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Google Ads Management FAQs
Straight answers about Google Ads for contractors — how much to spend, what a good cost per lead looks like, and how to stop wasting money.
Google Ads Should Be an Investment, Not a Money Pit
Google Ads can be one of the most effective lead generation tools for contractors — or one of the biggest wastes of money. The difference comes down to management. A well-optimized campaign delivers qualified leads at a predictable cost. A poorly managed one burns through the budget on irrelevant clicks.
At Relentless Digital, we manage Google Ads exclusively for HVAC, plumbing, electrical, and roofing contractors. We know what works in this industry because it’s all we do.
How much should I spend on Google Ads?
We recommend a minimum monthly ad spend of $4,000. Google Ads is data-driven — you’re paying to gather data about what works in your specific market. If your budget is too small, you don’t collect enough data to make meaningful optimizations. You need enough volume to see what’s happening so we can make smart campaign adjustments. We don’t recommend spending beyond 8–12% of gross revenue on marketing overall, and Google Ads should be a strategic piece of that budget.
What’s a good cost per lead from Google Ads?
Benchmarks vary by trade: HVAC $50–$150, plumbing $40–$120, electrical $35–$100, roofing can be higher. The key metric isn’t just cost per lead — it’s cost per booked job and return on ad spend. A $100 lead that converts into a $15,000 equipment replacement is very different from a $30 lead that never answers the phone. We track the full funnel.
Do I own my Google Ads account?
Yes — your account is set up under your Google account. We’re added as managers. If you leave, we remove ourselves within 5 business days. You keep all campaign history, quality scores, conversion data, and ad copy.
How long before I see results from Google Ads?
Leads can start within the first week. However, it takes 60 to 90 days of active optimization to reach peak performance. Month one is data gathering. Month two is optimization. By month three, you should see consistent, predictable lead flow at an efficient cost per lead.
What if my cost per lead is too high?
That’s where management makes the difference. We continuously add negative keywords, adjust bids by time of day, test ad copy variations, optimize landing pages, refine geographic targeting, and cut underperforming keywords. If a campaign isn’t producing acceptable results, we’ll have an honest conversation about reallocating budget.
Do you manage the landing pages for Google Ads?
Yes. Sending traffic to your homepage is a common mistake. We create dedicated landing pages for each campaign — fast-loading, mobile-optimized, focused on a single service with clear calls-to-action. Better landing pages mean higher conversion rates and lower cost per lead.
How do you track conversions from Google Ads?
We implement comprehensive conversion tracking for phone calls, form submissions, and chat interactions. We use call tracking to attribute every phone call to the specific ad and keyword that generated it. All data is available in your real-time dashboard.
Will you run branded campaigns on my own business name?
We generally don’t recommend spending a significant budget on branded campaigns. If someone searches your name, they’ll find you organically. However, if competitors are bidding on your name (which happens often), a small branded campaign can protect your territory. We assess your specific situation.
What’s included in your Google Ads management?
Campaign strategy and setup, keyword research, ad copywriting and testing, landing page creation, bid management, negative keyword management, geographic targeting, conversion tracking, A/B testing, competitor monitoring, and performance reporting with strategy calls. Everything it takes to run a high-performing account.
Can I run Google Ads and LSAs at the same time?
Absolutely — and you should. LSAs at the top with the Google Guaranteed badge, Google Ads below. Running both means you occupy more real estate on the search results page, dramatically increasing the chances of getting the call.
How is a specialized contractor agency different from a general PPC agency?
A general agency doesn’t understand that ‘AC repair’ converts differently than ‘AC maintenance.’ They don’t know plumbing emergency search patterns or seasonal demand cycles. We’ve managed millions in Google Ads spend exclusively for contractors. We know which keywords convert, which ones are traps, and how to structure campaigns around how home service businesses actually work.
What happens to my campaigns if I stop management?
Without optimization, performance declines. Costs per lead rise, irrelevant clicks increase, and competitors adjust while you don’t. Most contractors who try to manage their own campaigns after professional management find that within 2 to 3 months, they’re spending more and getting less.
Ready to Get More From Your Ad Spend?
No pressure, no pitch. Just real answers from a team that gets the trades.
