26% More Non-Branded Conversions at a 13% Lower CPA for a Multi-Location Home Services Company

The company was generating leads, but too many of them never turned into revenue. Cost of marketing was climbing because budget was spread evenly across campaigns regardless of performance, and Google Ads had no visibility into which leads actually closed. Without offline conversion data, automated bidding was optimizing toward form fills rather than customers.

We rewrote ad copy around clear calls to action and live promotional offers to lift click quality, then reallocated budget away from inefficient campaigns and into the ones producing qualified demand. Customer Match lists were implemented to bias delivery toward high value audiences. Most importantly, we built offline conversion tracking so closed revenue flowed back into Google Ads, letting the bidding algorithms invest only in the clicks that produced real customers.

Comparing 90 days pre and post on non-branded traffic, the program delivered 26% more conversions on only 10% more incremental spend, driven by a 25% improvement in conversion rate and a 13% reduction in CPA. The partnership has now run more than two years, during which the company expanded from five to eight locations and increased its monthly SEM investment threefold on the strength of the performance.