Profitable paid leads — not burned budgets.
Most contractor Google Ads accounts hemorrhage money on broad keywords, low-intent traffic, and untracked conversions. We build campaigns the way a service business owner would — laser-focused on the queries buyers type when they're ready to call.
Google Ads is the paid search platform where home service businesses bid on specific buyer-intent keywords like 'gutter installation Kansas City' to appear above organic results. For home service contractors, the three account types that matter are: Search (text ads on Google.com), Local Services Ads (Google Guaranteed pay-per-lead), and Performance Max (cross-network with strong local signal). We run all three, integrate conversion tracking with your CRM, and measure cost per qualified call — not cost per click.
Why most contractor Google Ads accounts lose money
- Broad match keywords that pull in non-buyer searches.
- No negative keyword list — paying for clicks from job seekers, students, and DIYers.
- Conversion tracking missing or broken — can't tell which keywords actually produce calls.
- Generic landing pages that don't match the ad copy.
- Bidding strategy on autopilot with no human review.
- No Local Services Ads (LSA) running in parallel — leaving Google Guaranteed leads on the table.
How we run Google Ads
- Tight keyword theme buckets (3-5 ad groups per service, exact + phrase match only).
- 300+ negative keywords mined from your search-term report and our home service library.
- Call tracking + form tracking wired to GA4, GTM, and your CRM — every lead source-attributed.
- Dedicated landing pages per ad group, with message-match copy and one clear CTA.
- Manual bidding for control until we have 30+ conversions, then Smart Bidding with guardrails.
- Local Services Ads (LSA) account stood up in parallel — Google Guaranteed badge included.
Deliverables, in plain English.
Full Google Ads account build or rebuild (Search + Performance Max + LSA)
Conversion tracking installation (calls, forms, chats — wired to GA4 + CRM)
Dedicated landing pages (Iron Pine builds or partners with your dev)
Weekly negative-keyword sweeps and search-term reviews
Monthly written report — cost per qualified call, won-job ROI, next moves
Quarterly account-structure review and budget recommendations
How a google ads engagement unfolds.
Step 1
Week 1 — Audit + Build
Account audit, conversion tracking setup, keyword + ad creative buildout, landing page brief.
Step 2
Weeks 2-4 — Launch
Soft launch with capped spend, daily monitoring, search-term mining, bid adjustments.
Step 3
Months 2-3 — Optimize
Smart Bidding rollout, audience layering, RSA optimization, landing page A/B tests.
Step 4
Month 4+ — Scale
Budget expansion on winners, geographic broadening, LSA scaling, brand-defense campaign.
Pricing for Google Ads.
Google Ads management is $1,200/mo or 15% of ad spend (whichever is higher). Ad spend is paid directly to Google by you, so we never mark it up. One-time account builds available at $2,500 if you want to take it in-house.
Google Ads questions we hear most.
If yours isn't here, the contact form goes straight to the founder's inbox.
Minimum effective spend for KC home service is $2,000/mo in ad budget — below that, you can't gather enough conversion data to optimize. Most of our clients run $3,000-$10,000/mo in ad spend depending on niche and competition.
Ready to see what a quarter with Iron Pine looks like?
Book a free 15-minute audit. We'll pull your GBP, search rankings, and ad data live on the call and show you the three highest-leverage moves we'd make in the first 30 days.
- No long contracts
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- Plain-English reporting
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- You own everything we build