If your home service company isn’t showing up on Google, it’s not just a minor inconvenience. It’s a serious marketing issue.

When homeowners in your area need help, they turn to Google. If you’re not there when they search, they’ll call your competitor. And while it’s tempting to search for a single culprit, the truth is that your ranking on Google is the result of hundreds of factors working together (or against you).

In this blog, we’ll break down why your home service company isn’t showing up on Google. Specifically, in the four main areas that dominate Page 1:

Let’s look at some of the most common reasons home service contractors lose visibility in each.

Reasons Why Your Home Service Company Isn’t Ranking in Local Services Ads (LSAs)

LSAs are often the very first thing a homeowner sees in local searches, but they only show up if everything in your setup and performance is dialed in.

Your Ads Are Turned Off

It sounds obvious, but you’d be surprised how often this happens. Make sure your ads are actually turned on and eligible to run.

Your Ad Schedule Is Out of Date

Check your schedule and align it with when you want leads. If your ad schedule is set to run outside of business hours when you cannot respond, you’re setting yourself up for failure. Likewise, if your ad schedule isn’t aligned with when you’re ready for jobs, you’re missing out on valuable opportunities.

Poor Budgeting

Make sure your budget is competitive for your market and season. Here are some of the most common issues with LSA budgeting:

  • You’ve run out of daily budget
  • Your bid strategy isn’t aggressive enough
  • You’re getting low impressions or clicks

Poor Review Rating or Not Enough Reviews

Reviews are a major LSA ranking factor. Make sure:

  • Your Google Business Profile (GBP) is linked to your LSA account
  • You consistently get new 5-star reviews
  • You’ve hit the minimum review threshold

Connecting your GBP to your LSA is huge! Not only does it let Google know you’re the same company, it allows new GBP reviews to automatically funnel into your LSA profile.

Poor Response Times to Leads

LSA rewards responsiveness, especially when it comes to answering phone calls. Google actually tracks how often you’re answering your leads, and every missed or ignored lead lowers your LSA reputation score. That score plays a key role in when and how high your ads are shown in LSA results. Make sure you’re answering every call to avoid losing out on precious leads in the future. A high percentage of missed LSA calls results in lower rankings in the platform.

You’re Located Too Far From the Searcher

LSAs factor in proximity when displaying results to searchers. If your office is far from where someone is searching, you may not show up, especially if your competitors are closer. Make sure you’ve selected every city, ZIP code, and neighborhood you want to appear in (you can find this under “Profile & Budget”). Just keep in mind that the physical address of your business is still playing a part in whether or not Google will show your ads to searchers.

Reasons Why Your Home Service Company Isn’t Showing Up in PPC Results


PPC campaigns can give you immediate visibility on Google, but only if they’re managed properly.

Poor Budgeting

Much like with LSAs, poor budgeting can be a major reason why your PPC campaigns aren’t performing. Look out for:

  • Not accounting for seasonal fluctuations in homeowner demand
  • Underspending compared to your competitors
  • Wasting your budget on low-intent, low converting keywords
  • Not adjusting your ad schedule for after-hours or off-hours spending

Your PPC budget isn’t a “set it and forget it” thing. It should fluctuate with your hours, business needs, seasonality, and competitor spending habits.

Poor Keyword Targeting

Your keyword list should evolve based on performance, search trends, and competition. Watch out for:

  • Targeting the wrong terms
  • Not managing negative keywords
  • Not feeding the algorithm the data it wants

Poor Landing Page Experiences

Sending all traffic to your homepage? That’s a problem. Make sure your landing pages:

  • Match the service in the ad
  • Have quality content
  • Load quickly and look great on mobile
  • Have a clear, direct CTA

Wrong Agency

Generic agencies won’t cut it. You need a marketing partner that knows the home services space. At RYNO, we specialize in digital marketing for the trades and understand exactly what contractors need to boost their online presence, scale their business, and maximize revenue.

Reasons Why Your Company’s Google Business Profile Isn’t Showing Up on Google

Your Google Business Profile is your digital storefront on Google, but only if it’s fully optimized and verified.

Your Business Isn’t Verified on Google


Until your business is verified, it won’t appear in Google Maps or local search results.

Incorrect or Inconsistent Business Name, Address, or Phone Number (NAP)

Google expects your business information, specifically your NAP (business Name, Address, and Phone Number), to be exactly the same everywhere online. Inconsistencies raise red flags and hurt your trust.

Your GBP’s Primary Business Category Isn’t Set Correctly

Choosing the wrong category can confuse Google as well as your customers, and result in your profile not triggering in traditional organic results or maps for searchers.

Your GBP Isn’t Optimized for Local Search

Your profile needs to be 100% complete and keyword-optimized. That includes:

  • A strong business description
  • Accurate categories
  • Service areas
  • Photos and videos
  • Hours and service types

You’re Not Responding to Google Reviews

Replying to all reviews whether they’re good or bad shows you’re active and engaged. Google takes that into account when determining rankings.

Reasons Why Your Company Doesn’t Rank on Page 1 of Google (Organic Results)


Organic visibility is a long-term game, and many factors influence your ability to show up. In fact, Google uses over 200 ranking factors to determine where your website ranks compared to the competition.

Your Local SEO Is Not on Point

  • NAP consistency across directories
  • Local citations (think Yelp, Angi, etc.)
  • Connection between your GBP and your website

All of these help reinforce your location and services to Google.

Your Website’s Content Is Not Optimized for Local Search

Content still reigns supreme. Your site needs pages that:

  • Provide valuable, well-structured information
  • Are optimized for specific services
  • Include local keywords (city, neighborhood names, etc.)

Not Enough Local Backlinks

Backlinks tell Google who trusts your business. Focus on links from:

  • Local chambers of commerce
  • Industry associations
  • Local sponsorships or news mentions
  • High-authority business directories

Your Website Is Missing Schema Markup

Schema is a type of code that gives search engines detailed info about your business. It takes away the guesswork so Google doesn’t have to figure it out on its own. Schema tells Google things like:

  • What type of business you run
  • What services you offer
  • Where you’re located
  • What your business hours are
  • How to connect your profiles across the web

Want Your Company to Rank on Google?

Your company not showing up on Google is rarely just about one or two things. It’s a mix of technical setup, strategy, optimization, and ongoing management across all the channels that matter. From LSAs and PPC to your Google Business Profile and your website’s SEO, every detail matters.

Want your home service company to finally show up on Google? We can help. Let’s talk today!