Restoration Services

Client overview

A residential and commercial restoration company offering 24-hour emergency response for fire, smoke and water damage. In a time-critical, high-intent market, the client needed to reach homeowners and property managers at the moment they needed help, often in the middle of the night.

The challenge

Restoration is one of the most geographically competitive and conversion-sensitive local service categories. People are under stress and decide fast. The existing setup was not built for that urgency:

• No geo-targeted landing pages for specific service areas
• Broad match keywords driving irrelevant traffic
• No call tracking, so inbound calls could not be tied to campaigns
• Landing pages light on trust signals, urgency and clear prompts
• Broad ad groups that diluted Quality Scores and raised CPCs
• A high cost per conversion that hurt ROI

What we did

A hyper-local strategy built around geographic relevance and conversion efficiency:

• Created dedicated geo pages for each core service territory
• Moved to a hyper-local keyword strategy with aggressive negatives
• Deployed call tracking to measure and attribute phone leads
• Redesigned landing pages with benefit-first messaging and clear CTAs
• Rebuilt ad groups into tightly themed clusters to raise Quality Scores
• Optimized continuously to bring cost per conversion down

Results

• Lower cost per conversion
• Growth in clicks and conversions
• New service areas added
• Full lead attribution through call tracking

As the campaign matured, the drop in cost per conversion freed up budget. That spend went back into reaching more service areas, so efficiency gains drove volume growth. The client got lower costs and more customers at the same time.

"Our hyper-local strategy ensured this client owned their market geographically, and the campaign's compounding efficiency gains turned initial investment into sustained growth." Michael Delpierre, Partner