Does Google Ads Work for MSPs?

The short answer is yes, but not like it used to.

If you’re running a home-based service business in Ireland, whether it’s solar panel installation, roofing, plumbing, cleaning, pest control, or anything in between, chances are you’ve said or heard something like this:

“We used to get steady leads from Google Ads. Now? It’s dried up.”

And you’re not imagining it. Back in 2015, you could throw €100 into Google Ads and your phone would be hopping by the weekend. In 2025? You might spend triple that and not get a single proper enquiry.

So, what changed?

Competition.

But here’s the thing, competition isn’t a bad thing. In fact, it’s a clear sign that Google Ads still works. If it didn’t deliver results, no one would be bidding. You don’t see dozens of local businesses competing over something that doesn’t work. They’re spending because they are still getting leads,  just not from lazy, outdated campaigns.

What’s changed is how you need to use Google Ads. The old approach, broad keywords, one basic ad, and sending people to your homepage, just doesn’t cut it anymore.

If you want real results in 2025, you need to be sharper, more targeted, and more strategic.

Let’s walk through how Irish home-based service businesses can actually make Google Ads work today.

Google Ads Still Works — But the Game Has Changed

Google Ads aren't broken. It’s just more competitive, more expensive, and more precise than it used to be. You’re no longer the only one bidding on “plumber near me” or “roof repairs Dublin.”

Customers in 2025 are also more selective. They’re comparing companies, reading reviews, clicking multiple ads, and expecting instant answers. If your ad doesn’t speak directly to their problem, and your landing page doesn’t build trust immediately, they’ll move on.

The good news? When done right, Google Ads is still one of the fastest, most effective ways to get high-quality leads in your local area.

Why Do Generic Google Ads Don’t Work Anymore?

Here’s the reality: most local trades and services in Ireland are still running Google Ads like it’s 2010.

They pick a couple of broad keywords like “cleaning services” or “roofers near me,” write one generic ad, and send all their traffic to the homepage.

But here’s what really happens:

• You get a bunch of clicks (and get charged)
  
  
• People land on your homepage
  
  
• They don’t immediately see what they need
  
  
• They bounce
  
  
• You waste money
  
  

If your ads and website don’t clearly match what people are searching for, they’ll leave — and you’ve paid for nothing.

Step 1: Break Down Your Ad Groups by Services and Industries

Let’s say you install solar panels in the Greater Dublin area. Not everyone searching is looking for the same thing. One person might be searching “solar panel grants Ireland,” another “solar battery storage for homes,” and someone else might be looking for “commercial solar installers.”

All different needs, and each one deserves its own ad group with a specific message.

Your MSP probably offers a wide range of services:

• Roofers targeting “leaking flat roof repair,” “emergency roof repairs,” or “new roof installation”
  
  
• Plumbers targeting “boiler not working,” “blocked toilet repair,” or “pipe burst help”
  
  
• Cleaners targeting “deep clean after renovation,” “end-of-tenancy clean Dublin,” or “weekly house cleaner near me”
  
  And maybe you serve several verticals: manufacturing, or financial services.

Each one of those deserves its own ad group. Why? Because someone searching “install solar panels in the Greater Dublin area” has completely different needs than someone looking for “solar battery storage for homes.”

You can upsell them on a full MSP plan later. But first, your ads need to speak directly to the issue they’re searching for right now.

Better targeting = better click-throughs, better conversion rates, and less wasted ad spend.

Step 2: Your Landing Page Must Match the Ad

Let’s say someone searches “emergency plumber in Limerick” and clicks your ad.

If they land on a homepage that talks about ten different services with no mention of emergencies, no reviews, and no phone number up top, they’re gone in five seconds.

Your landing page should:

• Confirm they’re in the right place (e.g. “24/7 Emergency Plumbing in Limerick”)
  
  
• Explain your service quickly and clearly
  
  
• Show reviews, before-and-after photos, or credentials
  
  
• Make it stupid-easy to call or book now
  
  

This isn’t about fancy design. It’s about trust, speed, and clarity.

Step 3: Focus on Search Intent, Not Just Popular Keywords

A big mistake many Irish trades make is chasing big keywords like “roofers Dublin” or “cleaning service.” Yes, those get searched, but they’re also expensive, vague, and full of low-quality clicks.

Instead, focus on search intent, what is someone really trying to solve?

Examples:

• “flat roof leaking during rain” = urgent roofing call
  
  
• “how much does solar panel installation cost in Ireland” = price-aware, shopping around
  
  
• “blocked drain smell won’t go away” = real problem, real urgency
  
  

These are the types of searches that turn into bookings, if your ad shows up and your page delivers.

Step 4: Fast Follow-Up = More Bookings

You’ve paid for the click. They liked your page. They filled in the form.

Now what?

If you take two days to reply, that lead is gone. Someone else already picked up the phone, gave a quote, and booked the job.

You need to:

• Answer calls fast (or have someone who does)
  
  
• Respond to forms within the hour
  
  
• Offer online booking if possible
  
  
• Use WhatsApp or chat to give people options
  
  

Speed matters, and most small businesses in Ireland still lose leads simply because they don’t respond quickly enough.

Want Google Ads to Actually Deliver Results?

At Social Gravity, we help home service businesses across Ireland, from solar installers in Cork and cleaners in Dublin to pest control experts in Galway and roofers in Limerick, generate more leads without wasting budget.

We don’t believe in one size fits all campaigns. Instead, we create smart, localised Google Ads strategies based on how your customers actually search, and how your business truly operates. From writing compelling ads to building effective landing pages and setting up accurate tracking, we handle the lot, so you can focus on delivering excellent service while the leads roll in.

Book your session today and let’s turn your ads into real results.

Final Thoughts: 

Yes, but only if you treat it like a proper strategy, not a quick fix.

The businesses still winning with Google Ads in 2025 aren’t the biggest, they’re the smartest. They know their customers. They respond fast. They show up in the right places, at the right time, with the right message.

If your campaigns aren’t working, it’s not because Google Ads is dead. It’s because the way it’s being run needs to change.