CPA Cut 60%, Volume Tripled — Multi-Location Kitchen Remodeling Contractor
The account was spending $13k/month but bleeding it on DIY searchers and informational clicks that would never buy a $20k kitchen. I stripped it back, restructured it city by city, and within months the CPA dropped from $42.43 to $17.50 — while lead volume hit record highs.
Key Results
-60%
CPA Reduction
From a peak of $42.43 per lead down to $17.50
17,800+
YTD Leads
Total qualified leads across all city campaigns, Jan–Aug 2026
$425k+
Budget Managed YTD
Managed efficiently across multiple Canadian cities
The Challenge
What the client was dealing with
The client was spending heavily but the Search campaigns were attracting the wrong audience entirely — low-intent, top-of-funnel traffic that drove up the CPA to $42.43. For a high-ticket service where a single job is worth $20,000+, paying $42 per unqualified lead was not sustainable. They needed highly qualified, ready-to-buy local leads at scale.
My Approach
What I actually did
- Ran a full Search Terms audit and identified thousands of irrelevant queries (DIY searches, parts-seekers, informational traffic) — built an aggressive negative keyword list to eliminate them permanently
- Rebuilt campaigns using Single Theme Ad Groups (STAGs), isolating buyer-intent keywords like 'kitchen remodeling quote' and 'contractors near me'
- Segmented the entire account by city — separate campaigns for each location with tailored budgets and local ad copy
- Switched to Maximize Conversions bidding after 30 days of clean data, letting Google's algorithm find the cheapest qualified leads automatically
- Maintained high Search Impression Share on the top-performing exact match keywords to dominate the most valuable search real estate
The Numbers
Biggest Lesson Learned
“The biggest mistake I inherited was one giant campaign trying to cover every city with one budget. When you split by location, you immediately see which cities have the best CPAs — and you can double down there. Geographic segmentation was the single biggest lever in this account.”
Project Info
Industry
Home Services & Contracting
Country
Canada
Duration
Ongoing
Budget Scale
$13k+ / Month
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