A multi-service home services company was spending $15K per month on Google Ads with decent click metrics but inconsistent job bookings. Three structural problems were hiding behind the numbers: shared budgets with no margin weighting, broad match keywords pulling in DIY queries, and conversion tracking pointed at form fills instead of booked jobs. Over 60 days of structural fixes to campaign architecture, negative keywords, and conversion tracking, cost per booked job dropped while total job volume held and then grew. This article walks through the diagnosis, the fixes, and what home services advertisers should take away for their own accounts.
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