Saved $4K/month in Ad Spend, Increased Leads Dramatically

Challenge

A business in the contracting/home services space came to us because they were spending $8,000 per month on Google ads and had “nothing to show for it.”

Solution

We analyzed their Google Ads setup and found that they were letting Google AI generate copy for ads based on their landing pages.

Unfortunately, the landing pages were purely informational and not optimized to lead their prospects toward taking an action.

Furthermore, their ad bidding strategy was to optimize for clicks, not “conversions” (i.e., book an appointment).

Essentially, they were telling Google to make an ad that would draw a click, with no concern about what happened after that. Their goal was appointments, but their ads were optimized for driving traffic.

Our solution was to:

Rebuild their website, paying attention to calls to action that would generate appointments.
Cut their ad spend in half ($8K/month -> $4K/month).
Optimize ads for conversions on the website, rather than clicks to the website.

Results

While the number of clicks to the website dropped dramatically, the quality of the traffic improved immensely, and this meant their ad budget was working for them, not wasted.

In an industry where the Click-Through-Rate on Google Ads averages around 5%, we were achieving almost 8%.

Moreover, our client went from having “nothing to show for it” to averaging 5 – 6 appointments booked per week.

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