One Season, Twelve Months
An account built around furnace-repair keywords in November keeps bidding on them in July, wasting spend while the actual search volume has shifted to AC repair and replacement.
GOOGLE ADS · INDIANAPOLIS
CONTRACTOR AdsTHAT RING IN INDY
Two selling seasons, one ad account. Furnace calls in January, cooling calls in July: we build the campaigns so your phone doesn't go quiet between them.
THE CAMPAIGN SPEC
- managedin-house, Since 2008
- seasonal shiftHVAC + snow/ice built in
- platformsSearch + LSA
- bought links0
Ad spend is set and paid by you directly to Google. Management fee quoted at the strategy call.
- Since 2008
- In-house management
- No bought links
- Call tracking wired
- Owner-approved budgets
QUICK FACTS · GOOGLE ADS IN INDIANAPOLIS
At a glance.
The whole engagement on one ticket. Read it in a minute, then bring us the hard questions on the call.
- What it is
- Google Ads (Search) and Google Local Services Ads management built for Indianapolis home-service contractors, tuned to the metro's two selling seasons instead of one flat campaign running all year.
- Timeline
- Local Services Ads can start collecting leads within days of Google Guarantee verification clearing. Search campaigns are live once accounts, tracking, and landing pages are built, usually inside the first two weeks.
- Investment
- Management is quoted at the strategy call based on your trade, service area, and ad spend goals. Ad spend itself is paid directly to Google, separate from our fee.
- What you get
- Campaign build and management, call tracking on every ad number, negative keyword lists so budget isn't spent on the wrong searches, and a landing page built to convert the click, not just collect it.
- What's not included
- This page is ads and paid leads. Organic rankings, the map pack, and AI-search visibility are separate services with their own pages, not folded into a PPC line item.
- Managed how
- in-house, on a site/asset you own
- Who it's for
- Established Indianapolis-area HVAC, roofing, and home-service contractors who want leads flowing now while organic and local SEO build underneath.
- Who it's not for
- Contractors who can't answer or return calls within the hour, or who want to run ads with no landing page and no tracking. Paid clicks are wasted on a broken intake process.
PPC & LSA
Indianapolis Runs on Two Seasons, Not One
Contractor Google Ads in Indianapolis has to account for a calendar that swings hard. Furnaces quit in January when overnight lows sit in the single digits and the ductwork's been coasting on autopilot since October. Central air quits in July when the humidity sits heavy over Marion County and the compressor finally gives out. A campaign built for one season and left alone bleeds budget the other six months, either overspending on cooling keywords in a February cold snap or sitting dark on furnace-repair searches in August when nobody's typing them. We build the account to shift with the calendar, not fight it.
Indianapolis is a big, established Midwest metro: Marion County plus the surrounding ring, Hamilton, Hendricks, Johnson, Boone. That's a lot of ground and a lot of contractors bidding on the same handful of terms. Ask a plumber's homeowner who else showed up in the map pack or the sponsored slots and you'll usually hear a mix of national HVAC and roofing franchise names with real ad budgets, alongside a bench of established regional independents who've been in the Indianapolis market for years. Winning the click means outbidding the roll-ups on the terms that matter and out-converting them on the landing page once the click lands.
Local Services Ads matters here specifically because Indianapolis homeowners searching for emergency furnace repair or storm-damaged roofing want the Google Guarantee badge before they'll pick up the phone to a name they don't recognize. Search campaigns and LSA run side by side: LSA catches the pay-per-lead emergency calls, Search catches the higher-intent installation and replacement searches where a real landing page does the selling.
[ 01 ] THE PROBLEM
Why Indianapolis Ad Accounts Burn Money
Most contractor PPC in this metro fails for the same handful of reasons.
No Snow-and-Ice Line
Snow removal and ice-dam work is real winter revenue in Indianapolis, and most contractor accounts never bid on it at all, leaving that season's calls to whoever does.
No Call Tracking
Spend runs against sponsored search and LSA with no way to prove which keyword, which ad, or which season actually produced the phone call that turned into a job.
Landing Page Is the Homepage
The click lands on a general homepage instead of a page built for that exact search, so cost-per-click looks fine and cost-per-lead is ugly.
[ 02 ] THE METHOD
What the Build Includes
Every Indianapolis contractor Google Ads account gets the same disciplined build.
Local Services Ads Setup
Google Guarantee verification, service area and job-type configuration, and ongoing lead-quality dispute management so you're not paying for spam calls.
Seasonal Campaign Structure
Separate campaigns for furnace/heating season and cooling season (or roofing storm season and steady-state roofing), budgets shifted as demand shifts instead of left flat all year.
Negative Keyword Discipline
Ongoing pruning of searches that waste spend: DIY searches, job-seeker searches, and out-of-area clicks from outside your Marion County service ring.
Call Tracking On Every Number
Dedicated tracked numbers per campaign so you can see, by keyword and by season, which ads are producing calls that turn into booked jobs.
Conversion-Built Landing Pages
A page for the search, not a redirect to the homepage: the trade, the season, and the ask match what the searcher typed.
Monthly Reporting You Can Read
Spend, calls, and cost-per-lead by campaign, plain numbers, no marketing jargon standing between you and what the account actually did.
[ 03 ] THE DIFFERENCE
Managed Account vs. Set-It-and-Forget-It
Be Seen, Contractors!
What an in-house managed account looks like
- Campaigns rebuilt as furnace season turns to cooling season
- Call tracking on every number, every campaign
- Landing pages built for the exact search, not the homepage
the set-it-and-forget-it shop
What a flat, unmanaged account buys
- One campaign structure running unchanged January through December
- No tracking, no way to prove which click became a job
- Every click lands on the same generic homepage
[ 04 ] DELIVERABLES
What's In The Account
LSA Profile & Verification
Google Guarantee background check and license verification handled and maintained.
Search Campaign Build
Keyword research and ad groups structured by trade, service, and Indianapolis service area.
Seasonal Budget Calendar
A planned shift in spend between heating season and cooling season (or storm season and steady-state) set before the calendar turns, not after.
Negative Keyword List
A living list, pruned monthly, that keeps spend off searches that were never going to convert.
Call Tracking Numbers
Dedicated tracked lines per campaign so every call ties back to the ad that produced it.
Landing Pages Per Campaign
Pages built to match the search intent, hosted on the site you own.
Monthly Performance Report
Spend, calls, and cost-per-lead broken out plainly by campaign and by month.
Snow-and-Ice or Storm Line Item
Where the trade fits, a dedicated seasonal campaign for the winter or storm-driven revenue line most accounts leave on the table.
[ 05 ] THE PROCESS
From plan to booked work.
-
WEEK 1
Account Audit
We map wasted spend, weak landing pages, and the searches actually worth buying.
-
WEEK 1-2
Build
Campaigns, ad groups, call tracking, and Local Services Ads set up to ring the phone, not just get clicks.
-
MONTH 1
Optimize
Search-term pruning, bid tuning, and landing pages that turn clicks into booked jobs.
-
ONGOING
Manage
Weekly hands on the account. We spend your budget like it is ours.
-
MONTHLY
Report
Cost per lead and cost per booked job, in plain numbers, no agency spin.
[ 06 ] THE HONEST CURVE
What To Expect, Honestly
Paid leads can start fast. Good cost-per-lead takes a few budget cycles to settle in as we prune keywords and tighten the account.
days
LSA live
once Google Guarantee verification clears
2 wks
Search live
account, tracking, and landing pages built
2
seasons built in
heating and cooling, not one flat campaign
0
bought links
this is paid search, not link schemes
[ 07 ] STRAIGHT ANSWERS
What contractors ask us most.
What Indianapolis contractors ask before they turn on paid ads.
01Do I need Local Services Ads and Search Ads, or just one?
Most Indianapolis home-service contractors run both. LSA catches the pay-per-lead emergency and Google Guarantee searches, Search campaigns catch the higher-intent installation and replacement searches where a dedicated landing page does the selling. Running only one leaves calls on the table.
02How is ad spend handled versus your management fee?
Ad spend is set by you and paid directly to Google. Our management fee is separate and quoted at the strategy call based on your trade, service area, and how many campaigns you're running.
03Will you build campaigns around snow and ice removal or just HVAC?
If it's a real revenue line for your business, yes. Snow-and-ice and furnace-and-ice-dam work is a legitimate winter category in Indianapolis and it gets its own campaign line when it fits your trade, not folded into a generic account.
04What happens to the ad account in the off season?
Budgets shift, they don't disappear. A heating-season campaign gets scaled down as cooling searches pick up, and vice versa, so spend follows what Indianapolis homeowners are actually searching for that month.
05Can you prove which ads produced actual jobs, not just clicks?
Call tracking is on every number in every campaign. You'll see, by keyword and by month, which searches produced calls. We don't fabricate results and won't hand you a report claiming outcomes the tracking data doesn't show.
06We're up against national HVAC and roofing franchises here. Can a smaller account compete?
Local Services Ads and tightly built Search campaigns let an established independent compete for the click even against a bigger ad budget, because Google weighs lead quality and review signal, not just bid size. It's not instant, and we won't tell you it is.
07Do you also handle our website and SEO, or just the ad account?
This page is Google Ads and Local Services Ads specifically. Website builds, organic SEO, local map-pack work, and AI-search visibility are separate services with their own scope, listed on their own pages.
08What if we get flooded with junk leads through LSA?
Lead quality disputes are part of ongoing management. Spam calls, wrong-service calls, and out-of-area leads get disputed with Google so you're not paying for them.
[ 08 ] WHAT COMES NEXT
What comes next.
The rest of the build works alongside this.
→
Websites in Indianapolis
A contractor website in Indianapolis built to convert the paid clicks this campaign sends it, not just collect them.
→SEO in Indianapolis
Organic SEO for Indianapolis contractors, so heating and cooling season traffic keeps coming after the ad budget is spent.
→Local SEO in Indianapolis
Local SEO and map-pack work for Indianapolis, the free counterpart to paid search in the same competitive metro.
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