Real contractors. Real numbers.

The challenge

Apex was running a bare-bones AdWords account inherited from a freelancer who'd left a year earlier. They were spending $1,800/month, getting roughly 12 calls — most of which were wrong numbers, telemarketers, or price shoppers. The owner couldn't tell us which keywords drove jobs because there was no call tracking.

What we did

• Rebuilt the campaign around urgent-intent keywords: emergency calls, after-hours service, burst pipes, water heater replacement.
• Killed broad-match keywords that were eating 40% of the budget on irrelevant searches.
• Deployed CallRail with dynamic number insertion across 8 service-specific landing pages.
• Wrote ad copy that emphasized 24/7 availability and licensed-master-plumber social proof.

The result

Within 60 days, qualified call volume rose from 12 to 52/month — a 312% increase — at the same $1,800 budget. The owner hired two additional plumbers within the first quarter to handle demand. By month 6, they expanded to a second city.

The challenge

CoolBreeze had been with a generalist agency for 18 months. The agency reported a $42 cost-per-click and 'lots of conversions' but couldn't define what a conversion was — they were counting page views and form starts, not booked jobs. Real cost-per-qualified-lead was over $180.

What we did

• Audited 90 days of search-term reports and paused 312 keywords that had spent over $20 with zero conversions.
• Rebuilt the account structure around 4 service campaigns × 6 cities, with separate budgets and bid strategies for each.
• Implemented CallRail call scoring so we only counted 60+ second calls about HVAC service or installs as leads.
• Replaced the 'about us'-style landing page with a service-specific page that loaded in 1.4 seconds on mobile.

The result

Cost per qualified lead dropped from $182 to $76 in the first 60 days — a 58% reduction. Same ad spend, more than double the booked jobs. Year 1, CoolBreeze grew revenue 67% and added a third install crew.

The challenge

Precision had decent call volume but a 40% call-to-booking rate. The owner suspected the leads were 'low quality' but didn't have data to prove it. Calls were going to a shared front desk that handled multiple businesses, with no script and no urgency.

What we did

• Tightened keyword targeting to remove informational queries ('how to install a ceiling fan'), keeping only purchase-intent terms.
• Listened to 200 recorded calls in CallRail. Identified the top 3 reasons callers didn't book: long hold times, no upfront pricing, no same-day availability.
• Coached the owner's team on a 4-question call script that qualified the job in under 90 seconds.
• Updated landing pages to set expectations: 'Same-day service. Upfront flat-rate pricing. Licensed master electricians.'

The result

Call-to-booking rate moved from 40% to 83% in 4 months. With the same call volume, booked jobs more than doubled. Precision didn't need more leads — they needed better calls and a better answer.