Foundgrove is a PPC agency for contractors and other US service businesses. We manage Google Ads, Performance Max, Meta, and LinkedIn campaigns — and advise on Google Local Services Ads — tracking every dollar to cost-per-lead and booked jobs, not clicks. Management starts at $3,500/mo plus ad spend on the Performance tier, month-to-month with no lock-in, and you keep full ownership of your ad account and data.
Paid Ads · Updated November 4, 2026
PPC Agency for Contractors and Service Businesses
Google, Meta, and LinkedIn campaigns tracked to booked calls.
Definition
What is Paid Ads?
Paid Ads is a retained service that delivers paid search and social campaigns tracked to booked calls for US service businesses. We combine strategy, execution, tracking, and reporting in one engagement. We run paid acquisition for service businesses across Google Search, Performance Max, Meta, LinkedIn, and YouTube. Every dollar is tracked to a booked call or qualified lead.
Profit-first measurement
We track to cost-per-qualified-lead and cost-per-booked-call, not vanity clicks. If we cannot prove ROI in 90 days, we recommend pausing the channel.
Conversion-optimized landing pages
Paid clicks go to dedicated landing pages built for the job: the offer, the audience, and the device. Most agencies send paid traffic to the homepage. We do not.
Live attribution dashboards
You see spend, impressions, leads, qualified leads, and booked calls in one Looker Studio dashboard updated daily. No PDF reports.
Process
How does our Paid Ads process work?
Our Paid Ads process runs in four phases — audit, strategy, execute, optimize — on a month-to-month engagement with no minimum and no lock-in. Phase one delivers a written audit and roadmap. Phase two builds the strategy. Phase three executes against revenue KPIs. Phase four turns reporting into compounding optimizations every month.
- Step 01
Audit & Forecast
We audit current accounts (or competitors if starting fresh), build a media plan, and forecast realistic CPL and CAC ranges before you spend a dollar.
- Step 02
Build
Account structure, campaigns, ad copy, creative, landing pages, conversion tracking, and CRM integration. Production takes 2-3 weeks.
- Step 03
Launch & Learn
Daily monitoring for the first 14 days, then weekly optimization rhythms. We A/B test ad copy, creative, and audiences continuously.
- Step 04
Scale
Once we hit target CPL, we scale spend in 20% increments while monitoring lead quality. We never blindly scale — quality leads matter more than volume.
Scope
What's included in Paid Ads services?
Every Paid Ads retainer includes the full deliverable list below — no à la carte upsells, no surprise scope creep. Each item has a named owner on our side and is tracked weekly inside your live dashboard. Larger accounts add volume (more content, more campaigns, more pages) rather than line items.
- Full campaign build across selected channels (Google, Meta, LinkedIn, YouTube)
- 2-4 dedicated landing pages with A/B-tested variants
- Conversion tracking via GTM, GA4, and CRM (HubSpot/Salesforce/Pipedrive)
- Weekly creative production: 6-12 ad variants per channel per month
- Daily account monitoring and weekly bid optimization
- Live Looker Studio dashboard updated every 24 hours
- Monthly strategy call and quarterly business review
- Full account ownership — you keep the data and assets
Contractors
Contractor PPC: Google Ads, Local Services Ads and Meta
Contractor PPC is pay-per-click advertising built for trades that sell jobs: roofers, plumbers, electricians, remodelers and other contractors. We run Google Search ads for homeowners typing the problem and Meta to bring back visitors who did not call, and we advise on Local Services Ads, which charge per lead instead of per click. It runs inside the same Performance retainer as every other paid ads account.
Campaign structure by trade and service
We build campaigns by trade and by service, never one catch-all campaign. Emergency repair, replacement and new installs each get their own ad groups, ads and budget, with paid clicks going to dedicated landing pages built for the job, because an after-hours leak call and a repiping quote are different jobs at different values. Location targeting follows the areas your crews actually cover, and ad schedules follow the hours someone can answer the phone.
Local Services Ads: verification and lead quality
Local Services Ads are a separate Google product from Search ads. Google describes them as "pay-per-lead listings for verified local service providers" and says you pay only "when potential customers get in touch through your ads on Local Services Ads." Before a listing runs, "Google verifies your business which includes checks on your business registration and identity verification," and a verified business earns the Google Verified badge. We advise you through verification and on setting the listing's services to the jobs you actually take, and we review lead quality with you every week. Our Local Services Ads setup guide walks through verification, ranking and costs step by step.
Negative keywords that stop wasted spend
Trade searches attract clicks you never want to pay for: job seekers ("plumber jobs near me"), do-it-yourselfers ("how to fix a leaking faucet"), parts shoppers, and services you do not offer. We start every contractor account with a negative keyword list built for its trade, then read the search terms report daily for the first two weeks and weekly after that, adding new negatives as they show up.
Call tracking and booked-job reporting
A contractor's ads are judged by the jobs they book, so form fills alone are not enough. We track calls from ads and landing pages as conversions alongside forms, mark which leads became booked jobs in your CRM, and import that status back into Google Ads as an offline conversion. Your dashboard shows spend, leads, qualified leads and booked jobs by trade and by campaign.
Budgets and cost per lead by trade
We do not publish a cost-per-lead table by trade, because the number that matters is the one your jobs can afford. We work out that ceiling for each trade you run from your own job values, margins and close rates, judge every channel on cost per booked job, and forecast those ranges before launch. Management starts at $3,500/mo plus ad spend, with a recommended minimum of $5,000/mo in ad spend across channels.
Planning beyond ads? See our contractor marketing, roofing marketing and plumbing marketing plans, SEO for roofing companies, and home services SEO for the calls that keep coming when the ad budget pauses.
Pricing
How much does Paid Ads cost?
Paid Ads starts at $3,500/mo on the Performance tier. Pricing scales based on market competition, content volume, and the number of locations or service lines. Most engagements include the full deliverable list with no add-on fees.
- Performance tier — full audit, strategy, execution, and reporting from day one.
- Month-to-month — cancel anytime, no minimum, no lock-in, with 30 days' notice. No setup fee.
- Quarterly business reviews, monthly reporting calls, and a live dashboard included.
Fit
Who is Paid Ads right for?
Paid Ads is best for established US service businesses with at least $500K in annual revenue, a defined ideal customer, and the operational capacity to handle more leads. We offer it to single-location practices through 50-location franchises across healthcare, legal, home services, B2B SaaS, and local services. Paid Ads is not a fit for pre-revenue startups or businesses that cannot sustain our $5,000/month minimum recommended ad spend — for those we recommend starting with SEO.
Industries we serve with Paid Ads
States we serve with Paid Ads
Further reading
Go deeper on Paid Ads.
Our in-depth Paid Ads guides break down the strategy, tactics, and benchmarks behind everything above.
FAQs
What are the most common questions about Paid Ads?
The most common questions we get from prospects evaluating Paid Ads. If yours is not here, book a free 30-minute call and we will answer it directly.
What is the minimum ad spend you work with?
Our minimum recommended monthly ad spend is $5,000 across all channels — below that, statistical significance for optimization becomes hard to achieve. Our management fee starts at $3,500/month. So a typical first engagement is $8,500/month combined. For higher-cost-per-click verticals like legal or HVAC, we typically recommend starting at $10,000 in ad spend.
How fast can you launch?
Standard launch timeline is 2-3 weeks from contract signing. Week one is account setup, conversion tracking, and creative production. Week two is landing page build and approval. Week three is launch and the first 7 days of optimization. Rush launches in 7 days are possible for $1,500 extra if we already have brand assets.
Do you handle creative?
Yes. Static ad creative, ad copy, headlines, and short-form video for Meta and YouTube are all included, at 6-12 ad variants per channel per month. For longer-form video production (over 30 seconds), we partner with vetted production studios at additional cost.
What channels do you run?
Google Search, Google Performance Max, Google Display, YouTube, Meta (Facebook and Instagram), LinkedIn, and TikTok. We do not run on every channel for every client — we recommend a channel mix based on your audience, average customer value, and sales cycle. Most service businesses get the best ROI from Google Search plus one social channel.
Can you take over an existing account?
Yes, and that is often where we find the biggest wins. We audit your current setup, identify wasted spend, restructure campaigns, and migrate without losing learning data. We document everything so you can see exactly what changed and why.
What is a good cost per lead for contractors?
A good cost per lead is one your jobs can pay for, and it differs by trade and market, so we do not quote a universal number. Work out your ceiling first: average job value × gross margin × close rate is the most a lead can cost before it loses money. Then compare channels on cost per booked job (ad spend ÷ booked jobs), because a cheap lead that never books is the expensive one.
Do you do attribution modeling?
Yes. We deploy GA4 with enhanced conversions, server-side conversion tracking via GTM, offline conversion imports from your CRM, and Meta CAPI. For high-consideration purchases with long sales cycles, we set up data-driven attribution and customer journey reporting so you see which channels drive which lead types.
Ready to see what we can do?
A free 10-minute video teardown within 2 business days, or a free 30-minute strategy call followed by a written 90-day plan within 2 business days.
Written by Hyder Shah, Founder & CEO · Updated November 4, 2026