Hiring a Google Ads agency can either take your home service business to the next level—or waste your budget faster than you can say “conversion rate.” If you’ve tried Google Ads before and had a bad experience, you’re not alone.
This guide will walk you through the biggest red flags to look out for, the most important questions to ask, and how to find an agency that actually understands how to bring you leads—not just clicks.
1. Do They Have Experience in the Home Services Industry?
You want to work with an agency that runs campaigns specifically for home service businesses—not e-commerce stores, SaaS companies, or random product sellers.
But here’s the twist: you don’t necessarily need someone who only works with roofers, or only with plumbers. Why? Because agencies that niche too tightly often run the same template for every client—same keywords, same landing pages, same results.
Look for an agency that customizes campaigns based on:
- Your specific service
- Your target location
- Your ideal customer
Pro Tip: Ask for case studies or testimonials from other home service companies they’ve worked with.
2. What Metrics Do They Focus On?
If the agency starts rattling off metrics like clicks, impressions, or CTR (click-through rate), that’s a big red flag. You’re not in this for data—you’re in it for leads.
The only metric that matters? Conversions.
A conversion should mean a real lead—someone who either called your business or filled out a contact form. If they define it any other way, move on.
3. How Do They Track Leads?
You should hear words like:
- Call tracking
- Landing pages
- Lead tracking dashboard
This is critical. Without proper tracking, you won’t know which leads came from Google Ads, and worse, you’ll have no clue whether your campaign is profitable.
Example: If you spent $3,000 last month on ads, how many jobs did that bring in? If they can’t tell you, you’re wasting money.
4. How Do They Prevent Wasted Ad Spend?
The right agency should be fanatical about negative keywords—those terms you don’t want to show up for.
For example, if someone searches:
- “floor refinishing colors” – they’re not ready to hire, they’re browsing
- “how to repair a floor yourself” – they’re DIYers, not customers
For example, if someone searches:
- “floor refinishing colors” – they’re not ready to hire, they’re browsing
- “how to repair a floor yourself” – they’re DIYers, not customers
5. Do You Own the Google Ads Account?
This one’s simple: you should always own your account.
Even if they create it for you, make sure your business retains ownership. Why? Because if you ever part ways, you’ll want access to all that valuable data—keywords, performance stats, and insights you’ve paid for.
If an agency says, “No, that’s our property,” thank them and hang up.
6. Do They Lock You Into Long-Term Contracts?
Watch out for 12-month or multi-year contracts. While it’s fair for an agency to request a short commitment (3–6 months), you should always have an exit ramp.
Agencies that insist on long-term contracts upfront usually don’t trust their results to keep you around.
Reality Check: Google Ads success often builds over time. Month 1 is about testing, Month 2 is optimization, and Month 3+ is where the real results kick in. But you shouldn’t be trapped if it’s clearly not working.
7. Can They Guarantee a Certain Number of Leads?
If an agency promises “20 leads per month guaranteed,” run the other way.
Sure, they might deliver 20 leads—but what kind?
- People looking for a $25 fix
- Job seekers
- Window shoppers
You want qualified leads. No honest agency can guarantee volume without controlling lead quality, and quality is what turns into revenue.
8. Do They Use Landing Pages (Not Just Your Website)?
Google Ads should send visitors to landing pages, not your homepage. Here’s why:
- A landing page is focused on a single service (like panel replacements for electricians).
- It has one clear call to action: Call now or fill out a form.
- It removes all distractions and gets people to act.
Your website might look great—but it’s built for browsing, not converting. Landing pages are built to get the phone ringing.
PREFER TO LEAVE IT TO A PROFESSIONAL?
Running a home service business is already a full-time job—figuring out Google ads shouldn’t be another one. At Mancini Digital, we specialize in Google Ads that bring in real, high-intent customers, so you can focus on what you do best.