Google Ads
Buy the searches that turn into jobs
and stop buying the rest.
Paid search is the fastest way to put your phone number in front of someone who needs the work done this week. It's also the fastest way to spend four thousand dollars on tire-kickers. The difference is structure, negatives and honest measurement.
Google Ads scorecard
Live- Qualified leads / mo — Springfield-area remodeler~18 → ~62
- Qualified leads / mo — NW Indiana roofer~6.5 → ~33
- “Stucco remediation” rank — Delaware Co.21 → #1
Documented client case studies; qualified leads and rankings, not closed revenue. See /results for dates and measurement notes.
Here's the problem
Why most home-service ad accounts underperform
We audit a lot of accounts. The same five problems show up in almost all of them.
One campaign, every service
Emergency repair and full replacement need different budgets, bids and pages. Merged, they average into mediocrity.
No negative keyword work
You're paying for "jobs," "salary," "DIY," "free" and the name of every competitor's warranty page.
Ads point at the homepage
Intent gets dumped onto a generic page and the visitor has to hunt for the thing they searched for.
Conversions aren't tracked properly
Form views counted as leads, calls untracked, no offline import — so Google optimizes toward noise.
Who this is for
Built for crews, not for marketing departments
We work with owner-operated home-service companies — the ones where the person approving the budget also runs the schedule. Google Ads only matters if it puts booked work on the board.
- One senior strategist, no account-manager telephone game
- Plain-English reporting tied to booked jobs
- Everything we build stays in your accounts
- Month-to-month after the build phase
What's included
What management includes
Your Google Ads account, your billing, your data. We work in it and you keep it.
Build
- Campaign structure by service line and margin
- Keyword research around buying intent
- Aggressive negative keyword lists from day one
- Geo targeting by ZIP and radius, not just city
- Ad copy tested against your real offers
- Conversion-focused landing pages per service
Manage
- Weekly search term review and pruning
- Bid and budget shifts by day, device and area
- Call tracking with recorded calls reviewed for quality
- Conversion tracking and offline conversion imports
- Seasonal and weather-driven budget adjustments
- Reporting on cost per booked job, not clicks
How it works
How we run paid search
Start narrow, prove profitability, then expand. Not the other way around.
- 01
Audit
Current account, tracking accuracy and where budget actually went last quarter.
- 02
Narrow build
The two or three services with the best margin and the clearest intent.
- 03
Land
Dedicated pages built to convert that specific search, with proof and a clear next step.
- 04
Measure
Calls, forms and booked jobs tied back to campaign, keyword and landing page.
- 05
Prune
Search terms reviewed weekly. Waste gets negated before it compounds.
- 06
Expand
Only after cost per booked job is healthy do we add services or territory.
The point of all of it
A phone that rings with the jobs you actually want
Rankings, impressions and clicks are means to an end. We optimize toward booked estimates and closed revenue — and we tell you when a channel isn't earning its keep.
Straight talk
What paid search can and can't do
Ads amplify what you already have. They don't fix a broken sales process.
Budget floors are real
Below a certain daily spend there isn't enough data to optimize. We'll tell you the floor.
It stops when you stop
Paid demand is rented. Pair it with SEO if you want a durable lead source.
Answer rate decides ROI
Two rings and a voicemail wastes the click you just paid for.
Give it 60-90 days
Learning, negatives and landing page iteration need a full cycle before judgment.
★★★★★ via Google
“Constructo got us ranking where it counts and the phone shows it. They actually explain what they're doing instead of hiding behind reports.”
Lou Farese — Home-service owner
In their words
Hear it from the contractors we work with
Ryan Stone
Aslan Design and Build
Nikki
Gormley Construction
Lou Farese
Captivate Painting and Remodeling
FAQ
Questions we get asked a lot
It depends on your ticket size and market competition, but a useful frame is: enough to generate at least 20-30 leads a month in the service you're targeting. Below that, you can't tell signal from noise. We size it against your close rate and average job value on the first call.
Ready to build a marketing system that actually makes sense?
Book a strategy call. We'll look at your market, your current marketing and where the next job is most likely to come from.