What Is a Good Budget for Google Ads? (Home Services)

For home service businesses like plumbing, HVAC, electrical, landscaping, and roofing, Google Ads can be a direct line to high-intent customers searching for help right now. But how much should you spend to make those clicks turn into profitable jobs? The answer depends on your service type, competition, and location.

Start with your job goals

Your budget should be based on the number of new jobs you want each month and the average revenue per job. For example, a single roofing project might be worth thousands, while smaller services like drain cleaning may require more volume to hit your revenue targets.

• Emergency services: High-intent searches often have higher CPCs but can deliver quick, high-value jobs.
• Seasonal services: Budgets may need to increase during peak seasons to capture demand.
• Recurring services: Lower CPCs but require consistent presence to build customer loyalty.

Understand home services industry benchmarks

In most areas, the average cost per click (CPC) for home services ranges from $5 to $15. Highly competitive metro markets can push certain service keywords into the $20+ range, especially for urgent needs.

• General maintenance keywords: $5–$8 CPC.
• Emergency repair keywords: $10–$20+ CPC.
• High-value installation jobs: $8–$15 CPC.

Recommended monthly budgets

For most home service businesses, starting with $1,500 to $3,500 per month allows you to generate enough clicks and leads to see patterns and optimize your campaigns. In highly competitive markets or for premium services, budgets of $4,000 to $7,000 per month may be necessary to dominate search results.

Factor in testing and optimization

Set aside budget in your first 60–90 days for testing different keywords, ad copy, and landing pages. This learning phase is critical for identifying which campaigns generate the highest ROI.

When to increase your budget

• If your campaigns are producing profitable jobs and you can handle the extra workload.
• If you are consistently hitting or beating your target cost per lead.
• If competitors are outranking you for urgent, high-intent service keywords.

The bottom line for home services

A good Google Ads budget for home service businesses is one that delivers steady, high-quality leads without overextending your resources. Start with a sustainable budget, monitor performance closely, and scale once you see consistent, profitable returns.

Want to get more calls and booked jobs from Google Ads? Contact us for a tailored home services ad strategy.