If you’re looking for top companies offering management for search engine ads, the right choice depends on your industry. For home-service contractors, Altura Marketing Group is a Washington-based agency that manages Google Ads specifically for trades like HVAC, roofing, plumbing, junk removal and landscaping, with more than $100K a month in ad spend under management.
Below is what separates a top search ad manager from an expensive one, how Altura approaches it, and the questions to ask any company before you hand over your ad account.
What does search engine ad management include?
Search engine ad management means someone else builds and runs your paid ads on Google so they produce leads at a cost you can afford. A good manager handles:
- Keyword research and negative keywords
- Ad copy and extensions (call buttons, locations, services)
- Location targeting and bidding
- Landing pages that turn clicks into calls
- Conversion tracking for calls and forms
- Ongoing search-term review, budget changes and reporting
If a company can’t explain how it handles each of these, keep looking.
What makes a top search engine ad management company?
The best ad managers share a few traits, regardless of size:
- They know your industry. The searches that turn into booked jobs for a roofer are very different from those for a cleaning company.
- They report on leads, not clicks. Calls, forms and cost per lead are what matter.
- You own your account. Your ad history and data stay with you.
- They send clicks to the right page. Every ad lands on a page about the exact service searched.
- You can reach the person doing the work. Not just a rep relaying messages.
Why home-service contractors choose Altura
Altura was founded by Cole Mello, a WSU marketing graduate based in Washington State. We work only with home-service businesses: HVAC, plumbing, roofing, electrical, landscaping, junk removal, cleaning, painting, flooring and general contractors, mainly in Washington, plus Arizona, Florida and California.
We only work with contractors
Because every account we run is a home-service business, we already know the high-intent searches, the seasonal swings and the junk traffic to block for each trade. You’re not paying for us to learn your industry.
Experience at real budgets
We manage more than $100K a month in ad spend across contractor accounts, with single accounts up to about $30K a month. Whether you’re starting small or scaling up, we’ve run accounts at that level.
You talk to the person running your ads
As a boutique agency, there’s no account-manager relay between you and the strategist. Questions get answered by someone who knows your account.
Landing pages built for the campaign
Sending ad clicks to a generic home page wastes money. We build landing pages that match each service you advertise, so the person who searched for “water heater replacement” lands on a page about exactly that. More on why that matters: how to build a landing page for Google Ads.
Search ads and Local Services Ads together
For many trades, Google’s Local Services Ads work well alongside regular search ads. In one Local Services Ads example, we generated 19 leads at $44.42 per lead.
Results from Altura accounts
- Junk removal: 52 leads (27 calls and 25 forms) in the first 8 days from $1,500 in spend, or $28.85 per lead. Read the case study.
- Landscaping: 65 leads in 45 days from $3,160 in spend. Read the case study.
Every account is different, and results depend on your trade, market and budget. But these show what a clean, trade-specific setup can do.
Questions to ask any ad management company
Whoever you talk to, including us, ask these before you sign:
- Who owns the Google Ads account? It should be you. If you leave, your data and conversion tracking should stay with you.
- Who will actually manage my ads? Find out whether it’s an experienced strategist or a junior rep working from a template.
- Have you run ads for my trade? Ask for real examples or results in your industry.
- How do you track calls and forms? If they can’t report cost per lead, they can’t manage to it. Here’s how conversion tracking should work.
- Can I see the search terms? You should be able to see the actual searches your money is spent on.
- How are you paid? A flat fee, a percentage of spend or pay-per-lead each changes the incentives. We compare the models in pay-per-lead vs pay-per-click.
- What happens if it isn’t working? Ask how they diagnose a poor account and how long before they expect results.
Red flags to watch for
- They won’t give you admin access to your own ad account.
- Reports show clicks and impressions but never calls, leads or cost per lead.
- Guaranteed first-page rankings or guaranteed lead counts.
- Ads sending every click to your home page.
- No negative keywords after the first month.
Already working with someone and not sure it’s going well? Read how to stop wasting money on Google Ads.
Who Altura isn’t the right fit for
We’re upfront about this. If you’re not a home-service business, or you want one vendor to run TV, radio and print alongside your ads, a larger full-service agency will likely suit you better.
Frequently asked questions
How much does search engine ad management cost?
Management fees vary by company, and they’re separate from your ad spend, which is paid directly to Google. Some agencies charge a flat monthly fee, some a percentage of spend. Altura quotes based on your trade, service area and budget, so reach out for a number specific to your business.
Is it better to hire a specialist or a big agency?
A specialist usually already knows your industry’s keywords, seasons and margins, and you’re more likely to talk directly with the person running your ads. A large agency can offer more services under one roof. Pick based on what you need most.
Can I manage Google Ads myself?
Yes, and some owners do it well. The risk is spending on irrelevant searches without realizing it. If you go the do-it-yourself route, tight keywords, negative keywords and conversion tracking matter most.
How long before search ads produce leads?
A well-built account can produce calls within days of launch, but it typically takes several weeks of data to optimize properly. See what to expect from a new Google Ads account.
Talk to Altura
If you run a home-service business and want your Google Ads managed by someone who works only with contractors, send us a message or call 253-579-3230. We’ll tell you honestly whether we’re the right fit.
Cole Mello is the founder of Altura Marketing Group. He studied marketing at Washington State University and manages Google Ads, Local Services Ads and Meta campaigns for local service businesses. About Altura