Eighteen trades, eighteen genuinely different playbooks.
Each page below covers the campaign structure, negative keywords, seasonality, conversion approach and common mistakes for that specific business — not the same paragraph with the trade name swapped out.
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Plumbers
Plumbing is one of the few categories where somebody types a query and hires within the hour. The money is in being there for that hour — and in not paying for the twelve hours around it.
HVAC Companies
HVAC is the most seasonal trade in paid search. The account that wins is not the one with the cleverest ads — it is the one whose budget moves the week the weather does.
Roofing Companies
Roofing has some of the most expensive clicks in local search and some of the worst lead quality. Both problems have the same cause: campaigns that cannot tell a homeowner with a leak from a homeowner with a claim.
Electricians
Electrical searches are smaller in volume than plumbing or HVAC but much better qualified. The opportunity is not more traffic — it is making sure the panel upgrades and EV installs are not buried under outlet repairs.
Garage Door Companies
A broken spring traps somebody’s car in their garage. That is about as urgent as consumer demand gets — and it is why this category is full of national lead resellers you have to out-target rather than out-spend.
Remodeling Companies
Remodeling is the hardest lead-gen category to run badly and survive. Long sales cycles, huge tickets and dreamers with no budget mean the whole job is qualification, not volume.
Landscaping Companies
The trap in landscaping is that maintenance leads are easy and cheap, design-build leads are hard and valuable, and a single campaign will always give you more of the first.
Pest Control Companies
Pest control is one of the few home services where the customer is genuinely distressed, acts within minutes, and then stays on a recurring plan for years. Both facts should be visible in how the account is built.
Cleaning Companies
Cleaning is a subscription business disguised as a service business. Every decision in the ad account should follow from that — especially how much you are willing to pay for a first booking.
Auto Repair Shops
Nobody drives across a city for an oil change. Auto repair advertising lives or dies on radius targeting and on picking the services where an independent shop can actually beat the dealer.
Moving Companies
Moving has the most aggressive lead brokers in local search and the sharpest seasonality of any service business. Surviving in this auction is about qualification and timing, not bid strength.
Tree Services
Storm weeks make the year in tree work. An account that can be scaled up within hours and shut down cleanly ten days later is worth more than any amount of steady-state optimisation.
Locksmiths
Locksmithing is the most heavily policed category in local search, for good reason. The advertisers who survive it are verified, genuinely local and built to answer within minutes.
Solar Companies
Solar has expensive clicks, a long sales cycle and a market full of aggressive lead sellers. Without offline conversion tracking, a solar account is essentially flying blind and paying for the privilege.
Med Spas
Med spa advertising is treatment-led, image-led and policy-constrained. Getting it right means writing for people who already know what they want — and staying inside rules that get accounts suspended.
Dental Practices
Every dental practice wants more new patients. The accounts that work are the ones that decided in advance which new patients — because implant traffic and cleaning traffic do not mix.
Law Firms
Legal has the most expensive clicks in Google Ads. Every structural weakness in the account gets multiplied by that price, which is why intake and case-level tracking matter more than bid tactics.
Real Estate Businesses
Buyer leads are cheap and mostly worthless. Seller leads are expensive and worth everything. Almost every real estate account we review has that ratio backwards.
Why industry matters more than people expect
The mechanics of Google Ads are the same everywhere: campaigns, keywords, bids, ads, tracking. What changes completely from trade to trade is the judgement applied to them.
A locksmith needs bids raised overnight, because that is when lockouts happen and competition thins. A remodeler needs the opposite — and needs a budget minimum published on the landing page to keep dreamers out of the funnel. A roofer needs a storm campaign sitting paused and ready to launch within hours. A dental practice needs to separate implant traffic from cleaning traffic or the implants quietly stop getting impressions. A solar installer cannot improve at all without feeding CRM outcomes back into the account.
None of that is exotic. It is just specific, and specificity is what separates an account that works from one that merely runs.
Not on the list?
These are the categories we see most often, not the only ones we work with. If your business is one where people actively search for what you sell, the approach transfers. Send us a message and we will tell you honestly whether it is a good fit.