PPC for Home Service Companies: Maximize Leads & ROI in Canada

Most Canadian contractors I audit are spending $5,000 to $15,000 CAD per month on Google Ads, and roughly half cannot tell me whether that spend produced closed jobs or just a pile of phone calls from renters, tire-kickers, and customers 40 kilometres outside their service radius. They know leads came in. They cannot connect leads to revenue. That gap is where budgets quietly bleed out, month after month.

This guide fixes that. home service industries we work with You will get CAD-denominated benchmarks by trade, monthly budget ranges by province, lead quality frameworks that actually reduce unqualified calls, seasonal strategy built around Canadian weather cycles, and the legal realities (CASL, Quebec French-language requirements) that US-focused content routinely ignores. Every benchmark here is drawn from 50+ Canadian home service accounts managed across Ontario, Alberta, and BC between 2023 and 2025, plus aggregated industry data from Google, Jobber, and WordStream adjusted to CAD. how we've driven results for home service clients

Results vary by market, competition, landing page quality, and seasonality. Treat every number as directional, not guaranteed.

How Much Should Canadian Home Service Companies Spend on PPC?
PPC Benchmarks for Home Services in Canada: CPL, CPC, ROAS, and Conversion Rates
Lead Quality Controls That Actually Work for Home Service Businesses
Seasonal PPC Strategy for Canadian Weather and Demand Cycles
CASL Compliance, Bilingual Advertising, and Canadian PPC Regulations
Google Local Services Ads, Performance Max, and 2026 PPC Trends for Home Services
FAQ — Common Questions from Canadian Contractors About PPC
Your Next Step

How Much Should Canadian Home Service Companies Spend on PPC?

Canadian home service companies typically spend $4,000–$20,000 CAD per month on PPC depending on trade and market. HVAC in Ontario runs $5,000–$15,000 (peaking near $18,000 in winter). Plumbing in the GTA averages $4,000–$12,000. Roofing in Calgary spikes post-hail to $10,000–$22,000. Competitive metros cost 30–60% more than smaller Prairie or Atlantic markets. Expect 5–8x ROAS with proper tracking.

Budget is the first question every owner asks and the hardest to answer without context. A $3,000/month spend can be aggressive for a pest control operator in Saskatoon and laughably underpowered for a roofer in downtown Toronto. Trade, market, job ticket size, and season each move the number.

Budget Ranges by Trade (in CAD)

Trade	Small Market (monthly)	Major Metro (monthly)	Peak Season Spike	Expected CPL	Typical Lead Volume/Month
HVAC	$3,500–$7,000	$5,000–$15,000	$8,000–$18,000 (ON/AB winter)	$75–$180	40–160
Plumbing	$2,500–$6,000	$4,000–$12,000	+30% winter (frozen pipes)	$90–$220 (GTA)	35–140
Roofing	$4,000–$9,000	$6,000–$20,000	$10,000–$22,000 (Calgary post-hail)	$110–$250	25–90
Electrical	$2,500–$6,000	$4,000–$10,000	+20% spring renos	$55–$140 (Vancouver)	30–120
Pest Control	$2,000–$4,500	$3,500–$8,000	+40% May–August	$45–$110	50–180

Source: Aggregated 2025 Canadian home service account data, 50+ managed accounts ON/BC/AB.

Market notes worth flagging:

HVAC economics swing hardest with weather. A single –28°C week in Toronto or Edmonton can triple daily lead volume; winter budgets that flex up 40% capture that demand, flat budgets do not.
Plumbing CPL in the GTA sits in the $120–$220 range because emergency terms like "burst pipe Toronto" and "emergency plumber Mississauga" regularly hit $50–$80 CPCs. Job ticket size ($600–$1,800 average) absorbs this.
Roofing in Calgary is a storm-driven business. Post-hail campaigns frequently deliver 4–7x ROAS within 30 days because intent is immediate and jobs average $12,000–$25,000.
Electrical in Vancouver benefits from lower CPCs than plumbing or HVAC but faces stiff competition for panel upgrade and EV charger keywords.
Pest Control is high volume, low ticket. A $90 CPL only works if close rate is above 35% and average job exceeds $400.

Province-by-Province Cost Reality

Ontario (Toronto/GTA): The highest CPCs in Canada. Emergency plumbing keywords exceed $50–$80 CAD per click. Budget roughly 40% above the national average. Volume and job ticket size justify the spend when average tickets clear $800.

British Columbia (Vancouver): Second-highest CPCs nationally. Eco-conscious market — ad copy emphasizing energy efficiency, heat pumps, and rebate programs converts noticeably better. Strong electrician and HVAC demand year-round thanks to milder but wet conditions.

Alberta (Calgary/Edmonton): Significant seasonal volatility. Roofing spikes after hail events (typically June–August). HVAC and plumbing winter demand is driven by –30°C stretches that can fail equipment across entire neighbourhoods in a single night. Baseline CPCs run 20–30% below ON/BC.

Quebec: Bilingual campaigns are not optional. French-language campaigns see roughly 25% higher conversion rates in Francophone markets but add ~15% to management costs. Charter of the French Language implications apply to ad copy, landing pages, and phone scripts.

Atlantic Canada and smaller Prairie markets: $2,000–$5,000/month budgets can drive meaningful volume. Less competition means lower CPCs but a lower ceiling on total addressable search volume.

How to Build a Scaling Budget Matrix

A cleaner way to think about budget is to tie it to job ticket size and close rate, not what the competitor down the street spends.

Three-tier framework:

Starter ($2,000–$4,000/month): Single-trade focus, one or two services, tight geographic radius. Appropriate for operators under $750K revenue or testing PPC for the first time.
Growth ($5,000–$10,000/month): Multiple service lines, broader geography, Local Services Ads layered with Search. Typical for $1M–$4M operators.
Aggressive ($10,000–$25,000/month): Full Search + Performance Max + LSA + YouTube, CRM-integrated attribution, dedicated landing pages per service. Sustainable at $4M+ revenue with close rates above 30%.

Tie the tier to math. A roofer with a $12,000 average job can absorb a $250 CPL at a 30% close rate — that is $833 in acquisition cost on $12,000 revenue, a 14x ratio before overhead. A pest control operator at $300 average ticket cannot carry that same CPL; their ceiling is closer to $60.

The sanity check formula:

(Monthly Ad Spend ÷ CPL) × Close Rate × Average Job Value = Projected Revenue

A Toronto HVAC company at $8,000/month spend, $140 CPL, 32% close rate, and $3,400 average job: (8,000 ÷ 140) × 0.32 × 3,400 = $62,171 projected monthly revenue, or roughly 7.7x ROAS.

One line owners routinely miss: management fees (12–20% of ad spend for a reputable Canadian agency) sit on top of media cost, not inside it. A $10,000 media budget with a 15% management fee is an $11,500 all-in commitment. Budget accordingly.

For a deeper comparison of paid search against organic, see how PPC compares to SEO for home service growth. our Canadian home service guides

PPC Benchmarks for Home Services in Canada: CPL, CPC, ROAS, and Conversion Rates

Expect CPL of $60–$180 CAD across trades, CPC of $12–$60, and target ROAS of 5–8x. Search conversion rates typically run 6–14%; optimized landing pages push 15–25%. Emergency trades (plumbing, HVAC) outperform discretionary services. Top 20% of performers hit 8–10x ROAS through CRM-connected closed-loop tracking and close rates of 35–45%.

CPL and CPC Benchmarks by Trade (Canada, 2025–2026)

Trade	CPL Range (CAD)	CPC Range (CAD)	CVR (Search)	CVR (Landing Page)	Notes
HVAC	$75–$180	$18–$55	8–14%	16–24%	Winter CPC inflation 25–40%
Plumbing	$90–$220	$22–$60	9–15%	18–26%	Emergency terms drive highest CPC
Roofing	$110–$250	$20–$50	6–11%	14–20%	Storm events compress CPL
Electrical	$55–$140	$12–$38	7–12%	15–22%	Mobile-heavy traffic
Pest Control	$45–$110	$10–$28	10–16%	20–28%	High volume, low ticket

Regional callouts worth keeping in mind:

GTA Plumbing: CPL averages $120–$220 through competitive winters. Expect January–February to be the most expensive window of the year.
Calgary Roofing, Post-Hail: CPL drops to $90–$180 with massive volume spikes. Campaigns must be ready to activate within 24–48 hours.
Vancouver Electrical: CPL $55–$140 with strong mobile conversion. Mobile bid adjustments of +15–20% typically pay off.

CPCs in Ontario and BC run 30–60% higher than Prairie or Atlantic markets year-round. Your benchmarks should be set against your province, not a US or national average.

What Top Performers Do Differently

Across the accounts I manage, the gap between median performers (4–5x ROAS) and top-quintile performers (8–10x) is not budget. It is operational discipline:

They connect ad data to closed jobs via Jobber or ServiceTitan, not just form fills or raw call counts.
They maintain close rates of 35–45%, versus the industry average of 15–25%. Better close rates mean you can profitably bid higher, which means you capture inventory competitors cannot afford.
They build maintenance plan upsells into every service call, lifting LTV and pushing true ROAS past 8x.
They run monthly negative keyword hygiene — not set-and-forget.
They split test landing pages quarterly, not just ad copy. Landing page CVR is the single biggest lever on CPL.

How to Calculate Your True ROAS

The right formula:

Revenue from PPC-Attributed Closed Jobs ÷ Total Ad Spend (including management fees) = True ROAS

Two warnings. First, measuring leads instead of closed revenue is the most common mistake I see in agency reports. A 300% increase in "leads" with a flat close rate and falling average ticket is not growth. Second, 65%+ of home service PPC traffic is mobile, and mobile CVR is usually 20–30% lower than desktop on the same landing page. If your landing page was built desktop-first, you are leaking conversions on two-thirds of your traffic.

For the attribution piece specifically, see connecting Jobber and ServiceTitan to Google Ads.

Get a No-Obligation PPC Audit for Your Trade Business We'll review your current Google Ads account (or build a custom benchmark comparison if you're not running ads yet), give you a realistic CAD budget range for your market, and show you where your current setup is leaking budget. No sales pitch. No generic recommendations. [Request Your Free PPC Audit →]

Lead Quality Controls That Actually Work for Home Service Businesses

Reducing bad leads by 40–60% is achievable through four controls: comprehensive negative keyword lists, multi-question landing page forms, call tracking with agent scoring, and geo-fencing with time-of-day scheduling. An Ottawa plumbing client cut unqualified leads 52% without sacrificing volume by layering all four controls within 60 days.

Lead quality is where most campaigns quietly fail. The ads technically work — traffic flows, forms fill, phones ring. But 40% of the calls are from renters who cannot authorize the work, another 20% are price-shoppers who will never book, and a chunk come from outside the service radius. Fixing that is less about clever bidding and more about four operational layers.

Negative Keyword Lists for Home Services (Master Framework)

Negative keywords fall into four categories. Build lists in all four and review monthly.

Intent-killers: DIY, how to, tutorial, YouTube, video, fix myself, repair yourself, free, do it yourself

Price-shoppers: cheapest, cheap, how much does it cost, average cost, price list, ballpark, quote only

Geographic mismatches: every city, suburb, and neighbourhood outside your actual service radius — this list alone often runs 50+ entries in the GTA or Lower Mainland

Commercial/competitor and job-seekers: jobs, hiring, careers, salary, apprentice, licence requirements, competitor brand names

A working baseline set for a plumbing account looks like: diy, how to, youtube, tutorial, free, cheapest, unclog drain home remedy, baking soda, vinegar, snake rental, home depot, rona, apprentice, plumbing jobs, plumbing salary, plumbing license, school, course, training.

Build the list. Then review the Search Terms Report every 30 days and add new negatives as you find waste. This is not a set-and-forget task.

Download Our Negative Keyword Master List for Canadian Home Services 200+ proven negative keywords organized by trade — free resource, no form required. [Download the List →]

Landing Page Forms That Pre-Qualify Leads

Form design is the second quality gate. Too short and you get every tire-kicker; too long and volume collapses.

The sweet spot for home services is 3–5 fields:

Service type (dropdown: Repair, Install, Estimate, Emergency)
Urgency level (Emergency/Same Day | Within the Week | Planning Ahead)
Property type (Owner-occupied | Rental | Commercial)
Postal code or city
Phone + name

The urgency and property type fields are doing the heaviest lifting. Renters typically self-select out. Price-shoppers without real urgency drop off at the "Planning Ahead" option (and you can still route them to a nurture sequence rather than a truck roll).

Forms longer than five fields reduce volume meaningfully — typically 15–25% drop per additional required field. Test the threshold per trade. And because 65%+ of clicks are mobile, every form must be thumb-friendly: large tap targets, no pinch-zoom, autofill-enabled for phone and postal code fields.

See landing pages optimized for home service leads for full layout and copy frameworks.

Call Tracking, Whisper Prompts, and Agent Scoring

Calls account for 50–70% of home service PPC conversions. If you are not tracking them at the keyword level, you are optimizing half your campaign blind.

Setup requires three components:

Dynamic number insertion on landing pages so each visitor sees a trackable number tied to their source keyword
Whisper prompts — a brief audio that plays to the agent before connection: "Google Ads call — ask for postal code and service urgency." This single prompt improves in-call qualification meaningfully
Agent scoring model — define what a qualified lead looks like per trade. HVAC replacement: owner-occupied, within service radius, equipment over eight years old or non-functional. Score each call against that rubric, push scored outcomes back to Google Ads as offline conversions

Integration with Jobber or ServiceTitan closes the loop. Instead of optimizing for "calls," your campaigns optimize for "booked jobs above $1,500." That shift alone changes how Smart Bidding allocates spend and typically drops CPL on qualified leads by 20–30% over 90 days.

Geo-Fencing and Scheduling Controls

Default Google Ads geo-targeting is lazier than most owners realize. "Toronto" as a location target includes surrounding regions far outside a realistic service area for many operators. Tighten it.

Radius bidding to your actual service area, not the metro default. A plumber based in Mississauga serving a 20 km radius should target that radius, not "GTA."
Exclude underperforming postal codes after 60 days of data. Pull your CRM report, identify postal codes with high cancellation or low close rates, exclude them at the campaign level.
Time-of-day scheduling. Bid up 7 AM–10 PM for emergency trades. Avoid overnight spend unless you genuinely run 24/7 service with live dispatch — Google will happily spend your budget at 3 AM on calls that go to voicemail.
Day-of-week data. Mondays and major weather-event days see the highest emergency intent. Budget and bid adjustments should reflect this.

The layered approach is what drove the 52% unqualified lead reduction for the Ottawa plumbing campaign — negatives, form qualification, call scoring, and geo tightening, implemented together over 60 days with no drop in total qualified volume.

Seasonal PPC Strategy for Canadian Weather and Demand Cycles

Canadian home service demand is weather-driven. HVAC and plumbing companies in Ontario and Alberta should concentrate 40–60% of annual budget between November and March. Roofing companies in Alberta must activate storm-triggered campaigns within 24–48 hours of major hail events. BC's milder winters shift HVAC demand toward spring shoulder seasons. Budget your calendar around frost dates, not fiscal quarters.

Month-by-Month Budget Allocation Calendar

Month	Primary Trades	Budget Index (1–10)	Key Trigger	Recommended Action
Jan–Feb	HVAC, Plumbing (ON/AB)	10	Sub-zero stretches	Max budget, add "furnace failure," "frozen pipe" keywords
Mar	HVAC, Plumbing	7	Freeze-thaw cycle	Shift to "pipe leak," "water damage" terms
Apr–May	Roofing (all provinces), Electrical	6–7	Winter damage, spring renos	Transition messaging to "spring inspection," panel upgrades
Jun	Roofing (AB), Pest Control	7–8	Hail season opens, ants/wasps	Storm-responsive campaigns armed, pest keywords live
Jul–Aug	AC, Pest, Roofing (AB)	10 (AB roofing post-hail)	Heat advisories, hail events	Launch cooling keywords, +25% mobile bid adjustments
Sep–Oct	HVAC tune-up, Pest (mice)	7	Pre-winter prep	"Furnace tune-up," "mouse control" campaigns
Nov–Dec	HVAC, Plumbing	9	First sustained cold	Pre-load budgets, increase bids 25–50%

Setting Up Automated Budget Rules for Weather Triggers

Google Ads automated rules let you schedule bid adjustments against date ranges. The better operators go further:

Manual override protocol. Someone on your team — named, not "whoever's around" — is authorized to increase bids 50–100% within 2 hours of a major weather event. For an Edmonton roofer, that means a hail alert triggers an immediate campaign push, not a Monday-morning meeting.
Weather-triggered scripts. Google Ads supports custom scripts that pull weather API data and adjust bids automatically. Worth the setup cost for operators spending $10K+/month.
CPC inflation planning. December–February heating keyword CPCs in Ontario and Alberta inflate roughly 25% versus shoulder seasons. If your budget is flat, your impression share drops exactly when demand peaks. Budget accordingly.

Seasonal Keyword Strategy by Trade

HVAC: "Furnace repair [city]," "boiler emergency," "heat pump installation" through fall and winter. Switch to "AC repair," "central air installation," "ductless mini-split" for spring and summer.
Plumbing: "Frozen pipes," "burst pipe emergency," "no hot water" dominate winter. "Water heater replacement," "outdoor tap repair," "sump pump" lead spring.
Roofing: "Hail damage roof," "ice dam removal" for winter/spring transition. "Roof replacement estimate" and "roof inspection" as evergreen terms.
Pest Control: "Ant control," "wasp nest removal" May–August. "Mouse control" and "rodent exclusion" September–November.

CASL Compliance, Bilingual Advertising, and Canadian PPC Regulations

CASL requires express or implied consent before sending follow-up emails or SMS to PPC leads. Violations carry fines up to $10 million. Quebec requires French-language advertising under the Charter of the French Language. Provincial licensing boards in ON, BC, and AB restrict specific advertising claims. These are not minor details — they are operational requirements US-focused agencies routinely miss.

CASL and Lead Nurturing — What PPC Advertisers Must Know

CASL (Canada's Anti-Spam Legislation) applies the moment a PPC lead enters your follow-up sequence. Two consent types matter:

Implied consent: A web form submission for a specific service inquiry implies consent for reasonable follow-up on that inquiry, for a limited period (typically six months for business relationships).
Express consent: Required for broader marketing messages, newsletter subscriptions, and ongoing SMS drip campaigns. A checkbox with clear language ("I agree to receive promotional emails about heating and cooling services") is the standard.

Practical implications:

Landing page forms should include a clear consent statement: "By submitting this form, you agree to be contacted about your inquiry."
Automated email sequences and SMS drips beyond the immediate inquiry require separate, documented consent.
Purchased lead lists do not carry consent. Using them for email outreach is a CASL violation regardless of how the list was marketed to you.
PIPEDA and provincial privacy rules are tightening on tracking and cookie consent. Use Google Consent Mode v2 and a proper cookie banner on Canadian traffic.

This is not legal advice. Consult a Canadian legal professional for CASL and privacy compliance specific to your operations.

Bilingual Advertising Requirements for Quebec

Campaigns targeting Quebec require French ad copy under the Charter of the French Language. English-only advertising in Quebec markets is a compliance risk and a performance one — Francophone users convert at meaningfully lower rates on English ads even when they understand the language.

Execution reality:

Build parallel French and English campaigns with separate ad groups, not machine-translated headlines.
French landing pages are required for Quebec traffic. Not optional, not "coming soon."
Bilingual campaign management typically adds ~15% to management costs but yields roughly 25% higher conversion rates in Francophone markets — net positive.
Google Ads geo-targeting to Quebec is not a substitute for actual bilingual creative. The targeting puts the ad in front of the user; the language determines whether they engage.

Provincial Licensing and Advertising Standards

Ontario, BC, and Alberta regulate licensed trades (electricians, plumbers, HVAC technicians, gas fitters). Advertising claims carry weight:

"Licensed and insured" must be accurate and current. Google's ad approval system flags unsubstantiated trust claims.
Google Guaranteed — through Local Services Ads — provides a compliant trust badge backed by Google's own verification process.
Avoid specific savings guarantees ("Save 40% on your heating bill") without substantiation. Competition Bureau of Canada guidelines apply to any performance or savings claim in advertising.

Google Local Services Ads, Performance Max, and 2026 PPC Trends for Home Services

Most high-performing Canadian home service companies now run Local Services Ads and traditional Search/PMax simultaneously. LSA provides the Google Guaranteed badge with pay-per-lead economics but limited targeting control. PMax and Search offer creative flexibility, remarketing, and CRM integration. Running both with shared negative keywords and unified Jobber or ServiceTitan attribution is the current performance standard.

Local Services Ads vs. Traditional PPC — When to Use Each

Feature	Local Services Ads (LSA)	Traditional PPC (Search/PMax)
Pricing model	Pay-per-lead	Pay-per-click
Google Guaranteed badge	Yes	No
Creative control	Minimal	Full
Targeting precision	Google-managed	Granular keyword/geo/audience
Remarketing capability	No	Yes
CRM integration	Limited	Full (via conversion import)
Best for	Brand trust, lead floor	Scale, volume, full-funnel

Recommended approach: use LSA as a brand trust layer at the top of the SERP, use Search for keyword-specific intent capture, and use PMax for scale across YouTube, Display, and Gmail placements. A plumbing operator in Vancouver running all three with unified CRM attribution typically outperforms a Search-only operator at the same budget by 30–45% on revenue.

Detailed setup walkthrough in the complete guide to Google Local Services Ads in Canada.

Performance Max for Home Services — What Works in Canada

PMax works when it is fed well. It fails when treated like a black box.

Strong asset groups are non-negotiable: service-specific headlines, descriptions that reference actual service areas, real photos of your crew on real job sites (stock HVAC photography underperforms authentic photos by 25–40% in my data), and video — even a 30-second smartphone walkthrough of a completed install outperforms no video.
Audience signals matter. Upload your Jobber or ServiceTitan customer list as a seed audience. PMax uses it to find lookalikes, and those lookalikes convert at 2–3x the cold-traffic rate.
Geographic constraints. PMax has a tendency to broaden beyond your intended service area. Set location targets to "Presence" (not "Presence or Interest") and monitor monthly for leakage.
Conversion action hierarchy. Import closed jobs from your CRM as the primary conversion. Form fills and calls are secondary. When Smart Bidding optimizes toward revenue instead of form fills, everything downstream improves.
Ramp time. Expect 4–6 weeks before PMax stabilizes. Judging it at two weeks is a mistake.

Full implementation framework in running Performance Max for home service companies.

Closed-Loop Attribution with Jobber and ServiceTitan

This is the single biggest gap between median and top-performing accounts. Most contractors track form fills and calls; almost none connect those to booked and completed jobs.

Jobber integration: Use Jobber's Zapier connection or direct API to push job status (booked, completed, revenue) back to Google Ads as offline conversions. Setup takes 2–4 hours with a competent developer or agency.
ServiceTitan: Native Google Ads integration for revenue-based conversion import. Smart Bidding then optimizes toward actual job revenue, not clicks or form fills.
Why it matters: A campaign optimizing for "form fills at $120 CPL" behaves completely differently than a campaign optimizing for "closed jobs at $2,400 average revenue." CPL improves, lead quality improves, ROAS improves — typically 25–40% over 90 days once Smart Bidding has enough revenue data.
Timeline expectation: Proper attribution setup takes 60–90 days to generate enough conversion data for Smart Bidding to optimize effectively. Shorter windows produce volatile results.

YouTube and Video PPC for Home Service Trust-Building

Home service buying is trust-driven. Short-form video on YouTube addresses the unspoken objection: Can I actually trust this company in my house?

Content that works: technician introductions, before/after footage, quick job site walkthroughs. Authentic phone-shot video outperforms polished brand video by a consistent margin.
Targeting: In-market audiences for home services within your service area. Custom audiences built from recent search behaviour perform best.
Budget: A modest $300–$800/month layered on top of Search improves Search conversion rates through brand familiarity. Not a standalone lead-gen tactic — a trust amplifier.

FAQ — Common Questions from Canadian Contractors About PPC

Q1: How much does PPC cost for home service companies in Canada? Monthly ad spend ranges from $2,000 to $20,000+ CAD depending on trade and market. Toronto and Vancouver are the most competitive and expensive. Qualified CPL falls between $60–$180 CAD across trades. Management fees run 12–20% on top of ad spend. High-ticket trades like roofing justify higher CPLs because average job values exceed $8,000–$15,000.

Q2: How much does PPC cost in Canada in 2026? Expect CPC of $12–$60 CAD and monthly budgets of $3,000–$20,000 CAD for most home service companies. Competitive markets like the GTA require $8,000+ to achieve meaningful scale. Budget 30–50% more during winter for HVAC and plumbing in Ontario and Alberta due to demand spikes and CPC inflation.

Q3: Is PPC worth it for home service businesses like plumbers and HVAC companies? Yes — when properly managed with CRM-connected tracking. Well-optimized campaigns deliver 5–8x ROAS and generate 30–50% of qualified lead volume for most home service operators. Emergency services see the fastest ROI. Success requires tracking to closed job revenue (not just calls), seasonal budget adjustments, and a close rate above 25%. Campaigns tracking only form fills routinely underreport or misreport true performance.

Q4: How do you control lead quality in home services PPC? Four controls work reliably: comprehensive negative keyword lists eliminating DIY and price-shopper intent, multi-step landing page forms that qualify urgency and geography, call tracking with agent scoring scripts, and geo-fencing to actual service radius. Combined, these reduce unqualified leads by 40–60% without sacrificing volume. Integration with Jobber or ServiceTitan allows lead scoring at the CRM level.

Q5: Should I use Google Local Services Ads or traditional PPC for my contracting business? Use both. LSA provides a Google Guaranteed badge and pay-per-lead pricing but offers limited targeting control. Traditional Search and Performance Max campaigns provide keyword precision, remarketing, and CRM integration. Running both with shared negative keywords and unified attribution in your CRM is the current best practice for Canadian home service companies spending $5,000+/month.

Q6: What is a good ROAS for a Canadian home service company running PPC? Target 5–8x ROAS, measured on closed job revenue — not leads. Emergency trades (plumbing, HVAC) hit this threshold faster. Top 20% of performers exceed 8–10x by connecting Google Ads to CRM revenue data and capturing maintenance plan LTV. Baseline ROAS below 4x on a mature campaign (90+ days) indicates a tracking, conversion, or offer problem.

Your Next Step

If you are already running PPC and cannot answer, with confidence, how many closed jobs came from last month's spend — that is your starting problem. Fix attribution before you adjust bids, budgets, or creative. If you are not running PPC yet and trying to decide whether it makes sense, run the sanity check formula against your own job ticket size and close rate before you commit a dollar.