April 3, 2026

How a Structured Google Ads Strategy Delivered 19K+ Conversions at $0.71 CPA

Project Summary:

Project Name

Google Ads Performance Optimization

Project Scope

Strategic restructuring and optimization of Google Ads campaigns to improve lead quality, conversion efficiency, and scalability

Resources Used

1 Digital Marketing Manager
1 Google Ads Specialist

Industry

HVAC Service Provider

Work Duration

Ongoing

Country

United States

Technologies Used

Client Overview:

The client is a well-established home services provider offering a wide range of solutions, including HVAC, plumbing, electrical, solar, and generator services. With a strong presence in their regional market, they had already invested in paid advertising to generate leads and maintain a steady flow of service requests.

However, as their service offerings expanded, their advertising account grew complex and difficult to manage. Multiple campaigns were added over time without a clear structure. This resulted in inefficiencies that limited performance despite a significant monthly ad spend.

They approached TRooInbound with a clear goal. They wanted to improve lead generation efficiency, reduce wasted spend, and create a scalable system that could support future growth across multiple service categories.

Their Challenges

The existing Google Ads account had several structural issues that were affecting performance:

Campaigns were overlapping, and multiple ad groups were targeting similar keywords. This created internal competition within the account, which led to higher costs and inconsistent results.
Budget allocation was another major concern. Since campaigns were not clearly segmented by service or intent, the budget was spread thin across multiple areas without prioritizing high-performing or high-value services. This reduced the overall return on investment.
Keyword congestion within ad groups made optimization difficult. With too many keywords grouped together, it was challenging to control messaging and match user intent effectively. This also impacted ad relevance and quality scores.
There was also heavy reliance on automated assets. While automation can be helpful, in this case, it added clutter and reduced control over messaging. The lack of clarity in communication made it harder to align ads with specific services and user needs.

Overall, the account lacked a clear structure, strategic direction, and control. This limited the client’s ability to scale campaigns efficiently.

Our Strategies & Planned Solutions

We began with a complete audit of the account to identify gaps and inefficiencies. The goal was not just to fix issues but to build a strong and scalable foundation.

The first step was campaign segmentation. We restructured campaigns based on specific services and user intent. Each service category, such as HVAC, plumbing, electrical, solar, and generators, was given its own dedicated campaign structure. This allowed better control over targeting, messaging, and budget allocation.
Next, we eliminated duplicate and overlapping campaigns. This reduced internal competition and ensured that each keyword had a clear and defined place within the account. It also helped in improving performance consistency.
We implemented a focused keyword strategy centered on high-intent search terms. Instead of targeting broad or loosely related keywords, we prioritized terms that indicated strong purchase intent. This helped in improving lead quality and conversion rates.
A strong negative keyword framework was introduced to filter out irrelevant traffic. This step played a key role in reducing wasted spend and improving overall efficiency.
Budget alignment was another critical part of the strategy. We redistributed budgets based on service priority and performance potential. High-value services received more attention, while underperforming areas were optimized or scaled back.
In addition to search campaigns, we introduced a remarketing strategy using Display campaigns. This allowed the client to re-engage users who had previously interacted with their website but did not convert.

We also planned the rollout of Performance Max campaigns for future expansion. This included preparing creative assets, structuring campaigns, and aligning them with overall business goals.

Implementation

The implementation phase focused on rebuilding the account from the ground up while maintaining performance stability:

We created clearly defined campaign structures for each service category. Each campaign was further divided into tightly themed ad groups to ensure relevance and better control. This approach improved ad quality and allowed for more precise targeting.
Search campaigns were optimized with controlled keyword targeting. We focused on exact and phrase match types to maintain intent accuracy. Ad copy was aligned closely with user queries to improve engagement and conversions.
Display campaigns were launched to support remarketing efforts. These campaigns targeted users who had already shown interest in the services, helping to increase conversion opportunities.
We also established a continuous monitoring system. Campaign performance was tracked regularly, and adjustments were made based on data insights. Budgets were refined, keywords were optimized, and underperforming elements were improved or removed.

Parallel to this, groundwork for Performance Max campaigns was initiated. Asset collection and campaign planning ensured a smooth transition into the next phase of growth.

Key Outcomes

The transformation delivered strong and measurable results within the first month.

With a monthly ad spend of approximately $14,000, the campaigns generated over 23,635 clicks. More importantly, they delivered 19,592 conversions, indicating a significant improvement in lead generation performance.
The conversion rate reached an impressive 82.90 percent. This reflected the effectiveness of the new campaign structure and targeting strategy.
Cost efficiency also improved significantly. The cost per conversion dropped to $0.71, demonstrating that the account was generating high-quality leads at a much lower cost.
Beyond the numbers, the account became more structured and easier to manage. Internal competition was eliminated, and budget allocation became more strategic. This created a stable and scalable system that can support long-term growth.

The client now has a clear path forward. With a strong foundation in place, they are well-positioned to expand campaigns, introduce new strategies, and continue improving performance over time.

Our Statistics

Happy Clients

Projects Completed

Team Members

Related Case Studies

Time For a cta

Contact Us

Get A Quick Quote

We will strategize our execution based on your requirement

How a Structured Google Ads Strategy Delivered 19K+ Conversions at $0.71 CPA

Project Summary:

Client Overview:

Their Challenges

Our Strategies & Planned Solutions

Implementation

Key Outcomes

Our Statistics

1000+

5000+

150+

Related Case Studies

Time For a cta

Contact Us

Get A Quick Quote

How a Structured Google Ads Strategy Delivered 19K+ Conversions at $0.71 CPA

Project Summary:

Client Overview:

Their Challenges

Our Strategies & Planned Solutions

Implementation

Key Outcomes

Our Statistics

1000+

5000+

150+

Related Case Studies

Heightened Online Presence with TRooInbound's SEO Expertise

Time For<img decoding="async" src="https://trooinbound.com/wp-content/uploads/2021/11/cta.gif" class="tr-cta-call-gif" alt="Time for a CTA" > a cta

Contact Us

Get A Quick Quote

Time For a cta