If you run a local service business, chances are you’ve wondered whether paid ads are worth it or just another way to hand money to Google. Maybe you’ve tried Google Ads before and watched your budget disappear on clicks that never turned into calls. Maybe you’ve heard that Local Services Ads are too expensive now. Or maybe you’ve never tried because you assumed, “Digital marketing is for big companies, not local contractors.”
I get it. It’s frustrating. But here’s the truth:
Paid ads can absolutely flood your phone with qualified leads if you know how to set them up right.
Let’s talk about what’s broken with most service ads, what actually works, and how to get homeowners calling you instead of your competition.
Here’s the Problem: Most Service Pros Are Burning Money
Home-service spending is projected to hit $600 billion in 2025. That’s massive opportunity, but it’s also massive competition.
Here’s why most ads fail:
Wrong Targeting That Wastes Budget Service pros throw money at broad terms like “plumber” and wonder why they’re paying $8 per click for people three states away. Meanwhile, your ideal customer is typing “emergency plumber Colorado Springs” at 2 AM with a flooded basement.
Generic Ads That Say Nothing “Quality Service Since 1995!” tells homeowners absolutely nothing about why they should call you instead of the guy with the bigger truck. Homeowners aren’t buying years in business—they’re buying peace of mind.
No Follow-Up System You finally get a lead, then wait until tomorrow to call them back. By then, they’ve already booked the first contractor who answered their phone.
That’s the real pain point here. Many service pros just skip ads altogether because they think they don’t work.
But I’m here to tell you they do. You just have to stop making these expensive mistakes.
So What Actually Gets Results?
The trick is focusing on what homeowners are really searching for when they need help. And there’s good news here: they’re actively looking for someone like you.
Here’s what fills your calendar:
Target High-Intent “Near Me” Searches When someone types “emergency HVAC repair” or “same day plumber,” that’s not research mode—that’s panic mode. These aren’t price shoppers browsing around. They need help now, and your job is to be there when they search.
Promote Outcomes, Not Services You can advertise what homeowners actually get, not technical jargon they don’t understand. Nobody cares about “comprehensive HVAC system diagnostics.” They care about:
- “Same-Day Fix, Fair Price”
- “24/7 Emergency Response”
- “No Hidden Fees, Ever”
Make It Easy to Call You Offer something that removes the risk. Free estimates work, but “Free diagnostic—only pay if we fix it” works way better. Give them a reason to pick up the phone right now.
What About Different Platforms?
Good question.
Google Local Services Ads (LSAs) This is where qualified leads come from. LSAs sit above everything else and come with Google’s “Guaranteed” badge. You pay per lead, not per click, so no more burning budget on tire-kickers. Current averages run $25-$90 per lead depending on your trade and area.
Google Search Ads For services LSAs don’t cover yet. Focus on “24 hour [service] [city]” type searches. Use call-only ads—contractors consistently report higher close rates because you get customers straight on the phone instead of forms they might ignore.
Facebook and Instagram Perfect for showing your work. Post short before/after videos, then retarget anyone who watched them. Homeowners love seeing actual results, and Meta’s lead forms keep prospects from bouncing to compare prices elsewhere.
YouTube Cheapest option for building trust. Quick tip videos or project walkthroughs cost 3-6 cents per view. Target people searching DIY solutions—when they give up, guess who they’ll call?
Real Talk: Why Even Bother?
If you’ve made it this far, you might still be wondering, “Why should I spend money on ads when referrals have always worked?”
Because referrals aren’t enough anymore.
Homeowners research everything online now, even emergency services. If you’re not showing up in their searches, you don’t exist. And here’s the kicker: most of your competitors are still relying on Yellow Pages thinking and truck wraps. That means less competition, lower costs, and easier wins if you know what you’re doing.
I’ve helped service pros across Colorado Springs and beyond fill their calendars using these exact strategies. No wasted budget, no complexity, just more qualified calls.
The Budget Reality Check
Start at $30-50 per day across LSAs and Search. That’s enough to generate real data without breaking the bank. Raise budget only when your cost per booked job stays under your profit target.
Run ads 6 AM to 9 PM when homeowners actually call contractors. Late-night clicks usually come from price shoppers or people who won’t book anyway.
If your cost per lead jumps above your target, tighten your service radius first. A moving company saw their cost per lead double to $100 when Google expanded their radius beyond where their crews could actually work. Shrinking it back down dropped costs to $45.
Common Mistakes (and How to Fix Them)
“My clicks are too expensive” You’re probably using broad match keywords. Switch to phrase match with your city name and watch costs drop 30%.
“Leads fill out forms but never answer when I call” You’re too slow. Call or text within 2 minutes. Speed beats perfect pitch every time.
“I get too many price shoppers” Add a small diagnostic fee that gets credited toward the work. Serious customers won’t blink, but bargain hunters will move on.
Your Google Business Profile: Free Backup
An optimized Google Business Profile doubles or triples calls compared to neglected listings. Keep your info updated, post photos weekly, and ask every happy customer for a review right after finishing the job. Better reviews also boost your LSA rankings.
Let’s Wrap It Up
Can paid ads work for local service businesses? Absolutely, if you stop throwing money at the wrong things.
Focus on what actually works:
- Target local, high-intent searches
- Promote outcomes homeowners care about
- Make it easy and risk-free to call
- Follow up fast
- Keep your service area tight
Do that, and you’ll have more qualified leads than you can handle while competitors wonder where all the customers went.
Need help getting started? I know what works and what’s just expensive theory. Let’s chat about building a system that actually fills your calendar instead of emptying your wallet.
FAQs: Paid Ads for Local Service Pros
Are Google Local Services Ads better than regular search ads?
For eligible trades, LSAs sit at the very top and you only pay for actual leads, not clicks. They typically produce higher-quality leads at similar or lower cost than regular pay-per-click ads.
How much should I expect to pay per lead?
LSAs average $25-90 per lead for most trades. Regular Google Ads cost $15-45 per click (not lead). Track your cost per booked job to see which works better for your business.
Do I need professional video for YouTube ads?
Nope. Smartphone footage works fine. YouTube views cost under 5 cents for home services, making it one of the cheapest ways to build trust and awareness.
What radius should I target?
5-10 miles is usually plenty. Going farther kills your profit margins and tanks your conversion rates because of longer travel times.
Can I run ads for seasonal work during the off-season?
Yes. Switch your keywords. Lawn care becomes snow removal, AC repair becomes furnace maintenance. Google search volume for “snow removal near me” spikes with the first weather forecast.
