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Project Overview

In the competitive home services sector, maintaining a low cost per lead while scaling ad spend requires continuous optimization. The goal here was to sustain a steady lead pipeline, control spend efficiency during high-volume periods, and capture high-intent local demand — over a 2.5-year campaign life (Jan 2024 – Aug 2026).

Strategy

  • Search & Local Intent Strategy — built tightly-themed ad groups tailored to local service intent, using single-keyword ad groups (SKAGs) and intent-focused match types to capture motivated prospects.
  • Call Extension & Asset Integration — integrated call assets and call-only campaigns to drive direct-line calls from mobile searchers, generating 741 trackable calls.
  • Negative Keyword & Budget Safeguards — continuously refined negative keyword lists to prevent budget leakage on non-converting, low-intent terms.
  • Smart Bidding at Scale — transitioned campaigns into Target CPA / Maximize Conversions bidding to capitalize on demand spikes while keeping CPA stabilized below $10.

Project Scope

  • 14,673 high-intent leads generated from a total budget of $140.7K.
  • $9.59 average acquisition cost — well below typical home services industry benchmarks.
  • 4.23 million total impressions delivered, maximizing local brand exposure over 2.5 years.

Hire Me

Running local or home-service campaigns and want your cost per lead down?

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Project Information

  • Clients

    Windows and Door Installation Client

  • Duration

    31 Months

  • Category

    Home Service

  • Country

    United State

  • Role

    Paid Media Manager

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