Google Ads For Contractors: A Practical Guide To Winning More Local Jobs

If you rely on a steady flow of local jobs to keep your team busy, you can’t afford to sit and hope the phone rings. Homeowners are searching on Google right now for contractors just like you – the question is whether they find you or your competitors.

We can help contractors use Google Ads to generate consistent, high-quality enquiries without wasting money on bad clicks. On this page, we’ll walk through how Google Ads for contractors should be set up, what actually works in the real world, and how we at AGR Technology can manage the whole thing for you so you can focus on the work, not the ads.

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Why Google Ads Works So Well For Contractors

When Google Ads is set up properly, it can become one of the most predictable ways for tradies and contractors to win local work.

Understanding How Homeowners Search Online

Most homeowners don’t have a “guy” on speed dial. When something breaks or they’re planning a project, they:

• Pull out their phone
• Type something like “plumber near me” or “roof repair [suburb]”
• Call one of the first few contractors they see

That means:

• The person searching is often ready to hire now
• They’re usually within a few kilometres of your business
• They’ll contact whoever looks most professional and available

Google Ads puts you in front of these people right at the moment they’re searching, above the organic results and directories.

Google Ads Vs. Other Marketing Channels

We’re not against any one channel, but we see the same patterns across hundreds of contractor campaigns:

• Google Ads vs. SEO

SEO is valuable, but it’s slow and competitive. Google Ads can start generating calls within days, not months.

• Google Ads vs. Facebook/Instagram

Social ads are good for brand awareness. But someone scrolling their feed isn’t always ready to book a job. Google searchers usually are.

• Google Ads vs. Directories (HiPages, ServiceSeeking, etc.)

Directories often sell the same lead to multiple contractors. With Google Ads, the lead is yours alone.

Used correctly, Google Ads becomes a controllable way to scale your pipeline: turn the budget up in busy seasons, pull back when your schedule is full, and always know where your enquiries are coming from.

Setting Up Your Google Ads Foundation The Right Way

A lot of contractors think Google Ads “doesn’t work” because the foundations were wrong from day one. We fix that by getting the basics right before a single dollar is spent.

Clarifying Your Service Areas And Ideal Jobs

We start by getting clear on:

• Suburbs and regions you actually want to work in
• Job types that are most profitable (and the ones you’d rather avoid)
• Emergency vs. scheduled work (e.g. 24/7 callouts vs. quotes)

For example, a plumbing business may want:

• Blocked drains and hot water repairs in specific postcodes
• Fewer “tap washer” jobs that chew up time but not profit

We build your Google Ads account around these priorities so your budget chases high-value work, not time-wasters.

Choosing The Right Campaign Type For Contractors

There are a few campaign types that usually make sense for contractors:

• Search campaigns – text ads that show when people search “electrician near me”, “bathroom renovation quote”, etc. This is the core for most.
• Performance Max (carefully structured) – can work well once tracking is tight and you’re ready to scale.
• Remarketing – following up people who visited your site but didn’t enquire.

We usually start with focused search campaigns first. Once we see stable cost-per-lead and solid conversion data, we can layer in other campaign types.

Tracking Calls, Form Leads, And Revenue

If you’re not tracking results, you’re guessing. We set up:

• Call tracking from ads and from your website
• Form submission tracking for quote and booking forms
• Optional CRM or spreadsheet tracking to link leads to actual revenue

This lets us answer key questions:

• Which keywords bring paying jobs, not just clicks?
• Which suburbs book more work and pay better margins?
• What’s your true cost per job from Google Ads?

With AGR Technology managing your Google Ads, you see real numbers, not vague reports.

Keyword Strategy: Targeting High-Intent Searches

Good results don’t come from chasing every keyword. They come from focusing on the search terms your best customers use right before they pick up the phone.

Core “Ready To Hire” Keywords To Focus On

We build campaigns around high-intent, local service keywords, such as:

• “emergency plumber [suburb]”
• “roof repair near me”
• “licensed electrician [city]”
• “kitchen renovation quote [suburb]”
• “air conditioning installation [city]”

These phrases show clear intent to hire a contractor soon. We’ll also include variations like:

• “best [trade] in [suburb]”
• “[trade] same day service”
• “[trade] 24/7” (where relevant)

We avoid broad, research-style searches like “how to fix leaking pipe” unless there’s a clear strategy behind them.

Using Match Types And Negative Keywords To Cut Waste

Poor control over keywords is where contractors burn most of their budget. We tighten this up by:

• Using a mix of phrase and exact match keywords to stay close to the intent
• Adding negative keywords so your ads don’t show for irrelevant searches

For example, we’ll usually block searches like:

• “jobs”, “apprenticeship”, “course”, “DIY”, “Bunnings”
• Suburbs or cities you don’t service
• Services you don’t offer (e.g. “commercial” if you’re strictly residential)

This approach keeps your spend focused on qualified, local leads instead of people who were never going to book you.

Local Targeting: Only Pay For Clicks In The Right Areas

Google Ads for contractors works best when your ads only show in the areas you can realistically service, at times you can actually answer.

Geo-Targeting By City, ZIP Code, Or Radius

We geo-target your ads so you’re only paying for clicks from people in your true service area. That can mean:

• Specific cities or LGAs
• Targeted postcodes with better quality work
• A radius around your office, depot, or service hub

If you’re a mobile tradie, there’s no point paying for clicks 50km away if you’ll never travel that far. We tune your geo-targeting so you’re competitive where it counts and invisible where it doesn’t.

Ad Scheduling To Match Your Business Hours And Capacity

If your phone goes to voicemail after 5pm and on weekends, we don’t want your ads burning budget at those times.

We configure:

• Ad schedules that match your opening hours or call centre
• Adjusted bids for peak times when demand is higher
• Different rules for emergency services that do operate 24/7

This helps you:

• Maximise answered calls
• Reduce missed-call frustration
• Keep your team’s workload manageable while still growing

Writing Effective Ads That Turn Clicks Into Calls

The difference between a “meh” ad and a high-performing one can be the difference between profit and loss on your Google Ads.

Essential Elements Of A High-Performing Ad

We write ads that are:

• Clear – what you do, where you work, who you help
• Local – mention suburbs, cities, and local landmarks where relevant
• Reassuring – licences, years of experience, and guarantees
• Action-focused – what the customer should do next

A simple example structure:

• Headline 1: Emergency Plumber – [Suburb]
• Headline 2: 24/7 Local, Fast Response
• Description: Licensed local plumbers. Upfront pricing. Call now for same-day service in [Suburb] and surrounding areas.

We also test multiple variations, then favour the ones that produce more calls and leads per dollar spent.

Using Ad Extensions For More Visibility And Trust

Ad extensions make your ad bigger and more useful. We use:

• Call extensions so mobile users can tap to call
• Location extensions to show your address or service area
• Sitelink extensions to highlight key pages (e.g. “Emergency”, “Renovations”, “Reviews”)
• Callout extensions to showcase quick points like Licensed & Insured, Free Quotes, Local Family Business

These extras help your ad stand out and build trust before someone even hits your website.

Landing Pages That Convert Visitors Into Leads

Even the best Google Ads won’t work if the page people land on doesn’t convert. That’s why we often build or improve dedicated landing pages for contractor campaigns.

What A High-Converting Contractor Landing Page Includes

A strong landing page for tradies and contractors usually has:

• A clear headline that matches the ad (e.g. Blocked Drain Plumber – [Suburb] )
• Simple, above-the-fold contact options: phone number, short form, maybe WhatsApp or SMS
• Social proof: reviews, star ratings, photos of real jobs, logos of associations
• Trust signals: licences, insurance, guarantees, ABN
• Clear list of services with straightforward language
• Short explanation of why choose you over other local contractors

We keep it focused. No clutter, no distractions, just enough to help someone feel confident to call or request a quote.

Mobile Optimization For On-The-Go Homeowners

Most contractor leads now come from mobile phones. If your site is slow or hard to use on mobile, you’re losing money.

We ensure your landing pages are:

• Fast to load on 4G/5G
• Easy to read without zooming
• Designed so the call button is obvious and always in reach

This alone can lift conversion rates significantly and lower your cost per lead.

Budgeting, Bidding, And Measuring ROI

You don’t need a huge budget to get started with Google Ads for contractors. You do need a clear plan and tight tracking.

Setting A Realistic Daily Budget For Your Trade

We help you set a budget based on:

• Your average job value
• Your close rate from leads to booked jobs
• Your capacity (how many extra jobs you can realistically handle)

For many local contractors, starting with a modest daily budget and scaling up as results come in is the safest approach. We’ll give you realistic expectations upfront.

We then choose bidding strategies (manual CPC, Maximise Conversions, or Target CPA) based on data, not guesswork.

Simple Metrics Contractors Should Watch Weekly

You don’t need to live inside Google Ads. But you should know the basics. We keep reporting simple and practical. Key metrics include:

• Cost per lead (call or form)
• Number of qualified enquiries per week
• Booked jobs and revenue attributed to Google Ads
• Top performing suburbs and services

We review these with you regularly and adjust campaigns to keep improving your return on ad spend.

Common Google Ads Mistakes Contractors Should Avoid

We’re often brought in to fix campaigns that “didn’t work”. Most of the time, we see the same issues:

• Using broad match keywords with no negatives, leading to junk clicks
• Sending all traffic to the homepage instead of targeted landing pages
• No conversion tracking, so decisions are based on gut feel
• Targeting entire cities or states when the business really only wants certain suburbs
• Running ads 24/7 when nobody is answering the phone after hours

Avoiding these mistakes alone can save hundreds or thousands of dollars a month.

If you’re unsure whether your current Google Ads are set up well, we can review your account and give you a clear, no-obligation assessment.

Conclusion

Google Ads can be one of the most reliable ways for contractors to generate consistent, high-quality local leads – if it’s set up and managed with care.

At AGR Technology, we’ve worked with tradies and contractors across Australia to:

• Cut wasted spend on low-quality clicks
• Bring in more of the jobs they actually want
• Turn Google Ads into a steady, trackable source of new work

If you’d like a hand with Google Ads for your contracting business, we can:

• Audit your existing account (or set one up from scratch)
• Build focused campaigns around your services and service areas
• Manage and optimise everything month to month, with clear reporting

Ready to win more local jobs without guessing where your next lead will come from?

Get in touch with AGR Technology today for a straightforward chat about your goals and a practical Google Ads plan for your contracting business.

Frequently Asked Questions

What is Google Ads for contractors and how can it help my business?

Google Ads for contractors is a paid advertising platform that shows your business at the top of Google when homeowners search for services like “plumber near me” or “roof repair [suburb].” Done properly, it delivers consistent, high-intent local enquiries from people ready to book a job, not just browse.

How should contractors structure their Google Ads campaigns for the best results?

Contractors usually get the best results by starting with focused search campaigns targeting high-intent local keywords. From there, you can add Performance Max once tracking is accurate, plus remarketing for visitors who didn’t enquire. Campaigns should be built around profitable job types, service areas, and whether you want emergency or scheduled work.

What budget do I need to start Google Ads for contractors?

You don’t need a huge budget to start Google Ads for contractors. Set daily spend based on your average job value, close rate from leads, and how many extra jobs you can handle. Many tradies start with a modest budget, then scale gradually as cost per lead and booked-job data become clear.

How do I avoid wasting money on bad clicks in Google Ads?

To cut wasted spend, use phrase and exact match keywords around “ready to hire” searches, and build a strong negative keyword list (e.g. jobs, courses, DIY, suburbs you don’t serve). Combine this with tight geo-targeting, ad scheduling during answerable hours, and dedicated landing pages instead of sending traffic to your homepage.

Is Google Ads or SEO better for contractors trying to get more local jobs?

Both channels can work, but they behave differently. SEO can be powerful long-term, yet it’s slower and highly competitive. Google Ads lets contractors appear instantly for key searches, generate calls within days, and control volume by adjusting budget, making it ideal when you need predictable, trackable local leads quickly.

Related content:

Google Ads for Plumbers

Google Ads for Bathroom Remodelers

Google Ads for Roofers