Cost per booked job down 44% on the same budget
A Murfreesboro electrician paid for clicks on jobs he didn't want. Splitting panel work from service calls cut wasted spend nearly in half.
The situation
Two vans and a Google Ads account built in 2021 that nobody had touched since. He was booking work, but the wrong work.
Outlet swaps filled the schedule while panel and service upgrades trickled in.
The problem
One campaign, one budget, every keyword in the same bucket. Cheap searches ate the budget by mid-afternoon.
The Local Services Ads profile had two categories selected out of eleven and no lead dispute routine.
The work
The results
Measured in Google Ads and the LSA dashboard, months three through nine against the six months prior.
Cost per booked job fell 44%. Panel upgrade quotes rose 2.8x. About $2,610 a month in wasted spend was recovered.
Caveat: part of the ticket increase is a mix shift toward larger jobs, not pure growth.
Same budget now, and my guys are doing the work I actually want.
If every service shares one campaign and budget, your cheapest work starves your most profitable work.
Sort your search terms report by cost. If the top twenty are not jobs you want more of, split the campaigns first.
