Home Services

Home Services Success Story: A Journey of Strategic Transformation

Introduction:

In today’s ultra-competitive home services landscape, running paid ads isn’t enough—you need a performance system that aligns with your sales funnel, budget realities, and customer behavior. One regional home services provider partnered with us to overhaul their paid search strategy after years of underwhelming results. What followed was a complete transformation of their Google Ads performance—driven by testing, structure, and precision.

The Challenge:

The client had previously invested heavily in Google Ads but couldn’t seem to break past a plateau. Quote requests were low, acquisition costs were high, and their campaigns were heavily reliant on Performance Max—with no visibility into what was or wasn’t working.

Other key issues included:

• Poor campaign structure and limited control over budget pacing

• Shared budgets that prevented strategic allocation

• Lack of bid strategy segmentation across funnel stages

• Zero active testing or experimentation

• Overly broad keyword targeting that invited irrelevant traffic

The result: inefficient spend, stagnant lead volume, and no clear direction on how to scale profitably.

Our Collaborative Approach:

We began with a complete audit of their Google Ads account, mapping it against their business goals (lead volume, cost per acquisition targets, and service area focus). We identified waste, mismatched campaign objectives, and shallow account structure that offered little room for optimization.

We worked directly with their internal team to ensure we had alignment on core KPIs and lead quality expectations. That clarity let us move quickly into restructuring.

Crafting Tailored Strategies:

Instead of continuing to throw budget at automated PMax campaigns with limited control, we rebuilt their account from the ground up:

• Split campaigns by service category and geographic relevance

• Moved away from shared budgets to granular control and pacing

• Deployed A/B testing frameworks using Google Ads experiments

• Segmented match types across different funnel stages to balance control and scale

• Introduced value-based bidding tied to projected lead revenue, not just conversion volume

• Set performance targets for cost-per-lead and quote-to-close ratio

This structure gave us the levers we needed to experiment, improve, and scale with confidence.

Meticulous Planning and Execution:

Rather than guessing or applying “best practices,” we treated the account like a lab—launching carefully controlled experiments and iterating based on data. We tested:

• Broad vs. phrase match performance for key terms

• Bidding to CPA vs. Maximize Conversions strategies

• Ad copy variations tied to seasonality and urgency

• Landing page adjustments to reduce friction and improve quote form completions

Each improvement built on the last. We didn’t try to change everything at once—we prioritized based on impact and minimized algorithmic disruption.

The Results:

The impact was significant:

• Cost per lead dropped by 27%

• Higher-quality traffic (measured by post-lead conversion rates)

• Clearer attribution, better tracking, and performance consistency week over week

With our new structure and optimization system in place, the client no longer worries about “what’s working.” They now have a scalable, performance-focused system tied to real business outcomes.

And we’re not done—we continue to test new angles, tighten performance, and find new ways to help them scale without sacrificing efficiency.