Amazon has reduced its presence in Google Shopping, easing auction pressure and leading to lower ad costs and higher CTRs across related auctions. This creates a near-term opportunity for local service contractors to gain more impression share and phone calls at lower CPAs, particularly on mixed-intent queries. To convert these gains into revenue, advertisers should expand coverage on proven service keywords, enforce tight match controls and negatives, refresh RSAs with high-intent messaging, prioritize qualified call conversions, optimize landing pages for click-to-call, use dayparting, and geo-focus profitable ZIP codes. Google’s AI tools (like Performance Max) can help if used with guardrails such as strong audience signals, brand exclusions, and a primary focus on calls.

Amazon Backs Off, Google Search Opens Up: How Contractors Can Win Q4

TL;DR—Amazon eased off Google Shopping, lightening auction pressure. Many advertisers are seeing lower costs and higher CTR. That creates a short window for local service pros (HVAC, plumbing, electrical) to grab more impression share and phone calls at better CPAs. Use Google’s AI tools with guardrails. Optimize for calls, not vanity clicks.

What Amazon’s step-back means (even if you don’t sell products)

Amazon pulling back from Google Shopping shook up retail, but it also shifts the broader auction dynamics. When a heavy spender backs off, the competition for attention eases. In Q3, retailers reported lower ad costs and improved click-through rates—classic signs of a less crowded field.

Now, contractors don’t run Shopping ads, but you operate in the same ecosystem. Less pressure in adjacent auctions often trickles into Search—especially on mixed-intent queries (think “water heater install cost” or “AC replacement near me”). Lower CPCs plus higher CTRs equals a chance to buy more qualified clicks for the same budget. More importantly, it means more calls at a lower cost per lead—if your campaigns are set up to capture them.

Costs down, clicks up: translate that into booked jobs

Lower costs and higher CTRs are only useful if they turn into service calls. Here’s how to convert the Q3 tailwind into actual revenue:

• Expand coverage on your proven service keywords (exact/phrase). Push impression share to “own” the top of page for your money terms (e.g., “furnace repair + city,” “emergency plumber + city”).
• Stay disciplined with match types. Test broad with tight negatives and clear CPA caps, but don’t let it roam. The goal is qualified calls, not more junk traffic.
• Refresh RSAs with high-intent language: same-day/24-7 availability, financing, “licensed & insured,” brand + local proof (years in business, thousands of 5-star reviews).
• Double down on call intent: use call ads where they work, call extensions everywhere, and count “qualified calls” (e.g., 60+ seconds) as your primary conversion.
• Make the phone unavoidable on landing pages: click-to-call button above the fold, local phone number, trust signals, and one clear next step.
• Use dayparting. Bid up during peak dispatch hours and high-value emergencies; bid down or cap overnight unless you truly staff 24/7.
• Geo-prioritize profitable ZIPs. With softer CPCs, you can tighten targeting to neighborhoods that book at higher ticket values.

Google’s AI-driven campaigns: leverage the tools, set guardrails

Google is pushing AI everywhere—Performance Max, broad match + smart bidding, auto-created assets. Some of it can help, but it needs adult supervision. For contractors, here’s the practical approach:

• Performance Max (PMax): Use for incremental reach and remarketing, not as your main engine. Feed it strong audience signals (site visitors, customer lists), high-quality creative, and make calls your primary conversion. Turn on brand exclusions so PMax doesn’t claim cheap branded leads and mask poor prospecting.

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