A home-services company turning calls into booked jobs
Local search ads, call tracking and Google Business Profile work built around booked jobs and job value, not raw call volume.
Sample campaign walkthrough (illustrative)
This is a hypothetical business, not a client. It shows how we would structure the account and what we would measure. It contains no client data and makes no claim about results. Your own plan comes from your own data, in your free Yield Audit.
Where this account starts
- The business
- A hypothetical HVAC and plumbing company serving one metro area and its suburbs.
- The goal
- More booked, high-value jobs (installs and replacements) inside the service area, at a steady cost per job.
- Sample budget
- A sample budget of $8,000 a month across Google Search and Local Services Ads.
- Starting point
- Every call counts as a conversion, ads run citywide including areas the trucks don’t serve, and the business profile has few photos and old hours.
What the Yield Audit looks for here
The checks we would run first on an account like this, the kind of issue we expect to find and the fix.
-
Call quality
Finding: Existing-customer, supplier and wrong-number calls count as leads.
Action: Call tracking with a minimum duration, and booked jobs imported from the job-management system.
-
Geography
Finding: Ads show in neighbourhoods outside the service radius.
Action: Target by service-area ZIP and postal codes, with bid adjustments by drive time.
-
Service mix
Finding: Repair and installation share one campaign, so cheaper repair calls absorb the budget.
Action: Separate campaigns by job type and value, each with its own target.
-
Business profile
Finding: Categories, hours and services are incomplete, and review replies are rare.
Action: Complete the profile, add services and photos, and set up a review-request routine.
-
After-hours demand
Finding: Emergency searches peak in the evening, when nobody answers the phone.
Action: Schedule ads to staffed hours or route after-hours calls to an answering service.
How we’d organise the budget
Starting allocations for the sample budget. They move every week toward whatever returns the most.
- 40% Search: installs and replacements Highest job value, top of the budget
- 25% Search: emergency repair Staffed hours only, call-first ads
- 25% Local Services Ads Pay-per-lead placement at the top of results
- 5% Search: brand Protect the name and show reviews
- 5% Remarketing and testing Maintenance plans, seasonal offers
Sample ad groups
Tight themes, one landing page per intent. Brackets mean exact match and quotes mean phrase match. Words in square brackets inside quotes stand in for a real name.
| Campaign / ad group | Sample keywords or audience | Landing page |
|---|---|---|
| Search: installs and replacements AC replacement | "ac replacement near me", [central air installation], "new ac unit cost" | /ac-replacement/ |
| Search: installs and replacements Water heater install | "water heater replacement", [tankless water heater installation] | /water-heaters/ |
| Search: emergency repair Emergency plumbing | "emergency plumber", "burst pipe repair", [plumber open now] | /emergency-plumbing/ |
| Search: brand Brand | [company name], "company name reviews" | / |
Sample ads
Headlines lead with the searcher’s intent, then a reason to choose this business. Each asset is written to stand on its own, because the platform mixes and matches them.
Sponsored example.com/ac-replacement
AC Replacement, Same-Week | Upfront Pricing, In Writing | Licensed and Insured Techs
Local, licensed technicians. Written quote before any work starts. Financing available. Book online or call now. Serving the metro and nearby suburbs, with clear arrival windows.
All headline and description assets
- 25/30 AC Replacement, Same-Week
- 27/30 Upfront Pricing, In Writing
- 26/30 Licensed and Insured Techs
- 24/30 Call for a Free Estimate
- 87/90 Local, licensed technicians. Written quote before any work starts. Financing available.
- 90/90 Book online or call now. Serving the metro and nearby suburbs, with clear arrival windows.
Sample landing page wireframe
The page continues the promise in the ad, answers the questions that stop people converting and makes the next step obvious on a phone.
- Hero + call button Service, service area, tap-to-call and short booking form
- Trust strip License number, insurance, warranty terms (all verifiable)
- How it works Call, written estimate, install day, follow-up
- Options and pricing Typical system types and what affects the price
- Service-area map Towns served, so out-of-area visitors self-select out
- FAQ + second call button Timing, financing, permits, what to expect
What we track, and where it comes from
| Event | Source | How it is used |
|---|---|---|
| Qualified call (60s+) | Call tracking number on ads and site | Secondary signal |
| Booked job with value | Job-management system → offline import | Primary bidding signal |
| Online booking | Booking widget → GA4 and Google Ads | Conversion, valued by job type |
| Profile calls and direction requests | Google Business Profile | Local SEO reporting |
The scoreboard
- Cost per booked job, by job type
- Booked revenue from paid and local search
- Call answer rate during ad hours
- Map-pack visibility for core services
- Review volume and average response time
- Days 1–7 Call tracking live, geography fixed, ad schedule matched to staffed hours
- Days 8–30 Campaigns split by job type, booked-job import, business profile completed
- Days 31–60 Landing pages per service, review routine running, bids moved to job value
- Days 61–90 Seasonal budget plan, Local Services Ads tuned, quarterly review
Want this level of detail for your account?
Your free Yield Audit applies the same checklist to your real accounts, and you keep the findings whether or not you hire us.
Or call (866) 360-RANK ((866) 360-7265), Mon–Fri, 9am–6pm Eastern.