If you’re running a home services business—whether you’re a plumber, HVAC specialist, or roofer—you know how competitive the market can be. You’re not just up against a handful of local businesses; you’re also competing with national chains, directories, and even DIY solutions. That’s where PPC (pay-per-click) advertising comes in.
Done right, PPC puts your business in front of the right people at the right time—people actively searching for your services. Let’s dive into how PPC can bring more leads your way and keep your schedule fully booked.
Why PPC Works for Home Services
Unlike SEO, which takes time to build momentum, PPC gives you instant visibility. When someone searches for “emergency plumber near me” or “roof repair in London,” a well-placed PPC ad ensures your business is the first thing they see.
Here’s why it’s a game-changer:
- You reach people ready to buy – These aren’t just casual browsers; they have a problem that needs solving now.
- You control your budget – Whether you have £500 or £5,000 to spend, you can scale your ads based on what’s working.
- You dominate local searches – Home services are all about location, and PPC lets you target specific postcodes, cities, or even neighbourhoods.
The Best PPC Strategies for Home Services
Not all PPC campaigns are created equal. If you want to generate high-quality leads, you need the right approach.
1. Nail Your Keyword Strategy
The key to a profitable PPC campaign is choosing the right keywords. Focus on terms that show strong intent—words that signal someone is ready to hire, not just gathering information.
For example:
✅ “emergency plumber in Birmingham”
✅ “boiler repair cost near me”
✅ “best roofing company in Manchester”
Avoid broad or vague terms like “plumbing tips” or “how to fix a leak,” as they’ll attract clicks from people who aren’t looking to hire.
2. Use Location Targeting
When someone needs a plumber or an HVAC specialist, they don’t want to scroll through companies in another city. They want local results. Use Google Ads‘ location targeting to ensure your ads only appear for searches in your service area.
You can even set radius targeting around your business location, meaning your ad will only show to users within a certain distance. This is perfect for businesses that serve specific towns or postcodes.
3. Write Ads That Convert
Your ad copy needs to do more than just get clicks—it needs to turn those clicks into calls and bookings. Make sure your ad includes:
- A clear headline that matches what people are searching for. Example: “24/7 Emergency Plumber in Leeds – Call Now”
- A strong call to action (CTA). Example: “Get a free quote today!”
- Trust signals like “Licensed & Insured,” “Over 500 5-Star Reviews,” or “Family-Run Business Since 1998.”
4. Use Call Extensions & Click-to-Call Ads
Many home service leads come from phone calls rather than form submissions. That’s why call extensions (where your phone number appears directly in the ad) and click-to-call ads are essential.
This allows potential customers to connect with you instantly—without even visiting your website.
5. Optimise Landing Pages for Conversions
Your ad might be perfect, but if your landing page isn’t up to scratch, you’ll lose leads. A high-converting landing page should have:
- A clear headline that matches your ad
- A simple form (don’t ask for unnecessary details)
- Trust signals like testimonials and accreditations
- A strong CTA (“Call now for a free quote”)
Make it easy for people to take action, whether that’s calling you, filling out a form, or booking an appointment online.
Common PPC Mistakes to Avoid
Even small mistakes can burn through your budget without delivering results. Here are a few to watch out for:
- Ignoring negative keywords – If you don’t exclude irrelevant searches (e.g., “DIY plumbing repair”), you’ll waste money on the wrong clicks.
- Failing to track conversions – Without proper tracking, you won’t know which ads are bringing in leads.
- Letting bad ads run too long – Always test different headlines, descriptions, and CTAs to find what works best.
Ready to Get More Leads?
PPC can be a goldmine for plumbers, HVAC companies, and roofers—if it’s done right. When you target the right keywords, refine your ads, and optimise for conversions, you’ll see a steady flow of high-quality leads coming your way. It’s also important not to neglect testing social media / paid social advertising.
If you need expert help with PPC for your home services business, HOC-Digital is here to make sure every penny of your ad spend works harder for you. Get in touch today and let’s start turning clicks into customers.
