The homeowner with a burst pipe isn't scrolling Instagram. They're searching, right now, and picking from whoever shows up first. This is how you be that business.
Get my free auditPaid social creates demand. Search captures it. Someone typing "emergency plumber Mississauga" at 11pm has a problem, a budget, and roughly zero patience, and they are going to hire whoever answers first and looks credible. That's a fundamentally different buyer to the one who saw your before-and-after video while waiting for a coffee.
The catch is that everyone knows this, which makes GTA service categories some of the most expensive keyword space in the country. Clicks in competitive trades can run into double digits. That's survivable when your average job is worth what it's worth, and ruinous when your account is quietly paying those prices for people searching how to fix it themselves.
Almost every underperforming Google account we open has the same three problems: match types too loose, a negative keyword list that's basically empty, and no call tracking, so the business is optimising toward form fills while most of its real jobs come in by phone. Fixing those three usually does more than raising the budget ever would.
Everything in search is downstream of this. If a booked job is worth $400 you run a very different account than if it's worth $12,000. We start with your average job value, your close rate on inbound calls, and which services you actually want more of, then work backwards to what you can afford to pay for a lead.
Where you qualify, LSAs are usually the best money in local search: top of the page, pay per lead instead of per click, and a Google Guaranteed badge that does real work on a stranger deciding whether to let you into their house. We handle the licence and insurance verification and the profile setup, and we tell you honestly if your category isn't worth it.
Most accounts add negatives reactively, months in, after the money's gone. We build the list before launch from the searches we already know waste budget in your trade: DIY, salary and jobs queries, parts and supply, brand names you don't service, and neighbouring cities you won't drive to. This is the least interesting work in search advertising and usually the most profitable.
Call tracking goes in before we scale anything. Calls get recorded and attributed to the keyword that produced them, so we can tell the difference between a search that generates enquiries and a search that generates booked work. Those are not the same list, and optimising against the wrong one is how accounts plateau.
Sending every ad to your homepage wastes the click you just paid for. Someone searching a specific service in a specific city should land on a page about that service, in that city, with one obvious next step. We build or fix the pages the campaigns need, rather than blaming the ads for a page problem.
Search accounts decay. Competitors change bids, Google changes match behaviour, seasons shift what people search for. Every week we look at search terms, pause what's bleeding, and shift budget toward what's booking. Your dashboard shows spend, calls, leads, and booked jobs, so you can check our work without waiting for a report.
Search isn't right for everyone, and the wrong account structure burns money faster than any other channel we run.
Local Services Ads sit at the very top of the results with a Google Guaranteed badge, and you pay per lead rather than per click. Standard Search ads sit below them, you pay per click, and you get far more control over keywords, messaging, and landing pages. For most GTA service businesses the answer is both, with LSAs capturing the highest-intent searches and Search covering everything LSAs don't serve.
Google verifies your business licence and insurance, and runs background checks on the business and in some categories on field staff. It takes time and paperwork, and not every category is eligible. We'll tell you during the audit whether you qualify and whether it's worth the effort for your trade, rather than starting the process and discovering a blocker three weeks in.
Usually broad match with no negative keywords. GTA service categories are competitive, so if your account is matching to searches like DIY guides, job seekers, or people looking for parts rather than a contractor, you're paying premium prices for traffic that will never book. Negative keyword work is unglamorous and it is often the single fastest saving in an existing account.
Yes, and it has to. For most service businesses the phone is the primary conversion, so we set up call tracking and call reporting before scaling spend. Without it you're optimising on form fills while the real money arrives by phone, which quietly trains the algorithm toward the wrong outcome.
Yes. Your Google Ads account, your conversion history, your LSA profile, and your landing pages stay yours. We hand over access and you lose nothing. It's written into our terms.
A recorded, senior-led teardown of your account, a 90-day plan, and our guarantees in writing. No obligation, and the findings are yours either way.
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