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Growth Playbook
How to build a lead system for a roofing, HVAC, plumbing, electrical, or restoration business. Google Business Profile, Local Services Ads, Google Ads, landing pages, and call tracking, in the order that works.
This is the order we use when we take over an account. Every number is either cited to a public source or labelled as what we see in the accounts we manage.
What's inside
Five Chapters. One System. Built in Order.
Most contractors buy leads in the wrong order: Google Ads first, clicks to the homepage, no call tracking. Six weeks later they say Google Ads does not work. It usually does. The system was built upside down. Each chapter here feeds the next one and ends with a checklist.
Google Business Profile: the foundation
- The primary category rule, and why 3 to 5 secondary categories is the ceiling
- Service areas that match where you will actually take a job this week
- Physical address vs service-area business: Google's rule and what we see in ranked accounts
- The 5-step review engine built to produce 3 to 5 new reviews a month, without breaking Google's policy
Local Services Ads: pay per lead, not per click
- Verification checklist: license, insurance, background check, and the real review minimum
- The settings that decide lead quality: services, service area, hours, bid mode, direct business search
- How Google ranks LSA (from Google's own help pages) and the cheapest factor to fix
- The weekly lead-rating pass, and the 2026 to 2027 migration into Google Ads with what to export before it happens
Google Ads: the two-phase strategy
- Phase 1: exact match only, with starter keyword lists for roofing, HVAC, plumbing, electrical, and water damage
- Campaign structure by intent (repair vs installation vs emergency), launch settings, and the negative list
- Bidding progression matched to conversion volume, and the 30-conversion gate for Phase 2 AI Max
- Cost benchmarks by trade from LocaliQ's 3,211-campaign study, and the budget math to keep in front of you
Landing pages that convert calls
- Why the homepage is the wrong destination for paid traffic
- The five things above the fold on a phone, and the trust signals in order of weight
- Form length, button copy, and spam controls
- Speed targets: LCP under 2.5 seconds, tap targets, and what to strip from above the fold
Call tracking and pipeline visibility
- Dynamic number insertion on every page, ad call asset, and your Google Business Profile
- Conversion actions with the right primary and secondary roles (a phone tap is not a call)
- Connecting leads to booked jobs in the CRM and importing them back to Google Ads with value
- Cost per booked job, the weekly and monthly cadence, and the table for when to raise or cut budget
Plus a 90-day build plan that sequences all five chapters, and a sources page. The guide replaces our earlier standalone Local Services Ads guide and two-phase Google Ads guide; both are now chapters here, updated for the 2026 LSA changes.
Who it's for
Built for Owners Who Want to Know Their Cost Per Booked Job
Whether you are about to spend your first dollar on Google or you have been running campaigns with results you cannot explain, this is the framework: profile first, then Local Services Ads, then Search, then the pages and tracking that make the numbers mean something.
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