Why Two Platforms
Most home services companies run Google Ads only. Microsoft Ads is the most systematically underused platform in local home services.
The audiences differ in meaningful ways. Microsoft Ads skews older and more business-oriented — a demographic that aligns directly with commercial dumpster rental, compactor service contracts, and commercial hauling buyers.
The 12 additional conversions from Microsoft aren’t a bonus. They’re an entirely separate audience segment that Google’s user base doesn’t overlap with significantly. Running both platforms doesn’t split the budget — it extends the reach.
The Platform Split
The Search Classification Challenge in This Vertical
This company holds a residential trash pickup contract in Millstone Township — which creates a specific search management challenge.
Residents in that service area search for recycling schedules, bulk pickup dates, and municipal waste information alongside searches for private hauling services.
Those municipal information searches look like hire intent in the data. They convert like government navigation searches in reality.
Managing that distinction — and building the phrase-level exclusions that separate information-seeking residents from hire-intent customers — is part of the monthly search term review on both platforms.
