Home inspection searches spike when someone's under contract with a 10-day inspection contingency. At $6.50 per click, you're competing for buyers who need an inspector THIS WEEK. Our audit ensures you're not wasting budget on tire-kickers and DIY inspection checklist searchers.
5 min
Audit time
6
Areas analyzed
Read-only
Account access
We've audited hundreds of home inspector accounts. Here are the most common budget leaks we find:
Many searches are people wanting to inspect their own home: 'home inspection checklist', 'what to look for when buying a house.' These DIYers specifically want to avoid hiring an inspector. They'll click your ad, download your content, and never convert.
Sellers searching 'pre-listing inspection' and 'home inspection before selling' are a different service with different urgency than buyer inspections. Mixing these campaigns means generic messaging that misses the specific value proposition for each segment.
Home inspection attracts people researching how to become an inspector: 'home inspector training', 'home inspector license', 'home inspector salary.' Without filtering, 15-20% of clicks are aspiring inspectors, not clients.
Real data from WordStream 2025 (Home Services). See how your metrics compare to average home inspector advertisers.
$6.5
Average CPC
+24% vs $5.26 average
5.12%
Click-Through Rate
Clicks per impression
8.75%
Conversion Rate
Clicks to leads
$62.85
Cost Per Lead
-10% vs $70.11 average
Not all keywords are created equal. Here's which ones to target and which to avoid for home inspector Google Ads.
'Near me' signals active search for local inspector. Likely under contract or about to be.
Local service search with immediate need. Real estate transactions have tight timelines.
'Pre-purchase' confirms they're buying and need inspection—not researching.
Add-on service search indicates serious buyer willing to pay for thorough inspection.
Price research from buyer who's decided to hire—now comparing options.
DIYers wanting to inspect themselves, not hire professional.
Career researchers, not homebuyers.
Training seekers, not clients needing inspections.
Usually related to scams or government programs, not buyers.
Industry professionals, not consumers.
Timing matters. Here's when home inspector demand peaks and how to allocate your budget throughout the year.
March, April, May, June, September, October
Increase budget 40-50% during peak demand
December, January, February
Reduce spend or focus on maintenance services
Real estate transaction hours: 8am-6pm when agents and buyers are active. Evening spike 6-9pm as buyers research after work.
Follows real estate market seasonality. Spring selling season (March-June) is peak. Fall has secondary surge. Winter is slow in most markets but steady in warm climates. Hot markets keep inspectors busy year-round.
Budget recommendations based on real WordStream 2025 (Home Services) data and typical home inspector ROI.
Minimum Monthly Budget
$1,500
~24 leads/month
Recommended Range
$1,500-$4,000/month (seasonal)
Best ROI for most home inspector businesses
Cost Per Customer
$157
At 40% close rate
At $62.85 CPL and 40% close rate, each inspection customer costs $157 to acquire. With average inspection fee of $400-600, you're profitable on every job. High closing rate in this industry because buyers MUST get inspections—they're comparison shopping on availability and price, not deciding whether to hire.
Our AI audit checks every aspect of your Google Ads account against home inspector-specific best practices.
We check if you're separating buyer inspections, pre-listing seller inspections, and specialty services (radon, sewer scope).
We identify if you're paying for 'home inspection checklist' or 'inspector certification' searches from DIYers and career seekers.
We audit whether ads emphasize quick scheduling—inspection contingencies have tight deadlines.
We verify both online scheduling and phone calls are tracked—many inspections are booked by phone.
We analyze if you're promoting high-margin add-ons: radon, mold, sewer scope, pool inspections.
We score pages for inspector trust signals: certifications (ASHI, InterNACHI), sample reports, insurance, and same-day scheduling options.
Understanding your competition helps you find your edge. Here's what home inspector advertisers are up against.
Competition Level
moderate
85,000+ monthly searches for 'home inspector near me' in the US
Main competitors: Multi-inspector firms, franchise operations (Pillar to Post, WIN), solo inspectors, and agents' preferred inspector relationships
How to Win
Your Differentiator
Win with availability (same/next day), comprehensive reports, specialty certifications (radon, mold, sewer scope), technology (thermal imaging), or agent relationship building.
"We were wasting money on 'home inspection checklist' clicks from DIYers. The audit cleaned up our keywords and emphasized our same-day availability. Booking rate jumped 35% and we stopped getting tire-kicker calls."
— Home Inspection Company Owner
Pay per audit. Use when you need it.
“$19.99 to find $1,400/mo in waste? Best ROI I've ever gotten.” — Elite Electric, San Diego CA
$19.99 per audit
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— J.M., Plumber
$17.00 per audit
“Perfect for my 3 locations”
— T.K., Dentist
$15.00 per audit
“Use it monthly, always finds something”
— R.S., HVAC
$10.00 per audit
“Run it for all my clients now”
— M.L., Agency
Common questions about Google Ads for home inspector businesses
Home inspectors typically invest $1,500-$4,000 monthly, with seasonality matching your real estate market. This is a more affordable category ($62.85 average CPL) than many local services. Start with $1,500/month to establish presence, increasing during spring selling season. Home inspection is one of the highest-converting categories because buyers MUST get inspections—you're competing on availability and trust, not convincing people they need you.