5.1× Return on ad spend

Situation

A home services company operating in several US metros bought most of its demand from a lead vendor whose per-lead fees rose every quarter — the same leads were being resold to competitors. In-house attempts at Google Ads had produced inquiries that rarely turned into booked jobs, so the team had concluded paid "didn't work for their market."

Diagnosis

• All traffic landed on the homepage: no dedicated pages per service line, so intent was wasted on navigation.
• Geographic targeting leaked spend into ZIP codes the crews did not serve.
• Bidding optimized on calls and form fills, not on jobs that actually got booked.

System built

We built dedicated landing pages per service line and metro, launched Google Search under strict geographic and query controls, and added Meta prospecting in the two strongest markets. The critical loop: booking outcomes from the field-management system fed back into bidding, so the platforms optimized toward booked jobs rather than raw inquiries.

Results

Within four months the cost per booked job was less than half the vendor baseline, booked volume from paid nearly doubled, and vendor dependence fell from 70% of lead flow to 22% — with each ad dollar returning 5.1 in revenue by month four.

Before / After

Case studies are anonymized to protect client confidentiality. Metrics reflect actual account performance over stated periods.