If you're a plumber, HVAC tech, roofer, or electrician wondering whether Google Ads is worth your money — here's the honest answer.
The short answer
Yes, but only if your campaigns are set up correctly. Most home service contractors waste 30–45% of their Google Ads budget on clicks that never turn into a phone call or booked job.
That's not a Google Ads problem. That's a setup problem.
What "worth it" actually looks like
Here's what properly managed Google Ads typically deliver for home service companies (non-branded search):
| Trade | Cost Per Lead | Leads at $5K/month | Avg Job Ticket | ROAS |
|---|---|---|---|---|
| Plumbing | $130–$180 | 28–38 | $1,700–$2,200 | ~5× |
| HVAC | $100–$170 | 29–50 | $2,000–$4,000 | ~5–6× |
| Roofing | $150–$250 | 20–33 | $5,000–$15,000 | ~6–10× |
| Electrical | $90–$150 | 33–55 | $1,200–$2,500 | ~4× |
| Landscaping | $60–$120 | 42–83 | $800–$3,000 | ~4× |
These numbers assume campaigns with proper keyword targeting, negative keyword lists, dedicated landing pages, and call tracking. Branded campaigns (people searching your company name) are much cheaper — often $30–$50 per lead — but don't bring in new customers.
The CPL looks high. Here's why it still works: At a $150 CPL, you need to close 1 in 3 leads to break even on a $500 job. Most plumbing and HVAC jobs are $1,500+, and close rates run 30–40%. That's $4–$6 back for every $1 you spend.
Why most contractors think Google Ads don't work
You've probably heard (or experienced) stories like these:
- "I spent $3,000 last month and got maybe 5 real calls"
- "All my leads were junk — people looking for DIY help"
- "My cost per click is insane and I can't tell if it's working"
These are real problems. But they're almost always caused by the same fixable issues.
The 5 reasons your ads are probably wasting money
1. Broad match keywords
If your campaign uses broad match for "plumber," Google will show your ad for "plumber salary," "plumber memes," "how to become a plumber," and "plumber near me free estimate." You're paying for all of those clicks.
Fix: Use phrase match and exact match keywords. Target "emergency plumber [city]" not just "plumber."
2. No negative keyword list
Without negative keywords, you're paying for searches that will never become customers. Every home service account should block terms like: salary, jobs, hiring, DIY, free, training, school, meme, Reddit.
Fix: Review your search term report monthly. Add every irrelevant term as a negative keyword.
3. Sending traffic to your homepage
Your homepage is designed to tell people about your company. Your Google Ads landing page should be designed to get someone to call you — right now. These are different pages with different jobs.
Fix: Create a dedicated landing page for each major service. "Emergency Plumbing in [City]" with a phone number and form above the fold.
4. No call tracking
If you don't track phone calls as conversions, Google's algorithm has no idea what's working. It can't optimize for leads if it doesn't know what a lead looks like.
Fix: Set up call tracking. Use Google's forwarding number or a service like CallRail.
5. Your agency set it and forgot it
Many agencies build your campaign, turn it on, and never touch it again. They collect their management fee while your budget bleeds on irrelevant searches.
Fix: Ask your agency for a monthly search term report. If they can't produce one, that's your answer.
How to know if YOUR ads are worth it
The simplest test: divide your monthly ad spend by the number of real leads you got. That's your cost per lead.
If you don't know your cost per lead, you can't answer whether Google Ads is "worth it." You're guessing.
Compare your cost per lead to the benchmarks in the table above. If you're paying 2–3x more than the benchmark for your trade, your campaigns need work.
What to do next
- Check your benchmarks — use our free calculator to see what your ads should cost for your specific trade and city
- Review your search terms — log into Google Ads, go to Keywords → Search Terms, and look at what people actually searched before clicking your ad
- Run an audit — connect your Google Ads account and get a detailed analysis of where your budget is going