Home service businesses don’t have a marketing problem in theory. They have a utilization, lead quality, cost, and visibility problem in practice.
High intent, high stakes, high CPC - Most homeowners start online and read reviews before choosing a provider. If you’re not prominent on Google, you’re invisible.Clicks in HVAC, plumbing, and electrical are expensive and getting more competitive as aggregators and big brands crowd the ad space. One bad campaign structure can turn a $100–$200/day budget into no booked jobs.
Seasonality and capacity vs. fixed ad spend - Demand whiplashes with heat waves, cold snaps, storms, and “shoulder seasons.” Most accounts run on flat monthly budgets, so you overspend when trucks are full and underspend when techs are idle.
Calls are king… but rarely measured Phone calls drive 10–15x more revenue than web form leads and convert faster, yet many contractors can’t see which ads actually drove which calls. Home service businesses that add call tracking cut cost per lead by ~10%, but most still optimize on clicks instead of booked jobs.
Lead quality + spam vs. real emergencies - Broad targeting and partner networks can trigger spam, bots, and tire-kicker leads—especially in plumbing and emergency services. Generic campaigns don’t separate repair vs. replace vs. tune-up, so you pay install-level CPCs for low-value jobs.
Google keeps adding more to manage Search, LSAs, Maps/GBP, reviews, photos, chat, landing pages—each with its own rules, quality standards, and ranking factors. Many contractors never get conversion tracking, LSAs, and Google Business Profile working together, so they’re guessing instead of optimizing.
For home services, marketing isn’t just “running some ads.” It’s orchestrating high-intent search, tight local targeting, call tracking, and seasonally aware budgets so every dollar turns into booked, profitable jobs—not just clicks.
Fortune 500 marketing expertise, optimized for home services
We have roots as a premium marketing agency that led SEO, paid marketing, and CRO for some of the world's biggest brands.
Through advanced automation and AI, we deliver 90% of the results at a fraction of the price
Enterprise-level strategy and execution without the enterprise price tag
Focused exclusively on growing home services businesses—we do a few services extremely well
This gives you an unfair advantage in your market
Highly targeted local search campaigns that consistently deliver new leads directly to your business.
Optimize your Google Business Profile for maximum discoverability and conversion.
We solve the specific problems home service providers face with targeted strategies that we can execute at an exceptional level and provide the best bang for their buck.
Long-tail keyword strategies custom-built for home services (HVAC, Plumbing, Electrical, etc.), avoiding expensive broad matches. Automated bid adjustments and hyperlocal geo-targeting aligned to your business hours keep costs under control.
Smart targeting using platform data to direct budget toward high-value leads. Focus spending on your most profitable services—whether that's installs, services contracts, or something else.
Anonymous shared insights across our client base mean tactics that work get rapidly deployed to all accounts. You benefit from continuous testing and optimization happening across the entire portfolio.
In-house built tools designed specifically for home service providers, paired with enterprise-level tech investments that 10x efficiency. Marketers focus on strategy while automation handles the heavy lifting.
A Charlotte-based business struggling with declining revenue and poor ROAS
Revenue falling despite increased ad spend. Account relied heavily on automated PMax campaigns with poor targeting and no strategic oversight.
Transitioned away from black-box automation. Implemented consistent search query mining and pruning to focus on best ROI keywords. Optimized audience targeting with manual oversight.
We offer a no-obligation, in-depth audit to show you exactly where your opportunities lie. We almost always uncover significant areas for improvement.
Deep dive into your Google Business Profile to identify optimization opportunities and visibility gaps.
Review your account structure and campaigns to identify specific, actionable opportunities you're missing.
Determine if we're the right partner for your practice—all before you spend a dime.
Most agencies "set and forget" your Google Ads. That might work for small businesses who can't afford any better — but in home services, it's a fast way to burn your budget.
Most agencies are incentivized to put you on cruise control or increase your ad spend even when it might not make sense for your business.
When your agency does this:
Seasonal swings wreck results spend doesn't flex when the phones do.
Different job types get blended wasting install dollars on low-value leads.
Generic targeting results in low quality leads that don't convert.
Phone calls go untracked your highest-value leads don't train the algorithm.
RSAs + LSAs sit untouched ad strength drops, costs rise.
Infrequent search query mining budgets leak on irrelevant keywords while winners go underfunded.
No algorithmic tuning campaigns are mismatched or stagnant, so Google never finds the right leads.
The result: higher costs per lead, low lead quality, and no agency accountability.
We don't just run ads — we've built a tech-enabled growth system that is engineered for continuous performance to give you a sustainable, unfair advantage in your local market.
Our team combines Fortune 500 playbooks, top-tier marketers, and smart automation to retrain and then continually optimize your Google Ads account to grow lead volume and decrease cost per lead.
We don't skip out on the continuous 'gardening' because we've built the tech to ensure it happens every time, automatically.
This means you get the smart marketing humans and a premium agency service, at a more affordable price.
Dynamic budgets & rules — scale up during heatwaves or cold snaps, scale down when trucks are full.
Continuous search query mining — identify high-performing keywords, remove irrelevant ones, and reallocate bids for efficiency.
Algorithmic tuning — deploy the right campaign types in the right sequence to train Google's AI toward the jobs you want most at the right price.
Split campaigns — separate repair, replace, and maintenance for clean data and better ROI.
Continuous RSA optimization — refresh headlines, test CTAs, and boost ad strength.
Automation + AI handle routine "gardening" — while human strategists focus on growth levers.
Call tracking & offline conversions — tie ad spend to booked jobs to improve ROI.
Precision local targeting — city and ZIP filters that eliminate low-margin travel.
Most agencies put your Google Ads on autopilot. With Ascend, you get premium quality Google Ads management, every month, forever by virtue of our innovative technology and top quality marketers.
No contracts ever - if you don't see good results, you can leave us anytime.
👉 Book a Free Google Ads AuditWe work exclusively with home service businesses that rely on inbound calls and booked jobs to grow.
If you run a:
Heating & Cooling (HVAC) company
Plumbing business
Electrical service operation
…we're built for you.
Whether you're focused on emergency calls, high-ticket installs, or recurring maintenance, our Google Ads strategies are tailored to how your business actually runs — with local targeting, call tracking, and campaign structures designed for service-based work.