An established multi-crew company had steady volume but high CPL. We rebuilt campaigns and the landing experience, then layered call-only coverage for emergencies.
Starting point (last 30 days):
• Broad targeting and mixed match types; many close-variant queries.
• 24/7 schedule; slow mobile landing page; no financing CTA; generic RSAs; no call-only ads.
• CPL ≈ $112 across forms + calls.
What we implemented (days 1–21):
• Account restructure: intent-themed ad groups (springs, opener, door install, emergency); tight phrase/exact match; robust negatives; location exclusions.
• Schedules & bids: weighted weekdays 7a–8p; lighter nights; mobile bid boosts where CVR warranted.
• Creatives: RSAs with price/ETA + local proof; added call-only ads for “emergency” clusters.
• Landing page: compressed assets (LCP < 2.5s), clear “Call Now” and “Book Today” CTAs, financing badge, review strip, service-area trust map; dynamic number insertion.
• Retargeting: light display remarketing with frequency caps.
Results (days 22–60):
• CPL down to $68 (−39%) with +9% leads on the same budget.
• Call-only ads contributed 21% of conversions with the strongest emergency close rate.
• Landing-page conversion improved 8.7% → 13.4% (mobile gains largest).
• Geo trim shifted spend toward six core ZIPs with better job value.
Tools/stack: Google Ads, GA/Tag tracking, call tracking + recordings, landing-page builder, optional heatmaps.
Timeline: Early efficiency gains by week 3; stabilized by week 8.
Takeaways:
• Query control + fast, clear landing pages beat “more budget.”
• Call-only is crucial for high-intent emergency terms.
Notes/Disclaimer: Efficiency depends on demand, competition, and seasonality.
