The Paid Search Podcast – Episode 496
Title: PPC for Home Services is Dying
Host: Chris Schaeffer, Certified Google Ads Specialist
Date: January 19, 2026
Episode Overview
In this episode, Chris Schaeffer offers a blunt, in-depth account of why he believes PPC (Pay Per Click) for home services is “dying” on Google Ads. Drawing on decades of PPC experience, Chris discusses the current state of search advertising for home services (plumbers, AC repair, lawn care, etc.), why it’s become nearly impossible to stand out or achieve ROI, and his deep frustrations both as a marketer and account manager. The episode is a provocative wake-up call for agencies, freelancers, and business owners relying on Google Ads as a lead source in this sector.
Main Discussion Points & Insights
1. The Dominance of Uniform Listings (LSAs & Maps) Kills Creativity
- LSAs (Local Service Ads) fill the top of Google results for home service queries (e.g., “plumber near me”).
- These listings feature images, star ratings, and highly uniform features (“24/7,” “fast,” “expert”), leaving no room for creative marketing or brand differentiation.
- Even the photos may be AI-generated or from photo shoots, further removing “personality” or authenticity.
“You reduce the personality… the creativity of a business… Everyone in the home services industry is 24/7. Everyone’s fast, everyone’s an expert, everyone’s a professional. That is all you see on LSAs.”
— Chris Schaeffer [05:18]
- Map Listings: Paid map placements require Google Ads but mostly result in calls or directions clicks, not website visits or meaningful engagement.
“A lot of people don’t go to the website. They call the phone number directly, or they do the most frustrating thing of all—they click on directions. You don’t need to go to your plumber’s office to have your plumbing fixed.”
— Chris Schaeffer [07:50]
- Organic Results: The bottom of the page, equally bland and standardized by SEO best practices.
Key Takeaway:
The ecosystem is now a “vending machine”: drop in your budget, receive indistinguishable leads with no way for skill or creativity to matter.
2. Exploding Costs & Reduced Control: Small Players Locked Out
- Home service keywords command sky-high costs ($30, $60, even $150+ per click).
- Small businesses can no longer compete:
- A $1,000/month budget might deliver only a handful of low-quality leads.
- Conversion rates are low, making the per-lead cost unsustainable.
“Most small home service companies have absolutely no chance at having enough budget to get significant returns from PPC. I do not believe that’s true in home services because clicks are so expensive… they are an inhibitor to even getting traffic.”
— Chris Schaeffer [16:25]
- Quality of leads is poor:
- Searchers use near-identical “near me” queries due to Google Suggest and autocomplete.
- There’s no way to qualify leads or attract the right inquiries.
“You have absolutely no idea because users are forced into this funnel of ‘AC companies near me.’ And that click costs $65 and you get a sliver of a window to show up. Your click-through rate is absolute trash.”
— Chris Schaeffer [22:10]
Key Takeaway:
Costs are prohibitive and the uniformity of intent (from “near me” searches) reduces differentiation, driving poor quality and low value leads.
3. Google Ads Management Has Lost Its Edge
- Creativity and skill in ad management are actively discouraged:
- Unique keywords and custom ad copy face poor ad strength, higher CPC, or lack of delivery.
- Restrictions force everyone into a uniform bidding and copywriting structure (e.g., “You need to have 15 headlines…”).
“Keywords mean nothing. The keywords that I choose don’t get me the traffic that I intend. I’m punished when I try and use exact match… Creativity is discouraged. It’s not welcome in the Google Ads system.”
— Chris Schaeffer [28:13]
- Automated Bidding (“Target CPA,” “Maximize Conversions”) makes skill irrelevant:
- Every advertiser uses the same tools, leaving no competitive advantage.
“It’s the exact same system… so here it is: Google Ads management is now less skill-based. There is a significant amount of just vending machine lead generation. No skill required. Advertisers lose their edge.”
— Chris Schaeffer [30:25]
- Chris refuses to take new home services clients:
- The system’s lack of nuance, the uniformity, and the impossibility of delivering for clients have made him stop accepting new accounts in this space.
4. The Future: AI vs. Google’s Uniformity
- Chris notes that new forms of AI-driven local search may soon serve users better than Google’s current, mass-produced results—especially since needs like home services are universal.
- He warns: if Google can’t deliver uniqueness here, what industry will be next?
“If that has been dulled to the point of uniformity… what industry is going to be next?”
— Chris Schaeffer [36:54]
Notable Quotes & Memorable Moments
-
On LSAs:
“There’s no way to distinguish yourself above anyone else. You can’t manage these LSAs… a vending machine.”
[06:15] -
On management futility:
“I am sitting here banging my dulled wrench against an engine that won’t let me tweak it and adjust it and get what I want from it.”
[34:12] -
On challenging listeners:
“If you disagree, please—write me a reason, a well-structured reason why I’m wrong, and that’ll interest me because I don’t think I am. Show me I’m wrong.”
[37:38]
Timestamps for Key Segments
- 03:00 — Chris’ core thesis: “PPC for home services is dying”
- 05:18 — Uniformity and LSAs explained
- 07:50 — Frustration with map listings and wasted paid clicks
- 16:25 — Breakdown of why click costs lock out small businesses
- 22:10 — The impact of “near me” driven searches and Google Suggest
- 28:13 — Why creativity doesn’t matter in Google Ads management anymore
- 30:25 — Automation’s leveling effect (‘no skill required’)
- 34:12 — Chris on why he no longer takes new home services clients
- 36:54 — Worry about the next industry to be affected
- 37:38 — Call to disagreeers: “Show me I’m wrong”
Final Thoughts
Chris closes with a challenge: If you disagree and believe PPC can still succeed for home services, email him a bulletproof argument. He wants debate, not generic pitches or spam.
The episode is a must-listen (or read) for any advertiser in the home services space, anyone managing PPC for clients, or anyone curious about the future direction of Google Ads and local marketing.