Do junk removal customers call or fill out a form?
Mostly they call. Over 12 months (Nov 2025–Oct 2026):
- In 15 junk removal and dumpster rental Google Ads accounts, a median 80% of tracked leads were phone calls. The range ran from 35% to 98%.
- In Local Services Ads, 86.2% of 15,375 leads across 16 accounts were calls, 12.3% were messages and 1.5% were bookings.
By Justin Hubbard, who runs Adimize and has owned and operated a junk removal and dumpster rental company for over 12 years
Based on 15 junk removal and dumpster rental Google Ads accounts and 16 Local Services Ads accounts, Nov 2025 - Oct 2026
Google Ads search: calls vs forms
| Measure | Value |
|---|---|
| Google Ads accounts | 15 |
| Median call share of tracked leads | 80% |
| Lowest to highest account | 35% to 98% |
Local Services Ads: calls, messages and bookings
| Measure | Value |
|---|---|
| Local Services Ads accounts | 16 |
| Leads | 15,375 |
| Phone calls | 86.2% |
| Messages | 12.3% |
| Bookings | 1.5% |
| Median account call share | 86.7% |
What the numbers say
Most of these paid leads were phone calls, so if the phone isn't answered, most of the paid leads are gone. See what missed calls cost a junk removal business.
Forms still matter. In the account at the low end of the range, only 35% of tracked leads were calls, so most of its leads came through forms.
Messages are a real share of Local Services Ads leads, so turn messaging on and answer it fast.
How we got this
- Google Ads search: conversion actions from Nov 1, 2025 to Oct 31, 2026, in junk removal and dumpster rental accounts we manage or audit.
- We left out accounts with fewer than 30 primary conversions, accounts that track only one lead type, and one account that only started counting calls as a primary conversion in Nov 2026.
- Call counting differs by account. Depending on the account, a call is a call from the ad, a call tracked on the website, or a click-to-call tap. Forms include quote forms, lead forms and online booking checkouts.
- Directions, page views, form starts and repeat calls aren't counted as leads.
- Local Services Ads: leads reported inside Google Ads (pay-per-lead goals), same window. The percentages are pooled across all 15,375 leads. Some accounts had messaging or booking turned off.
FAQ
Should I put a form on my junk removal site?
Yes. Calls dominate, but in the account at the low end of the range only 35% of tracked leads were calls. The rest came through forms, which here include quote forms, lead forms and online booking checkouts.
Do Local Services Ads bookings matter?
They were 1.5% of Local Services Ads leads here, and some accounts had messaging or booking turned off.
Related questions
From the Desk of Justin Hubbard
One move a week, every Sunday.
Short, useful, written from inside a $2M home service company. Read by 2,000+ service business owners.