How a local service business could more than double its weekly booked jobs
A twelve-week look at lead generation for a home services company: call tracking, area and hours targeting, Search ads and a missed-call follow-up for a home services company.
- Client type
- Local home services company
- Services
- Google Ads, call tracking, landing pages
- Timeframe
- 12 weeks
- Region
- One city and suburbs
- Primary KPI
- Cost per booked job
Background
The client is a local home services company with a team of eight technicians, serving one city and its suburbs. Work comes mainly from phone calls: customers search for a repair, call, and ask for a visit. The average booked job is worth about ₹2,400.
Before we started, marketing was a listing on a few directories, a basic website, and a small Google Ads budget of ₹7,000 a week run without call tracking. The owner knew the phone rang, but not why it rang, or why some calls did not turn into work.
The challenge
Each week the business received about 26 qualified calls and booked 9 jobs. That is a booking rate of 35%, and a cost of about ₹778 per booked job.
- Ads ran all day across the whole city, including late nights and areas the team did not cover.
- Callers searching for jobs, parts or training were clicking ads and wasting budget.
- Call tracking was missing, so nobody could tell which keywords produced booked jobs.
- Missed calls during site visits had no follow-up, and many callers simply rang a competitor.
- The website had a phone number but no tap-to-call button and no clear service area.
Objectives
The owner wanted more booked jobs without hiring more office staff. We set objectives that fit that goal.
- Double booked jobs per week within twelve weeks.
- Cut the cost per booked job by at least a third.
- Answer or return at least nine in ten qualified calls.
- Record which campaign and keyword produced each booked job.
Strategy
For a local service business, the phone is the conversion. The strategy was to bring the right callers, make calling effortless, and make sure calls were answered.
Target only the area and hours the team can serve
Campaigns were limited to the postcodes the technicians cover, with ad schedules that matched staffed hours and an after-hours message that promised a next-morning callback.
Search ads for urgent, high-intent queries
Ad groups focused on phrases such as repair, same-day and near me, by service type. Negative keywords removed job seekers, DIY searches and parts shops.
Call tracking and call extensions
Dynamic call tracking numbers recorded the source of each call. Call-only ads and call assets made it one tap for mobile users.
A page built for the call
The landing pages put the phone number, service area, response time and a short list of services on the first screen, with a sticky call button on mobile.
Never miss a call
A missed-call text-back and a shared call log meant that every unanswered call received a reply within thirty minutes in working hours.
Implementation
The programme ran for twelve weeks. Budget rose in small steps, and only after the booking rate held.
Setup and tracking
Set up call tracking, GA4 events for taps and form fills, and a shared sheet where the office recorded each call's outcome.
Rebuilt campaigns
Created service-specific ad groups, area targeting, schedules and negative keywords. Launched mobile-first landing pages.
Optimise
Reviewed call recordings and search terms weekly. Paused keywords that produced calls but no jobs. Weekly budget rose from ₹7,000 to ₹9,000.
Stabilise
Held the budget at ₹9,000, added a missed-call text-back, and trained the office on a short call script.
Before and after
BeforeStarting point
- Ads running all day across the whole city
- No call tracking and no source data
- No tap-to-call button, service area unclear
- Missed calls left unanswered
- 26 calls and 9 booked jobs a week
AfterSix-month position
- Area and hours aligned with staffed technicians
- Every call tagged by campaign and keyword
- Tap-to-call button and clear service area on every page
- Missed-call text-back and a 30-minute return rule
- 58 calls and 24 booked jobs a week
Results
All figures are weekly. Spend rose modestly, from ₹7,000 to ₹9,000, while booked jobs more than doubled.
From click to booked job
Click count shown is a rounded figure for the week-twelve funnel.
Qualified calls per week
Calls of 30 seconds or more from the target area.
Booked jobs per week
Calls that became a confirmed visit.
Cost per booked job
Weekly ad spend divided by booked jobs.
Week-by-week table
| Week | Ad spend | Qualified calls | Booked jobs | Booking rate | Cost per booked job |
|---|---|---|---|---|---|
| W0 | ₹7,000 | 26 | 9 | 35% | ₹778 |
| W2 | ₹7,000 | 31 | 11 | 35% | ₹636 |
| W4 | ₹8,000 | 39 | 15 | 38% | ₹533 |
| W6 | ₹8,500 | 46 | 18 | 39% | ₹472 |
| W8 | ₹9,000 | 52 | 21 | 40% | ₹429 |
| W10 | ₹9,000 | 55 | 23 | 42% | ₹391 |
| W12 | ₹9,000 | 58 | 24 | 41% | ₹375 |
Business impact
Weekly booked value rose from ₹21,600 to ₹57,600 on an extra ₹2,000 of weekly ad spend. The cost of acquiring each booked job fell from ₹778 to ₹375, so the business could grow without the cost per job rising with it.
Capacity became the next constraint. With 24 jobs a week, the technicians were close to full. The owner used call data to decide which services to prioritise, and to add a booking slot for the busiest days, rather than taking every call.
The office also gained something simple and valuable: a call log showing which sources produce booked jobs. That log now guides budget decisions every week.
Lessons learned
For local services, the call is the conversion
Measure calls and booked jobs, not clicks. Clicks without calls are cost, not progress.
Serve only where you can deliver
Limiting ads to the team's area and hours removed wasted clicks and disappointed callers.
Answer rate is a marketing metric
Unanswered calls are paid-for leads lost. A text-back and a return rule are cheap and effective.
Listen to calls
Reviewing a few recordings each week showed which questions callers asked and which keywords attracted the wrong customers.
Assumptions and method
This is a modelled example, not an audited client result. The storefront, website and dashboard images are designed mockups, not screenshots of a client account. Assumptions: an average booked job value of ₹2,400; a baseline of 26 qualified calls, 9 booked jobs and ₹7,000 weekly ad spend; a twelve-week ramp as shown in the table. Booking rate equals booked jobs divided by qualified calls, and cost per booked job equals weekly ad spend divided by booked jobs. Booked value is booked jobs multiplied by the average job value and is not profit. Results vary with service type, location, competition and season. We do not promise any specific outcome.
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