Is your phone too quiet? Are you busy one week and then… crickets the next?
Let’s be real. Waiting for word-of-mouth jobs is stressful. You’re a great contractor, but you’re stuck wondering where the next paycheck is coming from.
This guide is about how Google Ads for local contractors can fix that for good. It’s how you stop guessing and start building a “lead machine”—a simple system that brings you good jobs, day in and day out. You can do this!
Why Google Ads is Your New Best Friend
Tired of waiting for the phone to ring? Let’s make it ring.
Forget all the confusing tech stuff. Think of Google Ads like a magic online billboard. It only shows up for people in your town who are literally typing, “I need a plumber now!” or “roofer near me.” It’s that simple.
This isn’t about getting random clicks. It’s about getting phone calls from real customers who need your help right now. It turns you from being invisible online into the go-to pro in your neighborhood.
And the best part? It’s way easier to set up than you think.
Go From Invisible to In-Demand
So, how many people are looking for you? A lot! Almost everyone (97% of people!) uses the internet to find local help.
Your customers are on Google right now. You just need to show up when they search.
The goal isn’t just to “run ads.” It’s to build a system that brings you work you can count on. We call this a lead machine. It’s like an engine for your business that keeps your crew busy and your bank account happy.
A great website and smart ads work together like a hammer and nails. One without the other just doesn’t get the job done right. Your Google Ads bring the customers in, and your website convinces them to hire you.
What a Lead Machine Looks Like
Building this system is easy. It’s just a few simple pieces that work together to turn strangers into paying customers. You’re already an expert at your trade; this is how you get leads on autopilot.
Here’s what a winning setup looks like:
- Smart Google Ads to grab customers who are ready to hire.
- Simple Facebook Ads to remind people in your town that you’re the best choice.
- A website design built to do one thing: make it super easy for people to call you.
- A plan for getting awesome 5-star reviews to build trust fast.
Each piece helps the others, creating a powerful flow of new jobs. You can learn more about how these parts build powerful lead machines for contractors in our detailed guide.
Let’s Build Your First Money-Making Ad
Okay, let’s get our hands dirty and build the thing that makes your phone ring. Forget the complicated marketing talk. Think of this as setting up a magnet that pulls the best jobs right to you.
The best place for any local contractor to start is with Google Search ads. Why? Because you show up the exact second a homeowner has a problem. They aren’t scrolling Facebook—they’re typing “emergency plumber near me” into Google. Your business needs to be the first one they see.
It’s a simple process, and it’s the key to your lead machine.
Draw Your Digital Fence
Hate driving all over the place for small jobs? Google Ads lets you draw a “digital fence” around the exact neighborhoods you want to work in.
Want to stick to a 15-mile area from your shop? Done. Want to only show your ads in a few rich neighborhoods where the jobs are bigger? You can do that, too.
This is how you stop wasting time and gas. You focus on good jobs close to home. You’re in control.
Key Takeaway: You’re not paying to show ads to everyone. You only pay to reach homeowners in the areas you pick. This makes every dollar you spend work harder.
Pick the Keywords That Get You Hired
Now for the most important part: keywords. These are just the words people type into Google when they need you. Your job is to think like your customer. What would they search for if their toilet was overflowing?
It wouldn’t be “sanitary fixture solutions.” It would be “leaking toilet plumber.”
This is how you get calls for the big jobs, not just tiny repairs.
Here’s a simple way to think about it:
| Keyword Type | Example | Why It’s Good (or Bad) |
|---|---|---|
| Ready to Buy (Good) | “new fence cost columbus ohio” | This person is ready to hire someone. They know what they want. This is a money keyword. |
| DIYer (Bad) | “how to fix a fence post” | This person wants to do it themselves. They won’t pay you. Wasted click! |
| Too Vague (Bad) | “fence” | They could be looking for anything. You’ll pay for clicks that go nowhere. |
| Local Search (Good) | “fence company near me” | They’re searching on their phone and need someone local, now. These leads are great. |
Getting your keywords right from the start is a huge deal. Before you spend a dime, doing some simple research will pay off big time. This local keyword research guide has great tips that work perfectly for ads, even though it’s about local SEO.
And if you want to see how this all works, you can learn more about how local businesses can turn on ads that actually bring customers in minutes.
This simple picture shows how a homeowner’s search turns into a phone call for you.
It’s that simple—your ad connects their problem to your solution.
Your Secret Weapon: Negative Keywords
Just as important as telling Google who you want to find you is telling it who you don’t want. This is done with negative keywords. They are your secret weapon for stopping wasted money.
Imagine you’re a painter who only paints whole houses, not small rooms. You would add words like “room,” “touch up,” and “closet” to your negative keyword list. Now, when someone searches for “paint one room,” your ad won’t show up. You don’t pay for a click from someone you can’t help.
Here are a few negative keywords almost every contractor should use:
- “Free”: Filters out people looking for a freebie.
- “Jobs” or “hiring”: Stops your ad from showing to people looking for work.
- “DIY” or “how to”: Avoids the weekend warriors who want to do it themselves.
- “Supplies” or “parts”: Makes sure you’re not paying for clicks from people going to Home Depot.
This simple step can save you a ton of money. It’s a key trick that most people miss. Don’t be one of them.
Write Ads That Make Homeowners Call You First
Think of your Google Ad as your handshake. Let’s make it a firm one that shows you mean business.
Good news: you don’t need to be a fancy writer. In fact, it’s better if you’re not. Homeowners want a real person who can solve their problem—fast. Your ad just needs to speak their language.
This is how you get noticed. We’re going to write simple ads that focus on what a customer cares about: trust, speed, and getting the job done right.
Speak Their Language, Not Yours
When a homeowner’s basement is flooding, they aren’t searching for “hydrostatic pressure mitigation.” They’re typing “leaky basement repair near me” into their phone. Your ad must use those exact words.
The best ads are like a mirror. They show the customer you understand their problem, then you offer the fix. Ditch the fancy words. Get straight to the point.
Here’s a dead-simple formula that works every time:
- Headline 1: Match their problem. Ex: “Leaky Roof Repair In [Your Town]”
- Headline 2: Offer a solution. Ex: “Free Estimates & Fast Service”
- Description: Build trust and tell them what to do. Ex: “Family-Owned For 20 Years. 150+ 5-Star Reviews. Call Now!”
See? Easy! You just told them you get their problem, you can fix it fast, and they can trust you. That’s all it takes to make the phone ring.
A great ad doesn’t sell your services; it sells a solution to their problem. Focus on their emergency, not how great you are. It makes a huge difference.
Give Your Ads Superpowers with Extensions
Think of Ad Extensions as free upgrades for your ads. They’re extra bits of info that make your ad bigger and more helpful. The best part? They don’t cost you an extra dime. Using them is a no-brainer.
These simple add-ons can turn a good ad into a lead-generating machine. They make it ridiculously easy for a customer to pick you.
For a deeper look at making your ads work, check out our guide on creating super simple ads that get jobs.
Make It Easy For Them to Call You
The best tool in your toolbox is the Call Extension. This puts your phone number right in your ad on mobile. One tap, and they’re calling you.
No looking for your number or digging through a website. Just one click.
For emergency services like plumbing or AC repair, this is a must-have. When someone’s AC dies on a hot day, the contractor who is easiest to call gets the job. Period.
Other Must-Have Ad Extensions
Besides getting calls, a few other extensions build trust and make choosing you an easy decision.
Here are the top extensions you should set up right away:
- Location Extension: This shows your address and links to Google Maps. It proves you’re a real, local business. This builds huge trust.
- Lead Form Extension: This is a game-changer. It lets a customer fill out a form to get a quote without ever leaving Google. Perfect for jobs like deck building or kitchen remodels.
- Sitelink Extensions: These add extra links to your ad for pages like “Reviews,” “Photo Gallery,” or “Contact Us.” It gives customers more ways to see your great work.
Setting these up takes just a few minutes, but the impact is huge. It’s one of the simplest ways to start turning clicks into customers.
Use Google’s Secret Weapon for Contractors
What if you could show up at the very top of Google? I mean above the ads, with a big green checkmark that says, “Google trusts this contractor.”
That’s what Google’s Local Service Ads (LSAs) are all about. For many contractors, they’re a complete game-changer. Think of it as a VIP pass to the best leads in town. It’s how you build a real lead machine.
Unlike regular Google Ads where you pay for a click, LSAs are different. With these, you only pay when a real customer calls you about a job. Let that sink in. You’re not paying for clicks; you’re paying for actual leads. It’s a much better deal.
The Power of the Green Checkmark
That little green “Google Guaranteed” badge is amazing. It tells homeowners that Google has already checked you out—they’ve seen your licenses and insurance. In a business where trust is everything, this badge does the hard work for you.
Think like a customer. They see a random website, and right above it, a business that Google itself backs. Which one are they calling first?
The Google Guaranteed badge is a shortcut to trust. It answers the homeowner’s biggest question—”Can I trust this person in my home?”—before they even have to ask.
For many contractors, these LSAs become their biggest source of new jobs. They can bring in more than half of all new leads, blowing past regular ads and even the map listings.
Getting Google Guaranteed Is Simple
Getting that green checkmark is not a big secret. It’s easy, and you can absolutely do this.
Here’s what it takes:
- Sign Up for Local Service Ads: Just tell Google about your business—what you do and where.
- Give Them Your Business Info: This is where you provide your business license and proof of insurance. It’s how Google proves you’re a real pro.
- Do a Background Check: Google uses a trusted company to run a background check. This is normal stuff to keep homeowners safe.
Once you’re approved, you’re in. You set a weekly budget, turn on your ads, and get ready for calls. The better your reviews and the faster you answer your phone, the more leads you get. A big piece of this puzzle is having a great profile. Learn more in our guide on how to optimize your Google Business Profile.
The system is built to reward good, reliable contractors like you. It’s fair, it’s powerful, and it’s one of the best ways to get great jobs.
Turn Clicks Into Customers With Your Website
You did it! You made a great ad, got a click. Awesome!
But wait… what happens next? If you spend money on Google Ads for local contractors just to send people to a confusing website, you’re throwing cash in the garbage.
A great ad is only half the battle.
Your website has one job: turn that click into a phone call. It needs to be a lean, mean, lead generation machine. Think of it as your best salesperson, working 24/7.
Your Website Is Not a Brochure
Your website is not a place to show off your fancy logo or list every service you’ve ever offered.
When a homeowner with a busted pipe lands on your site, they don’t care about your company history. They care about one thing: getting their problem fixed now.
Your website has to make it silly-easy for them to call you. If they have to hunt for your phone number for more than three seconds, you’ve lost them. They will just hit the “back” button and call your competitor.
Think of your website like the end of an assembly line. The ad brings the customer to you. If your tools are a mess, the line breaks down. A clean, simple website design keeps the lead machine running.
The Must-Have Checklist for a Great Website
Your website doesn’t need to be fancy. In fact, simpler is better. We build lead generation website designs for home services contractors all day, and they all follow these same simple rules.
Here’s what your site absolutely must have:
- A Giant, Clickable Phone Number: Put it right at the top of the page where no one can miss it. On a phone, this must be a “click-to-call” button.
- A Super Simple Contact Form: Ask for just the basics: Name, Phone Number, and a small box for their message. That’s it.
- Proof You’re Great: This is where you build trust. Show off all the results of your 5-star review generation efforts. Put testimonials from happy customers on your page. Show off any local awards you’ve won.
This setup tells a visitor three things right away: “Here’s how to call us,” “Here’s another easy way to reach us,” and “Here’s why you can trust us.” That’s the magic formula.
Show, Don’t Just Tell
Words are good, but pictures of your work are way better.
Homeowners want to see your craftsmanship. Don’t use fake photos of smiling actors. Use real photos of your crew and your finished jobs.
Show before-and-after pictures of that kitchen remodel or that new roof. It’s proof that you’re a real pro who does great work.
Making it easy to book with you is key. You can learn more about optimizing your booking flow for conversions to get even more leads. The easier you make it, the more jobs you’ll get. Period.
You Can Do This (and We Can Help)
Building a website that gets you leads isn’t rocket science. It’s about being clear, direct, and trustworthy.
Look at your own website right now. Can a visitor figure out how to call you in three seconds?
If not, it’s time for a tune-up. You’re already doing the hard work with your Google Ads; don’t let a bad website be the leaky bucket that lets your new leads spill out.
Making these simple changes is something you can do today. And if you’d rather focus on your business, that’s what we’re here for. We can help you with your website design, Google Ads, Facebook Ads, and more to turn those clicks into jobs.
Common Questions We Hear From Contractors
Jumping into Google Ads can feel a little confusing at first. It’s normal to have questions. Let’s answer them in plain English.
You can do this. Let’s clear a few things up.
How Much Should I Spend on Google Ads?
This is the big question! The good news is you don’t need a huge budget to start seeing results with Google Ads for local contractors.
We always tell contractors to start small. Think $20 to $50 a day. That’s enough to get started and see what’s working. The whole point is to track your results. If you spend $50 and land a $5,000 job, you’ll know it’s worth it. It’s just simple math.
The best part about Google Ads is that you are in 100% control. You can pause your budget anytime. The goal is to get the most jobs for the money you spend.
This isn’t about gambling. It’s about investing in a lead machine that works for you.
How Do I Know if My Ads Are Working?
This is way simpler than it sounds. The number one sign your ads are working is when your phone starts ringing and new customers say, “I found you on Google!” That’s your best clue.
Inside your Google Ads account, you can also track “conversions.” That’s just a fancy word for when a customer does something important, like:
- Calling the phone number from your ad.
- Filling out the contact form on your website.
Setting this up is a must. It takes you from guessing to knowing. It tells you exactly which ads are making you money, so you can do more of what works.
Can I Do This Myself or Should I Hire Someone?
You can absolutely get started on your own. Seriously. This guide gives you the basics to set up your first ads and start getting leads. It’s made for a busy contractor like you to take action and win.
But here’s what usually happens: your ads start working. Your phone gets busier. Your schedule fills up. Suddenly, you don’t have time to mess with ads. And that’s a great problem to have!
That’s where we can help. We can manage the Google Ads, Facebook ads, and the website design to make sure every dollar is working hard to grow your business. This frees you up to do what you do best—doing great work for your customers.
Ready to stop stressing and start building your own lead machine? The team at The Cherubini Company can help you set up simple, powerful ads and a website that turns clicks into customers. Let’s make your phone ring. Learn more about our services.
