Google Ads that buy calls, not clicks
PPC management for contractors and local service businesses — Google Ads, Local Service Ads, and Meta campaigns tuned for phone calls and booked jobs.
Google Ads for contractors and trades
Most contractor Google Ads campaigns fail for the same reason: they send traffic to a weak website, target the wrong keywords, or optimize for clicks instead of calls. You see impressions go up while the phone stays quiet — and the agency reports “great CTR.”
Icebreaker builds and manages PPC for local service businesses that live on the phone. We start with your service area, margins, and capacity, then structure campaigns around high-intent searches — emergency calls, installs, replacements — with call tracking, negative keywords, and landing pages that match the ad promise.
Ads work best when the site converts. Many clients pair PPC with web design or local SEO so paid and organic reinforce each other instead of fighting over the same broken funnel.
Why your ads aren't producing calls
Four problems we fix on almost every paid search audit for HVAC, plumbing, roofing, and other home service companies.
Wrong keywords, wrong intent
Broad match and informational terms burn budget on tire-kickers who were never going to call a pro.
No call tracking
If you cannot tie a lead to a campaign, you cannot optimize — you are guessing which ads actually pay for themselves.
Landing page mismatch
Ads promise emergency service; the page is a generic homepage with no click-to-call above the fold.
Set-and-forget management
Search terms shift seasonally. Campaigns that are not reviewed weekly leak money on competitors, DIY searches, and out-of-area clicks.
What's included in PPC management:
Account audit & rebuild — structure, keywords, negatives, and conversion tracking before we scale spend
Google Ads & Local Service Ads — search campaigns built for calls, service-area targeting, and seasonal trades
Call tracking & reporting — know which campaigns and keywords produce booked jobs, not just form fills
Landing page alignment — we fix or build pages so ad copy and on-page message match
Ongoing optimization — weekly search-term reviews, bid adjustments, and budget shifts by performance
Recent
Case Studies
A sample of websites and brands we've built for clients — each project links to the full case study.
Simple. No Surprises.
Three steps to a website that actually works for your business.
You Apply
Fill out a short form telling us about your business. We review every application and only move forward with businesses we know we can help.
- ✓ Takes less than 60 seconds
- ✓ No commitment required
- ✓ We'll tell you honestly if we can help
We Build It
We create your new website and set up your local SEO. You approve everything before it goes live.
- ✓ Custom design, not templates
- ✓ Mobile-first, fast loading
- ✓ SEO built in from day one
You Get Calls
Your phone rings more. You show up on Google. You stop losing customers to competitors.
- ✓ More calls, more jobs booked
- ✓ Top 3 in Google Map Pack
- ✓ Monthly reporting you can understand
Apply To Work
With Us.
We only take on a limited number of new clients each month. Fill out the short form below and we'll let you know if you're a good fit — no pressure, no obligation.
Questions answered
Yes — google ads for plumbers, HVAC, roofing, electrical, and other trades are a core focus. We target high-intent, service-area searches that lead to calls.
It depends on your market, competition, and capacity. We recommend starting with a test budget after an audit, then scaling what produces tracked calls at an acceptable cost per lead.
Yes. Ads on a weak site waste money. We build or improve landing pages as part of the engagement when needed.
Both when eligible. LSA works well for many home services; search campaigns fill gaps for specific services, brands, or markets where LSA is limited.
Tracking and structure improvements often show within the first 2–4 weeks. Stable cost-per-call trends usually need 60–90 days of data in competitive markets.
Yes — we do not lock you into long retainers. You stay because the numbers work, not because of a contract.