Google Ads Audits for Home Services Companies

A Google Ads audit for a home services company, such as HVAC, plumbing, roofing or electrical, should check whether the account is producing booked jobs in your service area at a cost the job can support. That means tracking calls as real leads, separating emergency and high-value services, reading search terms for do-it-yourself and job-seeker traffic, matching location and schedule settings to when and where your crews work, and managing Local Services Ads alongside search.

1. Are calls tracked as leads?

Most home services leads come by phone. Check that calls from ads and from the website are tracked, that very short calls are filtered out, and, ideally, that booked jobs from your scheduling or CRM system are imported back into Google Ads. Then bidding can learn which calls turn into work.

2. Are emergency and high-value jobs separated?

An emergency repair, a routine tune-up and a full system replacement are very different jobs. Check that the services you most want have their own campaigns, ads, landing pages and budgets, and that emergency campaigns only run when someone can respond.

3. What are people searching?

Home services searches attract people looking to fix it themselves, people looking for parts, and people looking for jobs. Read the search terms report, build negative keyword lists, and check that broad match is not spending on searches you would never want.

4. Do location and schedule settings fit your crews?

Check that targeting matches your actual service area, that it reaches people in the area rather than people interested in it, and that ads run when the phone is answered. Seasonal businesses should also check that budgets move with demand.

5. Are Local Services Ads set up and managed?

Local Services Ads, with the Google Guaranteed badge, appear above regular search ads for many home services categories and charge per lead. Check that your profile, service categories and service area are current, that reviews are coming in, and that invalid leads are disputed.

6. How do I get help?

I manage Google Ads for local service businesses, and my Google Ads audit starts at $3,500 as a flat fee. Start with the free Google Ads Efficiency Scorecard, or book a free 30-minute call.

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