Home Services Company
Scaled a home services company from 47 leads per month to 200+ by restructuring Google Ads around service margin - without changing the creative or targeting approach.
Services:
Google Ads, Campaign Strategy, Landing Page Development
Industry:
General Contracting / Construction / Remodeling
Timeline
8 Months
The Challenge
A home services company offering plumbing, electrical, and general contracting was hitting a growth ceiling. Existing Google Ads ran as one campaign - all services grouped together.
Emergency plumbing calls were competing for the same budget as high-value renovation enquiries. The same CPL target applied to a $380 service call and an $8,400 kitchen renovation — making the entire account structurally unprofitable.
Single campaign for all services and intents
34% of clicks for services not offered
No margin-based CPL targets
No seasonal budget strategy
The Solution
Split the account into three distinct business units - emergency services, planned home services, and commercial - each with separate budgets, separate CPL targets based on job margin, and dedicated landing pages.
Automated budget rules shift spend toward historically high-conversion windows rather than running flat all day.
1 campaign rebuilt into 8 across 3 business units
CPL targets set by job margin per service type
6 dedicated landing pages - one per service
1,100+ term negative keyword master list
Automated bid rules by time-of-day conversion data
The Result
333% increase in monthly leads. 40% reduction in cost per lead. High-margin enquiries went from 23% to 61% of total lead volume.
Monthly leads: 30 → 104 (333% increase)
Cost per lead: $100 → $37 (40% reduction)
High-margin lead share: 23% → 61%
Monthly ad spend scaled: $500 → $5,000
Estimated revenue in first 6 months: $180,000
