while bigger site work happens. I'd rather tell you that up front than pretend clicks will fix a broken path to the phone.
Are Search Ads only for emergencies?
No. Emergencies are one high-intent angle — and they matter — but Search also catches planned projects, seasonal work, replacements, and "looking for a quote" demand. We build for the full cycle of how homeowners hire, not just the 2 a.m. panic call.
Is There Any Time Commitment To Working With You?
Yes — I ask for a 4-month commitment. Month one is setup: accounts, tracking, keywords, ads, and landing pages so we’re not guessing with real spend. Then we run a solid 3 months of live campaigns. That’s usually when the data gets clean enough to know what’s working and start scaling with confidence. Search Ads aren’t a one-week experiment — this window is how we get past the noise and into real results.
Don't Let The Next “Near Me” Search Skip Your Business.
We'll pressure-test your keywords, towns, and budget so the right searchers actually land in your inbox.
Book a Search Ads strategy call