Cost per booked job cut by 58% for a Phoenix HVAC contractor
Rebuilt call tracking, cut 1,900 wasted search terms in month one, moved budget to AC replacement in summer and furnace in winter.
- −58%Cost per booked job ($142 to $59)
- +188%Booked jobs per month in 5 months
The challenge
A national agency had the account optimized for form fills. Half of them were job seekers and price shoppers, the emergency campaign shared a budget with maintenance plans, and nobody had told Google which calls became jobs. Summer budget ran out by the 20th of the month.
What we did
- 01
Tracking rebuilt in week one
Call tracking with recordings and a 60-second rule, booking events from the dispatch software, and closed jobs imported back into Google with revenue values.
- 02
Emergency and replacement split
Two campaigns with separate budgets and bid schedules. Emergency runs while dispatch answers; replacement bids for the $8,000 install with financing in the headline.
- 03
1,900 search terms cut
A month of search term reviews removed DIY, parts, job and out-of-area queries, and the negative list is now mined nightly.
- 04
Seasonal budgets
A summer budget set in April and a winter furnace campaign held at $0 until the first cold snap, so the account never runs dry in July.
The outcome
Cost per booked job fell from $142 to $59 inside five months while booked jobs per month rose 188%. Local Services Ads now deliver a third of the volume at $41 a lead.
“Our old agency reported clicks. DGENCY reports booked jobs, and the number went from 61 to 140 a month on the same budget.”
Other accounts, before and after.
Personal injuryHarbor Injury Law
Case-type campaigns, 24-hour intake with recorded calls, Local Services Ads beside search, and signed cases imported back into Google.
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DentalBright Smile Dental
Treatment-specific landing pages (implants, Invisalign, emergency), online booking tracked as a conversion, and Local Services Ads added once reviews passed 100.
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RoofingBluegrass Roofing
A storm campaign built before the season, replacement terms split by county with financing in the ad, Google Guaranteed live before hail, and drone bumpers during the decision window.
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PlumbingTrueLine Plumbing
Intake fixed first, emergency and big-ticket work split, north and south corridors separated, and booked jobs imported back into Google.
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Estate planningKeystone Estate Law
Flat-fee campaigns by matter type, regions split with town-named ads, online consult booking tracked as the conversion, and remarketing over the decision window.
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Pest controlEvergreen Pest Co
Local Services Ads switched on in week two, tourist clicks filtered out, plans and termite work split, and a new-resident offer for the growth corridors.
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ChiropracticNorthside Chiropractic
New-patient and auto-injury campaigns split, booking tracked HIPAA-safe, remarketing removed from condition pages, and suburb ad groups with their own offers.
Read the caseWant numbers like these?
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- 01An experienced Google Ads strategist calls you. Not a sales rep. Not an SDR.
- 02We audit your account and show you exactly where money is being wasted.
- 03You get a plan built around your margins, your data and your goals.
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