Home service advertising is mostly about being found by someone with a problem right now. Google Search and, where available, Local Services Ads catch urgent jobs by trade and postcode. Meta suits planned, higher-value work such as roofing, solar or remodelling, and booked jobs are the metric to track.
How Google and Meta work together for home service companies
| Job | Meta | |
|---|---|---|
| Urgent jobs | Search and Local Services Ads by service and area | Not suitable for emergencies |
| Planned projects | Search for quotes and replacements | Before-and-after projects in your service area, with quote forms |
| Repeat and seasonal | Brand search and seasonal terms | Maintenance reminders to past customers, where consent allows |
What makes this industry different
Most jobs start with a phone call, and a form-based view of the funnel misses them. Service areas also matter: a click from outside your range is wasted, and a missed call often goes straight to the next company on the page.
What to track
- Use call tracking, and record whether each call was answered and booked
- Import booked jobs and revenue from your job software
- Report by service and area
The numbers we report on: Cost per booked job, revenue per job, call answer rate and return on ad spend by service.
Platform and legal rules to plan for
Local Services Ads are only offered for some categories and countries, and may require background and license checks. Licence and insurance claims in ads should be accurate for your area.
Common mistakes
- Leaving location settings on people merely interested in your area
- Advertising outside the hours you answer the phone
- Mixing emergency and planned work in one campaign
From our work with home service companies
Common questions
Are Local Services Ads better than Google Search?
They are worth testing where they are available, as they are built around calls. Many companies run both and compare cost per booked job.
How do I stop paying for calls I can't take?
Schedule ads to staffed hours, tighten your service area, and add negative keywords for jobs you do not do. Then review recorded calls to find more.
Can Meta ads work for plumbers or electricians?
Rarely for emergencies, since nobody scrolls for an urgent leak. They work better for planned, visual, higher-value projects and for local brand recognition.