Launch Google Ads as a Service-Based Business: A Plumber’s Guide

If you run a service-based business—like a plumber, locksmith, or mobile electrician—Google Ads can be a total game-changer. But launching your first campaign can feel like diving into murky waters. We’re here to clear things up. In this guide, we’ll use a plumber as an example, but the steps apply to most mobile service professionals.

Ace It SEO has transformed messy campaigns into efficient lead generators for businesses including Max the Locksmith. Our work with Max the Locksmith resulted in a 28% reduction of his cost per lead according to our case study. This guide is your one-stop-shop to setting up a campaign that works without burning your budget.

Why Google Ads Works for Mobile Service Pros

When people search "emergency plumber Leeds," they’re not planning for next week—they need someone now. That’s why showing up at the top of Google is everything. Google Ads lets you do just that, but it’s not just about being seen—it’s about being seen by the right people at the right time.

Stats don’t lie: over 70% of mobile users call directly from Google search results. With effective use of Google Ads you can attract leads who are prepared to make bookings for your service. Done wrong? You’ll waste advertising budget on people who do their own repairs and customers who live beyond your service area.

Let’s break down the steps.

Step 1: Pick the Right Ad Types

Start with:

• Local Services Ads (LSAs): These show up above everything else—with a “Google Guarantee” badge, reviews, and a “call” button. You only pay per lead, not click.

• Search Ads: Text ads that target keywords like “unblock drain Leeds.” Perfect for driving calls or bookings.

• Display Ads (Optional): Banner ads for remarketing. Don’t worry about these until your other ads are already working.

Step 2: Set Up Your Campaigns

You’ll want separate campaigns to stay in control:

• Local Services Campaign: Apply through Google Guarantee. Set your service area (e.g., 20-mile radius around your city), select your services, and verify business documents.
• Search Campaign: Choose "Leads" as the goal, and use Responsive Search Ads to test different headlines. Don’t forget to set your geo-targeting.

Step 3: Find the Right Keywords

Stick with keywords that show high intent. Skip “how to fix a drain” and go for “24/7 plumber near me.”

Where to look:

• Google Keyword Planner (inside Google Ads)
• Google Trends (to spot seasonal spikes)
• SEMrush for competitor keywords
• Ask real customers what they searched for before finding you.

Keywords to try:

• Emergency: “burst pipe repair Leeds,” “24/7 plumber”
• Service-specific: “leaky tap fix Leeds,” “drain cleaning”
• Block (Negative Keywords): “DIY plumbing,” “YouTube,” “jobs”

Step 4: Write Ads That Convert

Great ads don’t just get clicks—they get calls.

Example ad:

• Headline 1: Emergency Plumber in Leeds
• Headline 2: 24/7 Fast Call-Out
• Description: No callout fees. Same-day repairs for leaks, blockages & more. Call now!

Extensions to add:

• Call extension
• Location extension
• Sitelinks (e.g., Services, Reviews)

Step 5: Build a Landing Page That Seals the Deal

Send clicks to a dedicated landing page—not your homepage. Make it local, mobile-friendly, and focused.

What to include:

• Big headline: “Fast Plumbing Repairs in Leeds”
• 5-star reviews, accreditations
• “Call Now” button
• List of key services
• Sticky mobile call button

Step 6: Set Your Budget & Bidding

Start small: £10–£50 per day. That’s £300–£1500/month.

• Begin with Maximise Clicks to collect data
• Switch to Maximise Conversions after 2–3 weeks
• Track calls using Google call tracking (it’s built-in!)

Step 7: Track Everything & Optimise

Check your results daily at first:

• Are you getting clicks? Calls? Bookings?
• CTR under 2%? Tweak your ad copy.
• Wasting budget on bad keywords? Add them as negatives.

We do this for all our clients—like Max the Locksmith—who saw a 52% rise in conversions once we cleaned up his keyword list.

Why User Intent Matters

A user searching “how to fix a leaking pipe” isn’t your client. “Hire plumber Leeds” is. Group your keywords by intent:

• Transactional: “book plumber,” “toilet repair near me”
• Emergency: “burst pipe now,” “emergency plumber”
• Avoid: anything educational—these are info-seekers, not buyers

Google rewards ads that match user intent with better Quality Scores—lowering your CPC.

Bonus Tips

• Seasonal Boosts: Raise bids in winter for frozen pipe emergencies.
• Check Competitors: Use SEMrush to see who’s bidding on what.
• Get Featured: Use HARO to land quotes in news stories and blogs. It builds backlinks and trust.

After You Launch: What to Expect

Once your ads go live and you start ranking, things change. Google will test how helpful your ad and landing page are. The better your Quality Score, the more efficient your ad spend becomes.

Expect to start getting more calls—but also messages from “link builders” and “SEO experts” offering paid backlink placements. This is normal once your visibility improves. Ignore them.

We’ve had clients get bombarded with these offers—just focus on your own growth. Backlinks should be earned, not bought.

Ready to Get Leads?

Google Ads works brilliantly for local service businesses—if done right. With Local Services Ads, high-intent keywords, and a landing page that converts, you can start getting booked up without relying on referrals.

Need help setting it up or managing it? That’s what we do. Get in touch and let’s make your phone ring.

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