Paid Advertising
Paid Search
Buying ads against what homeowners type into search engines, so you appear at the exact moment someone is looking to hire your trade.
Definition
Paid search is advertising that targets search queries on engines like Google and Microsoft Advertising. You bid on keywords, and your ad shows at the top of the SERP when a homeowner searches a matching term — you pay only when they click.
In depth
Paid search works on intent. A homeowner who types "kitchen remodeler near me" has all but told you they're in the market, and keyword research lets you put your ad in front of exactly that search intent. You set bids, choose keyword match types to control how loosely a query can trigger your ad, and layer in negative keywords to block tire-kickers and irrelevant searches. Performance is measured by click-through rate, cost per click, and ultimately cost per lead.
This is the highest-intent channel a contractor can buy, which is why it usually pays back fastest. The difference between paid search and organic SEO is timing and ownership: SEO builds organic traffic that compounds for free but takes months, while paid search buys the top of the page today and stops the moment you turn it off. Most contractors need the cash flow now, so paid search funds the calendar while SEO matures underneath it.
The classic error is bidding on broad, vague terms — "remodeling," "contractor" — and burning budget on people who'll never hire. We tie every campaign to genuine search intent, prune the search-terms report weekly, and route clicks to a focused landing page so the spend turns into booked consultations, not just traffic.
Worked example
A bathroom remodeler bids on "shower replacement" terms, pays $6 per click, and turns 200 clicks a month into 18 estimate requests.
Paid Advertising
Want this run for you, not just read about?
Make every ad dollar accountable to pipeline — lower cost per lead, sharper bidding, less waste.