Google Ads for home service businesses

Cut your cost per lead.
Keep the quality.

Most home service accounts are paying for clicks that were never going to become jobs. We rebuild the account around the work you actually want, so the cost of a lead drops while the calls coming in get better, not worse.

Get a free account audit 236-862-3369

60-day money-back guarantee
Free website SEO in month one
Canada & US

A home service contractor's work van parked outside a residential property

Live client account

−$971

Cost per lead, first 14 days — renovation contractor in Calgary

Running right now

New client offer

Free website SEO optimization in your first month

Every new Google Ads client gets a full technical and on-page SEO pass on their existing website at no charge. Your organic visibility starts improving while the ad account is still ramping up.

Our guarantee

60-day money-back guarantee

If you are not happy with the service in your first 60 days, you get your money back. No lock-in and no argument. You keep your ad account and everything we built inside it.

The diagnosis

Home service ad budgets leak in the same three places.

We have taken over enough accounts to stop being surprised. Almost every one arrives with some version of these three problems, and fixing them is where the cost per lead reduction comes from — before anyone talks about spending more.

See exactly what we fix

01
Search terms nobody ever vetted
Your ads are showing for phrases that read as relevant and convert into nothing. One electrician was spending $3,500 a month to answer calls for work he does not even offer.
02
Leads counted instead of qualified
When every form fill and 8-second phone call counts as a conversion, Google optimizes hard toward junk. We teach the account what a real, quotable job looks like.
03
Budget parked in losing campaigns
Spend sits in campaigns that have already proven they do not produce. Consolidating it into what works is usually the fastest win available in the account.

What changes

What you are actually buying when you hand over the account.

Lower cost per lead

The single number we are hired to move. Less spend for the same volume, or more volume for the same spend.

Quality that holds or improves

Cheap leads are easy and worthless. We cut cost per lead while filtering out the calls you cannot service.

Better conversion rates

We fix what happens after the click — the landing page, the offer, and the call flow — not just the bidding.

A measurably better return

Every decision is judged on revenue per dollar of ad spend, not impressions or click-through rate.

An expert running the account

Your campaigns are managed by the person you talk to, with results you can read in the case studies below.

Risk on our side of the table

A 60-day money-back guarantee and month-to-month terms, because you should not have to gamble to find out.

Proof, not promises

Real accounts. Real numbers. No rounded-up screenshots.

Every figure below comes from a live client account we manage today. Where a client has given a testimonial, it is printed word for word. Where one has not, we say so.

$971: Largest cost-per-lead drop, in 14 days
63%: Ad spend cut for one electrician
5+ yrs: Longest-running client relationship
60 days: Money-back guarantee on our service

Construction Contractor

First four months of ads, 2026

4 mo

From ad launch to a fully booked year

Cost per lead: $52.48
Close rate: 30%
Average ticket: $10k–$20k

We launched Google Ads for a brand new website in the construction contracting space — no traffic history, no conversion data, nothing to inherit. Within the first four months the client had completely filled their schedule for the year and started booking into spring 2027. Leads came in at just over $50, close rate ran around 30%, and the average ticket for the work sat between $10,000 and $20,000. Across May 1 to June 22, 2026 the account spent $1,210 and produced 23 leads at $52.48 each, at a 12.85% conversion rate.

Shared a RFP for lead generation and digital marketing work and received many offers for service. Dave came through as the knowledgeable and trustworthy option and I was not disappointed. Honestly a review can’t say enough. Immediate results, filled calendar and pipeline beyond expectation…. Ended up hiring people to keep up with the flow. My business in the construction contracting industry grew exponentially - and I can’t say enough about Dave as a human, and his work. If I need anything again, I’ll be back… and if I could help anyone else find results… I’d point them direct. Great service, full reports… and importantly actual results!
Construction contractor, Google Ads and lead generation client

Residential Electrician

Canada

September 2026

63%

Less monthly ad spend

Monthly budget: $3,500 → $1,300
Irrelevant calls: Eliminated

When we took over this account it was burning $3,500 a month and filling the phone with calls for work this electrician could not service. We rebuilt the targeting around what he actually sells — electrical service work, EV charger installs, panel and service upgrades — and cut the budget to $1,300 a month while the irrelevant calls disappeared.

Dave has done an incredible job with the SEO on my website and has helped set up and manage my Google Ads. He’s been a pleasure to work with — always communicative, patient, and willing to explain the more technical parts of the process in a way that’s easy to understand. I’ve seen amazing results from working with him and would recommend Dave to anyone and everyone who asks! If I could give more than 5 stars I would!!!
Electrical contractor, Google Ads and SEO client

Renovation Contractor

Calgary, AB

First 14 days, September 2026

$971

Drop in cost per lead

Time to result: 14 days
Existing budget: Healthy

This client came to us with a healthy budget and a cost per lead that had climbed far too high. The brief was to increase lead flow without dropping quality and bring the cost per lead down. Within the first 14 days of taking over the account, cost per lead fell by $971.

Brand new account taken over in September 2026. No testimonial yet, and we expect performance to keep improving from here.

Roofing Contractor

United States

June – September 2026

$369

Drop in cost per conversion

Managing the account: 3 months
Campaign goal: Quality first

The goal on this US roofing account was never volume for its own sake — it was the highest quality leads at the best possible return. Since taking it over in June 2026 we have brought the cost per conversion down by $369.

Dave Toonders is a consummate marketing pro and is very adept at generating solid business leads that convert on a reasonable budget
Roofing contractor, United States

Flooring Contractor

Canada

5+ years, ongoing

15–20

Leads every month

Monthly ad spend: $600
Client since: 5+ years

Five years of steady flooring leads on a $600 monthly budget — consistently 15 to 20 inquiries a month. Enough reliable work that they have expanded the business and stopped depending on referrals or taking jobs they would rather leave alone.

Dave has been amazing at managing ads for a few of our companies and has now set up a website for me too. He listens and cares for my opinions and is very very patient with us going back and forth on decisions. Definitely recommend :)
Flooring contractor, long-term lead generation client

Three ways we work

Pick the version of this that fits how you like to buy.

Main offer

Google Ads Management

Full hands-on management of your search and Local Services campaigns, built around one number: what it costs you to get a lead worth quoting.

Account rebuild and search term cleanup, so you stop paying for jobs you do not do
Conversion tracking that counts real inquiries instead of every stray form fill
Landing page and call-flow fixes that lift conversion rate before we spend more
Monthly reporting in plain language, with the numbers that actually matter

Audit my Google Ads account

Website SEO

Free in month one for new Google Ads clients.

On-page and technical SEO so you are not renting every click. The calls that come from search cost you nothing per lead.

Technical audit: speed, crawl issues, indexing, mobile
Service and service-area pages built to rank and convert
Local signals and Google Business Profile alignment

Flat-Rate Lead Generation

Would rather skip the account management and just buy work? We run the campaigns on our side and send you exclusive inquiries for a flat monthly rate.

Every inquiry is 100% yours, never shared with a competitor
Leads delivered to your phone and inbox in real time
No setup cost and no long-term contract

How it works

Four steps, and the first one is free.

01
Free account audit
Give us view access, or just your last 90 days of data. We come back with exactly where the money is going, what we would change first, and whether we honestly think we can beat your current cost per lead. No charge and no obligation.
02
Rebuild the foundation
Search terms, negative keyword lists, conversion tracking, bidding strategy, ad copy, and the pages your ads point at. This is where the majority of the cost-per-lead reduction comes from, and it happens in the first few weeks.
03
Qualify, do not just count
We feed real outcomes back into the account so the algorithm learns which clicks become booked work. Quality climbs while cost per lead keeps falling — that is the part most managers skip.
04
Report, then scale carefully
Plain-language reporting every month, with a direct line to the person doing the work. Once cost per lead is where we want it, we add budget deliberately instead of all at once.

Who runs your account

The person managing the account is the person you talk to.

Toonders Lead Generation is run by Dave Toonders, out of Halifax, Nova Scotia. There is no account manager layer, no handoff to a team that has never spoken to you, and no learning your business second-hand from a briefing document.

That matters more than it sounds. Home service advertising goes wrong in specific, unglamorous ways — a service you do not offer eating a third of the budget, a phone number that nobody answers at 4pm, a form that counts as a conversion whether or not it turns into work. Catching those requires someone who is actually in the account.

Clients tend to stay. The flooring contractor in the case studies above has been with us for more than five years. If you want the technical parts explained in plain language until they make sense, ask — that is the thing clients mention most.

5+ yrs: Longest client relationship
Home services: The only niche we work in
Canada & US: Where our clients operate

60 days to change your mind.

If you are not happy with the service in your first 60 days, you get your money back. You keep the ad account, the tracking, the landing pages, and the SEO work. We would rather carry that risk than talk you into a contract you regret.

Start with the free audit

Straight answers

The questions worth asking any ads manager.

If the answer to any of these is evasive, that tells you something. Here are ours in writing.

Do I keep ownership of my ad account?

Always. It is your account, your data, and your conversion history. If we ever stop working together, everything we built stays with you — no holding your campaigns hostage.

Am I locked into a long contract?

No. We work month to month, backed by the 60-day money-back guarantee. The flooring contractor in our case studies has stayed five years without a contract, which is how we prefer to earn it.

What ad budget do I need to make this work?

It depends entirely on your trade and your market. The accounts in our case studies run from $600 a month up to several thousand — a flooring contractor gets 15 to 20 leads on $600, while competitive trades in big metros need considerably more. If your budget is too thin to produce results, we will tell you that in the audit rather than take your money.

How quickly will I see the cost per lead come down?

The Calgary renovation account dropped $971 in cost per lead inside 14 days, but that is the fast end of the range. Most accounts need 30 to 60 days for clean tracking and bidding data to settle before the improvement holds steady.

Do you only work with businesses near Halifax?

No. We are based in Halifax and manage accounts for home service businesses across Canada and the United States — the roofing contractor in our case studies is American, and the renovation client is in Calgary.

What exactly is included in the free SEO month?

A technical and on-page pass over your existing website: page speed and crawl issues, title and heading structure, service page copy, internal linking, and local signals including your Google Business Profile. It is the same work we would normally bill for.

Free account audit

Let us look at your account.

Send over view access or your last 90 days of data. You will get a clear read on where the budget is going, the two or three things we would change first, and an honest answer on whether we think we can beat your current cost per lead.

No charge and no obligation
A reply within one business day
Month-to-month, with the 60-day guarantee
Free website SEO optimization in month one

236-862-3369 dave@toondersleadgen.com

Serving home service businesses across Canada and the United States

Cut your cost per lead.Keep the quality.