Four real accounts in four trades. Every figure comes from the client's own Google Ads account or call tracking, every page says how a lead was counted, and each one says what we do not know yet.
Calls, texts and forms. Button taps, page views and repeat callers are not counted as leads.
Every figure is from Search campaigns. Where a client also runs Local Services Ads, those are left out.
The pages publish their ad spend, so each company is described by trade and area only.
Click any card for the full numbers, the method and the open questions.
A contractor with no website, no logo and no ad history in early August. Three exact match campaigns and a landing page per service later: 22 calls, 9 texts and 8 estimate forms on $5,851 of spend, with clicks costing $25 each. Every number is published, including the revenue figure we do not have yet.
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An account spending $10,380 a month and scoring 214 taps on a phone button as conversions. After the rebuild: $6,883 of spend, 130 measured leads, and the owner's dispatch log showing 36 booked jobs and $1.60 collected per $1 of ads.
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Search campaigns that spent about three quarters of their search-term budget on people looking for the dump. Rebuilt around hire searches, a 170-phrase negative list and a landing page per job: 6 forms, 6 callers and 4 website calls on $1,167 in eleven days, $58 a lead in week two. Published early, and labelled as early.
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Twenty-one conversion actions all marked primary, and a first month that produced six leads because calls were not a biddable goal. We publish the slow start, the fix, and the metal roofing campaign behind the climb to 34 leads in the latest 30 days.
Read the full case studySend us read access. We will show you what your conversions column is really counting, where the spend is leaking, and what the account looks like when only real calls are scored.