Hiring a Google Ads Agency vs. Doing It Yourself:
What You’re Not Being Told
By Dipa Gandhi
Read it to me! Click the video below.
When it comes to getting more leads, home service contractors often face a critical decision: Should they hire a lead generation agency or run Google Ads on their own? On the surface, managing your own ads might seem cost-effective and straightforward. But dig a little deeper, and the differences become stark — both in results and in real costs.
The Appeal of Going Solo
For many service contractors, the DIY route starts with optimism. Google makes it easy to set up an ad account and encourages small business owners with offers like free ad credits. Contractors often think:
- “Why pay someone to do something I can figure out?”
- “I’ll have more control over my budget.”
- “I know my business better than anyone else.”
But while the DIY path may appear empowering, it hides costly traps beneath the surface.
The Aggravation Behind DIY Ads
Let’s take the example of Chris, a plumber in Tampa. Eager to grow his business, he spent two weekends watching YouTube tutorials and setting up a campaign. Within a week, his phone was ringing. But most calls were from people looking for commercial plumbing (he only does residential), or out-of-area inquiries.
Here’s what Chris didn’t know:
- Broad match keywords like "plumber" triggered unrelated searches.
- No call tracking meant he couldn’t measure what was working.
- Incorrect geo-targeting wasted budget on irrelevant clicks.
- No negative keywords meant his ads showed up for anything remotely related.
In just one month, Chris burned through $1,500 and couldn’t point to a single qualified lead. It wasn’t a lack of effort — it was a lack of strategy, data, and expertise.
What Agencies Bring to the Table
While some lead gen agencies over-promise and under-deliver, the right partner can make a massive difference. Here’s how:
Strategy-Backed Campaigns
Agencies with industry experience don’t just “set and forget.” They know which keywords convert, what ad copy drives calls, and how to structure a campaign for both reach and profitability.
Cost Efficiency
It might surprise DIY advertisers to know that professional campaigns often cost less per lead. Why?
- Strategic bidding to avoid overspending
- Negative keyword optimization to block junk clicks
- Conversion tracking that fine-tunes performance over time
- Lower competition in hyper-local or niche campaigns
One 99 Calls client, a house painter in Denver, cut his cost-per-lead from $85 DIY to $22 with managed ads — a 74% reduction.
Full-Funnel Management
The right agency doesn’t just send clicks — it delivers qualified calls. This includes:
- Geo-targeting to keep calls local
- Optimized landing pages to convert visitors
- Phone call recording for quality control
- Reports that show exactly how your money is performing
The Hidden Costs of DIY
Even for the most resourceful contractor, doing Google Ads alone comes at a price:
- Time: Learning, managing, and optimizing campaigns takes hours every week.
- Opportunity: Missed leads during learning phases (and costly mistakes).
- Frustration: Sorting through spam clicks, wrong-number calls, and tech support.
- Lost revenue: Inefficient ads drive costs up and results down.
And if you're not tracking conversions — every dollar spent could be working against you.
Not All Agencies Are Equal
Of course, there are horror stories too: agencies that tie you into long contracts, send shared leads, or outsource everything overseas. That’s why choosing a partner who:
- Specializes in your industry
- Provides exclusive leads
- Offers full transparency and real-time reporting
…is crucial.
Final Thoughts
Running your own Google Ads might look like a money-saver, but without expertise, it’s often the costlier route. For service contractors who want predictable, scalable lead flow — partnering with a trusted agency turns advertising from a gamble into a growth strategy.
