Case Study · Home Services
From 284 fragmented campaigns to a 7.6× return on ad spend
We took over a home-services Google Ads account that looked busy and felt broken. There were 284 separate city-level campaigns, thousands of poor-strength ads, an average cost per click north of $21, and, the real problem, no connection between ad spend and actual revenue. The account could tell you about clicks. It could not tell you about money.
So we rebuilt it. We collapsed the sprawl into a tight, manageable structure, fixed ad strength across the board, and wired the account into ServiceTitan with our closed-loop attribution system so Google’s Smart Bidding could optimize toward booked and sold jobs instead of cheap clicks. Then we let the data do its job.
The dashboard below is the client’s own Q1 reporting. To respect their confidentiality we’ve left out raw spend and revenue totals and kept the numbers that actually matter to you: return on ad spend, cost per lead, cost per job, and the conversion rates underneath them.
Southeast US Home Services Company
January (before)
March (after)
February 2026
March 2026 ▲ Improved
The bottom line
In January, the account was running 284 fragmented campaigns with no revenue tracking. After a complete restructure and closed-loop attribution, March cut ad spend 39% while producing 177% more revenue. Cost per lead dropped from $200 to $124, sold jobs grew from 72 to 105, and the call booking rate jumped from 56% to 74%.
Why it worked
None of this came from a clever trick. It came from fixing fundamentals in the right order: structure first, ad quality second, and revenue tracking as the foundation under both. Once Google could see which clicks turned into sold jobs, not just leads, Smart Bidding had something real to optimize toward, and the cost per lead and cost per job fell on their own.
That closed-loop system is the same one we run for every client. We call it Trailhead, and it’s why we can manage spend toward booked revenue instead of vanity metrics.