PPC for contractors: A plain-English guide to paid search
Pay-per-click advertising puts your business in front of people at the moment they search for what you do. That makes it powerful, and it makes mistakes expensive.
PPC is the fastest way for a contractor to appear in front of people searching for their service today. It is also easy to waste money on. This guide explains how it works, what to budget and where most contractors go wrong.
How PPC works
When someone searches "roof repair near me", Google shows a few ads above and below the normal results. Advertisers choose the searches they want to appear for, write the ads and set a budget. Google runs an auction for each search, weighing each advertiser's bid and the quality and relevance of their ad and landing page. You pay only when someone clicks.
The appeal for contractors is intent. People searching for a service are usually ready to contact someone.
Search ads vs Local Services Ads
| Google Search ads | Local Services Ads | |
|---|---|---|
| You pay for | Clicks | Leads (calls, messages, bookings) |
| Where they appear | Top and bottom of results | Above search ads in many US markets |
| Control | Keywords, ads, landing pages, schedule | Services, area, budget, profile |
| Setup | Faster to launch | Requires Google verification |
Many contractors run both. See Local Services Ads vs Google Search Ads and our Local Services Ads guide.
What PPC costs
Costs depend on your trade and market. Keyword tools estimate average US click costs of around $75 for "emergency plumber", $44 for "ac repair" and $26 for "roof replacement", with big variation between cities. Your cost per lead depends on how many clicks become calls or forms, and your cost per job depends on how many leads you close.
A useful starting point: work out what you can afford to pay for a booked job, then set a budget large enough to produce several jobs a month. See how much Google Ads costs for service businesses.
The mistakes that waste the most money
- Broad keywords with no negatives. Ads show for jobs, DIY and supply searches. See negative keywords.
- Sending every ad to the homepage. A visitor searching for one service should land on a page about that service.
- Targeting too wide an area. Clicks from places you do not serve still cost money.
- Not tracking calls. For most contractors, the phone is where leads arrive. See call tracking.
- Judging on cost per lead alone. Cheap leads that never book are expensive. See cost per lead vs cost per customer.
- Changing everything every week. Campaigns need time and data to settle.
A simple starting setup
- One campaign per core service, or per group of closely related services.
- Phrase and exact match keywords with local intent.
- A starter list of negative keywords.
- Ads that mention your service area, reviews and a clear next step.
- A landing page per service, with the phone number at the top.
- Conversion tracking for calls and forms.
Illustrative example
These numbers are invented to show the math.
A contractor spends $2,500 a month at $25 a click for 100 clicks. Twelve percent become leads, which is 12 leads at about $208 each. They book a third: 4 jobs at $2,500 average, for $10,000 in revenue. Cost per job is $625.
Trade-specific guides
- Google Ads for plumbers
- Google Ads for HVAC companies
- Google Ads for roofers
- Google Ads for electricians
Where to start
Pick your most profitable service, build one well-structured campaign and track it to booked jobs. Expand once it works.
Our PPC management service runs accounts like this for contractors. If you would like us to review your current account first, get a free audit.
Questions owners ask
What does PPC stand for?
Pay-per-click. You pay each time someone clicks your ad, rather than paying for impressions or a fixed placement.
Is PPC good for contractors?
Yes, when it is set up with tight targeting, relevant landing pages and proper tracking. It reaches people who are searching for your service now.
How long does PPC take to work?
Ads can produce calls within days. Most accounts need one to three months of data and adjustments before results are stable.
Want us to look at your own numbers?
Get a free lead generation audit. We will review your ads, landing pages and tracking, and show you where enquiries are slipping away. If nothing is broken, we will tell you that too.
LeadWise MarketingAn owner-operated lead generation agency based in Cape Town, South Africa, working with service businesses across the United States and Europe. More about LeadWise.
