Drive More High-Quality Calls with Advanced PPC Strategies for Home Services

Guest Post by Chris Cabaniss from Falcon Digital Marketing

This article helps experienced advertisers take their Google Ads and Meta Ads results to the next level. If you have little to no experience running ads, sorry, but you’re in the wrong place.

In the highly competitive home services industry, where advertising costs rise annually, it’s crucial to identify the most effective advertising channels and implement robust tracking strategies to maximize return on investment (ROI). 

This advanced guide explores the best advertising platforms for generating high-quality leads and expert tracking methods to ensure your marketing efforts drive real revenue. Many platforms promise leads, but not all deliver profitability. That’s why integrating call and lead tracking is vital to distinguish valuable leads from wasted ad spend.

Facebook Ads for Home Services

Facebook Ads are a powerful tool for home service providers, allowing precise targeting based on interests, demographics, and behaviors within specific service areas. While targeting homeowners is an obvious choice, there are additional effective audience segments to consider.

How to Create Successful Meta Ads

The simplest way to get started is by directing Facebook Ads to your website or landing page rather than relying on Facebook Lead Ads. While Lead Ads may seem convenient, they often produce mixed-quality leads and lack the benefits of a well-designed landing page optimized for conversions.

To differentiate yourself from competitors, test offers such as discounts or coupons. Place these prominently in the ad text and image, as visuals play a critical role in ad performance.

Experimenting with different ad formats can further enhance results. Try combining video ads with image ads to determine which format performs best. Meta provides tools to convert static images into simple videos, which can be useful for those on a budget. Carousel ads, which allow users to swipe through multiple images, are another effective option for showcasing various services.

Meta Ads Targeting Strategies

For targeting, many advertisers focus on homeowners or broad service-area targeting without additional filters. However, using interest-based targeting—such as audiences interested in “Kitchen Design Ideas” for a kitchen remodeling service—can refine your reach.

If your service has a longer sales cycle, remarketing to previous website visitors can drive conversions. However, for immediate-need services like plumbing repairs, remarketing may not be as effective since customers tend to hire quickly.

Consider testing Lookalike Audiences based on past customers, website visitors, or Facebook page followers to expand your reach with data-driven targeting.

Pitfalls to Avoid in Meta Ads

• Be cautious with Advantage Plus audiences. These audiences lack transparency and may not align with your ideal customer profile.
• Avoid manually selecting placements. Meta’s algorithm has significantly improved in optimizing placements based on performance data.

Tracking Call Quality from Facebook Ads

To maximize ad ROI, implement tracking measures to monitor lead quality:

• Use UTM parameters to track lead sources in Google Analytics, CallTrackingMetrics (CTM), and your CRM. Example:
  utm_source=facebook&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}
• Enable offline conversion tracking. Integrate Facebook with CTM to import offline conversions and optimize for calls instead of just form fills.
• Use call tracking numbers. Assign CTM tracking numbers to Facebook Ads and “Call Now” buttons to monitor call quality and filter out spam or accidental clicks.

Google Ads for Home Services

Google Ads, particularly Search campaigns, are highly effective for home service businesses, ensuring visibility to potential customers actively searching for solutions.

Choosing the Right Keywords

For Google Search Ads, prioritize high-intent keywords like “plumber near me” or “roof repair service.” If budget permits, test symptom-based keywords like “water leak in kitchen” to capture early-stage prospects.

When using broad match keywords, monitor search terms closely and add negative keywords frequently to filter irrelevant traffic. A combination of exact, phrase, and broad matches can provide a balanced strategy.

For repair services, nearly all ad spend should focus on Search Ads, as they capture immediate intent. Use negative keywords such as “hiring” and “salary” to block irrelevant searches.

Crafting Effective Google Search Ads

To stand out, highlight key selling points in headlines, such as:

• “24/7 Emergency Service”
• “A+ BBB Rated”
• “Get a Free Estimate”

Include additional details in descriptions, such as:

• “Locally owned and operated”
• “Licensed, bonded, insured”
• “1-year parts and labor warranty”

Use Google’s Pin feature to ensure high-intent keywords appear in Headline 1, improving relevance and click-through rates.

Tracking Lead Quality in Google Ads

• Set up conversion tracking. Use Google Ads’ conversion settings to count only calls lasting over 60 seconds as valuable leads.
• Integrate CTM with Google Ads. Track calls from call extensions, ad clicks, and website visits.
• Monitor call quality manually. Use CTM’s call log to review call duration, unanswered calls, and recordings for optimization insights.

Other Advertising Platforms: Microsoft Ads, Google Display and Video

Microsoft Ads (Bing Ads)

Microsoft Ads can provide lower-cost leads due to reduced competition. The setup mirrors Google Ads, and the “Import from Google Ads” feature simplifies campaign creation. However, avoid auto-importing settings, as performance may vary.

Google Display & Video Ads for Longer Sales Cycles

For services with longer sales cycles, Google Display and Video campaigns help maintain visibility throughout the decision-making process. These campaigns support audience targeting, including:

• Homeowners and in-market audiences (e.g., those researching remodeling services)
• Remarketing audiences (past website visitors and engaged users)
• Custom audiences (users who searched for competitor services or related keywords)

Ensuring High-Quality Leads with Call Tracking

To prevent wasted ad spend, implement call tracking across all platforms:

• Assign CTM tracking numbers for Google, Microsoft, and Facebook Ads.
• Connect CTM to Google Analytics and CRMs to track lead progression.
• Set minimum talk times (e.g., 60+ seconds) to qualify calls as conversions.
• Manually review calls to identify trends and optimize campaigns.

By integrating advanced tracking with strategic advertising, home service businesses can maximize high-quality calls, improve marketing efficiency, and increase ROI.

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