If you’re not currently running ads or are overwhelmed by the options available, this guide is for you. As a contractor—or anyone in the professional services industry—it’s critical to focus on the types of ads that will deliver the most value, leads, and sales. Here’s the game plan to get you started and maximize your advertising efforts.
Start with Google Local Services Ads (LSAs)
For contractors and professional services providers, Google Local Services Ads are a must. These ads put your business at the top of local search results, complete with trust-boosting features like reviews and the Google Guaranteed badge.
Why are LSAs essential?
- They generate high-quality leads by targeting local customers actively searching for your services.
- You pay only for actual leads (calls or messages), not clicks.
- They increase trust with potential customers through verified profiles.
If you’re only running one type of ad, make it LSAs. They’re a no-brainer for anyone in the local service space.
Avoid Google Ads Express
When setting up your Google Ads campaigns, steer clear of Google Ads Express. While it may seem user-friendly, Ads Express offers limited control and often results in wasted ad spend. Instead, opt for the full version of Google Ads to take advantage of advanced features and settings that allow for better targeting and campaign performance.

Use Broad Match Modified Keywords
Keyword strategy is critical in ensuring your ads reach the right audience. Avoid simply entering keywords without modifiers, as this can lead to irrelevant traffic. Instead, use broad match modified keywords to strike a balance between flexibility and control.
Here’s how to set up broad match modified keywords:
- Use a + sign before each word, separated by spaces.
- Example: +roofing +companies +Miami
This setup ensures that all specified words must appear in the search query, reducing irrelevant traffic while maintaining reach.
Take Advantage of Ad Extensions
Ad extensions are powerful tools that can make your ads more prominent and provide additional information to potential customers. At a minimum, include:
- Site Links: Direct users to specific pages, such as case studies, project portfolios, or quote request forms.
- Callout Extensions: Highlight key features like “Free Estimates” or “24/7 Emergency Service.”
- Call Extensions: Allow users to call directly from their mobile devices with a single click.
- Location Extensions: Enhance your visibility in Google Maps and local searches.

These extensions increase your ad’s real estate on the search results page, improving visibility and click-through rates.
Consider Call-Only Campaigns
If your goal is to generate more phone leads, call-only campaigns can be a game-changer. Unlike text ads, call-only ads focus exclusively on driving phone calls. Google even recommends creating dedicated call-only campaigns rather than combining them with text ad campaigns.
Key settings for call-only campaigns:
- Bidding Strategy: Use manual CPC or maximize clicks to optimize for calls (which count as clicks).
- Ad Copy: Emphasize action-oriented language like “Call Now for a Free Quote!”
Link Google Ads and Google Analytics
To accurately measure performance, link your Google Ads and Google Analytics accounts. This integration allows you to:
- Import conversion goals from Google Analytics into Google Ads.
- Access key metrics such as bounce rate, session duration, and pages per session directly in Google Ads.
- Evaluate the quality of traffic driven by your campaigns, helping you make informed decisions about optimization.

Here’s how to link your accounts:
- In Google Ads, navigate to Tools & Settings > Data Manager>Connected Products.
- Connect your Google Analytics account and import goals.

Apply Bid Adjustments
Maximize your ad performance by adjusting bids based on demographics, interests, and recent search activity. Google Ads allows you to bid more aggressively for users who are most likely to convert, such as those with an affinity for home improvement or related services.
Steps to apply bid adjustments:
- Navigate to the Audiences section of your campaign.
- Set bid adjustments for age, interests, or behaviors that align with your target audience.
This ensures your budget is allocated efficiently to reach high-intent customers.
Running ads as a contractor or professional services provider doesn’t have to be overwhelming. By focusing on these key strategies—LSAs, avoiding Ads Express, using broad match modified keywords, leveraging ad extensions, creating call-only campaigns, linking Analytics, and applying bid adjustments—you can generate high-quality leads and maximize your ROI.
These tips have been honed through experience in google ads campaigns for contractors, roofers, and other service industries. Implement them today to take your advertising to the next level. Have questions or need more help? Feel free to reach out!