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Case Studies
B2C Lead Generation
Home Services
Speedy Home Services is a B2C provider specializing in HVAC and home insulation services. They had been attempting to use Google Ads for four years prior to working with Emerge but struggled to generate leads at an efficient cost per acquisition (CPA).
Results
Quality leads generated
in cost per lead
in terms of jobs booked and revenue
Speedy Home Services wanted to:
Scale their lead generation efforts to ensure their sales team had a steady stream of high-quality leads.
Maintain a specific CPA to remain profitable based on their close rates and sales costs.
Before working with Emerge, Speedy Home Services faced:
A high CPA, making it impossible to generate leads profitably.
An outdated, slow website that wasn’t ideal for converting paid ad traffic.
A paused Google Ads account with zero reliable historical data
We developed a strategy focused on creating highly relevant, high-intent non-brand search campaigns:
Built dedicated landing pages for each service, using CRO best practices.
Created new search campaigns with exact and phrase match keywords to ensure the limited budget was spent efficiently.
Implemented accurate conversion tracking to optimize Google’s machine learning with high-quality conversion data.
Split-tested ads to continuously improve engagement rates and optimize ad copy.
Implemented a consolidated campaign approach, with segmented ad groups based on service type and geographical location. This allowed for competitive bidding on highly valuable neighborhood-specific search queries.
Leveraged target CPA (tCPA) bidding strategies to allocate budget effectively, depending on the performance of different keyword themes and ad groups.
A key takeaway from this case study is the importance of aligning ad groups with both service and geographic themes, combined with goal-based bidding. By applying precise tCPA goals, we were able to manage budget allocation efficiently and achieve optimal results while generating leads.
The partnership with Emerge allowed Speedy Home Services to significantly increase the number of leads for their sales team while reducing the cost per lead. As a result, they were able to land larger contracts and achieve their most profitable year since the business began.
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