Case Study: One campaign cycle. 4x back on every dollar spent.
One campaign cycle.
Nearly 4x back on every dollar spent.
How a single-cycle Search engagement turned a competitive, high-CPC local service market into a predictable, low-cost lead engine for Affordablepumpout in Miami.
A crowded market, a client who needed proof fast.
Affordablepumpout operates in septic and grease trap services, a niche where CPCs run high and established local players defend their branded search terms aggressively. The client wasn’t looking for a long-term retainer or a slow SEO build. They needed a single, focused campaign cycle that could prove out paid search as a lead channel, fast and measurably.
Build a system that proves itself, not just spend a budget.
With $25.5K in total ad spend across the cycle, the brief was to structure the account so that performance signals surfaced early, budget could shift toward what was working within weeks, and every dollar was traceable back to a call or a booked job, not just a click.
Four moving parts, built to compete on structure, not just budget.
A dedicated page built for the campaign, one clear call to action, no distractions from the main site’s broader navigation.
Two Search campaigns run side by side with different targeting and ad structures, compared on live performance and re-weighted as data came in.
Search terms split into transactional, service-level, competitor/brand, and geo-modified clusters, each with its own ad group and message match.
Conversion pixels and call tracking set up separately from form fills, cross-checked against landing page analytics for a true picture of demand.
The second campaign structure won, and the budget followed it.
One of the two parallel campaigns consistently outperformed the other, a 4.06% CTR against 2.62%, and a lower average CPC at $17.29 against $19.45. Rather than locking in an initial split, spend and ad structure were shifted toward the stronger performer mid-cycle.
Revenue, not just clicks.
354 total conversions across the cycle at a 25.78% conversion rate, well above category norms for local service search. At an industry-typical booking rate for phone-driven leads in this category, that translates to roughly 212 booked jobs, putting cost per booked customer at $120.31 against total ad spend of $25,505.64.
A single cycle doesn’t mean a compromise.
Clean account architecture, a real comparison between campaign structures instead of guesswork, and tracking built in from day one delivered results usually associated with months of optimization, in one focused engagement.
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