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Owner had been running Google Ads without proper structure, lead quality controls, or service area geo-fencing. Leads were coming from 200+ miles away. Ad budget was bleeding everywhere.
Every dollar redirected. Every month showed measurable improvement. By Month 6, Blue Line owned their market for construction keywords in Mississippi.
Audited account: found 73% of leads were coming from outside service area (Memphis, Shreveport, even Atlanta). Immediately set geo-fence to 35 miles from Jackson HQ. Paused all national keyword targeting. Built conversion tracking: lead form submissions, phone calls (tracked via call center integration), proposal accepts. Identified 200+ negative keywords that would eliminate homeowner/DIY traffic. Baseline: 180 leads/mo, only 8 qualified (4.4% conversion).
Launched 4 tightly segmented campaigns: (1) Residential New Build, (2) Commercial Renovation, (3) Industrial Maintenance, (4) Emergency Repairs. Each campaign had unique keywords, bid strategy, and landing page. Residential focused on $40K-$150K projects. Commercial on $100K+. Industrial on ongoing maintenance contracts. Emergency Repairs on same-day service calls. New leads started flowing immediately: 156 total, 22 qualified (14.1% — 3x baseline).
Refined ad headlines aggressively. Winning RSA for Commercial: "Commercial Construction Services Jackson MS" + "Licensed Contractor Since 1998" + "Free Site Assessment" — 9.2% CTR. Landing page test: added project calculator showing turnaround time based on scope. Visitors who used calculator converted at 6.8x the baseline. Quality Scores climbed from 4.2 to 7.8 average. CPC dropped 34% as a result. Qualified leads: 38 in Month 3.
Activated Target CPA across all campaigns using Month 1-3 clean data. Set CPAs: Residential $62, Commercial $75, Industrial $68, Emergency $55. Layered RLSA with +50% bid boost for contractors who requested quotes in past 6 months — repeat business was golden. Added seasonal overlays: adjusted budgets for spring/summer construction surge (peak season in Mississippi). Historical data showed 3x higher project volume May-September. Qualified leads: 48 by month-end.
ROAS hit 3.8x in Month 5 — owner was thrilled. Scaled total budget 42% and concentrated additional spend on Commercial campaign (highest revenue per job: $28K average). Impression share for core terms like "commercial contractor Jackson" reached 81% — pushing competitors down. Lead volume hit 68 qualified leads in Month 5. Repeat customer orders were 34% of new lead pipeline — lowest customer acquisition cost. Call center reported average answer time: 26 seconds.
By Month 6, Blue Line was receiving 68 qualified leads per month — vs 8 at baseline. That's 750% growth in qualified lead volume. Cost per qualified lead dropped from $180 to $65 (64% reduction). ROAS stabilized at 4.2x. Competitive landscape: Blue Line now dominates first page for all commercial construction terms in Jackson. Built automated monthly dashboard tracking lead quality, job closure rate, and lifetime customer value. Handed off to owner with hands-off management system.
Blue Line went from a broken account losing money to a tightly tuned lead generation machine. Qualified leads tripled. Unqualified noise dropped 68%. The transformation was pure operational discipline.
| Metric | Before (Baseline) | After (Month 6) | Delta |
|---|---|---|---|
| Qualified Leads per Month | 8 | 68 | +750% ↑ |
| Cost Per Lead | $180.00 | $65.00 | −65% ↓ |
| Return on Ad Spend | 0.8x (losing money) | 4.2x | +425% ↑ |
| Impression Share (Jackson) | 14% | 81% | +575% ↑ |
| Unqualified Lead Noise | 172/mo (95%) | 52/mo (43%) | −68% ↓ |
| Active Campaigns | 1 (unstructured) | 4 (Res, Com, Ind, Emg) | Rebuilt ↑ |
| Geo-Fence | None (nationwide) | 35mi Jackson HQ | Territory Lock ↑ |
| Avg. Quality Score | 4.2 / 10 | 7.8 / 10 | +86% ↑ |
| Repeat Customer Rate | ~8% | 34% | +325% ↑ |
| Lead-to-Job Conversion | 4.4% | 28% (qualified only) | +536% ↑ |
Residential, Commercial, Industrial, and Emergency Repairs don't need the same ad copy, landing pages, or bid strategy. We built each as its own business unit.
Blue Line was losing 95% of their Google Ads budget to unqualified traffic. Your account might be too. Let's audit it and find the leaks.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.
