How Smile A Mile went from $71.63 to $38.45 cost per lead and more than doubled return on ad spend by fixing broken tracking and the sales process leaking the leads underneath it.
Industry:
Home Services
Services Provided:
Google Ads Management
Meta Ads management
Local Lead Generation
AI Automation
Landing Pages
Timeline:
5 months
Location:
USA
Executive Summary
Smile A Mile, a painting company running three locations, inherited an ad account from a previous agency that was costing them twice over. Broken tracking hid the real numbers, and a slow, inconsistent sales process was losing leads the ads had already paid for.
Over five months, Mission Driven Marketing rebuilt both, cutting cost per lead 46%, growing paid leads 23% on 34% less spend, and lifting return on ad spend from 28x to 68x.
The Challenge
The “leaky bucket” problem
Smile A Mile was generating leads, but a growing share of that spend was disappearing before it ever became a booked job.
Data problem
The previous agency had linked the client’s analytics to their own Google Ads account, not the client’s. A separate broken integration under-counted conversions. Smile A Mile had been steering the business on incomplete numbers.
Process problem
Leads that did come in were arriving faster than the business could handle them. There was no dedicated intake role, one person managed assignment across all three locations, and follow-up was inconsistent enough that good leads went cold from neglect and not from bad targeting.
The Mission Driven Solution
Fix the data, then fix the leak
To turn the account around, we treated tracking and sales process as one problem, not two.
Clean data, rebuilt campaigns
Fixed the broken analytics link, rebuilt Google Ads and Meta structures independently for all three locations, and connected Meta lead forms directly into the client’s CRM cutting a manual handoff that was delaying every lead.
Real-time visibility
Built live, per-location dashboards so the client could finally see performance as it happened, not weeks later in a static report.
Closed the after-hours gap
Mapped the sales process end-to-end, then scoped and selected an AI receptionist built to hand off to a human the moment business hours start.
The Results
| Metric | Before | After | Change |
| Cost Per Lead | $71.63 | $38.45 | -46% |
| Monthly Ad Spend | $7,091.56 | $4,691.39 | -34% |
| Paid Leads | 99 | 122 | +23% |
| Ad-Attributed Revenue | $201.821,98 | $317.183,40 | +57% |
| Return on Ad Spend | 28.46 | 67.61 | +138% |
Results shown are specific to this client’s campaigns and market. Performance varies by location, budget, and business circumstances.
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Here’s What Happens Next:
We talk about your business and where leads are falling short
You get a clear picture of what’s possible and what it costs
If it’s a fit — we get started within a week