Google Ads management for insulation contractors
Google Ads management for an insulation crew is search work first. A homeowner types what the job is and where, your ad appears beside the results, and the click lands on the page for that job. We build the campaigns and tend them. You pay Google for the clicks.
On the scope sheet this is the paid sheet, and it reads well only when the job sheet and the town sheet already exist underneath it.
Why an insulation crew's Google Ads account is cut by job type, not by one broad word
A single ad group built on the word insulation collects everything: the homeowner ready to hire a crew, the person weighing a do-it-yourself kit, the student, the supplier. The clicks come in together and the account cannot tell them apart.
So we split the account by job. Attic work, spray foam, blown-in wall work, crawlspace work and removal each get their own campaign, their own ad text and their own landing page. Inside each one, the search terms are sorted by town and by intent, and kit, rental and store searches are blocked by a negative keyword list that grows as we read the search terms report.
That is why Google Ads management for an insulation contractor is mostly sorting and reading, with the bidding as the smaller part of the work.
Search term groups on an insulation crew's Google Ads account
| Search group for a crew | Phrase from the kind of search | What the account does with it |
|---|---|---|
| Job type plus a service-area town | attic insulation contractor near me | Gets its own ad group, with the town named in the ad text and the attic page as the landing page |
| Spray foam crews | spray foam insulation contractor | Separate campaign so retrofit and new construction visitors see different pages |
| Blown-in wall cavity work | blown in wall insulation | Own ad group with the wall page, kept apart from the attic ad groups |
| Removal and replacement | attic insulation removal contractor | One ad group per removal job type, pointing at the page that frames removal and replacement as one visit |
| Do-it-yourself and kit searches | Searches for kits, rentals and store products | Blocked with negative keywords; we never bid on them for a crew |
Four pieces of a Google Ads build for an attic and spray foam crew
- Structure
One campaign for each job type
Attic, spray foam, wall cavity, crawlspace and removal stay in separate campaigns, each with a budget you set, so a busy job type cannot use the whole allowance.
- Towns
Service-area towns, not a county blob
We set the towns you drive to for a quote visit and leave out the ones you do not. The ad text names the town where the match is strong.
- Tracking
A tracked call line and a counted form
Calls from the ad and requests from the form are counted separately, so the monthly review can say which job type brought which contact. Tracking has limits, and we say where they are.
- Blocking
A negative keyword list kept by hand
Every month we read the search terms and add the words that bring the wrong visitor: kits, rentals, stores, jobs, training. The list belongs in the review with you.
Five steps from a job list to a live search campaign for your crew
Sort the job sheet into campaigns
You tell us which jobs you install and the towns for each. That list becomes the campaign and ad group outline, nothing more and nothing less.
Write the ad text for each job and town
Every ad is drafted from your wording. You read each line, and anything about local programs, credentials or outcomes is struck unless you supplied it.
Point each ad group at the right job page
A spray foam search lands on the spray foam page, not the home page. If the page does not exist yet, website design work comes first.
Switch on a small budget and read the search terms
The first weeks are for learning which searches arrive. We prune before we widen.
Review the month with you
The review lists search terms, blocked terms, calls and forms per job type, and what we plan to change next.
Who pays Google, and where the Google Ads plan sits among the paid plans
The ad spend is paid by you straight to Google from your own card, and our management fee is a separate line. We never hold your ad money. A budget is set by you in writing and changed by you in writing.
Google Ads alone is the one-platform plan on the paid ads overview for insulation crews. Adding Bing Ads (Microsoft Advertising) makes two platforms, and the Bing Ads management page explains who that reaches. Adding Meta Ads (Facebook and Instagram) makes three, described on the Meta Ads (Facebook and Instagram) page. Plan terms are on the pricing page, and every plan runs month to month.
Two Google Ads beliefs that waste an insulation crew's budget
Said over a tailgateThe widest word, insulation, is the obvious ad group to start with.
What the scope sheet showsIt is the widest net and catches the least useful searches. A small set of job-and-town ad groups costs less to read and teaches more.
Said over a tailgateAd spend has to be handed to the agency so the campaigns can run.
What the scope sheet showsIt does not. You pay Google directly for clicks, and we are paid for managing the account. Nobody here holds your ad money.
What an insulation crew sets up before the first Google Ads campaign
- The towns you will drive to for a quote visit, in priority order
- The jobs you want contacts for, and the jobs you decline
- A monthly ad spend you set yourself and are willing to change in writing
- Wording you have approved for ads, including any line about a local program
- Access to the Google Ads account, or a plan to open one together before launch
- A job page for each campaign, or agreement to build them first
Google Ads questions from insulation crew owners
Can the Google Ads account keep do-it-yourself and kit searches away from my crew?
We block them with negative keywords and read the search terms every month for new ones. A few slip in before they are caught, which is why the review shows the blocked list.
Who pays for the clicks on a crew's Google Ads account?
You do, directly to Google. Our management fee is separate and never includes the ad spend.
Does Google Ads management cover Bing Ads (Microsoft Advertising) too?
Only if you add it. Google Ads is one platform, and a second or third platform adds to the plan. The paid ads page shows the three levels.
Can I see which Google search brought a quote request?
For the contacts we can count, yes. The monthly review ties calls and forms to the campaign and job type. It cannot trace every contact, and the report marks the ones it could not.
Tell us the jobs and towns for your first search campaign
Write a note about the attic, spray foam or wall work you want requests for and the towns you serve. You can also pick a call slot on the form, and our CEO will phone you then.
Which towns and install types should get more sheets?
Name the towns on your service map where the calendar feels thin and the kinds of installs you want more of: attic, wall, crawlspace, spray foam or removal. A few lines are plenty, and any customer names or home addresses should stay out of them.
Ready to lay the first sheet?
Pick a slot on the call calendar. When that hour arrives, Ross Cohen, our CEO, rings you to work out which layers your company needs.
The ticked sheet below only pictures how the work is organised. It forecasts nothing.