Case Studies

A landscaping and hardscaping client came close to switching off a campaign that looked expensive on a cost-per-lead basis. One lead from that campaign closed at $90,000.

This is the reason we do not optimize toward cost per lead. Two leads at the same price are not worth the same amount, and an account tuned to produce the cheapest possible lead will systematically starve the campaigns that produce the expensive ones. Booked value is the only number that settles the argument.

A roofing contractor booked two deals worth $50,000 combined in a single month.

Roofing is a high-ticket, phone-driven category, which makes it one of the easiest verticals to measure badly - the lead arrives as a call, and if call tracking is not configured properly the ad platform records nothing at all. Getting the measurement right came before any bid or budget work, whether the calls come from Local Services Ads for roofing contractors or paid search.

A commercial door company booked $13,435 in June and $20,000 in May - $33,435 of closed business across two months.

Their account currently produces around 30 leads a month at roughly $205 per lead on about $5,800 of monthly spend, run through Google Ads campaign management. The cost per lead is not remarkable. The close rate on those leads is what makes the account work, which is exactly why we report both.

A pickleball and padel facility currently averages about 85 conversions a month at roughly $9 per conversion, on under $1,000 of monthly ad spend, with a conversion rate near 10%. Most of that demand is generated through Meta Ads for Facebook and Instagram.

Not every business has a $90,000 job. Some have volume, and the entire job there is efficiency - keeping the cost per action low enough that the maths works at scale.

Our longest-running Google Ads account has been managed continuously since August 2015 - more than a decade of uninterrupted history, currently producing around 26 leads a month at about $115 each.

Agencies are usually judged on what they win. We would rather be judged on what we keep. Every client we work with is month-to-month, with no long-term contract, which means eleven years is eleven years of choosing to stay.

We are deliberate about this distinction because most of the industry is not:

• Leads and conversions are actions recorded by Google or Meta - a form submission, a tracked phone call. They are what the advertising produced.
• Closed and booked figures are jobs our clients told us they won, recorded against the month they closed.

They are not the same thing, and any agency that blurs them is showing you the more flattering number. Across the agency we have supported more than $1M in booked revenue for our clients.

Before proposing anything, we check whether your conversion tracking is actually recording what you think it is. In a scan of more than 5,000 home-services business websites, 29% of the businesses we could confirm were actively running ads had no conversion tracking at all - so this is not a rare problem. If the measurement is wrong, every number that follows is wrong, and no amount of optimisation fixes it.

Book a paid media audit and we will start there. If you want the background first, here is who runs these accounts and how the team is set up.