Paid Advertising for Construction & Home Services

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.

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.