Are you trying to attract new leads to boost profit and grow your service business? Google Ads is a great addition to your overall digital marketing strategy.
It’s the world’s largest online advertising platform, with a variety of ad types to choose from to help you stand out and reach the right audience.
But figuring out where to start is overwhelming. Which Google Ad type works best for service businesses? What should your budget be? And how do you get set up?
Use the information in this guide to learn what Google Ads is and how you can use it to take your business to the next level.
5 types of Google Ads for service businesses:
Are Google Ads and AdWords the same thing?
Yes, Google Ads and Google AdWords are the same paid advertising platform. Google AdWords was the original name for what is now called Google Ads.
Initially, Google AdWords focused on text-based search ads, but over time, the platform expanded to offer a variety of ad types.
In 2018, Google rebranded Google AdWords to Google Ads to better reflect its broader range of services, including video, display, and local services ads.
1. Search ads
Google search ads, also called pay-per-click ads or PPC ads, appear in Google search results when potential customers look for specific keywords.
For example, when someone searches for:
- Local plumber in Boston
- Best snow removal in Cleveland
- Sonoma lawn mowing
These ads sit above or below standard search results and are labeled with “A,” so users know they’re paid results. They usually include a headline, short ad copy, and a web address that goes to a specific place on your website, like your online booking system.
The goal is to encourage users to click through to your website, which could potentially lead to more requests for quotes and service appointments.
How much do they cost?
A search ad usually costs between $1-$5 per click depending on how competitive your keywords are and the location you want to target.
For example, a broad search term like “plumber” might have a higher cost (like $8-$15) due to higher competition. While a longtail keyword like “24/7 emergency plumber in Dallas” could cost around $3-$6.
It’s also worth noting that Search ads have a bidding system that allows you to set a limit for how much you want to spend per click.
Who do they work best for?
Just about any service provider in any industry can use Search ads to attract leads, but they work best when:
- You want to target people who need your services right away, like emergency appliance repairs or HVAC troubleshooting
- You want to appear in search results when people search for service businesses in a specific location
How to get started
To start using Search ads, you will need to:
- Create or have both a Google Ads account and a personal or business Google account
- Have a website to send traffic to
- Determine a budget
- Figure out who your target audience is (for example, people looking for emergency plumbing services in Montpelier)
- Conduct search engine optimization research to find keywords
- Write ad copy that is descriptive and compelling
- Track and analyze performance
If you don’t have a website already, you will need one in place before you can leverage search ads.
Use website-building software like Jobber to create a professional, branded website in minutes. Then, link it to your Google Business Profile and use Google Ads to drive traffic, build brand awareness, attract new leads, and generate more bookings.
Tips for success
To make the most of your search ads, be sure to:
- Choose keywords related to your industry, services, and location
- Use location targeting in your digital marketing campaign to focus on people in your service area
- Write a clear, compelling ad and check for typos and spelling errors before posting it
2. Local Services Ads
Local Services Ads (LSAs) are ads designed specifically for home service businesses. They appear at the top of Google’s search results and are usually accompanied by a map.
They highlight your business’s name, location, and services, as well as a “Google Guaranteed” badge if you pass their verification process, which can help build trust, boost professionalism, and add legitimacy to your ad campaign.
You can use them to get customers to take action by calling your office or booking an appointment on your website.
How much do they cost?
LSAs cost $15-$50 per lead, depending on your industry and location.
Who do they work best for?
Google’s Local Services Ads work best for:
- Service providers looking to grow their local customer base
- Service businesses that don’t have a website yet
- Business owners who only want to pay for actual leads and not clicks
It’s important to note that LSAs are only available for certain industries. To find out whether you can use them, view Google’s list of eligible service industries.
How to get started
To use LSAs, you will need to:
- Create a Google Business Profile
- Sign up for Google’s Local Services Ads program
- Pass Google’s background checks to get Google Guaranteed
- Set a service area and budget
- Monitor and analyze performance
Tips for success
To have the most successful LSAs, you should:
- Get Google guaranteed (even though it’s not required, it’s strongly recommended)
- Ask happy customers to leave Google reviews
- Keep your Google Business Profile up-to-date, like your business hours, services, location, and contact information
3. Display ads
Display ads are visual banners that advertise your business across different websites. They can also appear in Gmail under the Promotions tab or in a Gmail ad format.
They’re often used to retarget users who have visited your website, encouraging them to come back and book your services.
They show up in a variety of places, like at the top of websites, in the sidebar, and within content on a web page.
How much do they cost?
You can pay for display ads in two different ways:
- Per click, which costs between $0.50-$3
- Per thousand impressions, which ranges from $1-$5
You may also need to pay a graphic designer to make the ads for you if you can’t make them yourself.
Who do they work best for?
Display ads work best for service providers who want to retarget customers who already visited their website without taking action.
For example, leads who made it all the way to your booking page without scheduling an appointment.
They also work well for businesses offering recurring or seasonal services, like house cleaning, lawn care, and snow removal, to stay top of mind with customers who found your website by searching for ongoing services in your area.
How to get started
To start using display ads, you will need to:
- Create or sign in to your Google Ads Account
- Set up a “Display Network” campaign
- Define a target audience, like users who have visited your website before
- Design the ads yourself or hire a designer to make them
- Set a budget and choose a bidding strategy (per click or per thousand views)
- Select where and how your ads will display
- Track performance and analyze results
Tips for success
To boost your chances of success with display ads, make sure to:
- Use professional, eye-catching visuals like graphics and images
- Retarget website visitors who have interacted with your business online before
- Make sure to include add extensions like your business name, logo, and a call to action in your graphics
4. Video ads
Video ads appear before, during, or after YouTube videos. Some are skippable after 5 seconds, while others are not. They can also appear on YouTube’s homepage or in suggested videos, depending on how you set them up.
They can target specific locations, search behaviors, or interests. For example, a handyman could use video ads to connect with people who have searched for home improvement tutorials or DIY videos.
How much do they cost?
Video ads are either charged on a cost-per-view or cost-per-thousand-views basis and range from $0.10-$0.30.
However, if you don’t have videography or animation skills, you’ll also need to use a tool or hire someone to do it for you.
If you use a platform like Canva or Adobe Spark to make a simple video ad, it can cost anywhere between $0 and $500 depending on the equipment and software you use. But you would also need to write the script and film and edit the content yourself.
Hiring a freelancer or small production company for a basic video ad typically ranges from $1000 to $5000, but often includes a script as well as filming and editing.
Who do they work best for?
Video ads tend to work best for:
- Those with recurring services looking to advertise long-term
- Service providers who want to promote seasonal offerings
- Service providers who use YouTube to build brand awareness or generate leads
How to get started
To start using video ads, you will need to:
- Create or log in to your Google Ads Account
- Set up a “Video” campaign
- Define a target audience
- Create or log in to your YouTube account
- Upload your video ad to YouTube and choose the format
- Set an ad spend budget
- Choose where and how your ads will appear
- Track performance and adjust as necessary
Tips for success
For successful video ads, don’t forget to:
- Keep videos between 15-30 seconds long
- Tell users what action to take next, like visiting your website or calling your office
- Make sure the audience you want to connect with spends time on YouTube, like people looking for information about how to fertilize a lawn or install a dishwasher
5. Performance Max Ads
Performance Max Ads are a type of ad campaign that uses machine learning to help optimize ad performance over multiple channels at once, like search, display, and video.
That means you provide a single budget, goal, and target audience, and Performance Max Ads use AI to deliver your ads where it thinks they’ll make the most impact.
How much do they cost?
Performance Max Ads use automated bidding to maximize your potential. The price range will depend on the budget you set and what the competition looks like for your audience and location.
Who do they work best for?
Performance Max Ads work best for service providers who:
- Want to automate ads across multiple platforms at a time
- Have the same goals and audience across different ad types, like search and display
- Set clear goals for their ads, like getting more bookings or increasing website traffic
- Don’t want to manually manage ads
How to get started
To start using Performance Max Ads, you will need to:
- Sign up for or log in to your Google Ads Account
- Select a “Performance Max” campaign
- Choose a budget and bidding strategy
- Define your target audience
- Upload any required assets, like images or videos
- Set up conversion tracking for your goal (like new bookings or website visits)
- Launch your campaign
- Monitor progress and make adjustments
Tips for success
To see success with Performance Max Ads, you should:
- Use a mix of images, videos, and text to allow Google’s AI to create the most effective ad campaigns across different channels
- Define a clear goal to track, like getting more website visits or bookings
- Regularly review performance since campaigns are AI-driven and may not behave as you expect them to
Which Google Ad should I use?
Service providers can benefit from Google Ads in many ways. They can help build your online presence, drive traffic to your website, attract new leads, and boost bookings.
But which ones you use depends on your budget, goals, and how much time you have to create, manage, and monitor campaigns.
It’s also important to consider whether you can use your existing marketing software to do some of the work for you.
For example, Jobber can automate Google review collection to enhance your credibility and fill out your listing or take customers straight from your Google Business Profile to your online booking page for fast and seamless conversions.
By integrating Google Ads with your existing tools, you can streamline your efforts, save time, and maximize your advertising potential.
Frequently Asked Questions
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The main difference between the Google Ads platform and a Google Ads campaign is the Google Ads platform is a tool for creating online ads, while a Google Ads campaign is one set of ads you create around a specific marketing goal or service. For example, you could create one campaign to advertise your landscaping services and another separate campaign with a promo offer for snow removal services and create them both within the ads platform.
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Ad extensions are extra bits of information you can add to your Google Ads to make them stand out and give customers more reasons to click. Common examples include phone numbers, addresses, additional links to different parts of your website, or special offers. Ad extensions make your ads bigger and more helpful, which can encourage more customers to choose your business.
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The Google Search Network shows ads right on Google’s search results pages. When people search for the keywords you choose, your ads pop up alongside their results. Google Display Network shows visual ads, like banners or images, on other websites that partner with Google. Display ads help people find you when they’re reading or browsing other sites, even if they’re not actively searching for your service.
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Google personalized ads use information about users’ online activity, like the websites they visit, the topics they search for, or videos they watch, to show ads relevant to their interests. As an example, if someone frequently searches for home improvement tips, Google may show them ads for home repair or handyman services.
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Google AdSense is a program you can sign up for that lets you make money on your website by allowing relevant Google ads to show up on your site. If you have a blog or site with helpful content about home services you specialize in, you could add code to your website and use AdSense to earn extra money whenever your site visitors click on ads displayed on your pages.
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The Google Marketing Platform is a collection of tools from Google that help larger businesses manage their digital marketing. It combines advertising, analytics, and data tools into one place. Although many of the included tools (e.g., Google Analytics) are free, the platform is not.