Google Ads and Meta Ads for high-ticket trades
Buy booked jobs, not form fills — for roofing, solar, HVAC, and remodeling.
High-ticket home services live or die on three things paid media usually ignores: whether the enquiry was a real job, how fast someone answered it, and what the job was actually worth. I manage Google and Meta campaigns against booked and completed work, not lead volume.
Available for campaign launches, account takeovers, ongoing management, and focused call-tracking or landing-page work. Scope depends on service lines, service areas, channels, and crew capacity.
Decision logic
Why trades accounts underperform even with good campaigns
Home services has the tightest link between marketing and operations of any category I work in. The ad account is rarely the binding constraint — response time, service mix, and job-value blindness usually are, and none of them show up in a campaign report.
Lead volume is the wrong target
Optimising toward form fills finds people who fill forms — tyre-kickers, wrong service areas, and jobs you do not want. Booked and completed work is the only number that pays wages.
Job value varies enormously per click
The same campaign can produce a small repair and a full replacement worth fifty times more. Until that difference is fed back, bidding treats them identically and buys the cheap one.
Execution capabilities
Home services decisions and execution I can own
Emergency vs planned campaign split
A burst pipe at midnight and a kitchen remodel researched over six weeks are different businesses. Intent, bids, ad copy, hours, and landing pages are separated so neither subsidises the other.
Service-area and job-type targeting
Radius, suburb, and postcode targeting built from where profitable jobs actually came from, with job types you do not want excluded before they spend budget.
Job-value economics
Maximum cost per booked job is calculated from average job value, close rate, and margin per service line — so a roof replacement and a gutter clean are not bid as though they are worth the same.
Call tracking and lead qualification
Dynamic number insertion, qualified-call definitions, and offline conversion imports so bidding optimises toward calls that became jobs rather than every ring.
Speed-to-lead and intake
The response-time problem is diagnosed alongside the media, because in trades the first business to answer usually wins the job regardless of who had the better ad.
Seasonal pacing and capacity
Budgets ramp ahead of seasonal demand rather than into it, and stay matched to how many crews you can actually dispatch.
Working principles
How high-ticket trades work is handled
Before you ask
Frequently Asked Questions
Want to know what a booked job is actually costing you?
Send the website, service areas, current channels, roughly what an average job is worth, and how enquiries reach you. I will explain what I would inspect first and whether the constraint is media, measurement, or intake.
Send Your Site & Goal
Who you work with
Vince Servidad
PPC Strategist · Google Ads, Meta Ads & conversion systems
Philippines-based PPC strategist. I plan and manage Google Ads and Meta Ads around real business economics, then fix the tracking, landing-page, and conversion problems limiting performance. £2M+ managed, and a self-funded seven-figure Shopify brand of my own.
Related Resources
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