Google & Meta Ads for UK home services, tracked to signed contracts.
Windows, roofing, bathrooms, driveways, boilers, extensions and every other trade where one job is worth thousands. We wire your signed contracts and installed jobs back into Google Ads and Meta Ads, so the platforms bid for customers who book, not for quote requests that never answer the door.
- High-intent search only: emergency, quote, cost and near-me keywords, with a negative list that blocks jobs, DIY and trade buyers.
- Postcode, property and timeline qualification before a lead reaches your survey team.
- Reported as cost per signed contract and per install, on a screen share.
Meta Business Partner
5.0 on Clutch
7 years UK paid media
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Hassan will review your business and reply within two working days with a plan for your sector, plus a teardown of your current account if you have one. In a hurry? Message us on WhatsApp or email hello@globalppc.org.
Meta Business Partner
13 active Google & Meta certifications
Manchester, working UK-wide
Most of a home services ad budget buys enquiries that never sign.
When a campaign is judged on cost per enquiry, the platforms find the cheapest enquiries they can: renters, DIYers, price-checkers and people three counties away. Here is what a typical month looks like once you follow the money past the form fill.
Illustrative figures for a UK home improvement company; your split is measured from your own enquiry, survey and contract data in the first 30 days. The point is not the exact numbers. It is that the first four rows are invisible on a normal PPC dashboard.
What changes when signed contracts feed the bidding
- The platforms learn what a job looks like. Every signed contract goes back into Google Ads and Meta Ads with its value, so bidding leans towards the postcodes, searches and ads that sign, and away from the ones that only enquire.
- Cost per enquiry rises. Cost per signed contract falls. That is the trade we make on purpose, and it is why the report you get shows contracts and installs, not form fills.
- Budget moves to the services and seasons with margin. Roof replacements over repairs, resin over tarmac, boilers in October rather than June, decided from your quote values rather than a flat monthly split.
- Waste is cut weekly, not quarterly. The search-term and lead-outcome reports feed the negative list and the qualification rules every week, so the first four rows above keep shrinking.
Pick your trade. See how we would run it.
Eighteen home services sectors, each with its own searches, qualification questions, seasonality and money number. Choose yours to see the plan we would start from.
Solar, heat pumps and ECO4 sit in our separate home energy marketing playbook. Something else in the home? Ask us and we will say honestly whether it fits.
We pay for the searches that turn into jobs, not the ones that only look busy.
Someone with a leaking roof, a dead boiler or a driveway quote in hand searches very differently from someone idly wondering what a loft conversion adds to a house price. The whole account is built around that difference.
Urgency, price and postcode come first
A homeowner searching for an emergency plumber, the cost of new windows or roofers in their town has already decided to buy. Those searches get the strongest bids, call-focused ads where the job is urgent, and landing pages that answer the price question instead of hiding it.
Qualification happens before the survey van moves
Every enquiry is checked for postcode, property type, ownership and timeline, on the form and in the call script, before it reaches your surveyors. The platforms then learn from enquiries that could actually become jobs, not from every form fill.
Anything that never signs is removed every week
Job seekers, DIY researchers, trade buyers, retailer searches and people outside your install area are blocked from day one, and the search-term report is reviewed weekly so new leaks are closed before they cost a month of budget.
Named products and finance searches get their own space
Searches for a specific boiler brand, composite doors, resin bound driveways or 0% finance are cheaper, more specific and convert well for high-ticket jobs, so they run in their own ad groups with landing pages to match.
Meta Ads angles that work for trades
Before-and-after creative, finance offers, seasonal promotions, local social proof and installer videos, run to instant forms with qualifying questions: postcode, homeowner or tenant, timeline and budget. Unqualified enquiries never reach your survey team, so Meta learns from real buyers.
Call tracking and speed to lead
Emergency and quote searches convert on the phone. We record which keyword and ad drove every call, feed answered and booked calls back as conversions, and report your answer rate, because a lead that rings out is a lead you paid for twice.
From click to signed contract, and back into the platforms.
Google and Meta can only optimise for what they can see. Most home services accounts show them a form fill and nothing else. We show them the survey, the quote and the signature, so the bidding learns which postcodes, keywords and ads produce jobs worth paying for.
- Click6,120
- Enquiry268Where most agencies stop
- Qualified142Postcode, property and timeline checked before hand-off.
- Survey booked71
- Survey attended49Attended, quoted and accepted, synced from your CRM.
- Signed contract24 · £131,400Where we optimise
- Installed22 · invoicedOffline conversions, server-side events and Meta Conversions API carry the value back.
Tracking system
Our own system for Google Ads, Meta Ads and GA4. Offline conversions, server-side events and real contract values flow back into the platforms, so bidding learns from signed jobs rather than form fills.
Lead generation platform
Captures every call, form and Meta instant-form lead, applies your qualification rules, and hands only qualified enquiries to your survey team or call handlers.
CRM
Tracks each enquiry from first click to survey, quote, signed contract and install, and feeds the closed job back as a conversion value the ad platforms can bid on. Already have a CRM or quoting tool? We connect to it instead.
The channel mix, chosen from your numbers.
Google Ads and Meta Ads are the core specialisms. Which campaign types get budget depends on your sector, your install area and your close rate, never on what is easiest to set up.
Google Search
Emergency, quote, cost and near-me keywords in exact and phrase match, geo-fenced to your install area, with call ads for urgent sectors and lead-form extensions for high-ticket ones.
Local Services Ads
Google Guaranteed placements above the paid results for plumbers, electricians, roofers, locksmiths and more, paid per qualified lead and disputed when a lead is not one.
Meta lead ads
Facebook and Instagram campaigns with before-and-after creative and finance offers, run to instant forms that qualify by postcode, ownership, timeline and budget before the lead reaches you.
Remarketing
Quote requests that went quiet, surveys that did not sign and website visitors who priced up but did not enquire, followed with reviews, finance and seasonal offers across Google and Meta.
Performance Max
Added only after signed contracts are flowing back as conversion values, with brand and job-seeker traffic excluded. Without that, PMax buys the cheapest form fills it can find.
Call tracking
Keyword-level call tracking with answered, missed and booked outcomes fed back as conversions, so the account is judged on jobs booked over the phone, not on clicks that rang out.
Five checkpoints that make Google and Meta bid for booked jobs.
The same route on every home services account, from a two-van roofing firm to a regional window company: wire the sale back, screen the enquiry, rebuild around the money number, then scale only what holds.
- ConnectQuote system, CRM and call tracking wired into Google Ads and Meta Ads.
- QualifyPostcode, property, timeline and budget screened before a survey is booked.
- RestructureCampaigns, budgets and bids rebuilt around cost per signed contract.
- CreativeAds in your customer's words: cost, finance, guarantees, tested against jobs booked.
- ScaleSpend rises only where the cost per job holds, postcode by postcode, season by season.
Tracking and call tracking are live, job-seeker and DIY searches are blocked, and you see your first honest cost per signed contract, often for the first time ever.
Google and Meta are bidding on survey and contract signals rather than form fills. Cost per signed contract is trending down and a higher share of surveys turn up.
The account compounds: budget scales into the postcodes, keywords and seasons that sign, with every pound of spend traceable to an installed job on a screen share.
A home improvement account, verified on Clutch.
An actual Google Ads screenshot from an account we manage, with the client's independently verified review alongside it. More screenshots across our six industries are in the case studies.
★★★★★5.0 · verified reviewThe project manager of a home improvement company reviewed the engagement on Clutch: conversions rose to 230 in the period at a 13.26 return on ad spend, with a 5.91% conversion rate, and the account is managed to the jobs it produces rather than to clicks.
Built for some home services firms. Wrong for others.
Revenue-tracked PPC earns its fee fastest when jobs are worth thousands and someone can answer the phone. Here is exactly who this works for, and who should not hire us.
Green light if
- Your average job is £2,000 or more. Windows, roofing, bathrooms, driveways, boilers, extensions and garden rooms all clear it comfortably.
- You know which enquiries became signed contracts, or you are willing to let us track it. A quoting tool, CRM or even a spreadsheet is enough.
- You spend £8,000 a month on ads, or are ready to. Below that, the platforms never see enough signed jobs to learn from.
- Someone answers the phone and books surveys within a day. Speed to lead decides more home services jobs than the ad ever does.
Red light if
- You are a one-person operation. Our retainers only make sense when there is a team to absorb the extra jobs.
- Your budget is under £5,000 a month. You would be paying agency fees your ad spend cannot pay back yet. Grow first, then come back.
- You want the cheapest leads, whatever the quality. We optimise to signed contracts, which makes the cost per enquiry go up before the cost per job comes down.
- Calls go to voicemail and surveys wait a week. No campaign can fix that, and we will tell you so on the first call.
Home services PPC, answered plainly.
How much does home services PPC cost in the UK?
How quickly will we see booked jobs?
Which home services sectors do you work with?
Do you run Google Local Services Ads?
How do you keep DIYers, job seekers and trade buyers out?
We don't have a CRM. Can you still track signed contracts?
Do you cover the whole UK?
What is the free teardown?
Want your ads judged on signed contracts?
Send us your account for a free teardown. We will show you which searches are buying quotes that never sign, and what cost per signed contract your budget could reach.
