The Exact Google AdsStructure We Would Use For A Home Service Business

If you run a home service business, your Google Ads structure determines everything. Your cost per lead, your call volume, your wasted spend, your ability to scale. Most accounts fail not because the business is bad but because the structure is wrong. At BRIW, we use a repeatable framework that works across HVAC, plumbing, electrical, pest control, roofing, and every other local service industry. This is the exact structure we would use before spending a single dollar of your budget.

Campaign 1. High intent service campaigns

These are your core campaigns built around the money makers. Each service gets its own campaign to protect budget and maintain clean signals. For example, AC repair, AC installation, plumbing repair, drain cleaning, electrical repair, and water heater service would all be separate. Inside each campaign are tightly themed ad groups built around one service. This lets us match intent precisely, write hyper relevant ads, and maintain strong quality scores. These campaigns usually drive the highest revenue and become the backbone of the entire account.

Campaign 2. Emergency intent campaigns

Emergency searches behave differently. The person typing in emergency plumber near me or AC repair same day is not shopping around. They want help now. We isolate these terms into their own campaign so we can raise bids, run aggressive call assets, shorten landing pages, and capture high value leads instantly. This single campaign often produces some of the strongest conversion rates in the entire account.

Campaign 3. Branded defense campaigns

If your business has any level of local brand awareness, this campaign is non negotiable. Competitors will bid on your brand name. Directories like Angi and Yelp will bid on your brand name. Lead aggregators will bid on your brand name. A small branded campaign protects your name, costs very little, and converts at the highest possible rate. This is the cheapest and most profitable real estate you will ever buy.

Campaign 4. Competitor conquest campaigns

This is optional, but extremely powerful when used correctly. The goal is not to outbid competitors on their own names. The goal is to intercept the person who is unhappy with the competitor or feels they are being overcharged. Messaging variation and emotional positioning matter here. These campaigns usually deliver a lower volume, but the leads are high intent and often convert at a strong rate.

Campaign 5. Local service ads support

While not technically part of Google Ads search campaigns, LSAs should always operate alongside your search campaigns. This creates total SERP dominance. When searchers see you at the top in LSAs, again in paid search, and again in organic results, they convert at a higher rate. We also use LSAs to identify lead quality trends, call patterns, and peak search hours, which helps optimize your main account structure.

How the structure ties together

Each campaign is built with strict keyword groupings, clean match types, negative keyword lists that remove irrelevant searches, and landing pages aligned exactly to the service the user is searching for. The structure eliminates wasted spend, improves quality scores, and connects each click to the most relevant page possible. This creates higher conversion rates, lower cost per lead, and faster results.

Why this structure works every time

Local service intent is predictable. People search with clear problems and clear urgency. When your campaigns mirror that intent, the algorithm learns faster, irrelevant traffic drops, and revenue increases. This structure has produced consistent gains in lead volume, stronger call quality, and a higher percentage of booked jobs across every local service industry we manage.

If you want BRIW to apply this exact structure to your account, we can audit your setup and tell you exactly where your current structure is leaking money and how fast we can turn it around.