Key takeaways
- Match the page to the search: an ad for home additions lands on an additions page, not the homepage.
- Build one page per project type you advertise, each with its own projects, process and screening questions.
- Judge a page by qualified bids, not form fills, because a page can fill the inbox with jobs you will never bid.
- Contractors get fewer leads than most advertisers, so test one change at a time and give each test weeks.
A landing page for contractor Google Ads is a page built for one search and one kind of project, such as a home addition, so the owner who clicked sees exactly what they searched for. Sending that click to your homepage makes them hunt for it. The ad earns the click; the landing page decides whether you get a qualified bid or just a bill.
Why the homepage wastes ad spend
The homepage is written for everyone, and an ad click comes from someone who wants one thing. An owner who searched "home addition contractor" lands on a photo of a commercial lobby, a menu of eight services and a generic contact form. They wanted proof that you build additions, so they go back to the results and click the next builder. You paid for that visit anyway.
The homepage also cannot screen. Ads for general contracting attract small repairs, handyman requests and job seekers. On the homepage they all reach the same form, and your estimator sorts them by phone. A dedicated page states the project types and minimum size you take and asks the qualifying questions before the inquiry reaches you. That is where the gap between leads and customers starts to close.
Homepage vs landing page for ads
| Question | Homepage | Landing page |
|---|---|---|
| The message | Everything you do | The one service in the ad |
| Ways out | Menus and many links | One action, few distractions |
| The next step | Somewhere on the page | A call button and a short form |
| Match to the search | General | The same words as the ad |
Anatomy of a landing page
- A headline that repeats the search. "Home additions, designed and built" for an additions ad. The owner should know within seconds they are in the right place.
- One line on who you build for and where. Your service area and the size of project you take.
- Tap-to-call and a bid request button. Above the fold on a phone, with a tracked number (call tracking).
- Two or three projects of this exact type. Before and after photos, the scope and how long it took.
- Your process in five steps. From first call to handover, so the owner can picture what they are signing up for.
- Reviews from clients who had this kind of project. Addition reviews on the additions page.
- A short screening form. Project type, town, target start, budget band, plans or no plans.
- Answers to the questions that stall the decision. Permits, timeline, living at home during the work, how change orders are priced.
- A closing call to action. The same bid request, repeated after the proof.
Keep the navigation minimal and the page fast on a phone (Core Web Vitals). Every second of loading is paid for.
One page per service
Build a page for each project type you advertise, because each one is a different buyer with a different worry. Start from the services you sell:
| Project type | Searches the ad group targets | What the page must prove | Screening question |
|---|---|---|---|
| Home additions | "home addition contractor", "room addition builder" | Additions finished on schedule, tied cleanly into the existing house | Do you have plans or a survey yet? |
| New construction and custom homes | "custom home builder", "new home construction" | Completed homes, and how allowances and changes are handled | Do you own the lot? |
| Commercial build-outs | "tenant improvement contractor", "commercial build out contractor" | Commercial projects, schedule control, insurance on request | When does the lease start? |
| General contracting and major renovations | "general contractor", "whole house renovation contractor" | Projects managed end to end, with subcontractors supervised | What is the scope and the budget band? |
If one project type carries most of your margin, give it the largest budget and the best page. Pages for specific areas can follow once a project type has enough volume in one part of your service area to justify its own.
Testing
Test slowly, because contractors get fewer leads than most advertisers and each one matters more. A page that receives a dozen inquiries a month tells you very little in a week.
- Change one element per test. The headline, the lead project or the form, never all three at once.
- Run each version for weeks, inside one season. A test that starts in March and ends in May compares two different markets.
- Measure on qualified bids. Import the CRM stage back into Google Ads where you can (conversion tracking), so a form fill for a fence repair does not count as a win.
- Read the inquiries. Ten minutes with what owners actually typed shows whether the page attracts the right projects before the numbers do.
Here is an example with hypothetical numbers. Version A gets 20 form fills in a month and 4 qualified bids. Version B adds a budget band question and gets 12 form fills and 5 qualified bids. Version B looks worse in the ad platform and is better for the business.
The Google Ads guide for contractors covers the campaign side, and the guide to cost per lead for contractors shows how to read these numbers against spend.
How VETS Growth Marketing helps
Each project type you advertise gets its own page, built alongside the ad group that feeds it, and the two launch together as one dated project. The pages and the ad account stay in your name. We report qualified bids and cost per qualified bid by page, so you can see which project types earn their budget. Start with a growth consultation.
Sources
- About conversion measurement, Google Ads Help
- Set up tracking calls to a phone number on a website, Google Ads Help
- Understanding Core Web Vitals and Google search results, Google Search Central