Transforming Google Ads from a money pit into primary customer acquisition channel.
Industry:
Home Services
Services Provided:
Google Ads Management
Local Lead Generation
Timeline:
90 days
Location:
USA
The Situation
A US-based concrete coating company specializing in garage floors, basement epoxy, and residential concrete services came to us in August 2025. Their Google Ads account was burning money with almost nothing to show for it.
In the first month, they spent over $1,400 to generate a single lead.
At that rate, Google Ads wasn’t a marketing channel but a liability. They were ready to pull the plug entirely.
The Problem
The campaign was reaching the wrong people:
- Unqualified traffic from people who would never buy
- Ads showing to demographics with zero purchase intent
- Budget wasted on low-quality website placements
- Geographic targeting bringing in clicks from people outside their service area
They were getting clicks, but almost no actual customer inquiries.
What we did
During the initial 90-day period, we systematically rebuilt the account to focus on qualified local buyers only.
Search Campaign Refinement
- Disabled Google Search Partners to stop budget drain on low-quality partner sites
- Introduced tighter keyword controls to separate high-intent searches from casual browsing
- Excluded the 18-24 age group after data showed zero conversions (no homeownership, no budget for premium services)
Performance Max & Audience Targeting
- Launched Performance Max campaigns in September, then refined them in October with targeted audience segments
- Disabled automated features that were diluting brand quality
- Replaced generic video content with high-quality, service-specific assets
- Changed location targeting from “anyone interested in the area” to “people who actually live in the service area”—reaching local homeowners, not casual browsers
Display Cleanup
- Audited the entire account to identify and exclude low-quality placements
- Ensured ads only appeared on relevant, brand-safe websites
The Results
| Metric | Launch | 90 Days After | Change |
| Total Leads | 1 | 32 | +3,100% |
| Cost Per Lead | $1,444.56 | $25.71 | -98% |
| Click Through Rate | 1.91% | 3.36% | +76% |
| Average Cost Per Click | $1.95 | $0.73 | -62% |
Why this matters
The account transformed from an expensive experiment into a reliable source of new customers. The client went from barely generating inquiries to having a consistent project flow. They hired additional installers, expanded their service offerings, and entered the next season with confidence in their lead generation system.
Google Ads became their primary customer acquisition channel instead of something they were about to shut down.
Same monthly ad budget. 32x more leads. 98% lower cost per lead. The campaign went from unsustainable to a stable growth engine in four months.
Want Results Like These?
Book a 30-minute strategy call to discuss your lead generation challenges.
Clients We Worked With
Here’s What Happens Next:
Book a 30-Minute Strategy Call
We’ll discuss your business, current challenges, and whether we’re a good fit.
We’ll Provide Specific Recommendations
Based on our call, we’ll outline which approach makes sense for your business, expected timeline, and investment required.
If We’re Aligned, We Get Started
Simple contract, clear terms, and we kick off within a week. You’ll have a clear plan and know exactly what to expect.