Cutting Cost per Lead by 87% for a National Home Services Company

A national home services company with 30+ locations across the United States was struggling to make Google Ads profitable. Despite running multiple campaigns, their cost per lead had ballooned to $140, and they weren’t generating enough phone calls to sustain growth. With a large ad budget at stake, they needed an experienced partner to step in, restructure campaigns, and drive down lead costs while increasing revenue.

Challenge

The company faced several critical obstacles:

High Cost per Lead ($140): Campaigns were inefficient and overspending on low-quality clicks.

Low Lead Volume: The phone wasn’t ringing enough, and growth targets weren’t being met.

Fragmented Campaigns: Running ads across 30 U.S. cities without a unified structure led to wasted budget.

Poor Attribution: Lack of proper call and conversion tracking made it difficult to know which campaigns were truly working. They needed a scalable strategy that would generate high-quality leads while drastically improving efficiency.

Approach

I deployed a data-driven optimization strategy:

Campaign Restructure by Market: Organized campaigns city-by-city to gain control and visibility into performance.

Smart Keyword Targeting: Eliminated wasteful keywords and doubled down on high-intent search terms proven to convert into calls.

Conversion & Call Tracking: Implemented advanced tracking to connect ad spend directly to revenue and cut wasted spend.

High-Impact Ad Creative: Wrote new ad copy with stronger calls-to-action and leveraged extensions to increase visibility and click-through rate.

Landing Page Optimization: Created landing pages that were optimized for Google ads and lead generation.

Ongoing Testing: Continuously tested ad copy, bidding strategies, and landing pages to steadily improve performance.

Results

The results exceeded expectations across all markets:

Cost per Lead Reduced from $140 → $18.35 (↓87%)

6,380+ Conversions Generated

$203,000 in Ad Spend Managed Effectively

Conversion Rate Increased to 8.13%

Steady Stream of Phone Calls Across 30 Cities

This dramatic turnaround proved that with the right strategy, Google Ads can be transformed from a budget drain into a scalable, profitable lead generation engine for home services businesses.

Client Testimonials

Fishell is extremly responsive, accurate and diligent! It was a big pleasure work with him. Will definitely recommend his services to anyone.

Andrei Altoros

Great working with Borja Zelada, their team was very knowledgeable of Facebook ads.

CameronLark

Fishell did a great job on a challenging project. Highly recommended.

MarcosTechstream Solutions

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