If you’re running a service-based business—whether you’re a plumber, HVAC contractor, roofer, locksmith, or attorney—you know how important it is to keep the phone ringing. One of the fastest and most cost-effective ways to generate more service calls is through Google Ads PPC marketing. When done correctly, Google Ads allows you to target high-intent customers who are actively searching for your services right now.
In this blog post, we’ll show you how to get more service calls with Google Ads by focusing on five core areas: targeting, keywords, ad copy, landing pages, and call tracking. Let’s dive in.
1. Target High-Intent Local Keywords
The foundation of a successful Google Ads campaign is keyword intent. You don’t just want clicks—you want calls from people ready to buy. That’s why you must target “buy now” keywords instead of generic ones.
For example:
✅ High-intent: “emergency plumber near me”, “24 hour HVAC repair”, “roof repair estimate”, “car locksmith open now”
🚫 Low-intent: “how to fix a water leak”, “best roofing materials”, “locksmith tools list”
These high-intent keywords signal urgent needs, which means the person is more likely to pick up the phone and book your service. Focus your campaigns on these types of search terms.
Also, use location-based targeting. If you serve a specific city or service area, include city names and zip codes in your keyword strategy, like:
“plumber in [city]”
“AC repair [zip code]”
This ensures your ads show only to people within your service area who are more likely to call.
2. Use Call Extensions and Call-Only Ads
If your goal is to increase service calls, your ad setup needs to make calling as easy as possible. Here’s how:
Call Extensions: These show your phone number directly in the ad, making it one tap away for mobile users.
Call-Only Ads: These are mobile-first ads that skip the website entirely. When someone clicks, it initiates a phone call.
For urgent services (like emergency locksmiths or HVAC repairs), call-only ads often outperform traditional text ads in generating phone leads. You pay per click, just like any other ad—but now that click becomes a direct phone call.
Make sure your call extension is properly set up with the correct business hours. You can even schedule call extensions to appear only during times when someone is available to answer.
3. Write Ad Copy That Makes the Phone Ring
Your ad copy should be laser-focused on one goal: getting someone to call you now.
Use language that:
Highlights urgency or availability: “Open Now,” “Same-Day Service,” “Emergency Response”
Builds trust: “Licensed & Insured,” “Over 1,000 5-Star Reviews,” “Locally Owned”
Includes a call-to-action (CTA): “Call Now,” “Schedule a Free Estimate,” “Talk to a Tech Today”
Here’s an example of a strong service ad:
Need a Plumber Fast?
24/7 Emergency Plumbing in Miami
Licensed & Insured. Upfront Pricing.
✅ Call Now for Same-Day Service
This type of copy creates emotional urgency, builds credibility, and gives the user a clear next step.
4. Send Clicks to a High-Converting Landing Page
If you’re using traditional search ads (not call-only), where you send people after they click matters a lot.
A high-converting landing page should:
Load fast (under 3 seconds)
Clearly describe your service and value proposition
Show your phone number in bold at the top of the page
Use a “click-to-call” button for mobile users
Feature customer reviews or testimonials
Include trust elements like BBB ratings, guarantees, and licenses
Avoid sending people to a generic homepage. Create a dedicated service page for each campaign. For example, have separate landing pages for “emergency plumbing,” “drain cleaning,” and “pipe repair.”
The more relevant your page is to the keyword and ad, the higher your Quality Score, which means you’ll pay less per click and get more calls for your budget.
5. Track Every Call with Call Conversion Tracking
What gets measured gets improved. If you’re running Google Ads to generate service calls, you must track phone call conversions.
Use Google Ads call tracking to:
Track calls from ad extensions
Track calls from your website (via a Google forwarding number)
Also consider using a third-party call tracking platform like CallRail or Twilio, which gives you:
Recordings of all calls
Source of each call (which keyword or campaign generated it)
Call duration filters (so you can ignore hangups or spam)
By knowing exactly which keywords and ads generate real customer calls, you can optimize your budget and scale what’s working.
Bonus: Use Negative Keywords to Block Junk Clicks
One of the biggest mistakes service businesses make with Google Ads is wasting money on irrelevant clicks. That’s where negative keywords come in.
Examples of negative keywords for a plumber might include:
“DIY”
“courses”
“free”
“salary”
“jobs”
“how to”
Adding these tells Google not to show your ads when these terms are searched, saving your budget for real leads.
Regularly review your Search Terms Report to find new negative keywords you can add.
Final Thoughts
Getting more service calls from Google Ads isn’t about throwing money at the platform—it’s about strategy, targeting, and conversion focus. By targeting high-intent keywords, using call-focused ad formats, writing compelling ad copy, building high-converting landing pages, and tracking every call, you can consistently generate more service calls and grow your business.
If you don’t have time to manage this yourself, consider partnering with a Google Ads expert who specializes in service businesses. The right expert can help you lower your cost per lead and increase call volume, fast.
Want More Service Calls from Google Ads?
Let’s talk! We specialize in Google Ads for service-based businesses like yours. Schedule a free strategy call today and let us help you turn searches into calls—and calls into paying customers.
Article by Oleg Potemkin – Founder of Google Ads Agency Digital Star Media LLC. Oleg is a certified Google Ads Specialist with over 15 years of experience in paid search marketing. He provides fully managed, done-for-you Google Ads services tailored specifically for local service-based businesses. His expertise in Google advertising ensures your campaigns are created, managed, and optimized to generate more leads, increase revenue, and reduce ad costs. Ready to grow your small business faster? Schedule a 30-min call with Oleg today.
