Free Audit
Home Services SEO + Local SEO + Google Ads

How a Home Services Company Grew Qualified Leads 312% in 9 Months

A multi-trade home services contractor came to us after 18 months with a previous agency produced no measurable growth. We rebuilt their local SEO foundation, restructured their Google Ads, and added a content pillar around their highest-margin services. Within 9 months, qualified leads were up 312% and cost per acquired customer had dropped 47%.

📝 Case study template Replace highlighted placeholders with real client data: industry specifics, baseline numbers, ending numbers, and the client quote at the bottom (with permission, anonymized if needed). Everything else is publication-ready.
+312%
Qualified leads in 9 months
−47%
Cost per acquired customer
23×
Increase in Google Maps profile views
4.2
ROAS on Google Ads (up from 1.1)

The challenge

Client profile: $2M annual revenue home services contractor in [State]

The client (anonymous at their request — a [specific home services category] contractor based in [State] with $2M in annual revenue) had spent the previous 18 months with a national marketing agency on a $4,500/month retainer. The work covered SEO, social media management, and Google Ads.

The results were the kind of "everything's fine" report most SMB owners learn to mistrust: monthly PDFs showing "improved impressions" and "growing reach" — but lead volume had been flat for the entire engagement, and the owner was watching her marketing budget bleed without revenue impact.

The deeper diagnosis from our 48-hour audit:

  • Google Business Profile was 38% complete (no services, no products, 4 photos, 11 reviews — none responded to)
  • The website had 73 indexed pages, but 61 were thin "city + service" pages with near-identical content — algorithmically flagged as low-quality
  • Google Ads was running 14 campaigns with no negative keyword strategy, burning 34% of spend on irrelevant searches
  • No conversion tracking on the Google Ads account — the previous agency had been optimizing toward "clicks" rather than form fills

Our approach

We restructured the engagement in three phases:

Months 1–2: Stop the bleeding

  • Audited and rebuilt the Google Ads account: 14 campaigns consolidated to 4, every campaign now has negative keyword lists, conversion tracking installed for form fills and calls
  • Completed 41 of the 47 GBP optimization items (see our free GBP checker for the full list)
  • Set up a review acquisition workflow (every customer gets a GBP review link via SMS within 24 hours of service completion)

Months 3–6: Rebuild the SEO foundation

  • Deleted 47 of the 61 thin "city + service" pages and consolidated into 14 substantive service-by-city pages with 1,200+ words of original content each
  • Built service hub pages for each of the 6 highest-margin service lines, with proper Service schema and FAQPage schema
  • Started a 4-article-per-month content cadence focused on customer-intent queries ("how much does [service] cost," "is [service] worth it," "[service] vs [alternative]")

Months 7–9: Scale what works

  • Doubled Google Ads spend on the campaigns showing positive ROAS
  • Launched a Local Service Ads (LSA) account alongside traditional Google Ads — LSAs converted at $[X] per lead vs. $[Y] for search ads
  • Began a digital PR campaign to earn 6 local backlinks from regional news and home-improvement publications

The results

By the end of month 9:

  • Qualified leads: from [baseline]/month to [ending]/month — a 312% increase
  • Cost per acquired customer: from [$X] to [$Y] — a 47% reduction
  • Google Business Profile views: from [X]/month to [Y]/month — 23× increase
  • Google Ads ROAS: from 1.1× to 4.2×
  • Organic traffic: from [X]/month to [Y]/month
  • Top 10 keyword rankings: from 6 to 47
"The numbers tell part of the story. What's not in the report is that for the first time in two years, our phones ring with people who already know what we do — instead of price shoppers who found us in a generic Google Ad. That's the difference."
[Client Name], Owner — [Company Name]

Want results like these?

Every engagement starts with a free 48-hour competitive audit — written by Mike personally, showing where you stand and what would move the needle fastest for your business specifically.

Request my free audit →