1,059 emergency jobs booked in 90 days at under $25 a lead

Client: a 24/7 locksmith and plumbing company · Service: Google Ads, landing page · Period: July–September

At a glance

Result	Number
Conversions in three months	1,059
Average conversion rate	30%+
Average cost per conversion	Under $25 ($21.86–$25.03)
Total ad spend	$25.2K

The problem

Spend wasn’t stable. The conversion rate swung from month to month, and cost per conversion moved unpredictably. Broad keywords pulled in people who were never going to book. On a limited budget, every wasted click meant fewer jobs.

What we did

Tightened the keywords. We built the account around high-intent searches, cut broad-match and low-performing terms, and added negative keywords.
Changed the bidding. We moved from manual CPC to Maximize Conversions with a target CPA, adjusted bids by device and hour of day, and raised the budget only where the data supported it.
Rewrote the ads. We tested urgency-led copy with call, location and structured-snippet extensions.
Rebuilt the landing page. It got a faster load, a simpler form, reviews, service areas and a tap-to-call button.
Expanded the account. Once the core campaign was stable, we launched a separate plumbing campaign.

Month by month

Month	Conversions	Conv. rate	Cost / conversion
July	350	34.65%	$21.86
August	346	28.98%	$25.03
September	363	26.89%	$24.38

Plumbing campaign, launch window: 90,286 impressions, 532 clicks, 11 conversions, $608.57 spend.

Why it worked

Emergency customers search, call and book within minutes. The account now only pays for those searches, and the landing page gets them to the phone with one tap.

Running Google Ads for a home-services business? Send us your account and we’ll show you where it’s leaking.