Pros and Cons of Google Ads for Home Service Businesses

  • February 19, 2024
  • obm
  • 4 min read
Pros and Cons of Google Ads for Home Service Businesses

In the digital age, businesses are constantly searching for reliable lead generation sources that can be turned on and off like a tap. Enter Google Ads – a game-changer for local service businesses, especially in the trades and home service sector. But nothing is without its flaws.

So, let’s delve into the pros and cons of leveraging Google Ads for your trade and home service business.

Pros of Google Ads

pros of google ads

1. Easy targeting of your audience

One of the most significant advantages of Google Ads is the ability to reach your target customers effortlessly. By selecting specific keywords and geographic areas, your business can show up in local searches. When someone urgently needs a local plumber or electrician, they turn to Google, making it the perfect opportunity for your ads to shine. Craft your ad copy with unique selling points to grab their attention.

2. Short and sweet messaging

Unlike platforms such as Facebook or TikTok, Google Ads allows for short and direct messaging. There’s no need for elaborate story-driven ad copy or complex video creation. With concise ad copy, you can quickly capture the audience’s attention, making the process of writing ad copy much more straightforward.

3. Direct action

Google Ads offers direct action options, such as lead forms or “Call Now” buttons on the front page. This feature is particularly advantageous for home service businesses and emergency call-out companies, facilitating immediate customer interaction.

4. Allows you to compete at a higher level

Google Ads levels the playing field, enabling smaller businesses to compete with industry giants. By strategically planning your ads, you can appear on the first page alongside larger companies. Analysing their ad copy and landing pages provides valuable insights, allowing you to optimise your ads and stay competitive.

5. Multiple points of contact

Utilise various contact options, such as contact forms or call-only ads, catering to the preferences of your audience. For trades, these options enhance the chances of connecting with potential customers effectively.

6. Minimal social presence required

Unlike Facebook ads, where a substantial social presence is often deemed necessary, Google Ads allows businesses to succeed without an extensive social footprint. Your success depends more on optimising ads than maintaining an active social presence.

Cons of Google Ads

cons of google ads

1. Learning curve and expense

For inexperienced users, Google Ads can be expensive and comes with a steep learning curve. Jumping straight into it may not yield the best results, as understanding the platform is crucial for maximising the effectiveness of ads.

2. Continuous optimisation required

Successful Google Ads campaigns require continuous optimisation. Neglecting to revisit and refine your campaigns may result in being outbid by competitors. Regular split testing of ad copy is essential to ensure ongoing conversion rates.

3. Click fraud concerns

Click fraud, initiated by bots or competitors clicking on your ads, is a genuine concern. Implementing preventive measures, such as tools like ClickCease, becomes essential to protect your ad budget from fraudulent clicks.

4. Technical mindset needed

Building and analysing Google Ads campaigns necessitates a technical mindset. Understanding bidding strategies, cost per click, and ad copy performance requires a certain level of technical proficiency.

5. Limitations in visual storytelling

Unlike social media advertising that allows for visual storytelling, Google Ads relies on short headlines and a limited number of images. To compensate, businesses need compelling ad copy and well-designed landing pages to effectively capture leads.


In conclusion, while Google Ads presents powerful opportunities for trades and home service businesses, it’s essential to weigh the pros and cons carefully. Success lies in a strategic approach, continuous optimisation, and a keen understanding of the platform’s dynamics. With the right mindset and resources, businesses can leverage Google Ads to propel their growth and outshine the competition in the digital landscape.

Prefer to leave it to the experts?

Google Ads is just one of the many tools that you can utilise to start bringing in new leads for your business. Here at One Base Media, our marketing strategies take on a multi-pronged approach, targeting every lucrative platform to ensure a huge influx of leads and exponential growth for our clients.

Want us to help you? Simply get in touch with our team today and we’ll handle all the steps to get you set up for success in just a matter of days.


Speak with our Google Ads Expert

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for your home service business? We can help.

Speak to one of our experts today on 01702 668207 or send us a message.

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