The short version
- US home-services search ads convert at a 7.33% median, from 3.70% for roofing to 9.08% for electricians.
- Google counts landing page quality in Ad Rank and says higher quality ads “can often lead to lower CPCs”.
- Google: the search phrase doesn’t need to appear word for word, but the page must deliver what the ad promised.
- Check each page in the Landing pages report, and test changes with an experiment rather than guessing.
US benchmarks · USD. Every cost in this guide is a US figure, in US dollars, from US accounts and studies. Use it as a guide until your own account has numbers.
On this page · 8 parts
What does the page your ad sends people to have to do?
Your landing page is the page behind your ad’s final URL, the web address the ad sends people to. It has one job: turn the click you just paid for into a call or a quote request. This isn’t a guide to your whole website. It’s about the page a Google Ads click lands on.
Two numbers ride on that page. The first is conversion rate, the share of clicks that call or fill in the form. Google suggests “using conversion rate as a proxy for good landing page experience.”[1] The second is price. “The quality of your ads and landing page” is one of the inputs to Ad Rank, the score that decides where your ad shows. Google says “higher quality ads can often lead to lower CPCs,” meaning a lower cost per click.[2] How Google grades the page is in the Quality Score guide. This page is about what to build.
Here’s where home services sit. These are LocaliQ’s medians from 3,211 US search campaigns:[3]
| Trade | Conversion rate | Cost per lead |
|---|---|---|
| Roofing and gutters | 3.70% | $228.15 |
| Doors and windows | 4.41% | $200.34 |
| Air conditioning install and repair | 6.56% | $127.74 |
| Plumbing | 7.63% | $129.02 |
| Electricians | 9.08% | $93.69 |
| All home services | 7.33% | $90.92 |
Small changes add up. Take 100 roofing clicks at the $10.70 median: $1,070. At 3.7%, that buys about 4 leads. Lift the page to 5% and the same money buys 5.
How do you match the page to the ad group?
One ad group, one job, one page. An ad group is the set of keywords and ads for one service. Google’s advice is to “keep messaging consistent from ad to landing page” and “ensure the page follows through on the ad’s offer or call to action.”[1] If the ad says “Water heater replaced today”, the page headline says the same thing, not “Welcome to Smith Plumbing”.
| Ad group | Searches like | Page headline |
|---|---|---|
| Water heater replacement | “water heater replacement near me” | Water heater replaced today in [town] |
| Emergency drain clearing | “clogged drain plumber” | Clogged drain cleared today, any hour |
| Roof leak repair | “roof leak repair near me” | Roof leaking? Leak found and fixed this week |
| AC repair | “ac not cooling” | AC not cooling? Repair today in [town] |
You don’t need to stuff the keyword in. Google says “the word-for-word phrase from a search term doesn’t need to be on your landing page.” Deliver what the person searched for. How to split the account so each job gets its own ad group is in service campaigns.
One catch: AI Max and Performance Max can send a click to a different page on your site, through final URL expansion, where Google picks the page instead of you. Block the pages that can’t book a job, like careers and DIY blog posts, with URL exclusions. The AI Max guide shows where.
What goes on the first screen?
Build it for a phone first. On the first screen, before anyone scrolls, put:
- A headline that names the job and the town. The same promise as the ad.
- A big tap-to-call button. Use the number Google can track, so a call from the page counts. Call tracking covers how Google swaps in a forwarding number for ad visitors.
- One line on why you. Same day, licensed, upfront price before you start. Whichever is true.
- Your star rating and review count.
- The quote form, or a button that jumps straight to it.
The order depends on the job. For emergency work, like a burst pipe or no heat, the phone comes first and the form second. For planned work, like a roof replacement or a new HVAC system, many people want to send details or photos before they talk, so put the form up top and keep the phone visible.
A photo of the van, “Quality you can trust”, a menu of 14 services, the phone number in small type in the corner, and the form at the very bottom.
“Burst pipe? A plumber at your door today in [town].” A big Call now button, “Licensed. Upfront price before we start.”, your rating and review count, and a three-field form just below.
What proof does a home-service landing page need?
Proof for that job, not the whole company. Someone with a leaking roof wants to see leaks you’ve fixed, not your kitchen remodels.
- Reviews that mention the job. Two or three that say “water heater” beat ten that say “great service”.
- License and insurance. Your license number in plain sight.
- Real photos. Your crew, your trucks, real jobs. Not stock photos.
- Warranty in plain words, if you offer one.
- Financing for big jobs, if you offer it.
- A price guide where you can. A starting price or a range for a water heater swap saves a call for both of you.
Every promise on the page has to be true, and it has to match the ad. “Same-day” on the page and a two-week wait on the phone loses the job and earns a bad review. Repeated disapprovals on one theme usually trace back to a claim in your ad or on your page, which the suspension guide covers.
What should the quote form ask?
Only what you need to call back. Name, phone, zip code, and what they need from a short list. A photo upload helps for roofing and repairs, but make it optional. Each extra box is one more reason to give up.
- Say what happens next. “We’ll call you within 15 minutes, 7am to 7pm.” Only if it’s true.
- Give it a thank-you page. After a valid submit, send people to a separate thank-you page with its own web address, and fire the Google Ads conversion there, not on the button click. That is the page your web person needs for conversion tracking, and it keeps bots that never finish the form out of your numbers. More checks are in spam and fake leads.
- Keep the click ID. With auto-tagging on, Google adds a click ID called the GCLID to the page address after each ad click. It’s on by default in new accounts.[4] A hidden field that stores it lets you match a booked job back to the ad. Setup is in offline conversion tracking.
How fast does the page need to load?
Fast enough that nobody waits. Google’s own tip is to “improve loading speed,” because “the speed at which your page loads can be the difference between someone bouncing or buying.”[1] Its landing page help adds that in retail, “a 1-second delay in mobile can impact mobile conversions by up to 20 percent.”[5] That’s retail data, not home services. But someone with water on the kitchen floor isn’t more patient than a shopper.
Test it the way a customer sees it: on your phone, on mobile data, from your own ad, not on the office Wi-Fi. The usual weight is a big hero video, a photo slider, a chat widget and a pile of old tracking tags.
Campaigns › Insights and reports › Landing pages
Checked against the official help pages, Oct 2026
That report shows clicks and conversions for every page your ads send people to, plus a “Mobile-friendly click rate”. Anything under 100% means some phone clicks landed on a page Google doesn’t rate as mobile friendly.
How do you know if the page is the problem?
When its landing page rating is below average, or it converts worse than your other pages on the same kind of search. Then test a fix before you rebuild.
- Read the landing page label. In Quality Score, “Landing page exp.” is rated Above average, Average or Below average, against other advertisers who showed for the same search over the previous 90 days.[6] Below average across one ad group points at that page.
- Compare pages. In the Landing pages report, a page converting at half the rate of your others, on the same kind of search, is the one to fix first.
- Test, don’t guess. Google says “even if you have no control over your site, you can still experiment to find the most useful existing pages.” Split the traffic between the old page and the new one with an experiment.
- Check the phone too. If the page converts but jobs don’t book, the leak is after the page. Start at why your Google Ads aren’t working.
FAQ
Do I need a separate page for every keyword?
No. You need one page per ad group, which usually means one per job. Google says the exact search phrase doesn’t need to be on the page. What matters is that the page delivers what the ad promised.
Can I send ads to my homepage?
For your brand campaign, yes. People searching your company name want you. For service campaigns, no. A homepage is a menu, and someone searching “ac not cooling” wants the AC repair page.
Should a landing page have a menu?
Keep it light. Google says ease of navigation is something people “value even more on mobile websites.” A simple header with your logo, your phone number and a few links is fine. Drop the 14-service dropdown.
Does a landing page builder hurt Quality Score?
Google’s quality signals are about relevance, usefulness, ease of navigation and speed. It doesn’t say it scores which tool built the page. Use whatever loads fast and lets you change a headline yourself in five minutes.
How long after a new page will Quality Score change?
It changes as new clicks come in, so give the page time and traffic before you judge it. The Quality Score guide covers how to read the score in the meantime.
Sources
- 1. Google Ads Help, “5 ways to use Quality Score to improve your performance”, 2026 (opens in a new tab) ↩
- 2. Google Ads Help, “About Ad Rank”, 2026 (opens in a new tab) ↩
- 3. LocaliQ, 3,211 US campaigns, April 2024 to March 2025 (opens in a new tab) ↩
- 4. Google Ads Help, “About auto-tagging”, checked Oct 28, 2026 (opens in a new tab) ↩
- 5. Google Ads Help, “Evaluate the performance of your landing pages”, 2026 (opens in a new tab) ↩
- 6. Google Ads Help, “About Quality Score for Search campaigns”, 2026 (opens in a new tab) ↩
