Google Ads puts your business at the top of search results today, at a price set by whoever else is bidding. For a Brampton contractor, the job is to decide in advance what a lead is worth to you, build campaigns that stay under that number, and cut anything that doesn't. We manage the account; you own it, and the ad spend goes straight to Google.
Start with your ceiling, not your budget
Most owners pick a monthly budget first and hope it works. We work backwards from three numbers you already know:
| Your number | Example for a Brampton roofer |
|---|---|
| Average job value | $9,000 |
| Gross margin | 30%, so $2,700 |
| Share of leads that become signed jobs | 20% |
| Break-even cost per lead | $2,700 × 0.20 = $540 |
If the roofer is happy to spend a third of the margin on getting the job, the working ceiling is about $180 per lead. A plumber with a $450 average ticket and a 40% booking rate lands somewhere very different. The ceiling is the number every campaign is judged against.
Who it is for
- contractors with spare capacity this month who need calls now
- businesses entering a new ward or a newer community before local SEO has caught up
- seasonal trades, such as heating before winter or roofing and landscaping in spring
- owners whose existing campaigns spend money without a clear report on booked jobs
If calls currently go unanswered, ads will magnify the problem. In that case we'd start with lead follow-up.
What is included
- Account structure by service and, where relevant, by language. A Punjabi ad group never shares a budget with an English one, so you can see each one's cost per lead.
- Location targeting drawn around the wards you actually serve, using Google's location targeting options rather than "all of Ontario".
- Language set-up: Google says it decides which languages a user understands from signals such as search terms and language settings, and from September 2026 Search campaigns match on the language of your ads. So the ad text itself must be in the target language, written by a native speaker, not left in English with a language setting changed.
- Search terms review every week to block searches that bring the wrong customers, such as DIY questions or job seekers.
- Landing pages matched to each service and language. See multilingual websites.
- Call tracking so you can tell an ad call from a referral call.
Timeline
| Period | What happens |
|---|---|
| Week 1 | Ceiling calculation, account access, tracking, first campaign build |
| Weeks 2–4 | Launch, daily checks, search-term clean-up |
| Months 2–3 | Expand winners, cut losers, test a second language if justified |
How results are measured
We report cost per booked job by service, ward group and language, alongside spend and calls. Clicks and impressions appear in the appendix, not the headline. If a campaign runs above your agreed ceiling for a full month without a clear reason, we either fix it or recommend switching it off. Our budget-splitting guide shows how we divide spend between English and other languages.
Seasons in Brampton paid search
Demand and click prices move with the weather. Heating searches climb with the first cold nights, roofing and eavestrough searches follow spring storms, and landscaping and air conditioning take over in summer. We plan budgets across the year so you're not caught paying peak prices for work you can't schedule.
Mistakes to avoid
- Targeting the whole GTA when your crews only want to drive to half of Brampton.
- Sending every ad to the home page. A furnace ad should land on a furnace page.
- Counting "conversions" that aren't calls. Page scrolls and button hovers are not leads.
- Letting broad match run unchecked. Weekly search-term reviews keep the budget on real buyers.
- Machine-translated ad copy. It reads poorly to native speakers and undermines the trust the ad is supposed to build.
See the plans on our pricing page, or check which areas we cover. Then call, text or email with your average job value and booking rate, and we'll work out your ceiling together.
Frequently asked questions
How much should I spend on Google Ads?
Start from your break-even cost per lead and the number of extra jobs you can handle. A crew with room for four more jobs a week needs a very different budget from one that is booked a month out.
Does my ad budget go to you?
No. Ad spend is billed by Google to your own account. Our management fee is separate, and you can see exactly what Google charged.
Can I run ads in Punjabi?
Yes, as long as the ad copy and landing page are properly written in Punjabi by a native speaker and someone can answer the call in Punjabi. Google matches ads to people who understand the ad's language.
Who owns the Google Ads account?
You do. We set it up under your business, or work inside your existing account, and you keep full access and the history if we ever part ways.
Sources
- Google Ads Help: About language targeting (2026-10-22)
- Google Ads Help: geographic location targeting (2026-10-22)