Posts Categorized: Paid Ads

Radio might not be the newest kid on the block, but it’s still one of the most powerful tools in your marketing toolkit. Despite the rise of streaming platforms and podcasts, AM/FM radio reaches 91% of Americans aged 18 and up—more than even smartphones or laptops. If you’re thinking about using radio to grow your brand, you’re probably wondering how much do radio ads cost. 

Costs can vary based on things like the length of your ad, the market size, the time slot, and how well-known the station is. Understanding these factors is key to building a smart and effective marketing strategy.

How Much Do Radio Ads Cost?

If you’re trying to get your message on the airwaves, the first thing you’re probably wondering is how pricing works. You’ll typically come across two common pricing methods: Cost Per Thousand Impressions (CPM) and Cost Per Point (CPP). Understanding both helps you compare offers and spend smarter.

Cost Per Thousand Impressions (CPM)

This is all about how many ears you reach.

• The cost to reach 1,000 listeners.
• Formula: (Total Campaign Cost ÷ Total Listener Impressions) x 1,000

Cost Per Point (CPP)

CPP is about market share—specifically, what percentage of your target audience you hit.

• The cost to reach 1% of your target audience in a market.
• Formula: Total Campaign Cost ÷ Gross Rating Point (GRP)

Average Costs of 60-Second Radio Ads

A one-minute ad can cost anywhere from $5 to $750 depending on where and when it airs. Factors like audience size, demographics, time of day, whether you’re sponsoring a show, and even local events like elections can all push pricing up or down.

• Local radio spots: often under $200
• National spots: much higher, especially in prime time

At the end of the day, it’s not just about cost—it’s about value. The key is making sure your spend lines up with your business goals and expected ROI.

Factors Influencing Radio Advertising Rates

There’s more to it than just picking a station and sending your ad. Here are the key drivers behind your costs:

There’s no one-size-fits-all price tag when it comes to radio ads. You’ve got to factor in everything from where your ad airs to how often people hear it. Here’s how it breaks down:

Ad Spot Pricing 

Market Size

• Small markets: $5–$10 per 60-second spot
• Mid-size markets: $50–$100
• Large markets: $150–$750+

Bigger markets mean higher ad costs—but also a much larger audience.

Station Popularity

More popular stations charge more. But it’s often worth it for the reach—especially if their audience matches your target.

Time Slot

Morning and evening drive times (6–9 AM and 5–7 PM) are gold. You’ll pay more, but you’ll also get more ears.

Audience Targeting

Want to reach moms in their 30s? Or Gen Z hip-hop fans? Radio lets you pick the right stations and time slots that match your audience.

This is why audience targeting matters. Generic ads on random stations = wasted budget. Smart targeting = more engagement, and better results.

And your message? Keep it tight and relevant. A great script that speaks your audience’s language can be more powerful than frequency alone.

Frequency and Reach

Here’s a truth in radio: repetition works. People usually don’t act the first time they hear something. That’s why frequency is key.

One strategy you might want to consider is the 21/52 rule—air your ad 21 times per week for 52 weeks. It sounds like a lot, but it’s all about brand recall. The more often people hear your name, the more likely they are to remember it when they need your service.

At the same time, don’t ignore reach. You need the right balance—enough people hearing your ad, often enough, to make an impact.

Advertising on Local vs. National Radio

There’s no one-size-fits-all here. Each option has its strengths.

Local Radio

• More affordable
• Great for businesses targeting their community
• Easier to customize your messaging

National Radio

• High cost, broader reach
• Ideal for brands with nationwide audiences

The choice depends on your business goals, audience, and budget.

Commercial Production

Creating a radio ad isn’t just about getting your message out—it’s about making sure people hear it, remember it, and act on it. The quality of your ad can make or break your entire campaign. Here’s what you need to know before hitting the airwaves:

Production Costs

• In-house: $0 to $500 (if you’ve got the team and tools)
• Professional agency: $1,000 to $2,500 (for polished, pro-level work)

Elements of Production

• Scriptwriting
• Voiceover talent
• Background music
• Sound effects

Innovative Solutions

And thanks to AI-powered tools, it’s getting easier (and cheaper) to create clean, professional audio without hiring a full crew.

If you’re serious about reaching the right people and getting real results, it pays to bring in marketing pros who know how to make your campaign work. They’ll help you map out the entire campaign—from scripting and audience targeting to ROI measurement.

Book More Jobs with Radio Advertising Specialists

If you’re ready to get serious about radio advertising, LMH Agency is the team you want in your corner. We’ve spent years helping businesses build strong brand recognition through smart, targeted campaigns that actually get results. From planning and scripting to producing and placing your ads, we handle it all—so you don’t have to stress about the details.

We also connect your radio campaign with your digital marketing strategy, so everything works together to grow your business faster and more efficiently. Explore our traditional advertising services to see what we can do for you.

We use the latest tools, proven strategies, and a seasoned team to create personalized solutions that fit your business goals. Ready to see what that looks like for your brand? Schedule a free consultation and let’s build your next campaign together.

Advertising has come a long way from the days of traditional TV commercials. With more people cutting the cord and shifting to streaming platforms, brands need smarter ways to reach their audience. What is OTT advertising? It’s the future of video marketing, delivering targeted ads directly to viewers through internet-based streaming services. 

Unlike traditional TV ads, OTT advertising offers advanced targeting, measurable results, and cross-device reach. Whether you’re a small business or a national brand, understanding how OTT works, its benefits, and which industries can leverage it effectively will help you stay ahead in the ever-evolving digital landscape.

What is OTT Advertising?

OTT advertising refers to delivering ads directly to viewers via internet-based streaming services, bypassing traditional cable or satellite TV providers. With the rise of platforms like Netflix, Hulu, and YouTube, advertisers now have more precise ways to reach their targeted audience with digital commercials that fit their interests and behaviors.

OTT advertising is booming. In the U.S., the OTT market is expected to hit $193.59 billion by 2029, with nearly 4.9 billion users. This massive shift has made OTT one of the most effective ways for brands to engage a targeted audience with personalized, high-impact video ads.

How Over-the-Top Ads Work

Streaming content is delivered over the internet, which means OTT ads can appear on smart TVs, smartphones, tablets, laptops, and gaming consoles. OTT ads are highly targeted, making them more effective.

Ad Insertion Methods:

OTT advertising uses two main ad insertion methods:

• Client-Side Ad Insertion (CSAI): Ads are loaded and played on the user’s device during streaming.
• Server-Side Ad Insertion (SSAI): Ads are embedded into the content before streaming begins, making them less skippable and more seamless for viewers.

Ad Formats

OTT offers several ad formats, allowing brands to engage audiences in different ways:

• Pre-Roll Ads – Play before content starts (like YouTube ads).
• Mid-Roll Ads – Appear during a video, similar to traditional TV commercial breaks.
• Post-Roll Ads – Run at the end of a video.
• Overlay Ads – Small banners or text that show up on the screen without stopping the content.

Streaming Platforms for OTT Advertising

There are several types of streaming services where over-the-top ads can be placed.

• Subscription-Based Video on Demand (SVOD): Services like Netflix, Amazon Prime, and Disney+ offer ad-free streaming through paid subscriptions. Although traditionally ad-free, some platforms are now introducing ad-supported tiers to reach budget-conscious users. In 2023, 83% of U.S. consumers used an SVOD service​.

• Ad-Supported Video on Demand (AVOD): Free platforms like Tubi, Pluto TV, and Crackle rely on ads for revenue, making them prime spots for OTT advertising.
• Transactional Video on Demand (TVOD): Users pay for specific content (e.g., iTunes, Google Play) instead of subscribing to a library.
• Multichannel Video Programming Distributors (MVPD): Traditional cable providers offering streaming services, such as Sling TV and YouTube TV, bridge the gap between CTV advertising and OTT.

Benefits of OTT Advertising

Why are businesses shifting to OTT? Here’s what makes it a game-changer:

• Advanced Targeted Audience: Unlike traditional TV ads that cast a wide net, OTT lets brands target specific demographics, behaviors, and even ZIP codes.
• Programmatic Advertising: OTT platforms use automated, real-time auctions to place ads, ensuring cost efficiency and better audience targeting.
• Enhanced Measurement and Analytics: With OTT, brands can track impressions, engagement, and conversions in real time, making it easier to optimize campaigns.
• High Ad Completion Rates: Non-skippable ads ensure that users watch the full message, leading to higher retention and recall.
• Cross-Device Reach: Since OTT ads play on smart TVs, mobile phones, desktops, and tablets, brands can engage users across multiple touchpoints.
• Access to Cord-Cutters and Cord-Nevers: Many consumers, especially younger generations, don’t watch traditional TV anymore. OTT helps brands reach these audiences effectively.
• Improved Brand Safety and Fraud Prevention: OTT platforms ensure ads appear in brand-safe environments, reducing ad fraud risks.

OTT vs CTV Advertising

Both OTT and CTV advertising involve streaming, but they aren’t exactly the same.

• OTT Advertising: OTT ads are delivered through streaming content over the internet and can be watched on any internet-connected device—smart TVs, mobile phones, tablets, or laptops. This gives advertisers the flexibility to reach their audience no matter where or how they’re streaming.
• CTV Advertising: CTV advertising is a bit more specific. These ads only appear on smart TVs or connected devices like Roku, Apple TV, and Amazon Fire Stick. It’s essentially TV-style advertising, but on internet-connected screens.

Key Differences:

• Device Specificity: CTV is limited to TV screens, while OTT works across multiple devices.
• User Experience: CTV delivers a more traditional TV viewing experience, whereas OTT allows users to watch content on any screen.

Since the average U.S. adult spends over 2 hours per day watching CTV, CTV advertising is great for brand awareness and re-engaging past customers. But if you want broader reach across multiple devices, OTT advertising offers more flexibility.

Who Benefits Most from OTT Advertising?

OTT advertising works for any business looking to engage a targeted audience, but some industries get even more value from it. If you’re in one of these fields, OTT ads can put your brand in front of the right people at the right time.

• Direct-to-Consumer (DTC) Brands: If you run a DTC brand, OTT advertising gives you laser-focused targeting. You can reach specific customer segments based on demographics, interests, and buying behavior. Instead of wasting ad spend on the wrong people, your message lands in front of those most likely to buy.
• Home Services Businesses: Plumbers, roofers, HVAC companies, and other home service providers can target local audiences with ads that appear in specific geographic areas. That means your business gets seen by homeowners in need of repairs or renovations.
• Entertainment Industry: OTT platforms are perfect for promoting movies, TV shows, concerts, and live events. Your ad plays in front of an audience already watching similar content, making it more relevant and engaging.
• E-commerce Platforms: Running an online store? OTT ads can showcase new arrivals, seasonal deals, and exclusive promotions, driving traffic straight to your website. With clickable ad formats, viewers can go from watching an ad to buying a product in seconds.
• Automotive Industry: Car dealerships and manufacturers can highlight new models, lease deals, and promotions with high-quality video ads. OTT helps you target potential buyers based on location, income level, or even interest in specific car brands.

Get High-Impact OTT Advertising with an Award-Winning Team

At LMH Agency, we specialize in OTT advertising strategies that drive real results. We don’t just place ads—we create campaigns that integrate seamlessly with your broader digital marketing efforts, ensuring maximum impact. With cutting-edge tech, data-driven insights, and a focus on your business goals, we help you reach the right audience and boost engagement.

Want a marketing strategy tailored to your business goals? Contact us today for a free consultation and see how OTT advertising can take your brand further.

In today’s competitive home service industry, standing out online is essential. If you want to generate more leads and grow your business, paid search advertising is one of the most effective strategies. 

But when it comes to LSA vs PPC, which one delivers the best results? Both offer unique advantages, from cost structure to lead quality, but choosing the right strategy can make all the difference in conversion rates and local SEO impact. Understanding how these two advertising methods compare will help maximize your marketing budget and bring in high-quality leads that turn into loyal customers.

Paid Search Advertising: A Real Game Changer

Paid search advertising is a powerful digital marketing strategy that places your business at the top of Google search results. Unlike organic SEO, which takes time to gain traction, paid ads give you instant visibility, making them a go-to solution for businesses looking for immediate leads.

For home service providers like plumbers, electricians, and HVAC technicians, paid search ensures your business appears when customers need you most—whether it’s a clogged drain or a broken AC.

Popularity and Significance:

• 40% of digital ad spending goes to search ads (Statista).
• 65% of small businesses run PPC campaigns (HubSpot).
• Paid search converts 3% more than organic search (Cheq).
• 200% average ROI on paid ads (Smallbizgenius).

With search advertising shifting toward data-driven, highly targeted strategies, businesses must choose the right paid search model to maximize ROI. That brings us to the big question: LSA vs PPC—which one works best for you?

LSA vs PPC: A Detailed Comparison

When it comes to paid search, Google dominates the U.S. market. According to Statista, 98% of PPC marketers use Google Ads, making it the most widely used PPC platform.

For home service businesses, there are two main types of paid search advertising:

1. Pay-Per-Click (PPC): PPC is flexible and widely used across all industries. Businesses can create:

• Search Ads – The text-based ads that appear at the top of Google search results.
• Display Ads – Banner ads on websites.
• Video Ads – Ads shown on YouTube.

2. Local Services Ads (LSA): LSAs are built for local service providers and have a simple format:

• Your business name
• Customer reviews
• Contact information
• Google Guarantee badge (if eligible)

Cost Comparison

PPC Advertising

• Cost Structure: Pay-per-click—You bid on keywords and each time someone clicks your ad, you’re charged.
• Average Costs: Costs depend on keyword competition. For home service businesses, some high-intent keywords (like “emergency plumber near me”) can cost $20+ per click.

Local Services Ads (LSA)

• Cost Structure: Pay-per-lead—you only pay when a customer contacts you directly through the ad.
• Average Costs: For home services, $26 per HVAC lead, $17 per electrician lead.

Lead Quality

PPC Advertising

• Lead Intent: Clicks can come from customers at different buying stages.
• Conversion Dependency: Lead quality depends on ad relevance and landing page experience.

Local Services Ads (LSA)

• High-Intent Leads: LSAs attract customers who are actively searching for your service and ready to book.
• Google Guarantee: If your business is Google Guaranteed, you stand out from competitors and increase customer confidence.

Conversion Rates

PPC Advertising

• Industry Average: 2%–5% conversion rates for home services.
• Influencing Factors: Conversion rates depend on keyword selection, ad relevance, and landing page design.

Local Services Ads (LSA)

• Higher Conversion Potential: LSAs often see conversion rates above 10%, thanks to their pay-per-lead model and high-intent customers.

Local SEO Impact

PPC Advertising

• Indirect Influence: PPC doesn’t directly impact local SEO rankings, but it can increase traffic and engagement, which may help indirectly.

Local Services Ads (LSA)

• Direct Integration: LSAs prioritize highly-rated businesses in local searches, boosting visibility and trust.
• Google Guarantee Badge: This further enhances credibility, leading to more clicks and calls.

Google Ads vs. LSA: Which One is Better?

There’s no one-size-fits-all answer. Google Ads and Local Services Ads serve different purposes and cater to different business needs.

When to Choose PPC Advertising

• Broad Service Offerings: If you offer services beyond local boundaries, PPC’s targeting capabilities allow you to expand your reach.
• Brand Awareness: PPC works well for businesses looking to build long-term recognition and increase website traffic.

When to Choose Local Services Ads (LSA)

• High-Intent Local Leads: If you rely on customers in a specific area, LSAs are perfect for plumbers, electricians, HVAC techs, and other home service businesses.
• Pay-for-Lead Model: If you want to maximize budget efficiency, LSA helps you avoid wasting money on clicks that don’t convert.
• Trust and Credibility: The Google Guarantee badge builds trust and increases conversion rates. Want to know who benefits most from LSAs? Find expert insights.

Many home service businesses find the best results by combining PPC and LSA. LSAs bring in high-intent, ready-to-book customers, while PPC helps expand your reach and build brand awareness.

Need help with your paid search strategy? Our experts can set up, manage, and optimize LSA and PPC campaigns to bring in more customers and better leads.

Home Service Marketing: Why Choose LMH Agency?

Getting the most out of your paid search advertising takes more than just setting up a few ads—it requires strategy, optimization, and constant monitoring. As a certified Google Ads professional, LMH Agency specializes in LSA management and PPC services for home service businesses. 

From keyword research and ad creation to bid optimization and performance tracking, we handled everything to ensure more leads, higher conversion rates, and smarter ad spending. You’ll get transparent reporting, ongoing optimization, and a team dedicated to helping your business grow. 

Ready to maximize your marketing? Get a free consultation today and build a custom strategy that works for you.

LSA Advertising has transformed how home service businesses connect with potential customers. Since its launch in 2016, Local Service Ads (LSAs) have evolved, expanding into new industries and refining the setup process to make it easier for businesses to get started. Unlike traditional pay-per-click models, LSAs operate on a cost-per-lead basis, ensuring you only pay for actual customer inquiries. 

With prime placement at the top of Google search results, these ads provide a powerful way to attract high-intent leads. Understanding how LSAs work and optimizing them effectively can significantly boost visibility, credibility, and overall return on investment.

Why LSA Advertising is a Game Changer for Home Service Businesses

If you’re in the home services space—plumbing, HVAC, roofing, locksmithing, landscaping, you name it—LSA Advertising is one of the smartest ways to connect with people in your area who are actively searching for your services on Google.

Unlike traditional pay-per-click (PPC) ads, LSAs operate on a pay-per-lead model—meaning you only pay when a potential customer contacts you directly. These ads are built specifically for home service-based businesses like yours—plumbers, HVAC techs, cleaning crews, restoration experts, landscapers, and more.

According to Google, LSAs are now open to 70+ types of businesses, and that list keeps growing. Here’s why that’s a big deal for your business:

• 49% of consumers prefer buying from local brands with an online presence (Search Engine Land).
• Nearly 90% of U.S. smartphone users prefer LSAs tailored to their location (Think with Google).
• 42% of users click on Google’s Local 3-Pack, where LSAs are displayed (Forbes).

Benefits of Google Local Service Ads

• Lead Generation: You show up when someone nearby is searching for exactly what you offer. These leads are hot.
• PPC Alternatives: Tired of wasting money on unqualified PPC clicks? LSAs are way more efficient.
• Cost-Per-Lead Model: You only pay for real results—not for impressions or curiosity clicks.
• Google Guarantee Badge: This badge acts like a built-in trust signal. It tells customers you’re screened and verified by Google, which instantly boosts your credibility.

LSA Setup for Home Service Businesses

Getting started with LSA advertising isn’t complicated, but there are a few steps you’ve got to get right if you want to start generating leads and showing up at the top of local search results. First off, LSAs don’t run through your standard Google Ads account, so you’ll need to create a separate Local Services profile.

• Check Your Eligibility – LSAs are available for over 70 industries. Use Google’s eligibility tool to confirm if your business qualifies.
• Get Google Guaranteed – This badge boosts trust and increases conversions. 
• Complete Your Business Profile – Fill in:

• Business name, address, phone number, and email
• Choose the services you want to advertise
• Define your service area
• Set Your Budget – LSAs operate on a cost-per-lead model, so budget wisely based on your capacity.

And yes, you can update all this later. Need to add a new ZIP code or change business hours? You’re in control.

Certify Your Business

Getting your Google Guarantee badge is what really helps your listing stand out. Here’s what you’ll need:

• Business Info: Keep your contact details up to date.
• Background Checks: Google will vet you and your team. This includes license verification and criminal background checks.
• Verification: Depending on your trade, you may need to show proof of licenses, insurance, or certifications.

Factors Influencing LSA Ranking

Just like with SEO, there’s an algorithm behind who shows up first:

• Proximity to the user: The closer you are, the more likely you’ll show.
• Reviews: More 5-star ratings = better rankings.
• Responsiveness: Fast replies to leads can push you higher.
• Business hours: You’re more likely to appear if you’re open when someone’s searching.

Google Local Ads Tips for Home Service Companies

At LMH Agency, we’ve worked with home service businesses across the country to turn LSA Advertising into a lead-generating machine. If you’re looking to show up more often, connect with better leads, and improve your ROI, here’s how we help clients just like you do exactly that.

• Optimize Your Google Business Profile (GBP): Your LSA pulls info directly from your GBP, so it’s got to be accurate and complete. Make sure your contact info, business hours, services, and photos are all up to date. An optimized profile builds trust and helps you rank higher in search results.
• Accumulate Positive Reviews: Customer reviews are a ranking factor. The more 5-star reviews you rack up, the better your LSA ranks and the more likely a customer is to contact you. Ask happy clients for reviews as soon as the job is done. Make it easy for them, and don’t be shy about it.
• Set Competitive Bids and Budgets: Your LSA visibility often comes down to what you’re willing to pay per lead. If your bids are too low, you might miss out on prime spots. We help businesses adjust their budget without overspending by aligning bids with actual ROI. Check out our PPC budget planning tips for 2025 to stay on track.
• Link LSAs to Local Landing Pages: Targeting specific service areas? Build landing pages for each one and link them to your LSAs. It helps Google understand exactly where you operate and sends people to pages built just for their location—hello, higher conversion rates.
• Maintain Updated Licenses and Certifications: Expired licenses can get your ad pulled without warning. Set a recurring reminder to upload updated credentials so Google knows you’re verified and qualified.
• Monitor and Respond Promptly to Leads: Speed matters. Google tracks how quickly you respond, and so do your potential customers. Use call tracking, lead notifications, and CRM tools to respond quickly—ideally within 15 minutes.
• ROI Calculation: Use call tracking and lead tracking software to see which leads come from LSAs and how many turn into real jobs. Then compare your lead cost to the revenue. When you know what’s working, you can scale smarter.
• Take Advantage of Google Assistant: Google Assistant now recommends service providers verbally—and LSAs are part of that mix. To be suggested, you need solid reviews, verified info, and fast response times. You can sign up for Google Assistant ads.
• Utilize the Google Guarantee Badge: Use it everywhere—your website, emails, trucks, and ads. Customers recognize the badge and trust it. It can easily be the thing that gets you the call over your competitor.

Real-World Success Stories

We’ve helped service companies across the U.S. crush their lead goals and boost ROI:

• Central California Plumber
  • 198% more qualified leads
  • 612% increase in Return on Ad Spend (ROAS)
• Louisiana Electrician and Plumbing Company
  • 1170% LSA ROAS
  • 612% paid search ROAS
• Indiana HVAC Company
  • 760% ROAS on potential business
  • 488% ROAS on closed jobs

LMH Agency: Home Services Marketing at Its Best

At LMH Agency, we specialize in LSA management for home service companies just like yours. Our team of certified Google pros knows how to set up, optimize, and scale local service ads so they make you money. We tailor every campaign around your goals, budget, and service area—no copy-paste strategies here. Get expert LSA help from LMH Agency.

Want a one-on-one consultation or a digital marketing plan built for your business? Reach out to us today.

Are Google Ads expensive for my business? That’s a question nearly every business owner asks when considering online advertising. Google Ads pricing varies based on your industry, competition, and bidding strategy. Some businesses spend thousands each month, while others generate great results on a modest budget. Understanding your target audience and search behavior is crucial to getting the most out of every ad dollar. 

Google Ads can be a powerful tool, but knowing how Google Ads pricing, CPC analysis, and PPC cost factors work will help you make informed decisions and get the best return on investment.

Are Google Ads Expensive?

Imagine unlocking the full potential of digital marketing with one simple tool—Google Ads. With 78.83% market share in the search engine industry (Statista), Google remains the go-to platform for businesses looking to reach their audience.

Here are some key performance stats to consider:

• 63% of Google Ads generate clicks (Analyzify).
• Average conversion rates range from 3% to 5% (Databox).
• Small businesses spend an average of $9K–$10K per month (Analyzify).
• For every $1 spent on Google Ads, businesses earn an average of $8 in revenue (Google).

While Google Ads costs vary, they aren’t fixed—you control them. Factors such as budget allocation, ad bidding strategies, and keyword competition determine how much you spend.

Google Ads offers different pricing models, so you can choose the one that fits your goals:

• CPC (Cost-Per-Click) – You pay for each click.
• CPM (Cost-Per-Thousand Impressions) – You pay for impressions, not clicks.
• CPA (Cost-Per-Acquisition) – You pay when users complete a conversion.

Google Ads allows businesses to set a budget, ensuring that every dollar is strategically allocated to attract the right audience.

Google Ads CPC Analysis

One of the biggest cost factors in Google Ads is Cost-Per-Click (CPC). This is how much you pay each time someone clicks on your ad.

Mechanics of CPC:

• Bidding System: You set a maximum bid for keywords related to your business.
• Ad Rank: Google factors in your bid and Quality Score (relevance + user experience).

CPC Calculation: You don’t necessarily pay your maximum bid—Google calculates CPC based on what’s needed to rank above competitors.

Here’s the simple formula for CPC: Total Ad Spend / Number of Clicks = CPC

CPC Costs by Industry: Google Ads costs can vary widely depending on your specific trade within the home services industry. For example, HVAC, plumbing, and roofing often see higher CPCs due to strong competition and high lead value. Here’s a snapshot of average CPC data for our home service clients for Q1 of 2025:

Here are a few key strategies to optimize your CPC:

• Improve your Quality Score – High-quality ads cost less.
• Use negative keywords – Filter out irrelevant searches.
• Refine audience targeting – Show ads to users most likely to convert.
• Test different ad creatives – High-performing ads can lower CPC.

PPC Cost Factors

A well-structured Google Ads campaign can maximize ROI—but it’s all about optimization. Here are the major factors that impact Google Ads costs and how to control them.

• Industry & Market Trends: The level of competition within your trade plays a major role in ad costs. Highly competitive services like roofing, HVAC, and plumbing often see higher CPCs, while more niche or localized services may benefit from lower advertising costs.
• Quality Score – Google grades ads based on relevance and user experience. Higher scores lower CPC and improve ad rankings.
• Keywords – The more competitive the keyword, the more you’ll pay. Targeting long-tail keywords can help lower costs.
• Bid Strategy – Choosing manual vs. automated bidding affects how Google spends your budget. Smart bidding strategies can reduce wasted ad spend.
• Budget Allocation – Setting a daily or monthly cap ensures you don’t overspend while maintaining consistent ad visibility.
• PPC Tracking & Optimization Tools – Investing in Google Ads analytics tools helps track and adjust campaigns for better performance.
• Ad Copy & Visuals – High-quality ads attract more clicks, and higher CTR can lower your CPC over time.
• A/B Testing – Testing different ad versions helps identify what works best, ensuring you get the most out of your budget.

Need a step-by-step guide to running a successful campaign? Read our Google Ads tutorial.

Managing Google Ads Pricing: Tips and Best Practices

Keeping ad costs low while maximizing results takes strategy. Here are seven expert tips to reduce costs and boost ROI.

• Smart Budget Allocation: Prioritize high-performing campaigns. Define clear objectives and allocate budgets strategically. Learn more about PPC budget management.
• Ad Bidding Strategies: Try manual bidding, automated bidding, or enhanced CPC to find what works best for your goals.
• Targeting Competitive Keywords Wisely: Some keywords are more expensive than others. Research and choose long-tail keywords to reduce CPC while maintaining relevance.
• Optimize Landing Pages: A well-optimized page boosts conversions and lowers CPC. Google rewards relevant landing pages with lower ad costs.
• Regular Performance Analysis: Use Google Ads reports to refine underperforming ads and allocate budget to top-performing campaigns.
• Ad Scheduling & Geo-Targeting: Run ads only during peak hours and target high-converting locations to get better ROI.
• Hiring PPC Professionals: A Google Ads expert can help fine-tune your campaign, ensuring you get the best results without overspending.

Get Higher Advertising ROI with Google Ads Specialists

Running Google ads without the right strategy is like throwing money into the wind. You need a smart, results-driven approach—and that’s exactly what LMH Agency delivers. Get expert PPC management.

As a Google ads specialist, LMH Agency helps businesses like yours:

• Set up high-performing campaigns that attract the right audience.
• Maximize visibility with targeted ad placements.
• Boost conversions using data-driven techniques.
• Stay ahead of Google Ads trends to keep your ads competitive.
• Create customized PPC solutions that fit your goals and budget.

With the right strategy, your ads get more clicks, generate more leads, and increase revenue.  Need a tailored ad strategy? Book a free consultation today!

Running a home service business in 2025 means navigating an increasingly competitive digital landscape. With more companies bidding for the same keywords, Google Ads costs are rising, making PPC budget management more important than ever. Without a solid plan, ad spending can spiral out of control, leading to wasted money and missed opportunities. 

A well-structured budget ensures every dollar works harder—targeting high-intent customers, optimizing conversion rates, and maximizing ROI. Smart campaign planning and ad spend optimization can turn clicks into real leads, keeping your business ahead of the competition while controlling cost per click (CPC).

Managing Your PPC Strategy in 2025

If you’re running Google Ads for your home service business, you’re competing in a high-stakes game where every click costs money—sometimes a lot of money. Without a solid PPC strategy, ad spending can spiral out of control, leaving you with a disappointing ROI. That’s why smart budget management is critical.

Key Statistics

• Global search advertising spending reached $190.5 billion in 2024 and is expected to increase further in 2025 (Statista).
• 45% of shoppers buy online and pick up in-store, proving the power of digital ads (Search Engine Journal).
• Customers are 70% more likely to purchase from a retargeting ad, making remarketing a must-have in your strategy (Tech Jury).
• Google Ads and Facebook Ads provide the highest ROI among paid ad channels (HubSpot).
• For every $1 spent on Google Ads, businesses make $2 in revenue—and if you factor in organic clicks, that value jumps to $8 per $1 spent (Google Economic Impact).
• In 2023, Google Maps was downloaded over 21 million times in the U.S., reinforcing the importance of local PPC and Google Business Profile optimization (Statista).

For plumbers, HVAC companies, roofers, and cleaning services, competition is fierce. The key to winning isn’t spending more—it’s spending smarter. A strategic PPC budget ensures your money goes toward high-intent searches rather than clicks that never turn into leads.

Key Factors Influencing Google Ads Budgeting

Your PPC campaign costs are influenced by factors you can and can’t control. Understanding these will help you plan smarter campaigns and avoid unnecessary costs.

Industry Competition

• Home services PPC campaigns are highly competitive. For example, roofing companies in large cities may see cost-per-click (CPC) rates of $20+, while smaller towns have lower CPCs.
• To stay competitive without overspending, focus on geo-targeting and high-intent keywords to improve conversion rates.

Keyword Selection & Match Types

• Using broad match keywords can drain your budget fast, while phrase match and exact match improve targeting.
• Implementing negative keywords prevents wasted ad spend on irrelevant searches.
• Long-tail keywords often have lower CPCs and higher conversion rates—think “emergency plumber near me” instead of just “plumber”.

Geographic Targeting & Local PPC Strategy

• Geo-fencing and radius targeting let you show ads only to people within a specific distance from your service area.
• Bid adjustments allow you to increase bids for high-value locations and decrease bids for low-converting areas.
• Google Business Profile (GBP) optimization helps you get local clicks at a lower cost.

Ad Quality Score & Optimization

• A higher Quality Score lowers your CPC and improves ad placement.
• Focus on ad relevance, compelling copy, and landing page experience.
• Use A/B testing to refine ad copy, CTA buttons, and visuals.

Seasonality & Demand Trends

• HVAC businesses should increase budgets in summer and winter when demand spikes.
• Plumbing companies might need higher ad spending before rainy seasons due to increased leaks and drainage issues.
• Use past data to predict trends and adjust bids accordingly to avoid wasting money in slow months.

PPC Campaign Planning Tips for 2025

Winning with Google Ads in 2025 isn’t about outspending your competitors—it’s about outsmarting them. The businesses that allocate their PPC budget strategically, leverage smart automation, and continuously optimize their campaigns will come out on top.

Here’s how to make every advertising dollar count.

Focus on High-Intent Keywords

Not all keywords are created equal. If your ads show up for broad, low-intent searches, you’ll pay for clicks that never convert. High-intent keywords target users ready to buy—not just browsing.

How to find high-intent keywords:

• Use Google Ads Keyword Planner to find commercial-intent keywords.
• Add modifier words like “emergency,” “hire,” “repair,” “cost,” or “near me.”
• Monitor search term reports to refine negative keywords and block irrelevant searches.

Optimize for a Mobile-First Experience

More than 70% of searches for home services happen on mobile devices. If your landing page loads too slowly or isn’t user-friendly, you’re losing potential customers.

Mobile PPC Optimization Strategies:

• Ensure your site loads in under 3 seconds.
• Use click-to-call extensions to make it easy for users to call you.
• Implement mobile-responsive ad formats like Google’s Responsive Search Ads.
• Avoid intrusive pop-ups that slow down mobile experiences.

Calculate PPC Budget

If you don’t know how much you should spend, you’re flying blind. Here’s how to calculate a realistic PPC budget for home service businesses:

• Cost Per Acquisition (CPA):  CPA = Total Ad Spend / Number of Conversions
• Conversion Rate (CR):  CR = (Total Conversions / Total Clicks) × 100
• Customer Lifetime Value (CLV):  CLV = (Average Purchase Value) × (Number of Purchases Per Year) × (Average Customer Lifespan in Years)
• Cost Per Click (CPC): CPC = Total Ad Spend / Total Clicks
• Total PPC Budget Formula: Budget = (Target Conversions x CPA) / Expected Conversion Rate

Ad Spend Optimization

Throwing money at ads without a plan is like filling a leaking bucket. To make your PPC budget go further, focus on:

• Using historical conversion data to set realistic CPA/ROAS targets.
• Testing manual vs. Smart Bidding for 30-60 days to see which one brings better results.
• Adjusting bids based on high-performing times, devices, and locations.

AI-Driven PPC Tools to Use:

• Google Ads’ Performance Max Campaigns – Automates targeting across all Google platforms.
• Adzooma or Optmyzr – AI-driven bid automation tools that adjust bids in real-time for maximum efficiency.

ROI Tracking and Performance Analytics

Throwing money at ads without tracking results is a recipe for failure. You need to know exactly what’s working and what’s draining your budget.

Essential PPC Metrics to Track:

• Click-Through Rate (CTR): % of users who click your ad after seeing it.
• Conversion Rate (CR): % of clicks that turn into leads or sales.
• Cost Per Conversion (CPA): How much you’re paying per lead.
• ROAS (Return on Ad Spend): Revenue generated for every $1 spent on ads.

Best PPC Tracking Tools:

• Google Analytics 4 (GA4): Tracks customer journeys & cross-device conversions.
• Google Ads Conversion Tracking: Measures form submissions, calls, and purchases.
• Call Tracking Software (like CallRail) monitors PPC-driven phone leads.

Use Remarketing to Capture Lost Leads

Most first-time visitors don’t convert. Remarketing keeps your business top-of-mind and brings customers back.

Effective Remarketing Strategies:

• Google Display Remarketing Ads – Show banner ads to past visitors on different websites.
• YouTube Video Retargeting – Serve reminder ads to users who interacted with your site.
• Dynamic Remarketing – Show personalized ads based on what they previously searched for.

Implement Local Service Ads (LSAs) for High-Intent Leads

Google Local Service Ads (LSAs) are a game-changer for home services because they use a pay-per-lead model—not pay-per-click.

Benefits of LSAs Over Traditional PPC:

• You ONLY pay for qualified leads (not clicks).
• LSAs appear above traditional PPC ads on Google.
• Google Guarantee badge builds trust and increases conversion rates.

Want to maximize LSAs? Learn more about Google LSA campaigns and get expert services.

A/B Test Ad Creatives for Winning Variations

If your ad copy and visuals don’t resonate, your PPC campaign won’t perform well.

Elements to A/B Test:

• Headlines & Descriptions – “24/7 Plumbing Repair” vs. “Fast Emergency Plumbers Near You”
• Call-to-Action (CTA) Buttons – “Get a Free Quote” vs. “Book Now.”
• Landing Page Layouts – Video testimonials vs. text-based content.

Best practices:

• Run A/B tests for 2-4 weeks before making changes.
• Test one element at a time to isolate variables.
• Use heatmaps & behavior tools (Crazy Egg, Hotjar) to analyze visitor actions.

Monitor Competitor Strategies to Stay Ahead

Your competitors are bidding on the same keywords, so staying one step ahead is key.

How to Spy on Competitor PPC Strategies:

• Use SEMrush or SpyFu to analyze competitors’ ads & keywords.
• Check Google Ads Auction Insights to see who is outranking you.
• Monitor competitors’ landing pages for messaging & offer ideas.

Stay Updated with Google Policy Changes

Google constantly updates its ad policies, bidding algorithms, and compliance rules.

Recent Google Ads Updates for 2025:

• Stricter ad approval processes for home services (proof of licensing may be required).
• Greater focus on first-party data tracking (due to privacy laws).
• More AI-driven automated bidding recommendations. Stay informed about Google Ads changes.

Action Plan:

• Subscribe to Google Ads blogs & updates to stay informed.
• Work with PPC experts like LMH Agency to ensure full compliance.

LMH Agency: Your Partner in PPC Success

Running Google Ads without the right strategy is like throwing money into a black hole. As a Google Premier Partner, LMH Agency helps home service businesses reduce cost per click (CPC) and boost conversion rates with data-driven PPC campaigns tailored to your budget and goals. 

With cutting-edge tools, competitor analysis, and access to exclusive PPC beta features, we handle everything—from budget allocation to ad copywriting and bid management. Ready to maximize ROI? Explore our PPC management services or schedule a free consultation today.

Okay, so you’re ready to run your paid ads…but you might be wondering how to really understand if they’re working for you. This article breaks down how to easily run the numbers to determine if you are heading in the right direction, whether you work with an agency or run them yourself. 

Return on Ad Spend (ROAS) and Return on Investment (ROI) may sound similar, but their importance in your strategic investments operates entirely differently from one another. Explore the differences between the two concepts so that you can understand how to calculate each and meet your company’s specific digital marketing goals.

The Differences Between ROAS and ROI

ROAS is often mistakenly calculated as ROI. However, not only do their calculations differ, but the purpose of each can significantly impact the way your company interprets its data from digital marketing. 

Return on Investment (ROI) is the business-driven statistical analysis that measures the investment returned (after expenses contributed to ad campaigns have brought in revenue.) This return is only calculated as an earning after you’ve accounted for all advertising costs. 

By contrast, Return on Ad Spend (ROAS) focuses more on the advertiser’s side. It measures the efficacy of your advertising campaigns by understanding how much money results per dollar spent. You can calculate ROAS for various initiatives, from focusing on just one ad to understanding your returns from annual advertising expenditures. 

How to Calculate ROAS

Calculating ROAS is more straightforward than it seems. Consider this example: You have decided to spend $1,000 on a digital advertising campaign. It generates $5,000 in revenue for your company. You would calculate your ROAS by dividing your revenue by the money invested in the digital advertising campaign, or in this case, $5,000 divided by $1,000. Your ROAS for this campaign would be 500% or a ratio of 5-to-1. The more effective your digital advertising campaign is, the higher your calculated ROAS will be.

How to Calculate ROI

Understanding the calculation for ROI adds an extra factor for businesses to pay attention to their bottom line. For this scenario, we focus on the campaign’s total revenue and subtract the cost before dividing it by the cost itself. 

For example, let’s say a specific advertising campaign has brought in a revenue of $10,000, but the cost of the campaign was $2,000. First, we would subtract $2,000 from $10,000, leaving $8,000. Then, you would divide your revenue with the subtracted cost by the total cost, or $8,000 divided by $2,000, resulting in 4. That leads us to a ratio of 4-to-1, or an ROI of 400% for this advertising campaign.

Key Takeaways From the Concepts

Now that you understand the differences between ROI and ROAS and are comfortable with their separate calculations, you can focus on how the data benefits your company. ROI drives the decisions created by most companies, but focusing on the ROAS can be the deciding factor in ensuring you receive the most value for your digital marketing ventures. Improving your ROAS from here can involve simple steps. Consider eliminating extraneous costs, ensuring that the content of each advertisement fits your needs, and timing the release of your advertisements appropriately. With a better understanding of your returns, coupled with the help of a capable digital marketing team like LMH Agency, your revenue is sure to grow exponentially.

Ahhh Google ads. You’ve seen them. You know they’re important; however, knowing when to start paid advertising and (what keywords to target can make them an even more powerful tool for locally based businesses) might not be so clear. 

After working with hundreds of home services businesses, we’ve seen the results of trial and error. So, whether you’re just starting out or have been experimenting with ads for years, here’s a breakdown of what they are and the perfect time to start pushing traffic to your website.

What Are Paid Ads?

Paid ads (like Google ads) are a type of online advertising that allows you to display keyword-based ads at the top of a potential customer’s search engine results page. The interesting thing about paid ads is that you only pay for a lead when a customer clicks your ad. Using targeted keywords helps you narrow down your target audience to reach the customers already searching for your service.

How Google Ads Benefits Home Service Businesses

As you can imagine, advertising on sites like Google or Bing can be incredibly powerful. After all, where does your potential customer go when they have a desire for a service? The search engines. 

Intelligently placed ads allow you to get in front of your exact right customers based on the keywords they’re searching for in the location you serve. In many cases, when customers are searching for service-type businesses, they’re ready to convert. 

So, when do you start them? 

When To Start Google Ads

Our theory is that it’s never too early to start paid ads after you have a working website. Once your website is up and running, you can start driving traffic directly to your site and set up a Google My Business so that you can be found when potential clients are searching for you.

On a deeper level, the timing of your paid ads campaign can also help improve your results. Luckily, Google has a lot of built-in tools that can help you analyze your current traffic and any opportunities that you’re currently missing. The Google time of day report provides you with customized website traffic reports, including when people most frequently visit.

So if you have your website up and running, now is the perfect time to begin experimenting with Google ads to get in front of your ideal audience. 

How To Get Started With Google Ads

The best way to get started with paid ads is to do your research. Learning about your target audience (including when they’re searching for businesses like yours and what keywords they’re using) can help you create an effective Google ads campaign.

Learning everything you can about your competition can also be valuable. Competitive research includes learning when they’re running ads, the type of ads they’re running, and what keywords they’re targeting. You can also look at your competitors’ reviews to figure out how you can go above and beyond in your customer service.

Tips for Maximizing Your Ideal Audience

Here are some tips to help maximize your paid ad campaign results:

• Track your ad spend: Google allows you to review the times of day where you spend the most money and when your budget runs out. Keeping track of when your daily spend wears out can help you identify if you need to increase your budget or divide it more evenly throughout the day to reach nighttime traffic.
• Create a keyword strategy: A keyword strategy helps you identify which keywords are likely to return the best results. Researching relevant keywords can also help you improve your organic SEO results.
• Set a budget: Identifying a budget that includes the maximum cost per click (CPC) you’re willing to spend can help you control costs. Compare how much each lead is worth to you with how much you’re willing to spend to get that lead.
• Refine your unique selling proposition: Before running ads, narrow down and refine your unique selling proposition. Consider adding a deal or discount to your ads to generate interest.

The Botton Line

In-depth research can provide you with the information you need to create effective paid advertising campaigns. Google Ads are just one important part of creating an effective marketing strategy for local businesses. Looking for support on your paid ad strategy? Our team at LMH Agency is experienced in local SEO and paid ad strategies that put you at the top of the rank. Get in touch today!