From 14 to 61 qualified inquiries / month in 90 days

The Problem

A 12-truck HVAC and plumbing operator across three suburban metros was generating 14 qualified inquiries per month from a $9,000/mo Google Ads spend. Form conversion sat at 4.1%, cost per inquiry at $214, and the landing page bounced 71% of mobile traffic inside 8 seconds. Their Google Business Profile had 23 unanswered reviews and no service-area posts in 11 months.

Budget Parameters

Media budget held flat at $9,000/mo. Management fee: $1,800/mo. Landing page rebuild: $999 one-time. Total 90-day investment: $32,397 against $0 incremental media.

Technical Steps Executed

1. 1

   Week 0 audit: Pulled 13 months of search-terms reports, identified 38% of clicks coming from informational queries ("how does AC work", "plumber salary") that would never book.

2. 2

   Restructured 2 generic campaigns into 6 SKAGs by service × city, applied a 1,400-entry negative keyword list, and tightened match types to phrase + exact only.

3. 3

   Rebuilt the landing page on a single scroll-mapped template: above-fold proof badge, 3-field form, click-to-call sticky bar on mobile, message-match per ad group via dynamic headline insertion.

4. 4

   Installed enhanced conversions, offline conversion import from the CRM, and call tracking with 60-second qualification threshold.

5. 5

   Claimed and weekly-posted to the Google Business Profile, replied to every review with location-keyword variants, added service-area pages with embedded GBP map.

Week-Over-Week Timeline