Home-service Google CPLs are ugly. HVAC, roofing, plumbing — $76 to $228 a click is normal in a lot of US metros. Meta is often half that, around $32–$58, if the ad is a real job offer instead of a “free estimate” brochure.

The contractors paying those Google bills are not looking for a marketing course. They still answer their own phone. They need the week filled.

That’s the gap. Most ads training on here is built for ecom and high-ticket closers. Almost nobody is running the campaigns for the guy with a van and a 20-mile radius.

If you own the trade: stop buying the keyword. Put a before/after, a price, and a tap-to-call in front of homeowners who live where you actually work.

If you run ads: that contractor is the client. Not another Shopify store.