- Industry
- Home services (plumbing)
- Platform
- Google Ads
- Campaign type
- Search
- Period
- Aug 10 to Oct 8, 2026 (two 30-day periods)
- Ad Spend
- $4,607.79 (latest 30 days)
About the client
A plumbing business offering home services, using Google Search ads to win calls and form leads from local customers.
The account was bringing in leads, but each one cost close to $77. Part of the budget went to clicks and searches that did not turn into calls or form submissions.
Get more calls and form leads from Google Ads while lowering the cost of each one.
What we did
-
Cleaned up the search terms
Added negative keywords to stop spend on searches that never turned into jobs.
-
Focused budget on the main lead campaign
Paused the campaigns that were not converting and put the budget behind the Leads Search campaign.
-
Tracked every lead
Counted calls from ads, calls from the website and form submissions as conversions, so the account could optimise for real enquiries.
Results
- +18.8%
- Conversions (64 to 76)
- -21.2%
- Cost per conversion
- $60.63
- Cost per conversion
- 14.37%
- Conversion rate
- 11.59%
- Click-through rate
| Metric | Previous 30 days | Latest 30 days | Change |
|---|---|---|---|
| Conversions | 64 | 76 | +18.8% |
| Cost per conversion | $76.93 | $60.63 | -21.2% |
| Ad spend | $4.92K | $4,607.79 | about -6.3% |
| Clicks | 557 | 529 | -5.0% |
Proof
Key learnings
- Fewer, better clicks beat more traffic. Clicks went down 5% while conversions went up 18.8%.
- Tracking calls and forms as conversions helps Google find the searches that turn into real jobs.
- Cutting wasted spend lowered the cost of each lead without lowering lead volume.
Want more calls and leads from the same Google Ads budget?
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