Case study · Local Services
How a Home-Services Business Improved Lead Quality with a PPC Restructure
Ad spend produced leads, but too many were unqualified. A restructure focused spend on intent.
Illustrative engagement scenario — names and details are representative of typical client situations.
- Client
- Home-services company
- Industry
- Local Services
- Location
- United States
- Roles hired
- 1 PPC expert, 1 WordPress developer (part-time)
- Engagement
- Full-time + part-time
Intent-basedcampaign structure
Offlineconversion imports
Fasterlanding pages
The challenge
Broad campaigns and incomplete conversion tracking produced many low-quality leads.
The solution
The PPC expert rebuilt campaigns by service and intent, added negative keywords, fixed conversion tracking and imported offline conversions. A WordPress developer improved landing page speed and forms.
Changes
- Separate campaigns per service.
- Weekly search-term reviews.
- Enhanced conversions and CRM imports.
Lessons
Better tracking let bidding optimise for real customers.
See PPC experts.
Related roles
