A home service provider: turning ad spend into phone calls

Real phone calls from people who need the service now.

80 calls

from ads in 30 days, for a home service provider.

The goal

A family owned home service company was paying for Google Ads but getting fewer calls than it should. Spend was going to searches that would never book a job, Google’s automatic suggestions were quietly rewriting the account, and ads were sending callers to a general home page that did not match what they searched for. Website phone taps were counted as leads, so the reports looked better than the phone actually rang.

What we did

We audited the account against one goal: real phone calls from people who need the service now.

Cut wasted spend by adding negative keywords for searches that never turn into jobs.
Turned off automatic changes so every edit is a decision someone made on purpose.
Measured success by completed calls from ads instead of button taps.
Rewrote the ads around the jobs people actually search for, such as leaks, clogs and water heaters.
Designed landing pages that match each search: a clear headline, a call button at the top, a call bar that follows the visitor on mobile, real proof and a list of the areas served.
Checked the numbers every day and changed one thing at a time so we always knew what worked.

The landing pages: why we built them this way

We designed a page for each kind of search. Shown here as the approach, with the business details boxed out.

A leak detection landing page on desktop: a headline that matches the search, one offer and a call button, with the business name, phone and license boxed out — Desktop.

The same landing page on a phone, with a tap to call bar fixed at the bottom of the screen, business details boxed out — Mobile.

One clear offer.
The headline repeats what the person searched for, and the page makes one offer: the diagnostic fee is waived with the repair.
The call button comes first.
A call button sits above the fold, and on a phone a tap to call bar stays on screen as the visitor scrolls.
Proof right under the button.
Star rating, licensed, upfront flat pricing and same day service sit next to the call button, so the visitor does not have to hunt for a reason to trust the call.

The numbers

Calls from ads: 80, Sep 2 to Oct 1, 2026.
Cost per call: $96.87.
Total spend: About $7,700.

Result

What changed

Sep 2 to Oct 1, 2026: 80 calls from ads at $96.87 per call, on about $7,700 in total ad spend.

Calls from ads as reported by Google Ads. Calls are not booked jobs. Client name withheld.

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