HVAC, plumbing, electrical and roofing are among the most expensive keyword markets in Google Ads. At those click prices, structural mistakes are not small inefficiencies. They are the difference between a profitable channel and a very expensive one.
What a click costs in home services right now. Median Google Ads cost per click in the United States, from the October 2026 edition of the Paid Media Cost Index, a Diwizi dataset pulled on October 15, 2026 with the date the source last refreshed each figure.
| Search | Cost per click | Source refresh |
|---|---|---|
| garage door repair | $51.21 | Sep 16 |
| pest control near me | $32.48 | Sep 13 |
| roof replacement | $30.63 | Sep 17 |
| house cleaning services | $11.67 | Sep 14 |
Home Services median, $27.09 across 6 keywords. Free to reuse with credit to the Cost Index.
When a click costs $60, every one of these compounds.
A burst pipe at 2am and someone researching a system replacement in March are different buyers, different bids and different landing pages. Merged, the urgent jobs subsidise the browsing.
Demand swings hard with weather. Accounts that run a flat budget year round overspend in the slow months and run out of budget exactly when the phone should be ringing.
Most conversions in this industry are phone calls. Without call tracking tied to keyword and, ideally, call outcome, you are optimising on a fraction of the truth.
Bidding across a whole metro when crews cover half of it means paying premium CPCs for jobs you will decline or lose money driving to.
This is the vertical where I have the most directly comparable public result.
Before anything gets scaled, the data has to be right. GA4 and Google Tag Manager audited and rebuilt where needed, conversion actions deduplicated, Meta CAPI or server-side tagging where it applies, and offline conversion import so the platform optimises toward revenue instead of form fills.
Not just that a call happened, but which search produced it and whether it turned into a booked job. That is what lets bidding chase revenue rather than ringing phones.
Distinct campaigns, bids, ad copy and landing pages for urgent work versus considered purchases, with scheduling and budget pacing built around your season.
Paid traffic dies on a bad page. I build and iterate the landing pages the campaigns point to, so the conversion path is one system instead of two vendors blaming each other. Fixed scope, tied to the campaigns, not open-ended web design.
A Looker Studio dashboard tied to your real conversion data, plus a written read on what changed and why. No 40-tab spreadsheet, no vanity metrics, no 'impressions are up' as a headline.
Local Services Ads usually belong in the mix here too, measured separately from standard search so you can see which one actually produces booked jobs.
Google Ads and Performance Max in one of the most competitive local markets in the US, with expensive clicks, ZIP code choices and seasonal demand. The performance data is confidential by contract, so the case covers the work and the lessons, not the numbers. Read the case.
Cumulative account history since 2020: 5,707 clicks and R$ 63.61 per conversion. Conversions are contact actions recorded by Google Ads, not sales. I also created the brand identity and built the site. Read the case.
I go through the account, the tracking and the conversion path and tell you what is actually broken. You get the findings whether or not we work together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy, audiences and landing pages built around how your buyers actually search.
Weekly optimisation against the metric that matters to your business, with a monthly written read on what moved and what is next.
Each trade has its own economics and its own seasonality. These go deeper than this page can.
Long-form writing on this topic from the blog.
Home service companies with dispatch and phones covered during the day.
Not a fit: Businesses that cannot track which calls turned into work.
For emergency and near me terms, yes. The October 2026 paid media cost index measured emergency plumber at $76.38, air conditioning repair at $46.46 and plumber near me at $39.28 across the US. That is real, and it is why account structure matters so much here: the gain comes from cutting waste, not from finding cheaper clicks.
Not instead. Alongside, and measured separately. LSAs are pay-per-lead and sit at the very top of results. Standard search gives you control LSAs do not. Most established contractors benefit from both.
Budget gets paced down and shifted toward planned-purchase and maintenance-plan messaging rather than emergency terms. Running the same campaigns year round is one of the more expensive mistakes in this vertical.
Yes. A fixed-scope audit that tells you whether the account is well run, in plain language. Some clients keep their agency afterwards and just use the findings.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
Rather book a time directly? Schedule a call.