Clicks are not calls. Clicks are not leads. Clicks are not booked jobs. If your Google Ads reporting shows you clicks and impressions but can't tell you how many phone calls those ads generated — you're flying blind. And in the home service industry, where phone calls are the primary way customers contact you, that's a serious problem. Call tracking fixes this. Here's everything you need to know. Why Call Tracking Is Non-Negotiable for Home Service Google Ads Think about what

Quick Answer: The most common Google Ads mistakes plumbing companies make are: running broad match keywords without a negative keyword list, sending paid traffic to the homepage instead of a landing page, not setting up call tracking, setting a budget too small to generate data, and hiring an agency that doesn't specialize in home services. After auditing hundreds of home service Google Ads accounts, the same mistakes show up again and again. Not because plumbing business own

If there's one thing I could get every home service business owner to do today — just one thing — it would be this: look at your negative keyword list. Is it robust? Is it updated regularly? Does it go beyond the obvious? If the answer to any of those is 'I'm not sure' or 'what's a negative keyword list?' — this post is for you. What Are Negative Keywords? A negative keyword is a word or phrase you add to your Google Ads campaign to tell Google: do NOT show my ad when someone

Quick Answer: Quality Score is Google's 1–10 rating of how relevant your ad, keywords, and landing page are to what someone just searched. For HVAC companies, it matters a lot: a high Quality Score means you pay less per click and your ads appear higher on the page. A low score means you pay more for worse placement — or your ads don't show at all. Quality Score is one of those behind-the-scenes Google Ads settings that quietly determines whether your money is going far or be

You've invested in Google Ads. You're spending real money. But the calls aren't coming in the way they should. Before you blame your campaign structure, your keywords, or your budget — take a hard look at where your traffic is landing. Because in my experience, one of the most common reasons home service Google Ads campaigns underperform has nothing to do with the ads at all. It has everything to do with the website. The Connection Between Your Website and Google Ads Performa

Quick Answer: Most plumbing companies spend between $1,500 and $5,000 per month on Google Ads depending on market size and competition. Small markets might work with $1,000–$2,000/month. Large competitive cities often require $4,000–$8,000/month or more. This is ad spend only — management fees are separate. It's a completely reasonable question that almost nobody in the marketing industry gives a straight answer to. Let's fix that. Here's what plumbing companies are actually

If you've spent any time thinking about your online marketing, you've probably heard both terms thrown around — sometimes by the same person, in the same sentence, about completely different things. SEO. Google Ads. Which one do you need? Which one is better? Are they competing strategies or complementary ones? Let's settle this once and for all with a straight answer instead of more marketing mumbo jumbo. What Is SEO? SEO — Search Engine Optimization — is the practice of mak

Quick Answer: An effective HVAC Google Ads landing page has one job: get the visitor to call or submit a form. It should include a clear headline matching the search, a click-to-call phone number above the fold, 3–5 trust signals (reviews, licenses, years in business), a simple contact form, and zero navigation links that could pull visitors away. You paid for that click. Now what? Where you send paid traffic is just as important as the ad that brought them there. And in the

Google Ads accounts get messy fast. If you don't set up the right structure from the beginning, you'll waste money and have no idea what's working. Here's the simple framework. I'm Kelsey with KaeRae Marketing. Before we talk about keywords or ads or targeting, you need to understand how a Google Ads account is organized. This is the foundation. Get this right and everything else is easier. A Google Ads account has 4 levels. Think of it like a filing cabinet: Account — that's

Most plumbing Google Ads look the same. "24/7 Plumbing Service. Licensed & Insured. Call Today!" Repeat that across 50 different plumbing companies in your market and you've got a wall of identical ads that nobody really reads. The good news: that sameness is an opportunity. Writing better ad copy than your competitors isn't hard when your competitors are barely trying. Here's a practical guide to writing Google Ads that actually get your plumbing business's phone ringing — n

Quick Answer: A good conversion rate for home service Google Ads is 8–15%, meaning 8–15 out of every 100 clicks should result in a phone call or form submission. Below 5% usually signals a landing page problem, a keyword relevance issue, or both. Above 15% means things are running very well. Conversion rate is one of those metrics that can tell you a lot about your Google Ads — but only if you know what you're comparing it to. Too many home service business owners look at the

Keyword match types are one of the most important settings in your entire Google Ads account — and one of the most misunderstood. Get them right and your ads show up for people who are actively looking to hire a plumber, HVAC technician, or electrician. Get them wrong and you're paying for clicks from people who have absolutely no intention of calling you. Here's the plain-English breakdown. What Are Keyword Match Types? When you add a keyword to your Google Ads campaign, you

Quick Answer: Your Google Ads are working if they're generating tracked phone calls, form submissions, or booked jobs at a cost that makes financial sense for your business. Clicks, impressions, and CTR don't tell you if ads are working. Actual leads do. Here's how to measure what matters. This is one of those questions that sounds simple but exposes a real problem in how most Google Ads campaigns are reported. You look at your dashboard. Clicks are happening. Spend is happen

Google Ads waste is shockingly common in the home service industry. I've audited accounts where 40%, 50%, even 60% of the monthly ad spend was going to clicks that had zero chance of turning into customers. The worst part? Most of these business owners had no idea. Their agency was sending monthly reports. The clicks were happening. It just... wasn't turning into calls. Here are the 7 most common signs your Google Ads are leaking money — and what to do about each one. Sign #1

Quick Answer: Before hiring a Google Ads agency, ask: Who will manage my account? Do I own the account? How do you track calls and conversions? What does reporting look like? Do you require a contract? Can you show results for similar businesses? These questions reveal whether you're talking to a legitimate partner or a bad deal waiting to happen. Hiring a Google Ads agency can feel like a leap of faith. The work is invisible, the jargon is confusing, and you've probably alre

Quick Answer: Google Ads for a plumbing company typically take 30–90 days to fully optimize. The first 30 days is data collection. Months 2 and 3 are when real optimization happens and leads start flowing more consistently. Anyone promising immediate, consistent results from day one is overselling. This is one of the most common questions I get from plumbing business owners who are considering Google Ads — and it's the right question to ask before you spend a dollar. The hone

The Search Terms Report shows you exactly what people typed into Google before clicking your ad. If you've never looked at this, you're probably wasting money and don't even know it. I'm Kelsey with KaeRae Marketing. The Search Terms Report is one of the most important reports in Google Ads — and most people don't even know it exists. Let me show you where to find it and what to do with it. Your keywords are what you tell Google you want to show up for. Your search terms are