Summary
A home repair and remodelling company in Birmingham, Alabama was paying for Google Ads that sent clicks to a generic page. We built a dedicated landing page and rebuilt the ads account around intent. In 30 days the account produced 113 conversions from 1,270 clicks, and the business now wins more auction impression share than Angi.com.
Key Takeaways
The landing page and account structure matter as much as the budget. The same type of business that was sending clicks to a generic page produced 113 conversions in 30 days once traffic had a focused destination.
- Send ads to a page built for one action. A single headline, one call to action and trust signals did more than any bid change.
- Split campaigns by intent. Generic search, remarketing, branded, competitor and Performance Max each got their own messaging and budget.
- Use remarketing for high-ticket work. The high-ticket remarketing campaign converted at $47.60 per conversion, below the account average of $78.60.
- Measure conversions, not clicks. Optimizing toward tracked enquiries is what moved budget to the campaigns that worked.
How Home Service Businesses Can Apply This
If your Google Ads send traffic to your homepage or a general services page, start there. A focused page for one action is the cheapest improvement most accounts can make.
The Challenge
The company serves Birmingham and nearby areas such as Hoover, Vestavia Hills, Mountain Brook, Trussville and Helena. Their Google Ads were live but sending paid clicks to a general page that was not built to turn visitors into calls. Budget was being spent without a clear structure, and national platforms like Angi.com were taking a large share of the same searches.
Client Goals
- Turn paid clicks into calls and form enquiries.
- Lower the cost of each lead.
- Compete with national lead platforms in local auctions.
- Separate high-ticket remodelling jobs from smaller repairs.
Our Approach
- Dedicated landing page: one headline, one call to action, trust signals and no distractions, built only for home repair and remodelling enquiries.
- Six intent-based campaigns: generic search, remarketing with standard and high-ticket variations, branded, competitor and Performance Max for office visits.
- Ad copy matched to intent: each campaign got its own messaging, tighter keywords and bidding aligned to conversions.
- Ongoing optimization: the account optimization score was raised to 89.1%.
Results
| Metric | Result |
|---|---|
| Conversions | 113 in 30 days |
| Clicks | 1,270 on $8,880 total spend |
| Average cost per conversion | $78.60 |
| High-ticket remarketing campaign | 38.5 conversions at $47.60 each |
| Performance Max office visits | $14.80 per conversion |
| Trend | Conversions up month over month |
| Auction impression share | Higher than Angi.com |
