National Service Company

Case Study: Scaling to $60K/Month in Google Ads Profitably for a National Service Company

Introduction:

Scaling paid acquisition isn’t about spending more—it’s about scaling profitably. That’s exactly what we achieved with a national service-based company offering both residential and commercial solutions across dozens of U.S. markets. They had seen modest success with Google Ads but couldn’t confidently scale without risking performance. We partnered with their internal team to build the foundation, strategy, and controls needed to go from a scattered $25K/month ad account to a streamlined, high-performing $60K/month system—with strong unit economics every step of the way.

The Challenge:

The client had ambitions to dominate key markets—but their Google Ads account lacked the structure to scale safely. They were running a mix of legacy campaigns across different states, with:

• Inconsistent performance between markets due to shared budgets and undifferentiated targeting

• Over-reliance on automated bidding and PMax, with no strategic guardrails

• No connection between ad spend and revenue at the market level

• Limited creative variation, making messaging feel generic across geographies

• Data silos between ad platform, CRM, and lead-to-sale tracking

They knew there was room to grow—but lacked the roadmap and measurement framework to scale with confidence.

Our Collaborative Approach:

We began with a strategic audit—not just of the ad account, but of their business model: services offered, profit margins by location, lead-to-sale close rates, and operational capacity.

From there, we collaborated with their marketing and revenue teams to define performance guardrails, acceptable CPL ceilings, and scaling thresholds by region. This clarity would allow us to scale in a controlled, profitable way—without burning through capital or damaging CAC.

Crafting Tailored Strategies:

We built the infrastructure to support scale—breaking the account into controlled, performance-optimized components:

• Individual campaigns per market tier (Top, Growth, Test) with their own KPIs and budgets

• New campaign architecture, separating branded, non-branded, retargeting, and category-based queries

• Dynamic landing pages with geo-personalization and conversion-focused UX

• Robust use of first-party data, CRM match lists, and audience exclusions to reduce wasted spend

• Tight integration with call tracking and CRM, tying spend to booked jobs and revenue—not just leads

We also implemented weekly performance reviews and quarterly roadmap updates—treating this as an evolving system, not a “set and forget” media buy.

Precision Planning and Execution:

Scaling didn’t happen overnight—it followed a disciplined, stepwise approach:

1. Validate CPL and ROAS targets in each market

2. Increase budgets in 10–20% increments, maintaining profitability

3. Test creative, landing pages, and geo variations at each stage

4. Retire or reallocate underperforming budget on a rolling basis

5. Reinvest in top-performing markets with confidence

Each move was made with full attribution clarity—knowing exactly which campaigns drove real revenue, not just clicks or forms.

The Outcome

By the end of Q2, the results were clear:

• Monthly spend scaled from $25K → $60K, with CAC kept below target in every market

• Lead quality improved, as tracked by sales conversion and job value

• Average cost-per-lead dropped by 27%, even as volume increased

• Revenue attribution tightened, enabling market-by-market ROI reporting

• Creative refresh cycles and geo-targeting automation led to stronger local resonance and engagement

What started as a fragmented Google Ads account is now a performance engine that reliably fuels their national expansion—one profitable market at a time.