8 Proven Ways to Cut Google Ads Costs and Still Get Great Leads

By Dipa Gandhi

 

 

Read it to me! Click the video below.

 

Home service contractors know how fast Google Ads can drain a budget. It’s not uncommon to hear from roofers, painters, or landscapers who’ve spent thousands only to receive a handful of low-quality leads—or none at all. It’s easy to blame the platform, but more often, the real issue lies in how the campaign is structured and optimized.

When Paying More Doesn’t Mean Getting More

Many contractors assume that higher bids lead to better leads. But in reality, that often means you’re just overpaying for the same traffic others are getting for less.

Take Brian, a plumbing contractor from Tampa. He ran his own Google Ads campaign for months, spending over $2,000/month and averaging $120 per lead. After switching to a more strategic campaign setup focused on his top-performing services and neighborhoods, he cut his cost per lead to $42—without sacrificing quality.

What changed?

He stopped chasing clicks and started targeting intent.

Why Contractors Overspend on Google Ads

The most common pitfalls:

• Broad targeting: Ads shown for irrelevant or too-general searches.
• Lack of negative keywords: Paying for leads outside your service area or job type.
• No conversion tracking: Not knowing which ads actually drive calls or form fills.
• Poor ad copy: Generic headlines that fail to grab attention or weed out unqualified leads.
• Landing page issues: Slow, confusing, or untrustworthy pages kill conversion rates.

Many contractors don’t realize they’re spending money on people who were never serious buyers in the first place. Worse, without data, there’s no way to separate the good leads from the bad.

Strategies to Lower Cost Per Lead Without Lowering Lead Quality

Here’s how smart contractors are cutting Google Ads costs without cutting corners.

1. Focus on High-Intent Keywords

Not all clicks are equal. “Plumbing services near me” is a far better lead than “plumbing tips.” Prioritize:

• Service + location (e.g., “gutter cleaning Charlotte NC”)
• Emergency-based searches (e.g., “24 hour electrician”)
• Niche services (e.g., “tree root removal plumber”)

2. Use Negative Keywords Aggressively

Eliminate clicks from:

• Job seekers (“plumber jobs”)
• DIY queries (“how to fix a clogged toilet”)
• Locations you don’t serve

This alone can save 10–30% of your ad budget.

3. Tighten Geographic Targeting

Don’t advertise to the entire state if you only serve a 20-mile radius. Set your service radius and exclude zip codes you don’t want.

4. Run Local Service Ads (LSAs) for High-Converting Services

When combined with Google Ads, LSAs can offer pre-vetted leads at a flat rate, helping to balance out cost spikes on the PPC side.

5. Improve Your Landing Page Conversion Rate

If 100 people click and only 2 convert, you’re wasting 98% of your budget. Optimized landing pages should:

• Load fast (under 3 seconds)
• Display a clear call-to-action
• Use trust signals: reviews, badges, guarantees
• Be mobile-friendly

6. Track Every Call and Form Submission

Use call tracking and form tracking tools to see which ads generate actual leads. Then put your money into what’s working and pause what’s not.

7. Run Ads During High-Intent Hours

Contractors often find that leads from 8am to 6pm convert better. Set schedules based on your customer behavior, not Google’s defaults.

8. Work with a Specialist in Home Services

The truth is, most general marketing agencies aren’t built for home service pros. Agencies like 99 Calls specialize in generating exclusive leads through targeted ad strategies—often with a CPL under $50 for many verticals.

Story: The Landscaper Who Cut CPL in Half

Mark, a landscaper in Denver, was skeptical of lead generation services. After wasting money on shared leads and ineffective ads, he was spending $110 per lead.

He partnered with a niche Google Ads team that:

• Refined his keyword list to focus on seasonal services
• Ran ads only in neighborhoods where he had strong reviews
• Used a custom landing page showcasing his best projects

Within 6 weeks, his CPL dropped to $48. His lead quality improved, too—more homeowners ready to book, fewer tire-kickers.