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Google Ads · Tracking & Analytics
How a Chimney & Fireplace Company Quadrupled Phone Calls From Google Ads
Calls were coming in, but not enough of them and at too high a cost. We rebuilt the account around services, locations and high-intent local searches, then cleaned up conversion tracking so bidding could work properly.
Results
Oct – Dec 2025
Source: Google Ads account data
- Phone calls in a month
- 282
- +321% vs. 67
- Lead form submissions
- 117
- +117% vs. 54
- Cost per conversion
- $92.53
- −11% vs. $104
- Client
- Chimney & fireplace services company
- Industry
- Local Services
- Market
- Georgia, USA
- Channels
- Google Ads Search, Performance Max
- Timeframe
- Oct – Dec 2025
Tools & platforms
- Google Ads
- Call conversion tracking
- Lead form tracking
- Search terms report
Overview
Turning local search demand into booked jobs
The business offers chimney cleaning, inspection, repair and fireplace installation across several Georgia service areas. It relied on Google Ads for new customers, but results were inconsistent and the cost of each lead was too high to scale.
We reviewed the whole account and rebuilt it around how customers actually search: by service and by location, with ads written to make the phone ring.
What we worked on
- Google Ads managementSearch and Performance Max, managed monthly.
- Service & location structureCampaigns split by service and service area.
- Call-focused adsCopy and assets built to drive calls.
- Conversion trackingCalls and forms tracked as clean, primary goals.
The challenge
Spend was going out, qualified calls were not coming in
In October 2025 the account produced 67 phone calls and 54 form leads at $104 per conversion.
-
01
Weak structure
Campaigns were not organised by service or location, so budget could not follow demand.
-
02
Broad keyword targeting
Too much spend went to searches without clear local, high-intent need.
-
03
Uneven lead quality
Some calls and forms were not real prospects, which made results hard to trust.
-
04
High cost per conversion
At $104 per conversion, growing the budget was not profitable.
The solution
A service-led account built for calls
We focused every change on one outcome: more qualified calls and forms from people ready to book.
-
01
Restructured by service & location
Separate campaigns for cleaning, inspection, repair and installation in each area.
-
02
High-intent local keywords
Budget moved to searches like chimney repair and chimney cleaning near me.
-
03
Call-first ad copy
Offers, call assets and clear pricing to turn searches into calls.
-
04
Bidding, budgets & tracking
Cleaned-up conversion actions so smart bidding optimised for real leads.
Results
More calls, more leads, lower cost per lead
The business chose to reinvest in the account once each lead cost less, and volume grew with it.
Before
Inconsistent and expensive
Too few calls for the spend, with uneven lead quality.
After
Consistent, scalable lead flow
Strong call volume from local service keywords, with 88–100% optimisation scores across campaigns.
Phone calls
67282
4.2×
Form leads
54117
2.2×
Cost per conversion
$104$92.53
−11%
October 2025 vs. December 2025. Google Ads account data.
Execution
What we did, step by step
-
Step 1
Full account review
Campaigns, keywords, search terms and conversion actions checked to find where budget was leaking.
-
Step 2
Tracking cleanup
Call and lead form conversions reviewed so bidding optimised for real enquiries.
-
Step 3
Restructure by service & location
Search and Performance Max rebuilt around each service and service area, with call-focused ads.
-
Step 4
Bids, budgets & monthly optimisation
Budgets shifted to the best campaigns, with ongoing keyword and ad improvements.
FAQ
Questions about this project
How long did it take to see results?
The account went from 67 calls in October 2025 to 282 calls in December 2025, about two months after the work started.
Did the ad budget go up?
Yes. Once each conversion cost less, the business chose to invest more, and call and lead volume grew with it. Cost per conversion still fell from $104 to $92.53.
Which campaigns were used?
Google Ads Search campaigns split by service and location, plus Performance Max, all optimised for calls and lead form submissions.
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