Case study / Home Services
Turn more search demand into booked jobs.
Overview
The situation.
This home services company was paying for demand it couldn't answer. Search traffic was strong, but calls after 6pm went to voicemail, and voicemail almost never called back. The marketing wasn't broken—the capacity to respond was.
The business ran one campaign across its whole metro area. Some suburbs produced profitable jobs; others produced long drives and small tickets, but spend was spread evenly. Meanwhile, roughly a third of all calls arrived outside office hours, and those callers simply dialled the next company on the list.
At a glance
- Industry
- Home Services
- Campaign
- Google Search with tight service-area campaigns.
- Focus
- Turn more search demand into booked jobs.
Brief
The engagement at a glance.
Client
Sample Client B
Industry
Home Services
Challenge
Paid search traffic was high but calls were going unanswered after hours.
Objective
Turn more search demand into booked jobs.
Strategy
Call-first landing pages · After-hours callback automation · Service-area targeting
Creative
Clear, urgent ad copy with trust signals.
Campaign
Google Search with tight service-area campaigns.
Funnel
- 01Search
- 02Call / form
- 03Callback
- 04Estimate
- 05Job
Approach
How we tackled it.
Call tracking was installed first so every number could be trusted. Service-area campaigns launched in week two, and the after-hours callback flow in week three. The team reviewed recorded call outcomes weekly, tagging which enquiries became estimates and which became jobs, then fed that back into keyword and area decisions.
Call-first pages
Landing pages were rebuilt around the phone call: tap-to-call above the fold, service and suburb in the headline, and proof points within one scroll.
After-hours automation
Missed calls triggered an instant text offering a callback slot, turning a lost call into a booked conversation for the next morning.
Tighten the map
Campaigns were split by service area, with budget shifted toward the suburbs that produced profitable jobs and away from those that didn't.
Results
Performance over time.
Illustrative campaign figures—not actual client results, forecasts or guarantees.
+39%
Booked jobs
91%
Answer rate
-24%
Cost per job
Qualified leads trend
Monthly conversions
Learnings
What we learned.
- → Speed-to-lead was the biggest lever.
- → Service-area precision cut wasted spend.
Takeaways for your business
- ✓The biggest lever was operational: answering or instantly acknowledging every call.
- ✓Geography is a budget decision, not just a targeting setting.
- ✓When tracking connects calls to revenue, optimisation gets much easier.
Questions
Questions about this kind of engagement.
What happened to the after-hours callers?+
They received an immediate text with a callback option. Most booked a morning slot instead of calling a competitor, which is where the answer-rate improvement came from.
Did cutting areas reduce total leads?+
Slightly, but the leads that remained were closer, larger and more profitable—cost per booked job fell even as volume levelled off.
Does this need new software?+
Only call tracking and a simple SMS automation. Both connect to the tools most home services businesses already use.
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