Why Google Ads Isn't Working for Your Contracting Business (And the Fix Is Not "New Ads")

If you're a roofer, remodeler, tile or stone installer, or kitchen/bath contractor and you've said, "Google Ads works sometimes… sometimes it doesn't," here's the truth:

Paid search is the easiest channel to blame because it's visible—spend goes out, leads don't come in. But in home services, "Google Ads not working" is almost always one of four things:

1. Tracking is lying — Google is optimizing toward garbage
2. Your offer is generic — you attract price shoppers and tire kickers
3. Your landing page leaks trust — homeowners bounce fast
4. Your lead handling is slow — your "bad leads" are actually "late calls"

And the most painful part: you can be "good at Google Ads" and still lose money if your intake, follow-up, and qualification are weak.

This guide shows you exactly what breaks contractor Google Ads—and the fixes that make results predictable.

About the Author: This article was written by John V. Akgul, Founder & CEO of PxlPeak, with 12+ years of experience helping contractors generate consistent leads. John has managed over $8 million in Google Ads spend specifically for home services businesses—roofing, remodeling, HVAC, plumbing, and specialty contractors. View full profile

The Contractor Reality: Speed-to-Lead Isn't Optional

If you respond slowly, you will lose—even with a great campaign.

Research from InsideSales/XANT has repeatedly shown that conversion and contact rates jump dramatically when you attempt contact within minutes. The data suggests roughly 8X higher contact rates within 5 minutes compared to later attempts. Harvard Business Review research also highlights how quickly online leads go cold—and how many companies respond too slowly to win them.

The 60-Second Diagnosis (Read This Before You Touch Your Ads)

If Google Ads "isn't working," which bucket are you in?

• Bucket A — Tracking is wrong: You can't reconcile real calls/forms with Ads reporting.
• Bucket B — Lead quality complaints: You get leads, but they don't book or they're broke.
• Bucket C — Volume swings: Some weeks are hot, some are dead, with no clear pattern.
• Bucket D — You get the wrong jobs: Repairs instead of replacements, small jobs instead of high-ticket work, outside service area, renters, etc.

Most contractors are in A + B at the same time.

Now let's fix it properly.

The 4 Root Causes (And the Contractor-Specific Fixes)

1. Your Conversion Tracking Is Lying (So Google Optimizes for Junk)

Google's bidding algorithms use your conversion signals. If those signals are wrong, Google learns the wrong customer.

Common contractor tracking failures:

• "Conversion" = page view, scroll, or "contact page visit"
• Form submissions counted even when they're spam or unqualified
• No real call tracking (or calls aren't imported properly)
• Duplicate conversions firing
• Leads exist in real life but don't show in Google Ads

Google has an entire troubleshooting flow for conversion tracking issues because this is a frequent, account-killing problem.

The Fix (Simple, Contractor-Proof)

Define one "Primary Conversion" that correlates to revenue, then build the rest under it.

Primary conversion options (best to worst):

1. Booked estimate / appointment set
2. Qualified call (e.g., >60 seconds + correct service area + homeowner)
3. Qualified form lead (validated, not "any submit")

Minimum tracking stack for contractors:

• Call tracking that can attribute calls to ad clicks
• Form tracking that avoids duplicates
• A "Qualified" status that gets fed back (even manually at first)

2. You're Buying Demand, But Your Follow-Up Is Too Slow to Capture It

Contractors love to say "the leads were bad."

Most of the time, the leads were fine. You were late.

The InsideSales/XANT research highlights dramatic drops in contact rates after the first few minutes. HBR's work similarly emphasizes that lead value decays fast when companies don't respond quickly.

The Fix: The 5-Minute Operating Standard

Non-negotiable rules:

• Call back missed calls within 5 minutes
• Text within 5 minutes (people screen calls)
• 3 attempts in the first hour (call + text + call)
• After-hours leads: next morning priority queue (or live answering)

That line qualifies and moves the lead forward without sounding salesy.

3. Your Offer Is Generic, So You Attract Price Shoppers

"Free estimate" is not an offer. It's what everyone does. Which means you're competing on price and availability.

The Fix: Productize Your Service Into a Specific Outcome

Here are contractor offers that actually filter and convert:

Kitchen/Bath Remodelers:

• "Design Consult + 3D concept + budget range in 7 days"
• "Fixed-scope estimate after onsite measure (no vague 'ballparks')"

Roofers:

• "Storm inspection + photo report + code compliance checklist"
• "Replacement quote with material options + timeline guarantee"

Tile/Stone Installers:

• "On-site measure + layout plan + material takeoff"
• "Install timeline + workmanship warranty in writing"

4. Your Landing Page Leaks Trust (And Contractors Underestimate Homeowner Skepticism)

Homeowners expect:

• Contractors to ghost them
• Quotes to balloon
• Timelines to slip
• Warranties to be vague
• Pictures to be stolen from someone else

So if your landing page is a brochure, you will lose.

Google's own guidance emphasizes "helpful, reliable, people-first content"—which means pages that genuinely answer homeowner concerns (process, proof, clarity), not pages built only to rank.

The Contractor Landing Page That Converts (Use This Structure)

Above the fold:

• Clear promise: what you do + where + for who
• Proof: reviews, photos, license/insurance, years
• CTA: Call and Request Estimate (no menu overload)

Below the fold:

• "How it works" in 3 steps
• Before/after gallery (real projects)
• 5–10 reviews (not a single testimonial)
• Service area + specialty (filters bad leads)
• FAQ that answers objections (timelines, financing, warranty)

"Make It Predictable" System (What Actually Works)

Step 1: Decide What a Profitable Lead Is (Not What a "Lead" Is)

Contractors get crushed because they optimize for lead volume, not profit.

Define:

• Average job value (AOV)
• Gross margin
• Close rate from estimate
• Lead-to-estimate rate

Step 2: Do the Math Once (So You Stop Guessing)

Example (replace with your numbers):

• Avg job: $18,000
• Gross margin: 35% → $6,300 gross profit
• Close rate from estimate: 25%
• Estimate set rate from qualified leads: 50%

That means:

• 2 qualified leads → 1 estimate
• 4 estimates → 1 sale
• So 8 qualified leads → 1 sale

Max Cost Per Qualified Lead (roughly):

$6,300 / 8 = $787 per qualified lead (at break-even on gross profit)

Step 3: Fix Measurement Before You Scale Spend

Do not scale a lie. Use Google's conversion troubleshooting flow when numbers don't reconcile.

Step 4: Build "Tight Intent" Campaigns

Contractors lose when they chase volume with broad keywords.

• High intent: "kitchen remodel contractor near me," "roof replacement estimate"
• Medium intent: "kitchen remodel cost"
• Low intent: "ideas," "DIY," "pictures"

Your budget should go where intent is highest, unless you deliberately run an educational funnel. For more on this, read our Google Ads cost guide.

Step 5: Install a Qualification Layer

Add filters in your form and in your intake script:

High-performing qualification questions:

• "What's your project type?" (repair vs replacement vs full remodel)
• "What's your timeline?"
• "What's your zip code?" (service area)
• "Are you the homeowner?"
• "Budget range?" (optional, but powerful)

This is not "being picky." This is protecting ROI.

When You Should NOT Run Google Ads (Yet)

This is where most agencies lie to keep your retainer.

Ads don't fix weak operations. Ads expose them.

The Contractor Google Ads Reliability Checklist

Tracking

• Calls are tracked + attributed to ad clicks
• Forms track once (no duplicates)
• Primary conversions reflect qualified outcomes
• Ads reporting matches real-world lead counts
• You can explain any gap using Google's troubleshooting steps

Offer & Page

• One service per landing page
• Proof above the fold (reviews/photos/license/insurance)
• Clear process + timeline expectations
• Filters included (service area, job type)

Operations

• 5-minute call-back rule
• Text follow-up exists
• After-hours routing/priority
• Close rate is tracked (not guessed)

What We Do (And Why It's Not "Just Google Ads")

Most agencies manage spend. We manage the system that determines whether spend turns into booked jobs.

Our contractor process:

1. Truth-first audit: We tell you if ads will work before you waste money
2. Tracking cleanup: Conversions represent revenue, not vanity metrics
3. Offer + landing page build: One service, one intent, one page
4. Intent-first campaigns: Tight keywords, aggressive negatives, disciplined structure
5. Speed-to-lead + qualification: Because response time and filtering decide ROI

If you won't implement the operational requirements, we will tell you—and we won't take your money.

Frequently Asked Questions

Why did my Google Ads leads suddenly drop?

Most often: tracking broke, the wrong conversion is set to "Primary," budgets shifted, competition changed, or your search terms drifted. Validate tracking first using Google's troubleshooting flow.

Why are my Google Ads leads "low quality"?

Because your offer is generic, your targeting is broad, your page doesn't filter, or your follow-up is slow. Speed and qualification are usually the hidden killers.

How much should a small contractor spend on Google Ads?

Enough to generate statistically meaningful results in your market. If you can only afford a handful of clicks per week, you'll oscillate and misread "performance." Start with tight intent, then scale after measurement is correct. See our cost guide for specific numbers.

Should I run Google Local Services Ads too?

Often, yes—but only after your intake and follow-up are solid. LSAs don't save bad operations; they feed them. Read our contractor lead generation guide for more on LSAs.

How long does it take Google Ads to work for remodeling/roofing?

Leads can start quickly, but consistent performance depends on accurate conversions and enough signal to optimize. If tracking is broken, "learning" never stabilizes.

The Bottom Line

Google Ads is not "sometimes."

If your results are inconsistent, it's because:

• Your tracking is feeding Google bad signals
• Your offer doesn't filter
• Your landing page doesn't earn trust
• Or your follow-up is too slow to win

Get the Blunt Truth

We'll tell you in 15 minutes whether Google Ads will work for your business in your market—before you spend another dollar.

If your foundation is broken, we'll show you exactly what to fix first.

Schedule your free audit →

About the Author

John V. Akgul is the Founder & CEO of PxlPeak, with 12+ years of experience helping contractors generate consistent leads. He's managed over $8 million in Google Ads spend specifically for home services businesses. John is Google Ads Certified in Search, Display, and Video. View full profile

Published: January 17, 2026

Related Resources:

• 7 Proven Lead Generation Strategies for Contractors - Complete lead gen system
• Google Ads Cost Guide - Industry benchmarks and budgets
• PPC Landing Page Optimization - Build pages that convert
• Common Google Ads Mistakes - Avoid these costly errors
• Google Ads Management Services - Professional PPC for contractors