Picture this: It’s 7 PM on a Tuesday. A pipe bursts in someone’s kitchen, and water is gushing everywhere. They don’t want a blog about “The Top 5 Causes of Plumbing Problems.” They want a plumber. Now.
This is the world of home services marketing — fast, urgent, and all about action.
When you’re running Google Ads for a home services business (think HVAC, roofing, pest control, or landscaping), you can’t afford to chase vanity metrics like “pageviews” or “impressions.” You need real customer actions that lead to real revenue.
At Ignitir, we build Google Ads campaigns that track what actually matters: phone calls, form submissions, appointment bookings — the lifeblood of a home service business. Here are the conversion goals you should be laser-focused on if you want to grow.
1. Phone Calls Directly from Ads
Phone calls are the gold standard for most home services. Customers clicking “Call Now” aren’t browsing; they’re buying. Using Call Extensions or Call-Only Ads, you can track exactly how many people are dialing you straight from your ads. It’s the closest thing to money in the bank.
2. Phone Calls from Your Website
Some people will click through to your website before deciding to call. (They might want to make sure you’re legit.) You can track these calls too by using Google’s dynamic call forwarding numbers. This bridges the gap between “ad click” and “phone ring,” giving you full visibility.
3. Form Submissions and Quote Requests
Not everyone loves to call, especially if it’s not an emergency. Some prefer to fill out a “Request a Quote” form. Keep it short — name, service needed, phone number — and treat each submission as a high-value lead. These should absolutely be set up as a primary conversion action.
4. Online Appointment Scheduling
If you offer online booking (and you should), completed appointments are like capturing lightning in a bottle. Track every scheduled job as a conversion, and you’ll not only measure success — you’ll scale it.
5. Live Chat or Text Message Starts
In 2025, texting a business feels as natural as texting a friend. If you have live chat or SMS options on your site, track when users start a conversation. It’s another signal they’re ready to take action.
6. Clicks on “Get Directions”
If you operate out of a physical location — appliance repair shops, locksmith storefronts, etc. — “Get Directions” clicks can be valuable. Google lets you track these in Local campaigns, signaling serious in-person intent.
Don’t Forget: Bonus Goals That Build Long-Term Value
- Video Views: Especially if you’re running YouTube Ads for brand awareness.
- Thank You Page Visits: Perfect for tracking completed forms or bookings.
- Engaged Sessions: In GA4, you can track sessions that show real interest (time on site, multiple pages viewed).
Why the Right Conversion Goals Change Everything
When you track meaningful actions, you unlock the real power of Google Ads: smart optimization. Google’s AI gets smarter at finding high-converting customers, not just “visitors.” The result? Lower cost per lead, higher close rates, and sustainable growth.
At Ignitir, we’ve seen clients double their lead volume without spending a dollar more — simply by switching from “traffic” campaigns to conversion-focused ones built on real actions.
Because in home services, it’s not about clicks. It’s about trucks in driveways, hammers on roofs, and happy customers telling their neighbors who saved the day.
Ready to turn clicks into booked jobs?
Ignitir specializes in building high-converting Google Ads campaigns for home service businesses just like yours. Let’s talk about how we can drive the results you deserve.
