Certified Google Partner
Search · PMax · Display · Demand Gen · Video
- Direct platform support
- Beta feature access
- Verified spend track record
Verified credential· Active
VERT - 07
Google Ads for home services.
HVAC, plumbing, electrical and adjacent trades. Emergency demand, maintenance plans, and replacement jobs all behave differently in an ad account.
Thesis
Home services demand is mostly non-negotiable: something broke, and the homeowner is calling the first credible company that answers. That makes Search and Local Services Ads the core, and it makes speed to answer worth more than any bid adjustment.
How the buying cycle actually runs
There are three distinct buyers inside one home services account and they should never share a campaign. The emergency buyer has no furnace at 6am in January, will call three companies in four minutes, and books with whoever picks up. The maintenance buyer is price-comparing a tune-up and converts on a coupon. The replacement buyer is spending five figures on a new system and will take two weeks, three quotes and a financing conversation before deciding.
A single campaign averaged across those three produces a cost per lead that describes none of them. Worse, automated bidding will chase the cheapest conversion, which is almost always the tune-up, and quietly defund the replacement keywords that carry the margin. We split by intent first, then let bidding optimise inside each bucket.
Which platform fits, and what a lead costs
Local Services Ads sit above everything else and charge per lead rather than per click, which makes them the first place to spend for licensed trades. Search picks up the specific and high-value queries LSA cannot target - brand names, system types, financing. Performance Max is useful only once conversion data is clean, and Meta is for maintenance plans and replacement offers rather than emergencies, because nobody scrolls Instagram looking for a plumber.
Lead cost in this category swings hard by trade and market. Cheap tune-up and drain-clearing queries commonly land in the tens of dollars; competitive HVAC replacement and commercial plumbing terms routinely run into the low hundreds per lead in metro markets. Any agency quoting you one number for 'home services' has not looked at your service mix.
What goes wrong
The single most common failure is counting. Every phone click, every form load and every chat open gets registered as a conversion, so the account reports two or three times the leads the office actually fielded. Bidding then optimises toward whichever fake conversion is easiest to produce.
The second failure is answer rate. Paid demand in this category arrives as a phone call inside business-critical minutes. Accounts where nobody answers after 5pm are buying leads for competitors. We check answer rate and call duration before touching budget, because no bid strategy compensates for a voicemail box.
If you want to see how we report results, read our case studies - platform-reported leads and closed business are shown separately. When you are ready, get in touch and we will start with a look at your current tracking.
Channels we run
For home services.
- → Google Search
- → Local Services Ads
- → Performance Max
- → Meta Ads
What we tune for
Built-in specifics.
- Emergency vs. replacement campaign separation with different bid ceilings
- Call tracking with duration thresholds so misdials stop counting as leads
- After-hours and weekend bid schedules matched to who actually answers
- Maintenance-plan enrollment tracked as its own conversion action
Outcomes
Home services results.
We don't publish numbers we can't verify. Account-level performance data is shared in your audit, under NDA.
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Ad spend managed
Available on request
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Qualified leads generated
Available on request
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Average ROAS
Available on request
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Average CPL change
Available on request
FAQ
Home services questions.
- Most run both. Local Services Ads charge per lead, sit above the standard ad block, and require licence and insurance verification, which makes them the efficient first place to spend. Regular Search gives you keyword and landing page control for the queries LSA cannot target, including brand terms, specific equipment, and financing. They capture different intent, so treating them as alternatives usually leaves demand on the table.
03 - Credentials
Vetted by the platforms themselves.
Partner status isn't decoration. It means direct platform support, beta access, and a track record of spend performance - verified by Google and Meta.
Meta Business Partner
Facebook · Instagram · CAPI
- Direct rep escalation
- Beta creative formats
- Performance & expertise tier
Verified credential· Active
Get in touch
Start with an audit.
We'll review your current Google and Meta accounts, pull spend and conversion data, and show you where the leaks are - before you commit to anything.
- Emailjett@berkhospitality.com
- Phone(602) 909-8892
- LocationScottsdale, AZ
- LanguagesEN / ES