PPC (Pay-Per-Click)
Advertising model where you pay each time someone clicks your ad.
Pay-Per-Click (PPC) is the dominant pricing model for online advertising. Google Ads, Microsoft Ads, Facebook Ads, and most ad platforms operate on PPC. Advertisers bid for ad placement and pay only when users click. For home service contractors, PPC competition can be intense — roofing keywords in Kansas City regularly cost $20-60 per click during storm cycles.
PPC is the fastest way to generate qualified contractor leads — and one of the fastest ways to burn money if poorly managed.
A KC contractor running Google Ads might pay $35 per click on 'roof replacement Kansas City' but only $8 per click on 'fall gutter cleaning Olathe.'
Local Services Ads (LSA / Google Guaranteed)
Google's pay-per-lead advertising program for service businesses that appear above Map Pack and Search Ads.
Cost Per Lead (CPL)
The total marketing cost required to produce one qualified lead.
Cost Per Acquisition (CPA)
The total marketing cost required to produce one paying customer (closed job, not just a lead).
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