Same ad budget, 61% more conversions at a 36% lower cost

How a Greater Toronto Area heating, cooling, and plumbing company got more from Google Ads by rebuilding the account, fixing its tracking, and simplifying the path from click to call.

Client

Heating, cooling, and plumbing contractor, Greater Toronto Area

Scope

$14M+ in ad spend, 100,000+ conversions

Period

27 months, April 2022 to June 2024

Work

Google Ads rebuild, tracking, landing pages, forms

The problem

The account had spend and traffic, but little control over either.

• Broad-match keywords pulled in searches that had nothing to do with the services on offer.
• Loose ad groups mixed installs, repairs, and drain work, so ads and pages rarely matched what people searched for.
• Calls and forms weren’t tracked properly, which made it hard to see what the budget was buying.
• One generic landing page served every service.

What we did

Rebuilt the account around services. Ad groups follow what customers search for: AC installation, AC replacement, heat pumps, furnace repair, drains, and financing. Each has its own ad copy and its own landing page. Planned installs and urgent repairs run as separate campaigns with separate budgets.

Tightened targeting. We moved to phrase and exact match, layered in audiences, and added negative keywords. We tested Performance Max, Meta, and Bing alongside search, and kept Google Search as the benchmark for lead quality.

Fixed tracking. Call and form tracking now runs through GA4 and Google Tag Manager. Every tag was verified, and customer calls were reviewed in the CRM.

Rebuilt the path to conversion.

• The form went from many fields to three: service type, phone, and email. We tracked starts, errors, and drop-off.
• A “Don’t pay ’til next summer” financing offer (0% interest*) went above the fold, next to the call button.
• Real team and truck photos replaced stock images.
• We A/B tested form length, calls to action, and where the promotion sits.

The results

Comparing the same quarter two years apart, April to June:

Lighter bars are Q2 2022, darker bars are Q2 2024. All figures in Canadian dollars. Conversions include phone calls, form submissions, and other tracked actions.

Against Q2 2023, conversions grew 147% and cost per conversion fell 38%, with spend up 52% as the account scaled.

Why it worked

The demand was already there. What the account lacked was control over who clicked, a clear view of what happened next, and a page that made the next step easy. We fixed all three together, then scaled once the tracking could be trusted.