The Two-Phase
Google Ads Strategy
for Contractors
Most contractors launch Google Ads and let AI run wild from day one. That's why they burn budget. This guide walks you through the exact two-phase approach — start with exact match keywords, build real conversion data, then let AI Max expand on what's already working.
Download Free Guide →What's inside
Five Sections. Exact Match to AI Max.
Phase 1 — Exact Match Foundation
Weeks 1–6: Build clean conversion data before touching AI
- →Why exact match keywords are the only starting point that works for contractors
- →The three keyword intent types: service + location, emergency, and transactional
- →Example keyword lists for roofing, HVAC, plumbing, and electrical
- →How to set up call tracking so every lead is tied to the keyword that generated it
- →Structuring campaigns by intent: emergency vs. replacement vs. maintenance
- →What to track and tag during Phase 1 — and how long to run it before moving on
Phase 2 — AI Max at Half Budget
Weeks 6–10: Let Google's AI learn from real conversion data
- →Why AI Max only works after you have conversion signals (and what happens when you skip Phase 1)
- →How to launch AI Max alongside your exact match campaigns — not instead of them
- →Budget allocation: 50% of Phase 1 budget on AI Max, keep both running
- →What AI Max does with your data — adjacent search terms, phrasing variations, behavioral matching
- →When to scale AI Max budget vs. when to pull back
- →The signals that tell you it's working (and the red flags that say it's not)
Keyword Framework by Trade
Copy-paste keyword lists built for home service verticals
- →Roofing: roof replacement, storm damage repair, emergency leak, new roof estimate
- →HVAC: AC repair, furnace installation, HVAC tune-up, emergency heating
- →Plumbing: drain repair, water heater install, emergency plumber, pipe repair
- →Electrical: panel upgrade, outlet repair, emergency electrician, whole house rewire
- →How to adapt these for your specific city and service area
- →Negative keyword starter list to block non-buyers from day one
Budget Benchmarks and Timeline
What to expect by trade — CPCs, CPL, and realistic timelines
- →Cost benchmarks: roofing ($50–$150 CPC), HVAC/plumbing ($20–$40 CPC), electrical ($15–$35 CPC)
- →Recommended starting budgets by trade and market size
- →Timeline: weeks 1–2 (calibration), weeks 3–4 (consistent volume), weeks 6–10 (AI expansion)
- →How to calculate your actual cost per acquired customer — not just cost per lead
- →When to increase budget and when to cut — based on data, not gut feel
- →The reporting cadence that keeps you in control without micromanaging
Campaign Setup Checklist
Everything you need configured before the first dollar is spent
- →Google Ads account structure: one campaign per intent type, exact match only
- →Conversion tracking setup: calls, forms, and booked jobs as separate conversion actions
- →Call tracking integration (CallRail, WhatConverts) with dynamic number insertion
- →Landing page requirements: click-to-call, trust signals, mobile-first, sub-2s load time
- →Negative keyword list pre-loaded before launch
- →AI Max campaign configuration: audience signals, asset groups, and bid strategy
Who this is for
Built for Home Service Businesses
Roofing
CPCs run $50–$150 in most markets. You can't afford to waste a single click on a non-buyer. Phase 1 exact match targeting locks in only high-intent searches like [roof replacement contractor] and [storm damage repair near me].
HVAC
Seasonal demand makes timing critical. Phase 1 captures emergency and replacement intent during peak months. Phase 2 AI Max expands into adjacent searches like maintenance and tune-ups once it knows your buyer profile.
Plumbing
Emergency plumbing searches convert fast but competition is fierce. Exact match keywords like [emergency plumber near me] and [burst pipe repair] filter out the noise. AI Max then finds similar high-intent patterns you'd never target manually.
Electrical
Lower CPCs ($15–$35) give you room to build data faster. The two-phase approach works especially well because you can accumulate conversion signals in weeks 2–3 instead of waiting a full month.
Get the Strategy — Free
No email required. Download, follow the two phases, and stop burning budget on AI campaigns that don't have a foundation.