Contractors and home services
Google Ads for contractors, counted in calls and quote requests.
Renovation, roofing, plumbing, HVAC, landscaping. Contractor accounts are where I see the biggest gap between what Google reports and what actually turns into a quote.
In 30 seconds
I'm Abhinav Rathore. I run Google Ads for Canadian contractors and home-service businesses, counting only real calls and form requests. An Edmonton renovation contractor went from CA$94 to CA$34 per real lead on the same budget, with 2.8 times the leads (Jan to Jun 2025 vs Apr to Sep 2026). Management starts at US$750 a month.
Updated November 2026 · Abhinav Rathore
CA$94 to 34
Cost per real lead, same budget (Edmonton)
2.8×
More leads, 90 to 249 in six months
CA$14.79
What Google reported per conversion. A real lead cost CA$34.
80+
Canadian accounts run since 2023
What goes wrong in contractor accounts
- Store visits, email clicks and "call us" button taps counted as leads. In one account they made Google report CA$14.79 per conversion when the real cost was CA$34.
- Job seekers, DIY searches and "how much does a ... cost" research eating the budget.
- Every service and city in one campaign, so the expensive jobs and the cheap ones fight over the same money.
- Ad groups that spend every month and never produce a call, hidden inside a healthy-looking total.
How I work on a contractor account
- 1
Count calls and quote requests only
Calls from ads with a minimum length and real form submits. Everything else stays visible but out of the bidding.
- 2
Split by service and city
So a kitchen remodel and a fence repair don't share a budget or a target.
- 3
Block the wrong searches
Jobs, DIY, cheap and free get added as negatives, every week.
- 4
Then test Performance Max carefully
With store visits switched off as a goal, so it chases calls, not foot traffic.
Proof
Price
From US$750 a month
Free audit first. Tracking rebuild from US$600, fixed price. Month to month. You own the account.
Get a free account auditQuestions
Do you manage Local Services Ads?+
Not as a core service yet. My work is Search, Performance Max and Meta. If Local Services Ads would suit your trade better, I'll say so on the audit.
How much should a contractor spend?+
At least about $1,000 a month to give Google enough data. Most contractors I've worked with spend $1,000 to $15,000.
Will you guarantee a number of leads?+
No. Nobody controls the auction. I guarantee you'll know what each real lead cost and what I changed.
How fast will I see a change?+
Tracking fixes show in the numbers within days. Cost per lead usually settles in 6 to 8 weeks.