When a tank fails, the homeowner usually picks up a phone and searches. The first companies they see are often ads. Our Google Ads service is built for that moment: fast, local, honest about timing and priced so you can see what each booked job costs. We manage the campaigns; we do not install or service equipment.
What it is
The short answer: search campaigns for urgent water heater intent, run on your schedule.
Urgent searches look different from planned ones. People type "no hot water", "water heater leaking", "hot water tank burst", "emergency water heater replacement" and the same phrases with their city. Our campaigns focus on those terms, keep broad research-style searches out, and send clicks to a landing page with a phone number, a short list of what you do and a plain sentence about when you can be there. Nothing on the page asks the caller to fill anything in.
Who it is for
The short answer: contractors who can quote and install quickly.
This service fits shops that keep common tank sizes in stock or can get them the same day, and that answer the phone during the hours ads run. It suits colder regions in particular, where demand climbs sharply in a cold snap. If you are booked weeks ahead, we will usually recommend local SEO first.
What's included and the timeline
The short answer: a working campaign in about two weeks, then weekly tuning.
- Setup (weeks 1–2): keyword and competitor research, account structure, negative keywords, call tracking, ad copy, and a landing page if yours is not ready.
- Launch (week 2–3): a controlled budget with hours matched to your phone coverage.
- Tuning (ongoing): weekly search-term review, bid changes by time and area, and budget shifts when weather or capacity changes.
- Monthly review: cost per call, cost per booked job, and what we will change next.
A worked budget example
The short answer: decide what a job is worth before you decide what a click is worth.
Suppose a standard tank replacement brings in $2,200 and your gross margin is 40%, so each job is worth about $880 in gross profit. If one call in three becomes a booked job and calls cost $60 each in ads, a booked job costs about $180 in ad spend. That leaves room for the management fee and profit. If calls cost $120 and only one in five books, the same job costs $600 in ads, and the campaign needs fixing before it grows. We show you these numbers each month using your actual results.
How results are measured
The short answer: booked jobs, with calls as the leading signal.
We track calls from ads and landing pages, text-message clicks, call length (to separate real enquiries from wrong numbers) and, where you share it, booked jobs. We report cost per call and cost per booked replacement, by area and by week.
Seasonality and capacity
The short answer: spend follows weather and staffing, not the calendar.
Failures cluster when incoming water is coldest and tanks work hardest, which in most of Canada means winter. We set budget ceilings for normal weeks and cold-snap weeks, and agree in advance how far spend may rise. Just as important is the brake: if your crew is booked solid, we cut bids so you are not paying for calls you will send to a competitor. A short message from your dispatcher is enough to trigger that change.
Mistakes to avoid
The short answer: paying for clicks you cannot serve.
- Running ads when no one answers. The most common and most expensive mistake.
- Mixing urgent and planned messages. Emergency callers rarely qualify for rebates such as BC Hydro's, which excludes emergency replacements. Keep rebate offers for planned campaigns; see our rebate roundup.
- Broad match without negatives. "Water heater" alone attracts DIY parts shoppers and job seekers.
- Promising times you cannot keep. "Installed today" in an ad needs to be true for every click.
Next steps
The short answer: share last winter's call volume and we will size a test.
See the plans on the pricing page, what similar work achieved on the results page, and the full list of services. The 7-day free trial includes a competitor review of who is bidding in your area now.
Frequently asked questions
How much should a water heater company spend on Google Ads?
Work back from your numbers. If a replacement is worth $900 in gross profit and you can take five more a month, a test budget of $1,500 to $2,500 is a reasonable start. Your ad spend is separate from our management fee.
Should ads run 24 hours a day?
Only if someone answers 24 hours a day. A missed call at 2 a.m. is paid for and lost. We schedule ads around your real phone coverage.
Do you use Local Services Ads?
Where Google offers them in your area and category and you meet the requirements, we can help set them up alongside search campaigns. Availability varies across Canada.
Can you advertise rebates in the ads?
We can mention a rebate where the terms are current and the landing page explains the conditions. Urgent replacements are often not eligible, so we keep rebate messages out of emergency ads.