What are Google Search Ads?
Published on
11/05/2025
Published by
Terry Robinson
Contents
what they do. But one of the biggest complaints I hear? Getting more clients.
Referrals and word-of-mouth sound good and work really well—until they don't. When the well runs dry, that's when panic sets in. Now the question becomes: "What's next?"
You've probably run Google Ads in the past yourself or even with an agency and ended up with hardly any results to show for it. I totally get it.
But here's the reality: if you don't learn how to use Google Ads or find a trusted partner who does, you will fall behind competitors who are more digitally savvy than you. Point blank period.
Around 80% of businesses worldwide rely on Google Ads for their pay-per-click campaigns. Why? Because users are at least four times more likely to click on paid search ads on Google than on any other platform.
Google Search Ads put your business in front of high-intent prospects at the exact moment they need you. Let's break down how they work and why they matter for specialty contractors.
What Are Google Search Ads?
Let's start simple.
Google Search Ads are the sponsored listings you see at the very top of Google search results. They will be the first thing that you see and they look almost identical to organic results, except they are under “Sponsored results”.
Here's how it works: when someone types a search query into Google—like "asphalt paving services" or "emergency electrician"—Google runs an instant auction. Businesses that are bidding on those keywords compete for ad placement. The winners get their ads shown at the top of the page.
You only pay when someone actually clicks on your ad. Not when it shows up. Not when someone scrolls past it. Only when they click.
Now it’s important to note that just because you may be bidding on a keyword does not ensure that you will be placed on it. Although you may get some sort of impression share.
What Makes Up a Search Ad?
Each Google Search Ad is built from a few key pieces:
The headline is what grabs attention. It appears in large blue text at the top of your ad and can be split into multiple parts to communicate your main message.
The description sits below the headline and gives you space to explain what you offer. This is where you can add details about your services, what makes you different, or why someone should choose you.
The URL shows where people will land when they click your ad. This takes them directly to your website or a specific page about the service they're searching for.
Ad extensions are optional add-ons that can make your ad more useful. These can include things like your phone number, customer ratings, additional page options, or your business location. They give people more ways to connect with you and can make your ad stand out more on the page.
All of these pieces work together to turn a search into a potential customer for your business.
Why Google Search Ads Matter for Specialty Contractors
The reality for most contractors is that lead flow can be fairly unpredictable.
Some months, your phone won't stop ringing.
Other months? Crickets.
So why Google Ads?
One of the biggest reasons I recommend contractors run Google Search Ads is that it can connect you to high-intent buyers who are actively looking for your services—when you have the right offer in place.
While cost can be competitive, this is highly dependent on your bid (which you control) and the keywords you plan to target. This makes it essential to get clear about what services you plan to market as well as being crystal clear on your ideal customer and their pain points.
This can enable you to find solid keywords that could potentially fit your budget.
How Google Search Ads Actually Work
Let's break down the mechanics without getting too technical.
Keyword Targeting
You choose specific keywords or phrases that trigger your ads. For example, if you are a home builder, you might bid on keywords like "custom home builders," "home building contractors," or "new house builders."
When someone searches those terms, your ad becomes eligible to show up.
Bidding and Cost
Google Ads work on a pay-per-click (PPC) model. You set a maximum bid—the most you're willing to pay for a single click. If someone clicks your ad, you pay. If they don't, you pay nothing.
The actual cost per click depends on competition. High-demand keywords in competitive markets cost more. But you're always in control of your budget.
Side Note: When running a brand new campaign, best practice is to set your bidding strategy to either maximize clicks or manual cpc for at least 2 weeks to a month
Ad Rank and Quality Score
Not every ad gets shown just because you're willing to pay. Google uses something called "Ad Rank" to determine which ads appear and in what order.
Ad Rank is based on two main factors:
Your bid amount (how much you're willing to pay per click)
Your Quality Score (how relevant and useful Google thinks your ad is)
This is actually good news for smaller contractors. You don't need the biggest budget to win. You just need a well-targeted ad that matches what people are searching for.
Geographic Targeting
One of the biggest advantages of Google Ads for contractors is location targeting. You can set your ads to only show up for people within your service area—whether that's a 20-mile radius, specific zip codes, or entire counties.
You're not wasting money on clicks from people 200 miles away who you can't serve. You're only reaching prospects you can actually help.
Common Misconceptions About Google Ads for Contractors
Let's clear up some myths that stop contractors from even trying.
"It's Too Expensive"
Yes, Google Ads costs money. But here's the thing: you're only paying for clicks from people actively searching for your services. With Google Ads, every dollar goes toward reaching someone with intent. That's targeted spending, not waste.
The key is making sure your offer aligns with your ideal customer’s position in the customer journey.
"It's Too Complicated"
There's a learning curve, no question. Google Ads has a lot of settings, options, and data to manage.
But you don't need to be a Google Ads expert to benefit from it. Many contractors partner with agencies or consultants who handle the technical side while you focus on running your business.
And if you do want to learn it yourself? The platform is more intuitive than it used to be, and there are plenty of resources to help you get started.
"Only Big Companies Can Compete"
Wrong.
Again, understanding your ideal customer is critical. This even means understanding where they live/do business. This gives contractors an advantage. Not to mention other means where contractors can stand out like local-service ads for instance.
Remember: Google rewards relevance, not just budget. If your ad speaks directly to what someone is searching for, and your landing page delivers on that promise, you can compete with anyone.
"I Get Enough Referrals"
Great! Referrals are the best kind of lead.
But what happens when referrals slow down? What happens when your best referral source retires, moves, or starts working with someone else?
Google Search Ads done right can give contractors like yourself a predictable, controllable lead source that doesn't depend on other people's networks. It's not about replacing referrals. It's about adding a safety net so you're never stuck waiting for the phone to ring.
You didn't get into the trades to become a marketing expert. You got into it because you're good at fixing what's broken—whether that's a failing HVAC system, faulty wiring, or a burst pipe.
But if you want predictable lead flow instead of waiting for the phone to ring, Google Ads can help.
If you're curious whether Google Search Ads could work for your contracting business, or if you just want to talk through your options, let’s have a conversation
Schedule a free strategy call with us and let's figure out what a predictable lead pipeline could look like for your business.
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