Google Ads management for a home inspection business
Most buyers never search for an inspector. Their agent hands them two or three names and they call down the list. Paid search here is a smaller pool than in plumbing, and it punishes lazy setup harder. The people who do search are buyers whose agent gave them nothing, buyers checking a name they were handed, sellers looking for a pre-listing inspection, and investors and out-of-state buyers with no local agent yet.
We run three campaigns on separate budgets. Core buyer intent on exact and phrase match only. Ancillary terms, which are cheaper and convert well because the searcher already knows what they want: radon testing, sewer scope, mold, wind mitigation, four point. And pre-listing aimed at sellers, the one campaign that keeps producing when buyer volume drops.
Expect $6 to $18 a click on core inspector terms and $45 to $130 per booked inspection. The mistake nearly every owner makes is leaving broad match on, which buys the career searches. How to become a home inspector is a high volume phrase, and appraisal gets confused with inspection constantly.
Two weeks in you should have a negative list that killed that traffic, recorded calls with real addresses, and a search terms report you can read without wincing. The Google Ads guide is the same method written out.