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Google Ads for contractors, in plain English

PPC means pay-per-click: you pay Google each time someone clicks your ad. Done right, it brings calls this week. Done wrong, it burns money fast. This guide shows the difference.

Start with the basics See our Google Ads service

The basics

How Google Ads work for a contractor

Four things decide whether your ads bring jobs or just clicks.

1

Set a budget you can test with

Start with an amount you’re comfortable spending for a month or two while you learn which searches bring calls.

Read: How Much Should You Spend on Google Ads Each Month?
2

Bid on searches that mean a job

Target searches like “emergency plumber near me”, not “how to fix a leaky faucet”. Add negative keywords so you don’t pay for clicks that will never call.

Read: Google Ads for Local Contractors: A Practical Guide to Getting Started
3

Send clicks to a page for that service

Not your homepage. A page about that one service, with your phone number and a short form near the top.

Read: Landing Page Optimization: A Practical Playbook for Local Contractors
4

Track calls and forms

If you can’t see which ads bring calls, you can’t tell good spend from waste. Set up tracking before you raise your budget.

Read: Install Google Tag Manager and Boost Your Site’s Lead-to-Job Results

Start here

Our best Google Ads articles

If you only read a few, read these.

Google AdsGoogle Ads for Local Contractors: A Practical Guide to Getting StartedRead article Google AdsHow Much Should You Spend on Google Ads Each Month?Read article Google Ads9 Tips to Stretch Your Google Ads Budget for Local ContractorsRead article Google AdsHow Much Does PPC Management Cost for Contractors?Read article Google AdsHow Contractors Can Select the Best PPC Management AgenciesRead article Google AdsUnlock Your Google Ads’ Hidden Potential: 4 Metrics You Need to KnowRead article
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Common questions

Google Ads questions contractors ask

Short, plain answers.

How much should a contractor spend on Google Ads?

It depends on your trade, your area and how many jobs you can take on. Start with a test budget you’re comfortable with for a month or two, track which clicks turn into calls, then put more into what works.

Is ad spend included in your prices?

No. Ad spend is always separate from our management price. You pay Google directly for the clicks.

What are Local Services Ads?

They’re Google ads that show at the top of many home service searches, with a Google badge. You pay per lead instead of per click. Many contractors run them alongside regular search ads.

Should I run Google Ads or do SEO?

Ads bring calls quickly but stop when you stop paying. SEO is slower but keeps working. Many contractors run ads while SEO builds, then rely more on SEO over time.

More free guides

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Other plain-English guides for contractors.

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