Paid Advertising for Construction & Home Services
Google Ads, Local Services Ads, and Meta campaigns built for the trades — every lead tracked to the job it became.
The Problem
What construction & home services get wrong about paid advertising
Contractor ad accounts fail in predictable ways. The demand vocabulary in any trade is finite — there are only so many ways a homeowner asks for a roof — so accounts that keep expanding keywords just buy junk, and the real gains come from converting the clicks you already win. Local Services Ads sits mismanaged in most accounts, with job types switched off and junk leads never disputed: one NJ HVAC company we audited had only 4 of 15 service categories on, and the switched-off types had still drawn roughly 49 charged leads in a year — demand the account was paying for and turning away. And when every channel rings the same office line, nobody can prove which dollar produced which job, so the budget gets judged on gut feel and cut at the first slow month. New Jersey adds one more trap: home-improvement ads are legally required to carry your NJHIC registration number, and most contractors' ads don't.
Our Approach
How ABMG does it differently
We split the work the way demand actually behaves. Google — Search, Local Services Ads, and the Map Pack — captures the customers already looking. Meta puts your best finished jobs in front of homeowners a season before they search, which is what smooths the feast-or-famine curve. Roofing and exterior campaigns run on retail framing — the go-to company in your area — rather than storm-chasing. Every ad carries your NJHIC number, every channel gets its own tracking number, and every lead lands in your CRM attributed to its source, so the account is judged on booked jobs instead of platform-reported conversions. One NJ roofing client went from 21 to 196 conversions in 90 days on the same platform once the infrastructure under the account was rebuilt. We also manage Google's ongoing migration of Local Services Ads into the main Ads platform, so the change happens on purpose instead of by default.
What We Deliver
- ✓
Google Ads account build or rebuild: campaign structure by service line, negative-keyword walls, and conversion actions that only count real leads
- ✓
Local Services Ads management: job types, photos, dispute cadence, and a response-speed protocol
- ✓
Meta campaigns that put finished jobs in front of homeowners before they start searching
- ✓
Per-channel call tracking and lead attribution wired into your CRM
- ✓
NJHIC-compliant ad copy on every home-improvement campaign
- ✓
Weekly optimization and monthly reporting tied to booked jobs, not clicks
What You Can Expect
21 → 196 Google Ads conversions in 90 days for one NJ roofing client — same platform, rebuilt infrastructure
$912 → $197 cost per lead on that same account, a 78% drop
Absolute-top Local Services Ads impression share more than doubled for a NJ HVAC client (12.56% → 30.37%)
Every lead attributed to the channel that produced it, so budget decisions run on jobs instead of guesses
Compliance
New Jersey home-improvement contractors are required to display their NJHIC registration number in advertising under N.J.A.C. 13:45A-17.13 — omission is an independent Consumer Fraud Act violation regardless of the quality of the work. Every ad we ship for a NJ contractor carries it.
Other Services for Construction & Home Services
Paid Advertising for Other Industries
Frequently Asked Questions
Should a contractor run Google Ads or Local Services Ads?
Both, in the right order. Local Services Ads captures the highest-intent, pay-per-lead demand and carries the Google Guaranteed badge — but only if the account is managed: job types on, junk leads disputed, responses fast. Google Search fills in the demand LSA doesn't reach and gives you control over messaging and landing pages. Meta comes third, creating demand before the search happens. Most contractor accounts we audit are underusing at least one of the three.
Why did our last Google Ads campaign produce junk leads?
Usually three compounding problems: broad targeting buying searches that were never your customer, no negative-keyword wall to filter out rentals, DIY, and job seekers, and conversion tracking that counted page views or spam calls as wins — so the platform optimized toward exactly the wrong thing. We rebuild the tracking first, because until the account can tell a real lead from a junk one, more budget just buys more junk.
What is happening to Local Services Ads in 2026?
Google has begun folding Local Services Ads into the main Google Ads platform, migrating LSA accounts into pay-per-lead campaigns there. Accounts nobody actively manages get migrated by default, on Google's terms. We handle the migration deliberately for our clients — structure, budgets, and job types set on purpose before the switch, not after.
Does Meta advertising actually work for contractors?
Yes, with the right expectations. Google captures people already searching; Meta reaches homeowners before they search — showing your best finished jobs to the neighborhoods you want more work in. It rarely wins on last-click math alone, but it fills the top of the funnel that search then converts, and it is the strongest lever for smoothing seasonal gaps in the trades.
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