Not all leads are created equal.
A "broken capacitor" call might make you $150 profit. A "new system install" call makes you $5,000 profit. Yet, in Google Ads, you often pay the same Cost Per Click (CPC) for both.
If you fill your schedule with "Minnows" (small repairs), you won't have time for the "Whales" (big installs). Today, I'll show you how to filter your traffic to catch only the whales.
The Minnow
"My AC is making a noise."
- "ac repair"
- "fix leaking pipe"
- "roof patch"
The Whale
"I need a new system."
- "new ac cost"
- "tankless install"
- "roof replacement"
Tactic 1: Intent Layering (The Keyword Filter)
Stop Buying "Problem" Keywords
Words like "repair," "fix," "broken," "noise," "leak" usually indicate a small problem. The user wants a $99 fix, not a $10k renovation.
Start Buying "Solution" Keywords
Words like "cost," "price," "installation," "replacement," "quote" indicate the user knows they need to spend money. They are mentally prepared for a big ticket item.
Tactic 2: Income Targeting (The Wallet Filter)
You can't sell a $20,000 slate roof to a household that makes $30k a year. It's not prejudice; it's math.
Google Ads allows you to target users based on Household Income (HHI). This data comes from IRS zip code averages.
My Recommended Settings:
- ✅ Top 10%: Bid +25% (Aggressive)
- ✅ 11-20%: Bid +10% (Standard)
- ✅ 21-30%: Bid +0% (Baseline)
- 🚫 Lower 50%: Exclude (Don't show ads)
Tactic 3: The "Financing" Hook
Whales love using other people's money. Even rich clients prefer to keep their cash liquid.
If you want high-ticket jobs, your Ad Copy must speak the language of affordability.
Conclusion
You don't need more leads. You need better leads.
By shifting your budget from "repair" keywords to "install" keywords, and excluding low-income areas, you might get fewer calls total—but your bank account will grow much faster.