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Porta Potty Dogs rents portable restrooms to construction sites, festivals, and events across South Florida. Their Google Ads account looked like the inside of their product — a mess. No structure, no tracking, wasted spend everywhere. We rebuilt it from scratch and turned a chaotic account into a market-dominating lead machine. +245% more bookings. −58% cost per lead. 5.1x ROAS. In 6 months flat.
Porta Potty Dogs had real demand — construction foremen, event coordinators, and festival producers actively searching Google every day for portable restroom rentals in South Florida. The problem was the account was built by someone who didn't understand how sanitation rental buyers actually search. Budget was hemorrhaging. Leads weren't being tracked. Competitors were eating their lunch.
Month by month, we tightened the screws. Every optimization stacked on the last. By Month 6, Porta Potty Dogs owned South Florida's portable restroom search market.
Audited every campaign, ad group, and keyword. Found 73% of spend was going to irrelevant searches. Paused everything. Installed GTM with full tracking: 3 form types, call tracking numbers, and quote calculator interactions. Rebuilt keyword lists from scratch around actual buyer intent — construction foremen search "porta potty rental job site Miami," not "portable toilet." Geo-fence locked to 3 counties. New campaigns live by Week 3.
Launched 3 campaigns simultaneously: Construction & Job Site (largest segment, highest volume), Events & Festivals (highest order value — multiple units, multi-day rentals), and Emergency/Short-Term (highest intent, same-day demand). LSA went live in Week 5 — Porta Potty Dogs immediately appeared in the Google Guaranteed block for "porta potty rental near me" searches. Built 3 dedicated landing pages tailored to each buyer type. First tracked leads arrived in Week 6.
With 6 weeks of data, identified the highest-converting RSA headline combinations. Construction ads: "Same-Day Porta Potty Delivery" + "Serving Miami-Dade, Broward & Palm Beach" crushed all variants at 8.4% CTR. Added quote calculators to event and construction landing pages — visitors who used the calculator converted at 3.8x the baseline rate. Quality Scores climbed from 4.1 average to 7.6 average — reducing CPC across all campaigns. Remarketing launched for non-converting visitors.
Transitioned all 3 campaigns to Target CPA bidding using 90 days of clean conversion data. Set CPAs: Construction at $55, Events at $75, Emergency at $45. Layered RLSA bid boosts: +45% for quote page visitors, +30% for past customers (repeat rental targeting). Added seasonal overlays targeting South Florida's peak event calendar: Ultra Music Festival, Miami Open, Art Basel, Calle Ocho Festival, and major construction season. Budget shifted dynamically based on event windows.
ROAS hit 4.6x by Month 5 — green light to scale. Increased total budget 55% and concentrated additional spend on the Events campaign (highest revenue per booking at $420 average). Reached 72% impression share for core "porta potty rental" terms in South Florida — competitors were being pushed off the first page. Implemented a review generation system targeting past clients: GBP reviews grew from 22 to 71 with a 4.8-star average. LSA ranking improved as a direct result.
Month 6: 68 rental bookings versus 20 at baseline — a 245% increase. Cost per lead dropped from $165 to $69 — a 58% reduction. ROAS hit 5.1x across all campaigns. Porta Potty Dogs is now the most visible portable restroom rental company in South Florida paid search. Built automated budget rules, performance alert systems, and monthly ROI reporting dashboards. Set up a lead nurturing email sequence for event planners who inquire but don't book immediately.
Every metric improved every month. The compounding effect of better structure, cleaner data, and smarter bidding turned South Florida's most unglamorous Google Ads account into one of its most efficient.
| Metric | Before (Baseline) | After (Month 6) | Delta |
|---|---|---|---|
| Monthly Rental Bookings | 20 | 68 | +245% ↑ |
| Cost Per Lead | $165.00 | $69.00 | −58% ↓ |
| Return on Ad Spend | 0.9x (losing money) | 5.1x | +467% ↑ |
| Google Impression Share | 12% (S. Florida) | 72% (S. Florida) | +500% ↑ |
| Wasted Spend (Irrelevant) | ~73% of budget | <4% of budget | −95% ↓ |
| Active Campaigns | 1 (unstructured) | 3 (Construction, Events, Emergency) | Rebuilt ↑ |
| LSA (Google Guaranteed) | Not active | Active — #1 position | New Channel ↑ |
| Negative Keywords | 0 | 400+ | Built from scratch ↑ |
| Avg. Quality Score | 4.1 / 10 | 7.6 / 10 | +85% ↑ |
| Google Reviews | 22 reviews · 3.9★ | 71 reviews · 4.8★ | +223% ↑ |
Construction foremen, event coordinators, and emergency callers don't search the same way, need the same thing, or respond to the same ad. We built a campaign for each and let them own their lane.
No fluff. No buzzwords. Just the 6 specific things that moved the numbers — executed in order, compounding every month.
Found 73% of existing spend was going to irrelevant searches — camper toilets, boat restrooms, RV facilities. Shut it all down. Rebuilt 3 purpose-built campaigns from scratch with proper match types, geographic fencing, and 400+ negative keywords on Day 1.
Porta Potty Dogs now appears above all Search ads in the Google Guaranteed block. LSA leads convert faster than standard Search leads — the trust badge matters, especially for construction site managers vetting new vendors. This single channel generates 28% of all tracked leads.
Built interactive quote calculators on the construction and events landing pages — users input unit count, rental duration, and service frequency and get an instant price estimate. Visitors who used the calculator converted at 3.8x the rate of those who didn't. It also pre-qualified leads before they called.
Construction ads: "Same-Day Job Site Delivery · Serving All of Miami-Dade." Event ads: "ADA-Compliant Fleet · Flush Units Available · Art Basel Vendor." Emergency ads: "Available 24/7 · Call Now." Each headline is written for a specific buyer in a specific situation — not a generic company description.
Layered seasonal bid boosts targeting South Florida's event calendar 2 weeks before major events: Ultra Music Festival, Miami Open, Art Basel, Calle Ocho, Miami Carnival. Event planners who search early get higher bids. Same-day emergency searchers during events get maximum exposure. Budget shifted automatically based on the calendar.
Construction projects run for months — the same site manager who rented last quarter will need a rental again. RLSA bid boosts of +30% for past customers made Porta Potty Dogs the first result every time that manager searched again. Repeat booking rate increased 44% by Month 6, dramatically lowering effective CPL over time.
If you're running Google Ads and you don't know exactly where every dollar is going — you probably have the same problem Porta Potty Dogs had. Let's find it and fix it.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.
