More Qualified Leads. Less Wasted Ad Spend.

The challenge

The client was getting leads—but not the right leads.

Between spam submissions and people outside their service area, Google ads budget was being wasted and time was being spent sorting through unqualified inquiries instead of real opportunities. Issues occuring:

• Leads coming from outside the service area from Google ad spend
• High volume of spam form submissions on website
• Time lost sorting through unqualified leads in the CRM
• No clear tracking on calls vs. form leads ; they didn’t know where their leads were coming from

The solution

We reworked the homepage to make the next step obvious and easy. A form was added directly in the banner, the phone number was placed prominently in the navigation, and a clear “Book Now” button was carried throughout the page.

I also strengthened how services and offers were presented so visitors could quickly understand what they do and how to get started. In total, I built in 12+ intentional CTA’s across the homepage—each designed to guide users toward reaching out.’

Other solutions included:

• Designed and built dedicated landing page for Google ads campaign
• Restricted Google Ads targeting strictly to the service area
• Added location-based controls so the page only served to qualified visitors
• Implemented spam protection on forms to reduce fake leads
• Installed CallRail for accurate call tracking and lead attribution
• Optimized campaigns to prioritize high-intent traffic

The results

This approach improved lead quality, reduced wasted ad spend, and drove a significant increase in qualified inquiries. By tightening targeting, optimizing the homepage, and aligning offers across campaigns, the client saw stronger conversion performance, more call-based leads, and more efficient customer acquisition.

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